creator of WakeUp Bio-waker® formula and the BioLift beverage.

Let’s start from the very beginning. How did the whole story of BioLift begin? Who inspire you to launch a beverage brand?

I grew up in a family that owned the largest CPG distribution system in Israel with over 12,000 points of sale.  From a young age, if I wanted to please my dad, I had to find more products that could put on the trucks, so I was taught to look for a customer need. The InnoBev story began in 2007, long before FoodTech or Biohacking were terms of art, while I was talking to a friend who was studying medicine at the Tel Aviv University.  He told me about a study that showed the U.S. workforce was losing $136.4 billion dollars every year due to lack of productivity.

This unproductive time was found to be a result of Post Lunch Dip syndrome, the tiredness we all feel between 1:00 to 3:00 PM imbedded in our circadian rhythm.  These same hours are also the most dangerous hours of the day for work and road accidents. At that moment it occurred to me this was a real pressing need that I felt compelled to solve.  Very naively, I called professor Giora Pilar the head of the Israeli sleep institute in the Technion and one of the world’s leading experts in chronobiology. Ten years, three clinical trials and plenty of patents later we created the initial WakeUp BioWaker® Formula that BioLift is based on.

InnoBev is not a beverage company, we are a FoodTech company specializing in the science of chronobiology and nutrition. Our goal from day one was to find a healthy natural solution for the Post Lunch Dip. The majority of our work from 2008 through today is centered on around R&D, clinical research, food engineering and acquiring patents to clinically prove and protect the IP of our WakeUp Bio-Waker® formulations.

After over a decade of clinical trials, we are proving the WakeUp formula is not only a superior “beyond caffeine” alternative but it’s completely safe. The WakeUp formula does not increase pulse or blood pressure nor build tolerance over time and it is also acceptable for people with blood pressure or heart condition and recommended for diabetics. Last year we began to collaborate with IFF on manufacturing the WakeUp ingredients and in parallel launched the BioLift beverage in New York. As a product that is designed to support and promote the WakeUp formulation it was important that other CPG, beverage and nutritional companies understand they can integrate the ingredients into existing brands without almost any change to the flavor. This is why we created the three very subtle flavors similar to flavored water. Today’s customer demands healthy natural scientific backed products with a great flavor and that is affordable.

BioLift is a functional beverage line of 3 different flavors. Can you tell us more about each? Which ingredients are the most important?

The formulation is composed of three botanicals:  ginkgo, biloba elderberry and guarana (only 10 mg caffeine) and a low glycemic carob extract. PLD usually hits at noontime, approximately six to seven hours after we wake up. During this time the physiological changes occurring in our bodies are characterized by a decrease in the oxygen in our blood accompanied by a decrease of half a degree Celsius in temperature as well as a slump in blood sugar levels. There are also some mild hormonal changes mostly involving cortisol release. The ingredients on their own don’t have any physiological effect but their combination together in one formulation is our clinically proven and patented breakthrough.

Since we are a science-oriented company, we thought about creating our proof of concept in one flavor but upon the recommendation of Beyond Brands, our New York based agency, we launched in three flavors, Mixed Berry, Melon Lime and Mandarin Orange.  In retrospect, it was excellent advice.

We also had the enormous advantage of leveraging our collaboration with IFF and using their natural flavors application lab to create the aforementioned great flavors which together with the extracts yields a mild-flavored and refreshing water taste.

It’s no secret that the process of a beverage development is long and tricky. What challenges you had to face in order to release BioLift line? Is it hard to maintain a good taste and high functionality of the beverage?

After more than 12 years working on this project, I honestly think we reinvented the term “long process”.  The greatest frustration with the project came when we completed the clinical study.  Although we had successfully developed the formulation during the customer research stage, we noticed how intent to buy dropped from over eight to below three due to the bitter overtones created by the extracts in our formulation. We literally crossed the globe to find the specific quality of extract with the required functional ingredient properties and without the dominant flavors, but the trickiest part of all was it had to be water-soluble.

BioLift is a dietary supplement created as a nootropic line. In your opinion, why more and more people are in a need of such products?

I believe people are looking for natural products that can work together with their bodies and not against it especially when managing demanding work schedules.

2020 was a hard year for everybody. What measures have you taken to decrease the impact of COVID-19 outbreak? What did you learn from this period?

We probably had the worst timing in the last century to launch our product. Our original plan was to launch BioLift at the beginning of March in New York and introduce it to companies as a refreshing beverage they could offer their employees in order to cope better with their lunch time bout of fatigue.  This is the same model we leveraged in Israel when we were working with the eBay and Google Innovation centers.  Both companies maintained a refrigerator in their kitchenette with our beverages for the benefit of the company and its employees.

Due to the virus, we had to change our strategy and swiftly pivot our focus to the retail sector whereby we launched BioLift in over 100 stores in New York while also expanding to Florida.

BioLift is available in NY state at this moment. Are you planning to hit the national market? Why?

As a young company with an innovative solution, you need always to move forward. The response to our product over the last five months in New York and Florida is encouraging and we intend to go expand sales to the national market in 2021.

Where do you see BioLift in 5 year from now?

A global brand that will expand to applications beyond drinks. As a parent feels for their child, the ultimate gratification is to see your concept grow and thrive on its own.

What advice would you have given yourself before you started out in the beverage business?

As a psychology major, I think we underestimate the emotional, spiritual, and mental consequences of being an entrepreneur and dedicating your career to finding an answer for a very specific phenomenon.  Entrepreneurs should take into account that alongside the satisfaction and enthusiasm that comes with developing a business, it is essential to surround themselves with a supportive environment to face the hurdles and the more difficult times. I don’t know of any entrepreneur or innovator that hasn’t faced such stresses.

