DrinkUp Live Podcast

In this episode, Halley Turner from Per Se shares her journey as a multi-passionate entrepreneur in the non-alcoholic beverage industry, emphasizing the importance of persistence, relationship-building, and clear messaging in a rapidly evolving market.

What a Kraft and Target trained operator can teach beveragefounders about building in a category Washington keeps threatening to kill Most founders spend years chasing a $10 million check.Faye Coleman gave one back.The investor was, in her words, somewhat nefarious. Soshe walked away from the money, lost her shot at the license she was chasing,and rebuilt anyway.That is the level of conviction it takes to build in acategory Congress keeps threatening to erase.This one covers cancer, cannabis, Whoopi Goldberg'skitchen, and a December 11 deadline every beverage operator should have circledin red.

Most founders think the finance person is a luxury.Something you hire once you've made it.After the sales hire. After the marketing hire. After thecool stuff.Here's the part nobody tells you:The finance seat is the last one most brands fill, andthe first one that pays for itself.Skip it too long and you don't run out of ideas. You runout of cash.This week we sat down with the person who fixes that fora living.

Most people think building a beverage brand looks likethis:Raise a round. Chase the hot category. Blow up on social.Exit in five years.Clean. Fast. Fundable.Reality?Make the same drink for eight years. Switch yourpackaging. Switch your copacker. Then switch back.Pull your own salary and watch the cash flow pinch.And then, one random week, sell out of everything youhave.Yeah. That part does not make the pitch deck.

In this episode, Mara shares her journey from corporate law to founding Inspiro Tequila, emphasizing the importance of authenticity, community building, and strategic marketing in the competitive spirits industry.