Taste Radio

As consumers rethink traditional beverage alcohol, where should founders look for the next big opportunity? And what separates a promising brand from one that investors are eager to back? In this episode, explore the rapid growth of RTD cocktails, what's driving demand, where opportunities remain, and why convenience and affordability alone may not be enough to differentiate brands in an increasingly crowded market. We also examine the emerging market for alcohol alternatives featuring functional ingredients like kratom, kava and kanna, and whether these products could gain traction amid uncertainty surrounding cannabis-based beverages. Plus, we revisit three conversations from Taste Radio's London meetup, featuring TRIP co-founder Liv Ferdi and investors Robin Longes, co-founder of Culture & Commerce Partners, and Elysia Kleine Deters of Media for Growth. From celebrity partnerships and U.S. expansion to building brands that attract investment, they share insights on what it takes to turn emerging CPG businesses into lasting brands. Show notes: 0:20: Craving L.A. Jet Set. RTD Revolution. Functional Fragmentation. Cannabis Crunch. – The episode opens with a preview of upcoming BevNET, Nosh and Brewbound events in Los Angeles, including Ray's live Taste Radio interview with Cravings founder Chrissy Teigen at Nosh Live. The hosts also revisit last week's discussion about Jetty, before the conversation shifts to the growing RTD cocktail category, exploring how convenience, affordability and expanding flavor options are driving consumer interest. The hosts debate whether the surge represents a lasting shift in drinking habits and examine the challenges facing brands such as Minute Maid Spiked, particularly around brand authenticity and consumer expectations. The hosts then explore the emerging market for functional beverages featuring THC, kratom, kava and kanna. They discuss consumer education, regulatory uncertainty and the challenges of building mainstream appeal around unfamiliar ingredients, while considering whether these products could benefit from restrictions on hemp-derived THC beverages. Finally, the hosts compare the long-term potential of cannabis beverages with traditional alcohol and other functional alternatives, examining generational shifts in drinking habits and the evolving definition of social drinking. 32:02: Interviews from Taste Radio's London Meetup – Olivia Ferdi, co-founder of TRIP, discusses the brand's rapid growth, U.S. expansion and partnership with Kendall Jenner, exploring celebrity equity partnerships, consumer loyalty and the challenges of building awareness for the emerging calm beverage category. She also shares lessons on entrepreneurship, ambitious thinking and maintaining balance. The conversation then turns to funding, as Robin Longes of Culture & Commerce Partners explains what makes brands investable, when to raise capital and how to find aligned investors. Finally, Elysia Kleine Deters of Media for Growth breaks down how brands can exchange equity for media and the key metrics her firm looks for, from repeat purchase and retail velocity to product-market fit. Brands in this episode: Cravings by Chrissy Teigen, Snackish, SmartSweets, Elavi, Carbone Fine Food, Jetty, Poppi, Tip Top Cocktails, Straightaway Cocktails, Post Meridiem, Whitebox Cocktails, White Claw, Hellbent, Minute Maid, Myce, Numuti, Louie Louie, Coca-Cola, TRIP, Moju

In the latest episode of Taste Radio's Elevator Talk, leaders from four emerging CPG brands -- Noodo, Ciao, Beest Snacks and Guac Shop -- introduce their businesses, share what's changed since launch and offer a look at where they're headed next. Joining regular host Ray Latif, editor and producer of Taste Radio, is Rick Field, the founder of CPG consultancy Pickles & Soup and food brand Rick's Picks, who brings sharp questions, candid feedback and founder's perspective to each pitch. Want to put your brand in front of experienced CPG operators and investors? Applications are open for future episodes of Elevator Talk. Participation is free, interviews are conducted remotely, and founders get the chance to pitch their products, share company news and get unfiltered feedback from industry leaders. Apply now to be featured in an upcoming episode.

Growth can expose every weakness in a business, from cash flow and hiring to product focus and decision-making. For founders, knowing how to scale without losing control may be the hardest part of building a brand. In this episode, Celsius CEO John Fieldly shares hard-won lessons from helping transform the energy drink brand into a nearly $3 billion beverage platform. He explains why founders shouldn't scale too quickly, how to evaluate new opportunities without losing sight of the core business, and where AI can make a meaningful operational difference. He also reflects on missteps, the importance of financial discipline, and the leadership changes required as a company grows. Show notes: 0:20: John Fieldly, CEO, Celsius – John reflects on his nearly 15 years at Celsius, emphasizing the importance of building emotional connections with consumers, maintaining distinct brand identities and adapting operations as the company approaches a $3 billion run rate and expands internationally. John discusses balancing growth with financial discipline, empowering experienced leaders and learning from past positioning decisions, including Celsius Vibe's expansion away from the brand's fruit-forward, fitness-oriented roots. He cautions founders against scaling too quickly and describes Celsius's disciplined approach to innovation, using a stage-gate process to evaluate consumer demand, category potential and repeat purchases. The conversation also explores how Celsius is applying AI to sales routing, supply-chain reporting, freight logistics and demand forecasting, accelerating some analyses from weeks to hours through employee training and tools including ChatGPT and Claude. Finally, John addresses the pressures of leading a public company with nearly 1,500 employees and outlines his ambition to grow Celsius Holdings' energy drink market share from approximately 20% to 25% and eventually 30%. He underscores the importance of accountability, open communication, constructive disagreement, financial discipline and learning from experienced mentors. Brands in this episode: Celsius, Alani Nu, Rockstar