For more information visit BioLift’s website.

Let’s start at the very beginning. How did the whole story of Weller begin? Who inspired you to launch Weller?

Weller is built on the mission for delivering the positive benefits of functional ingredients through delicious, trusted and ready-when-you-are products that aid consumers in actively pursuing their best lives. In 2017, we launched the brand with our functional and flavorful broad-spectrum CBD Coconut Bites. Our focus was to create a snack with simple, high-quality ingredients that didn’t just taste good but made our consumers feel good too. In 2019, we used those same superior standards to introduce our CBD Sparkling Water line and CBD Drink Mix. Our latest product addition is our first non-CBD product, Sparkling Immunity, which is the only sparkling elderberry product to deliver essential vitamins and minerals with refreshing flavor while providing core, daily immunity support for people on the go.

We were inspired by our immediate community and peers here in Boulder to create Weller. There’s an incredible amount of passion and natural resources to create anything you can dream of in this little town.

Weller is a sparkling water infused with CBD. The line consists of three different flavors. Can you tell us more about each? Which one is your favorite?

Weller’s new Sparkling Immunity line doesn’t have any CBD. It is our first non-CBD product that we offer. When we designed the flavor profiles of each variety, we wanted to create a beverage that’s refreshing and pairs well with elderberry because that is the star of this drink. The secondary fruit flavors of peach, strawberry, and lemon-lime round out the palate with multi-dimensional, crave-able flavors that will pique the interest of existing sparkling water consumers. The simple, all-natural ingredient list offers a core nutrient profile of vitamin C, vitamin D3, zinc, and magnesium for an immune boost in every sip.

John’s favorite is Lemon-Lime, Matt’s is Strawberry.

Besides RTD line, there are CBD Drink Mix and Stick Pack options. Can you tell us more about them? How consumers can choose between RTD and other lines?

Both the CBD Drink Mix and Stick Pack have 10mg Broad Spectrum CBD per serving. The main difference is that the CBD Drink Mix is not pre-portioned for individual use. Just take ¼ teaspoon of the powdered mix and stir it into any liquid. The Stick Pack is convenient and great for those who may need an extra boost of mindfulness. The canisters have 14 sticks in each package.

Compared to our RTD line, the CBD Drink Mix and Stick Packs are ideal for the consumers who are always moving and are interested in a variety of beverages to mix it into included smoothies, coffee, juices, kombuchas, etc.

It seems the CBD trend is here to stay. In your opinion, is there still fully space for new brands? What does it take to be successful in this category?

CBD is absolutely here to stay; however, it will be a reduced field of brands moving forward. There’s a shakeout taking place across the country as SKU assortments decrease, and consumers become loyal to existing brands. As a first-mover in the category, we’ve been able to capture trial, repeat purchase, and overall customer retention at a surprisingly high level.

What is the biggest achievement Weller has reached so far?

Our biggest achievement, as a team, has been adapting and thriving in this evolving market. We’ve taken a very tactical and regional approach to growing our brand. We’ve also achieved the #1 Best Selling CBD Carbonated Brand in SPINS for 2019, and continue to be #1 for 2020, YTD.

2020 is a very hard year for the whole industry. What measures have you taken to decrease the impact of the COVID-19 outbreak?

Weller provided PPE, free meals, and communicated with our audiences about staying home and getting groceries delivered. Weller donated beverages to frontline workers and organizations since the pandemic began. These partners include Community Food Share, Conscious Alliance, Frontline Friends, Metro Caring, North Colorado Medical Center, Saint Joseph Hospital in Denver, UC Health Hospital in Colorado, and Waterfall Beverages.

Did you have any experience before starting a beverage company? What challenges have you faced so far?

(John) I spent 20 years in the beverage business as a first-time entrepreneur out of college, building a national chai brand, Third Street Chai, before chai was widely recognized.  Those years provided the experience needed to avoid the perils and missteps that are very common with beverages. It’s an extremely tough category.

One challenge that we’ve faced is that mainstream retailers are hesitant with selling CBD ingestible. While this is par for the course right now, we have anticipated that the launch of Sparkling Immunity, we will be able to get our foot in the door at new stores. We can sell non-CBD, Immunity line to retailers who have not, or cannot sell those ingredients.

What advice would you have given yourself before you started out in the beverage business?

Building a successful beverage brand is all about the brand, gross margin, and velocities. If one of those is deficient, go back to the drawing board;)

For more information visit Weller’s website.

Who or what inspired you to create Tea In The Moment?

I came across the idea as I was looking for something sweet to satisfy cravings in the evenings. My usual go-to would be a piece of dark chocolate, or if I wanted something a bit lighter I would make a hot chocolate drink or tea. However, I found that most of these contained ingredients, flavourings or preservatives that I’d never heard of, or they were blended with caffeinated green/black tea – not ideal before bed! I wondered if it was possible to take these existing teas, and strip them back to just one or two natural, whole ingredients for a naturally great tasting drink, that actually tasted like real dark chocolate!

What difficulties did you face so far as an entrepreneur in the beverage industry? What is the hardest part of creating and launching a beverage brand?

I am totally new to the F&B world, so I’m learning everything for the first time. My biggest challenge right now is trying to build brand awareness and get my product out there into the world!

Tea in the Moment is a tea line with 4 different blends. Can you tell us a little bit more about each blend? Which one is your favorite?

We currently have a collection of four calming blends:

Original Cacao, Mint Cacao, Rose Cacao and Coconut Cacao.

Each blend is made from the outer shells of cacao beans and blended with organic, whole ingredients – with no added preservatives or flavourings.

