Episodes

Josh White, the co-founder of pioneering canned water brand Cano Water, explains why he describes himself as “an accidental entrepreneur,” how a cold email helped the company land its first major retailer and how the brand is leaning into its British roots as it expands distribution into the U.S.

Collaborations – including a tomato-based wine co-created by Pizza Hut, a marketing campaign featuring a partnership between sex workers and a non-alcoholic spirit brand, and a partnership between candy startup Better Sour and Disney – anchor this episode.

Luke Boase, the founder of Lucky Saint, a fast-growing brand of non-alcoholic beer from the U.K., talks about why the brand’s potential for an iconic future has always been top of mind. He also explains how the company incorporates consumer insights and data into its retail pitches and how he thinks about competing with beer companies owned by or aligned with large strategics.

Innovative protein brands and proactive meetings. The hosts advocate for both in this episode, which also features an interview with Trey Zoeller, the founder of pioneering whiskey maker Jefferson’s Bourbon, a brand recognized by and awarded for its Ocean Aged At Sea expression, a whiskey matured on ships that travel around the world.

Ismail Salhi, the co-founder of subscription-based baking company Wildgrain, talks about why being obsessed with its existing customer base and not hiring “until it’s painful” have helped the brand generate $30 million in revenue and become profitable just three years after its launch.

The world needs plant-based spam. Nootropic beverages will make a comeback in 2025. T-shirts are the best brand swag. It’s buy-or-sell time, and the hosts transact in opinions. This episode also features interviews with the leaders of two fast-growing U.K.-based CPG companies: Jack Scott, the co-founder of flavored sparkling water brand Dash, and Kathryn Bricken, the founder of Doughlicious, a brand of frozen cookie dough and gelato bites.

Olivia Ferdi, the co-founder of calming beverage platform Trip, discusses how the brand’s philosophy of “product obsession” gave it a fast start and keeps it building towards a more promising future. She also explains why “the customer is sacrosanct” and how the company is applying lessons learned from success in e-commerce to its brick and mortar business.

Another episode, another billion-dollar deal. In this case, the buyer (KDP), if not the brand (Ghost), is somewhat surprising. The hosts have their say. They also highlight a couple spicy collaborations, but are divided on one of them. We also speak with Lexy Prosszer, an investment principal at U.K.-based venture capital firm Btomorrow Ventures, which is focused on investments in innovative, functional brands.

Ben Branson, the trailblazing founder of non-alcoholic spirit brand Seedlip and innovative venture studio Pollen Projects, shares his perspective on an evolving market for zero-proof beverages, why “the best” non-alcoholic products are not analogs of legacy spirits and why he’s betting big on an unusual sourcing and production model.

The hosts chat about actor Tom Holland’s foray into CPG with NA beer Bero, before riffing on an enlightening collaboration between an up-and-coming wine company and personal care brand. We also feature an interview with Megan Klein, the founder and CEO of Little Saints, an innovative brand of non-alcoholic cocktails infused with functional mushrooms, who recently appeared on “Shark Tank.”