Can a brand be too good at being disruptive?  Liquid Death built a billion-dollar business by challenging convention, but as its collaborations multiply and its products move beyond water, some are questioning whether the brand has lost its edge. We debate whether Liquid Death is evolving or jumping the shark, and what its journey reveals about building a brand that stands out and stays relevant.  Plus, we dig into Jetty, the new hydration brand from Poppi founders Allison and Stephen Ellsworth, unpack its mysterious early appearance at Whole Foods, recap our London meetup and sample several new products riding the apple flavor wave. Show notes: 0:20: English Evening. More Meetups*. JettSetters. Death By 1,000 Collabs? Apple, Not Autumn. – The hosts recap Taste Radio's London meetup, discuss the strength of the U.K.'s emerging CPG community, highlight several participating brands and thank the event's hosts and sponsors. They also look ahead to the 2027 meetup series and preview the upcoming Nosh Live, BevNET Live and Brewbound Live events in Marina del Rey. The conversation then turns to Jetty, the new hydration and electrolyte brand from Poppi founders Allison and Stephen Ellsworth. The hosts examine the brand's early product and packaging imagery amid reported sightings at a Whole Foods in New York City. They discuss the brand's positioning as an everyday hydration product, its formulation and design, and whether the attention surrounding its initial reveal is intentional marketing or simply an unconventional product rollout. The hosts then debate whether Liquid Death is losing some of its edge, prompted by a recent essay questioning the brand's cultural relevance and its recent collaboration with Pop-Tarts. They consider whether the brand's shock-driven marketing has begun to lose its impact and the challenge of maintaining a distinctive identity. They also highlight Liquid Death's lasting influence on CPG branding, particularly its willingness to draw inspiration from outside the industry. Finally, the hosts sample several new products, including Journee energy drinks, Spindrift Fuji Apple sparkling water, Halfday Crisp Apple prebiotic iced tea and Day Out's limited-edition Apple Pie and Pumpkin Cheesecake protein bites. Brands in this episode: Poppi, Jetty, Liquid Death, Pop-Tarts, Grillo's Pickles, Red Bull, Monster, Death Wish Coffee, Sailor Jerry Rum, Hendrick's Gin, Rotten Candy, Lucky Energy, TRIP, Chili Maven, Living Things, Superfoodio, Kwenched, Feisty Drinks, Dash, Agua de Madre, Moju, Mother Root, Noot, Bellydance, Everystate, Journee, Spindrift, Halfday, Culture Pop, Day Out, Lemon Perfect, Recover180, David, Fly By Jing, Sparkling Ice, Weird Beverages, Rockstar  

For CPG founders, growth isn't always about launching more products. Sometimes, it's about doing one thing exceptionally well.  In this episode, Big Mozz founder and CEO Matt Gallira explains how that focus helped build a premium frozen food brand now sold in 7,000 retail locations, including Whole Foods, Sprouts, Wegmans, H-E-B, Kroger, Meijer and Target.  He explains how food service became a critical engine for retail growth, how the company built distribution across restaurants, college campuses, sports venues and more, and why founders should resist the urge to chase every new product opportunity. Matt also shares how Big Mozz is earning a premium in a price-sensitive category and expanding its reach through a new collaboration with Sauz at Target. Show notes: 0:20: Matt Gallira, Founder & CEO, Big Mozz – Matt explains how consumer feedback at New York City's Smorgasburg market led him to transform a fresh mozzarella concept into a premium frozen food brand. After testing the concept at Smorgasburg, he expanded into festivals and events before growing Big Mozz into a manufacturer serving food service and retail customers. He reveals that food service accounts for 80% of the business, spanning restaurants, college campuses, cruise ships and entertainment venues, where partnerships drive consumer trial and support retail expansion. Having largely bootstrapped growth with limited friends-and-family and angel investment, Big Mozz relies on food service to help fund retail expansion and trade spending. Matt also discusses the brand's packaging refresh, designed to communicate quality through bold colors, appetizing imagery and recognizable ingredient cues. He outlines the company's measured approach to innovation, including spicy and ranch varieties, and its nationwide Target collaboration pairing Big Mozz Mozz Nuggets with Sauz's creamy Calabrian vodka sauce in approximately 1,500 stores. As Big Mozz expands into a broader premium frozen appetizer brand, Matt emphasizes understanding customers, delivering value and listening to feedback. Brands in this episode: Big Mozz, Sauz