• Original Cacao is the simple solution for anyone looking to satisfy sweet tooth cravings. It’s warm, velvety taste is reminiscent of a piece of your favourite quality dark chocolate.
• Mint Cacao is a fun take on the classic mint choc chip combination – the blend of refreshing peppermint leaves and sweet chocolate make it the ideal after-dinner dessert.
• Coconut Cacao is great because it’s naturally sweet with a creamy finish – even better when tried with a dash of coconut milk and a sprinkle of coconut sugar.
• Rose Cacao is definitely my favourite, it’s a delicate, floral blend that leaves you feeling light.

There are many strong tea blend brands in the United Kingdom. What makes Tea In The Moment differ in the market?

I completely agree. When I first set out to create my own tea brand I knew there was no way I could compete with some of these brands that have 300+ years of knowledge and expertise. That said, I also noticed it’s these same brands that have been sat on the shelves for as long as I can remember – marketed towards the same generation, with the same packaging, with little to no innovation.

This seemed odd because I knew people my age (the twenty/thirty-somethings) were willing to, and wanted to try new things and new flavours, especially if it provided a healthy, plant-based alternative to an existing staple.

In this way, I think both the product and the messaging sets us apart from what’s currently out there. In an aisle of bold, bright colours that are shouting for attention I hope the paired back packaging of our tea can bring a little calm to the loud lineup…

I have to say, I just love the whole idea of Tea in the Moment used as a brand’s name. However, why this brand name?

They often say people create the things they need the most. The name Tea in the Moment represents the reminder I needed. To slow down, take a breath and bring myself back to the present.

Where sitting down with a meditation app always seemed quite daunting, a cup of tea provided me with the perfect opportunity for that mindful moment I so desperately needed, but often neglected.

This of course is not a new or novel idea, with tea meditation and ceremonies forming the basis of many ancient cultures for thousands of years.

But I wanted to introduce it in a new way that would resonate with the twenty/thirty-somethings of this world, and share the comfort and peace this simple practice brought me to whomever else might need it.

COVID-19 has a huge impact on the beverage industry. What changes has your company made in order to stay competitive?

We are digitally native, born online with a direct to consumer model (for now). At the moment my focus is on growing our instagram page and building a lovely community and a loyal following – which they are!

In your opinion, what are the biggest trends in the beverage market every startup should notice this year?

The emphasis on wellness and wellbeing. I think consumers, especially the younger audience, will want more than just a product. They’ll want something that tastes good but also makes them feel good. Within tea specifically, I think there will be a continued shift away from caffeinated blends and a growing interest in more experimental herbal blends.

What advice would you had given yourself before you started out in the beverage business?

Being totally honest, this is just the beginning for me so I still have everything to learn. I think continuing to reach out and ask for help will be the most important thing!

For more information visit Tea In The Moment website.

It’s been more than 9 months after our talk back in 2019. Can you tell us what major changes has Vertosa had ever since then?

Hard to imagine it has been 9 months already. We’ve grown and evolved tremendously as a company in no short part due to the COVID-19 crisis. Removing travel and going largely virtual the past four months have given us the opportunity to really focus on the essential parts of our business, streamline processes, build even greater transparency internally and externally, and really lean into product development and R&D. Most importantly, our company culture has really blossomed and morale seems to be better than ever.

Deemed an essential part of the supply chain, the business has also been strong, so we’ve continued to expand both in product offerings and geography. We’re proud to announce milestones such as new partnerships with top beverage brands such as Calexo and Caliva, as well as an expansion into Canada through a strategic partnership with VIVO Cannabis, a producer known for premium cannabis products and services that will enable Vertosa to act as a platform for hemp and cannabis brands to grow in other regions with the same great active ingredients.

I have heard about the initiative of collaborating with flavor houses in order to develop new options for CBD infused beverages. What are the most remarkable findings and creations?

How brands and product developers think about CBD, or more broadly hemp, as an ingredient is evolving quickly. In the past, there was a propensity for manufacturers to come to us almost as an afterthought; as in, we have this fully formulated product, please just add CBD to it without changing anything. While we’ve been successful in doing that, the conversation is often much different now. We’re engaging companies during the ideation stage – literally sometimes just a pitch deck in hand – helping our partners design products from the ground-up in a more holistic fashion.

Our customized approach really allows the product makers to stretch the bounds of their imagination and explore incorporating various aspects of the cannabis plant beyond CBD for a truly unique experience. Terpenes, for instance, can create unique flavors that nod to the origin of the active ingredient, and when treated with our emulsion technology, can also significantly impact the consumer’s experience. We’ve also recently developed two certified organic formulations that have a more floral appeal, which for a natural products manufacturer, acts more as a base ingredient to build around instead of being an afterthought.

So, it’s important to understand how cannabis will function within the beverage’s formulation from the very beginning. Therefore, Vertosa works closely with each of our partner brand’s flavor house to achieve the whole desired experience of the end product. It’s also important for us to consider that there are other ingredients that influence how consumers will absorb the infusion. We need to understand what’s in the product and how those other ingredients will influence the whole experience and effects of the cannabinoids. There’s that compatibility component, so we need to familiarize ourselves with the flavor house’s ingredient base and the different options. It’s a very symbiotic relationship.

Vertosa has been actively operating outside the United States as well. What major projects or initiatives have been launched in Canada and Europe? Tell us more about them.

As I mentioned, last month we announced an expansion into Canada through a partnership with VIVO Cannabis. Working with VIVO, we can help propel the next exciting phase of the cannabis movement in Canada by offering the same quality and consistent ingredients north of the border as we do in the States, effectively creating a platform for our brand partners to expand upon. Stay tuned for the forthcoming product launches.

