In this episode of The Future of Consumer Marketing, host Andres speaks with Mesh Gelman, Founder and CEO of Cumulus Coffee Company. Cumulus is pioneering the premium at-home cold coffee category with the world's first on-demand nitro cold brew system. While the coffee industry saw cold beverages explode from 35% to 75% of Starbucks orders in just six years, no premium at-home solution existed until Cumulus spent five years developing a patented system that extracts nitrogen from ambient air and delivers café-quality cold brew in under a minute. Through relentless customer dialogue and disciplined product development, Mesh built a closed-loop ecosystem that challenges consumers to rethink their entire relationship with cold coffee.

• Creating and validating entirely new product categories in established markets


• Building a closed-loop hardware and consumables ecosystem


• Navigating the tension between perfection and speed to market in consumer hardware


• Pricing strategy when no competitive benchmarks exist


• Educating consumers about products they don't know they need


• Leveraging patents and proprietary technology as competitive moats


• Measuring product-market fit through return rates and repeat purchase behavior


• Staying curious and learning from younger generations