In general, the vision of Vertosa’s business is to create a platform for which companies and products can expand. So even though regulators create barriers, we have a reliable active ingredient that can be created regionally as well as inactive ingredients that can be shipped to multiple legal markets. Our expansion into Canada is the first real step in achieving that vision and we plan to do even more of this.

Of course, Europe is on our radar, and being that we operate in both cannabis and hemp, there are different limiting regulations and barriers that we have to consider. But Vertosa has infused products on the market in Europe, such as VitoCoco’s Infused beverages, which are available in the UK. But overall, we are being deliberate and careful with how we enter every market.

The impact of COVID-19 has been huge to the beverage market worldwide. What actions has Vertosa taken to decrease the negative impact?

COVID-19 disrupted every industry and shook our entire world to its core. However, when it came down to it, the cannabis beverage market remained strong and made major strides through the pandemic. It was an encouraging silver lining in a trying time. The growth in the space is likely because infused beverages are typically designed for individual consumption and can be consumed discreetly, which is ideal during social distancing. They are also an approachable, familiar way to consume cannabis for less experienced users and those looking to avoid smoking during this time.

In stressful times like these, to have a healthful alternative to alcohol and other substances is game-changing for consumers, and it is showing in the positive growth of our business.

The health crisis has formed new trends in many markets. Have you noticed any new trends in the beverage market? Any specific changes in the CBD-infused beverage niche?

Have you heard of the Entourage Effect? The combination of various cannabinoids that creates a unique experience, and often more efficacious, than a single cannabinoid alone, like CBD. Well, the Entourage Effect goes well beyond the compounds in the plant. Because CBD reportedly has strong anti-anxiety, anti-inflammatory and anti-stress effects, product makers are starting to pair these with other ingredients that can work alongside CBD to create incredibly efficacious experiences.

In times of immense stress, producers and brands are now thinking of CBD and other cannabinoids, such as CBN and CBG, as active ingredients that can work alongside ashwagandha or valerian root or other popular actives. Producers are also starting to understand CBD more and developing products tailored to specific demographics and uses instead of just broadly trying to put CBD in everything – or have CBD replace alcohol. The market is becoming more sophisticated, and consumers are becoming more sophisticated. Most importantly, the conversation is well beyond just CBD now and we’re often testing for detection of minor cannabinoids.

While we’re starting to see people think more creatively about their formulations, we’re also witnessing a greater creativity around engaging the consumer. Brands are thinking deeply about how to connect and speak with their customers and are often exploring direct-to-consumer sales channels. This is exciting because it allows the brand to think beyond a single product and design an entire customer journey through their brand.

I asked you this question 9 months ago, however I wonder if anything changed. In your opinion, CBD-infused beverages are the next big thing or just a short-term trend? Why?

CBD beverages, and beverages infused with other cannabinoids including THC and Delta-8, are most definitely here to stay. In fact, according to a report by Prohibition Partners, the global cannabis drinks market will be worth $1.82 billion by the end of the year.

In these extremely difficult times, infused beverages offer an appealing, approachable, and affordable alternative to alcoholic beverages. And thanks to Vertosa’s proprietary emulsion technology, there are also more sophisticated and high-end varieties of cannabis beverages than ever before, from wine to beer to cold brew coffee to fresh juice to sparkling water. We can also expect to see notable consumer brands from beer, spirits, coffee, energy drinks and more bring exciting new products to market.

However, when it comes to questioning if CBD will be an established, standalone industry, the answer is complicated. CBD is a single compound. As an active ingredient, CBD will be ubiquitous across many consumer-packaged goods and industries. At Vertosa, we consider the whole plant with hundreds of compounds at play and pride ourselves on providing the expertise to create a truly elevated cannabis experience.

For more information visit Vertosa’s website.

REBBL’s new effervescent Tonics are perfect for summertime. They offer a lower-sugar alternative to kombucha with only six grams of sugar. This is a big draw for consumers seeking healthier options because many of the leading kombucha brands have between 12 to 16 grams of sugar per bottle. Yet, like kombucha, REBBL Sparkling Prebiotic Tonics are made with ingredients that help nourish gut health.

All REBBL Tonics deliver prebiotics that help beneficial gut bacteria thrive. Prebiotics support the body in building and maintaining a healthy gut microbiome.

“We wanted to create a new type of beverage that caters to what consumers are looking for — a carbonated beverage that is lower sugar, helps support digestive health, and of course, tastes amazing,” said REBBL R&D Director Dave Prizzani. “Inspired by familiar flavors of our past, we crafted truly delicious beverages using real, organic ingredients for an elevated version of childhood favorites. The best part? Not only are they great to drink on their own, but our Tonics are also fantastic in summer cocktail recipes.”

Tonic Flavors:

• Tropical Twist (New): Bursting with bright flavors, this Tonic blends real, organic pineapple, passion fruit, elderberry, guava and lemon to create a deeply satisfying drink.
• Lemon Lime (New): Subtly sweet and citrusy, with just the right amount of tang, this Tonic is crafted with real, organic lemon and lime juices and sweetened with coconut sugar for a delicious balance.
• Forest Berry: Crisp and complex, Forest Berry features organic elderberry, blueberry, bergamot, and craft-brewed Fair Trade Assam black tea.
• Ginger Gold: Leading with bold flavors of spicy ginger and earthy turmeric, Ginger Gold is balanced with notes of aromatic vanilla, lemon, and a hint of cayenne pepper.

Source: REBBL

How did the whole story of waterdrop® begin and who inspired you?

Growing up, my grandfather was a huge inspiration to me, an entrepreneur who taught me a large amount about business, setting goals and what it means to be a good person. Years later he inspired me to create waterdrop®.

As part of my earlier career, I was often away on business trips and struggled to find a drink on the go that wasn’t full of sugar or packaged in unnecessary plastic. That’s when, in 2015 I came up with the idea of a microdrink, a sugar-free compact cube, providing a smarter and more enjoyable way to drink water. Since then, our aim has always been to help people drink more water and stay healthy.

VIENNA, AUSTRIA – AUGUST 19, 2019: CEO Martin Donald Murray of Waterdrop, Vienna.

Waterdrop® has 9 different flavours, including the newest release – NERO. Can you tell us more about the whole line?

We wanted to be all about choice. Each innovative recipe is developed through intensive research and in the end we really want each flavour to be one of a kind and to be perfect. At the heart of each recipe is the aim to enhance the taste of water using the best real fruit and plant extracts from high-quality ingredients sourced from all over the world.

If you are lacking energy, BOOST can help with a rich taste of blackcurrant, elderflower and Brazilian Açaí containing vitamin B6, B12 and C, if you are feeling under the weather DEFENCE with vitamin C helps keep your immune system fit and if you need to RELAX we even have that covered.

We wanted to ensure we were offering the perfect flavour and vitamin combination for whatever the day throws at you.

Let’s talk about NERO. After being successful during a limited edition run you’ve recently bought this product back full time.

NERO was initially developed to give extra focus when it’s needed the most. Due to the current climate and with many of us working from home, it’s easy to feel lethargic when spending an increased amount of time indoors. With energy lagging we decided it was the right time to bring it back. We included flavours such as guarana, cola nut, blackberry and activated charcoal to create a unique product and it’s our first microdrink to contain natural caffeine and one we are really proud of.

It is a challenge to create a good-tasting functional drink. What difficulties have you had so far?

Each microdrink has its own special blend of vitamins and superfoods, these superfoods are combined with well-known flavours such as lime, current, peach and cranberry. We have deliberately made all our microdrinks sugar-free because the excessive consumption of sugar can have various negative effects on the body. Ensuring our products taste good and don’t contain sugar has been a challenge, but thanks to our rigorous testing and a special manufacturing process, no fructose is contained in any of our products, making them completely sugar-free.

In order to give our products a slightly sweet taste, we use a tiny amount of sucralose, which has zero calories and therefore no influence on blood sugar levels.

What is the biggest achievement waterdrop® has reached so far?

There are countless milestones and records at waterdrop® that we keep on breaking. You never know at the beginning if it will be successful, so we celebrate every win, no matter how small. A major milestone for me was the opening of our first shop on Mariahilferstrasse in Vienna, Austria, which made everything even more real.

From a sales perspective, we’ve celebrated every first, from our first €1,000 day up to the hundreds of thousands per day when we launch a new product.

Personally, the growth of the team has always been the biggest achievement for me. One person will be behind every business, but it’s the team that brings our success. I love looking around the table on a Monday morning and seeing now over 30 people, every single person who joins our team helps drive us forward and shapes our culture and this should always be celebrated.

2020 is very hard year for the whole industry. What measures have you taken to decrease the impact of COVID-19 outbreak?

We are doing all we can to cut unnecessary costs which is obvious in theory but harder in practice as unnecessary can mean so many things depending on the business you are in. As countless other companies, we had to close our shops and incurred many unforeseen costs. However, there is also a lot of opportunity at the moment, traditional media costs have decreased due to bigger players pulling out and we are pivoting our plans to reflect this. We plan to invest in traditional media, open flagship and pop up stores and start creating content for YouTube, in the hope of connecting with consumers on a much deeper level to build long standing relationships.

Credit – © Sophie Biebl

What advice would you have given yourself before you started out in the beverage business?

Trying to disrupt an outdated industry is always going to be hard and when it comes to entrepreneurship you often only hear stories of success, but naturally also stories of failure. I think it’s easy to have an unrealistic impression of how much hard work is needed when starting a new business, regardless of the industry.

Looking back, I’d tell myself to be realistic and to believe in myself. Every idea has the chance to succeed if you believe in both yourself and the idea. It’s important to surround yourself with people who support you 100% in everything you want to do.

For more information visit Waterdrop’s website.

1. Let’s start at the very beginning. How did the whole story of 14 Hands Winery start?

14 Hands was initially introduced in 2005 as an on-premise brand to provide fine dining establishments with the perfect ‘by-the-glass’ wine with fruit sourced primarily from the Horse Heaven Hills in Eastern Washington. The success of the brand created a broader national demand for the wines and in 2010, 14 Hands entered the off-premise market.

2. 15 years of leading a successful winery is impressive. What makes 14 Hands Winery stand out among the rest?

The brand has grown and adapted according to consumer demand. From launching with three restaurant-only wines in 2005, to entering the off-premise market 5 years later and opening its own winery and tasting room in Prosser, WA 5 years after that, the brand has consistently responded to demand. By 2017 14 Hands reached 2 million cases in the national market and in 2018 began to tour the country with a horse trailer converted into a wine bar as part of the “14 Hands Run Free Road Trip.” The trailer poured “frosé” and other popular varietals at music festivals and food and wine events, bringing the spirit of 14 Hands to consumers across the United States.

The most recent evolution of 14 Hands was the addition of canned wines to the lineup in 2019, expanding the brand’s presence in the convenience store channel. 14 Hands in cans gives 14 Hands fans the same product they know and love, but for on-the-go and when, where and how they want it.

3. Unicorn Rosé Bubbles is the newest limited-edition release. Can you tell us more about the new release?

The Unicorn Rosé Bubbles Can was based in several consumer insights. First, the preferred varietal of wine in a can is sparkling rosé and second, we’ve seen the unicorn trend resonate with millennial consumers for some time now. We married the two together with an effervescent rosé bubbly in a can designed to fit seamlessly into the consumer’s lifestyle. The wine offers notes cranberry, pomegranate, and Bing cherry, giving way to a juicy crispness and refreshing finish. It can be enjoyed chilled straight from the can, poured into a glass, or made into a refreshing bubbly cocktail!

4. 14 Hands Winery is an interesting name. What is the meaning behind it?

14 Hands wines are inspired by the spirit of the wild horses that once freely roamed eastern Washington, the location of the 14 Hands vineyards and winery. Measuring just fourteen hands tall — a “hand” equivalent to the width of one’s palm — these tenacious little horses would travel down from the hills every day to drink from the mighty Columbia River and graze along the riverbank, then return to the hills to cool off at night. Washington’s wild horses are symbols of the free spirit of the American West.

5. The outbreak of COVID-19 has a major impact on the beverage industry. How is 14 Hands Winery dealing with the lockdown and upcoming recession?

These really are unprecedented times, and of course, the winery‘s priority is the safety and well-being of our employees and customers. We are incredibly sensitive to the stress and uncertainty people around the world are feeling, but also recognize that our consumers may be interested in some lighter content and ways to engage with others from the safety of their homes.

With our tasting room closed, we‘ve amped up our virtual presence, hosting a number of live conversations on Instagram; including a tie-dye tutorial and a game of this-or-that where our Instagram followers chose their favorite junk foods to pair with 14 Hands wines.

We will continue to look for opportunities to connect with our customers and ensure that they have access to all of their favorite 14 Hands wines in-stores, online and through delivery services like Drizly.

6. What advice would you have given yourself before you started out in the beverage business?

I think regardless of industry, it is important to be curious, seek to understand what is important to your consumers and use that information to continuously evolve your product portfolio and the way you reach and engage with consumers. All industries are facing rapid change and the beverage industry is no exception.

My advice to anyone interested in joining the beverage industry is to put the customer first. In my experience, the products and brands that are the most successful are those with a continuous focus on both understanding their customers and creating products and experiences that exceed expectations.

For more information visit 14 Hands Winery’s website.

The outbreak of COVID-19 has shook the world. What measures Double Dutch has been taking in order to decrease the impact of the global crisis?

The current climate with COVID-19 has thrown us a curveball. It’s probably one of the most challenging times for Double Dutch at the moment. We rely on on-trade for 70% on our business, and this has now gone on lock-down, so we have had to pivot our business model really quickly.

We have begun to offer our product directly to the consumer on our new Shopify site. Our team has undertaken a lot of back-end work to get this up and running, but it has given us the opportunity to offer three custom packs that can be delivered straight to the customer’s door.

Our ‘Isolation Pack’ pack, for example, is designed to help people treat themselves while they are at home, and includes 10 Double Dutch flavors, alongside Hand Sanitser, Hand Cream and a little candle. Our ‘Family Fun Pack’ includes board games and a Cucamelon growing pack alongside 10 bottles of Double Dutch and some mini spirits to encourage families to enjoy this time they are spending together.

Finally, our ‘Virtual Party Pack’, for those who are connecting with their friends online, includes plenty of Double Dutch tonics, party games, garnishes, snacks and even some branded Double Dutch glasses! We expect the consumer appetite for our best-sellers such as ‘Cucumber & Watermelon’ and ‘Pomegranate & Basil’ to mimic these flavors’ popularity with the on-trade. It’s an exciting new avenue for us!

We are also really concentrating on our social content at the moment, as there is a surge in popularity for IG Live videos. To keep our customer-base stimulated during isolation, we will be hosting ‘Tonic Time’ – weekly virtual Happy Hour sessions on Instagram Live. Our ‘6 Questions at 6 pm’ will take the form of quick-fire interviews with a whole host of experts from the worlds of business, food, drink, art and design. We will discover what their ‘quarantine’ necessities are, as well as their survival tips during lock-down. It’s going to be a fun interview series that will hopefully boost people’s spirits (pun intended)! The first Live session starts Thursday 2^nd April.

This will be followed with our #justthetonic content on Fridays at 6 pm. We are inviting people to tune in to Instagram and Facebook for make at home cocktail recipes that make use of those store cupboard ingredients and spirits that our audience might not know what to do with. If cocktails can’t get us through this strange time, what will!

The UK is one of the latest countries to put its population under the lockdown in Europe. How Double Dutch is operating under these conditions?

It’s been a real change for us, as we generally operate from a central-London office, but luckily we have a great team around us who are all working remotely. It’s been amazing to see how our team has really come together to deal with the current situation, and we are really proud to call them our Double Dutch family.

Celebrities and companies through social media are helping people all around the world to stay positive under quarantine. How Double Dutch has been helping to keep the customer’s spirits up?

I think the key is in the content we are putting out and the image we are projecting. Now more than ever, people need to be reminded that life carries on – even if we are all limited to our four walls, there is still a whole world out there and new people with new stories. We hope that our Tonic Time interview series will go a long way to cheering our audience up, as well as offering lessons and things to consider for the future, when we can finally go outside again!

What advice would you give to other beverage startups?

Establishing a strong on-line presence via e-commerce and social media has been paramount as a result of this crisis, and something for start-ups to make a top priority. I believe the drinks community has really come together during this time.

We don’t look at our competition anymore as competitors but as our peers, as we are all going through this together! At the moment there has been a lot of support groups set up via channels such as LinkedIn, WhatsApp, Slack and Facebook for businesses to seek support and advice.

This quieter time is a great opportunity for businesses to conserve cash flow and build partnerships with other like-minded companies in order to hit the ground running when things return to normalcy.  Start-ups can use this time to develop their business plans, scenario plan and get creative with their ideas as almost everything has moved on-line and virtually.

Keeping a close eye on daily developments and what measurements the government and other large companies are implementing to support small businesses will really have an impact on how businesses and start-ups weather this storm. For example, the government’s Coronavirus job retention scheme, and companies such as Facebook and Google are now offering small businesses relief in the form of ad credits and grants.

For more information visit Double Dutch’s website.

Let’s start from the very beginning. How did the whole story of Humblemaker Coffee Co. start?

Bryan and I have known each other since the early 2000s when we worked together on a startup eyewear brand where he served as creative director and I ran global sales and have been great friends ever since. Bryan stumbled into the cold brew business in 2011 and helped to launch the boutique craft coffee brand, Seaworth Coffee, which had some tangible success back when the cold brew category was just starting to take off.

During this same period, I worked in GM and CFO roles in the fashion lifestyle space with several emerging brands, but always had that entrepreneurial itch to build another brand from the ground up. Being that I was such a huge fan of cold brew along with Bryan’s creative instincts, I suggested that we start a new project that reflected our shared passions for coffee, surfing, music and the outdoors – while leaving a positive legacy that our young sons would be proud of one day.

Neither of us had a deep knowledge of the food & beverage space but felt that we could leverage our combined experience to create a successful lifestyle coffee brand. We started concepting the brand in late 2016 and brought it to market in early 2017 with our original two 7-oz. bottled cold brew products: the Little Victory and our hemp-based Bright White under the brand name Humblemaker.

We often get asked how we came up with the name Humblemaker. For us, it has two meanings. The first is very literal in that we are “humble makers” of product, of creative, of coffee shop retail experiences…this stems from both of our parents raising us to be humble in life. The second is we saw it as a positive play off the old term “widowmaker” – a life experience that shakes you to your core. We wanted to ask the question: What’s your Humblemaker? Or what are the things in this life that make you feel humble and grateful.

For us it might be watching a sunrise illuminate the desert for the first time or surfing off the coast of Maine in mind-numbing 34-degree water. It could be the day you get married, the day a child is born, or, in Bryan’s case, it could be the moment you understand that both of your children might be on the autism spectrum. It’s why we donate 10% of our profits to programs with children with ASD through our Ten For Autism non-profit.

As the brand and our resources grew, we wanted to share this concept with people and encourage others to tell their story with the hope of creating a community of like-minded individuals who appreciate great coffee and life’s simple pleasures.

Can you tell us more about your line of functional cold brew shots and how this innovative product offering came to be?

We always had the idea to do a cold brew shot, but did not develop it until the summer of 2018, mainly due to lack of money : ) We always wondered why no one in the cold brew market was doing shots. When we traveled to other countries and cultures, especially in Europe, hot espresso shots were so prevalent in cafes and coffee shops. Funny story actually…when we first launched, we threw the idea of a shot out to a few local distributors and all of them said they were having a hard time selling juice shots and that cold brew shots were a terrible idea! As we all now know, juice shots have done very well since then and the shot category as a whole is a very exciting space to be in, and now the shot serving size is our most sought-after product. A lesson in trusting your gut, I suppose.

The idea to bring function into our shots was totally random. Last year, I attended Founder Made – a trade conference aimed at bringing future-minded, innovative brands and retailers together, with the sole purpose of meeting investors. While I was walking the show the first morning, a total stranger stopped me in the aisle and asked me if I was in the coffee business. He said he could help us add functional ingredients like vitamins and other wellness supplements to our coffee product. Later that afternoon we had a few drinks at the reception discussing how we could work together to incorporate the supplements into our bottled cold brew shots that were in development, and a partnership was born. This felt like the breakthrough differentiator we had been looking for, and I called Bryan right away. We both loved the idea and immediately started developing our new SKU’s to each have a unique functional benefit. After MANY rounds of testing and sampling, we settled on three new functional shot products to launch.

Each of our new functional cold brew shots is infused with various vitamins and minerals for targeted functions that we recently introduced at the New Beverage Showdown at BevNet with incredible support and response from the industry. The Boomtowne is our original, simply-black, triple-strength cold brew shot, with a complex multivitamin to support overall daily health. Inspired by Mexican coffees enjoyed on our surf trips to Baja, the La Fonda is brewed with pure organic cinnamon and cacao that has 20x the Antioxidants of green tea to help boost immunity. We also developed our version of Turkish coffee called the Black Sea brewed with real cardamom and clove packed with L-Theanine and Ginseng for enhanced memory and clarity.

We wanted our shots to serve people who are living an active lifestyle, whether that’s dropping the kids at school before heading to the gym or yoga class or putting in a day in the ocean or on the slopes or maybe even both in the same day, which we sometimes do here in California! They are packaged in a super convenient, wide-mouth, 2-ounce ready-to-drink bottle that’s meant to be consumed full strength, poured over ice or added to your favorite beverage. I love adding a La Fonda to my juice smoothies, too!

The creation of a successful beverage brand is pretty hard. What difficulties did you face during the development process?

Creating a brand is very hard to do and being relatively new to the food and beverage industry we have certainly faced our challenges along the way! It was much harder for us than we’ve been accustomed to due to not having a rolodex of contacts for what we needed, not knowing the right vendors to work with or which partners to choose and trust. It was also difficult to develop products, packaging options and support our retail partners in the early going with limited resources.

Also, for me personally, learning the beverage industry lingo and metrics that retailers and distributors were speaking was definitely a learning curve. In my previous life I had been working with the likes of Nordstrom, Urban Outfitters, Barney’s, etc., and while the fundamentals and business objectives are the same, the terminology is much different. This has been a “Humblemaker” for me, but I’m learning the jargon. : )

All of that said, the single biggest challenge for us was not having the initial capital in place to execute our plan perfectly. We were confident that we could create a brand and products that had a great story behind it that people would want to use and share. It was frustrating knowing what we want to do but not being able to put strategies and ideas in motion as fast as we wanted to. Fortunately, we recently found a few visionary investors that believed in our plan, our mission and shared our vision, which has allowed us to start executing on some of those objectives. We’re excited to watch it all come to life now…2020 should be a breakout year for us.

Can you tell us more about #TENFORAUTISM initiative?

As I mentioned earlier, Bryan has a very real, personal connection to the autism community. He has been an inspiration to watch in how he has so successfully juggled being an engaged dad, caretaker, business partner and creative machine. We decided that we wanted to take the opportunity we had to leverage this brand and business to have a really positive impact on those living with autism…especially kids, teenagers and young adults. We even have a few of the original members of the TOMS Shoes team as investors and advisors, and, as most know, they really set the bar for how to use business to make social impact. So we’ve determined that autism is our cause and we can use the success of Humblemaker to make a real difference.

As for Ten for Autism, it is a 501c3 non-profit created by Humblemaker to encourage for-profit businesses to donate up to 10% of their annual net profits to enable children with autism the opportunity to experience surfing, music, and the great outdoors. We structured it similar to Patagonia’s 1% for the Planet so that other businesses can join and donate up to 10% of their profits or create training and job opportunities for teenagers and young adults that are on the spectrum.

The organization is designed to raise funds that are distributed directly to a network of autism-based nonprofits and to Humblemaker-sponsored events developed for children on the autism spectrum. These specially tailored events are therapy-based, giving children living with autism the ability to experience a new world: discover the ocean & nature, enjoy music, and interact with peers of “typical” development. These unique peer interactions not only foster positive role modeling for children with autism, but simultaneously build self-confidence and encourage leadership skills with the “typical” children that participate.

So far with very limited resources we’ve been able to support other events hosted by A Walk On Water and plan to get involved with The A.skate Foundation. We’ve also been able to work with a student program through Los Alamitos High, a local high school near our shop in Seal Beach, where students come in a few days a week to learn how the shop operates. We show them everything ranging from folding boxes to making lattes on the espresso bar. It’s beautiful to be able to see their confidence grow from week to week and know that they are part of the Humblemaker crew.

Every milestone is very important. What would you say is Humblemaker Coffee Co.’s biggest achievement so far?

We’ve had good fortune the last 12 months starting with finding and opening our first brick & mortar shop on Main Street in Seal Beach, being selected to the Kroger Innovation Summit, being picked up by great retailers like Erewhon, Rainbow Acres and Co-Opportunity locally here in LA as well as being selected as a semifinalist in the New Beverage Showdown at BevNet. Most recently, we just closed our Pre-Seed round and have a handshake deal on our second location coming soon to the LA area, but I’d have to say our biggest achievement so far has been the opportunity to work with Sprouts on a national level so early in our lifecycle. Thank you for believing in us, Sprouts!

What is the biggest goal set for 2020?

Now that we have the proper resources in place, it will be to grow our wholesale business and support our retailers with marketing initiatives, launch our coffee subscription program through our new website (launching soon), and open that second cafe location in LA this summer. I know that’s more than one, but they are all as equally important to us and the plans we have to grow this year. I guess you could sum them all up as a goal to greatly expand awareness and influence this year.

What advice would you have given yourself before you started out in the beverage business?

We knew this was a different space from our background in the lifestyle-fashion world and knew it was going to present challenges just like any other business we’ve been involved with, but I didn’t fully grasp how much capital is needed to truly compete in the beverage industry. I would have told myself that we’re going to need a bigger boat and to fill it all with working capital. I’m half kidding, but I think the advice would be to surround myself with some industry vets earlier in the process to accelerate building the network, partners and relationships. We have that in place now, and we’re starting to cook. It’s exciting to watch it evolve.

For more information visit Humblemaker’s website.

How did the whole story of Lanique start? Who inspires you to become an entrepreneur?

Lanique’s story dates back to 1785, when it was first created in the Kingdom of Prussia. It was enjoyed throughout the 1800s and early 1900s but was unfortunately lost during the World Wars when the availability of fresh rose petals dried up. Thankfully, it was rediscovered by Jersey-based entrepreneur Lawrence Huggler and relaunched in 2015.

Entrepreneurism is something that comes very naturally to me from my days helping to grow a small mobile bar business into a franchised multi-bar business. My work with Smith & Sinclair helping to grow its adult sweet business has influenced my role at Lanique, taking the product and business forward in new and exciting ways over the last two years. I would say I take a lot of inspiration from our owner Lawrence, who is the king of brand building.

Lanique is a spirit of rose. Can you tell us more about the most important flavor notes?

As the name suggests, it’s all about rose! We distill thousands of hand-picked rose petals to extract the finest Attar of Rose (the essential essence that comes from the rose petals). We then blend this slowly into our spirit to get its signature flavour.

It’s very important to stand out as a brand in such a big market. What makes Lanique differ in the beverage market?

There’s simply nothing else like it. Lanique has a spirit strength of 39% abv, balanced with the mouth feel, viscosity and full flavour of a liqueur. Because of this, bartenders and customers are discovering Lanique and using it to add a twist to a classic cocktail, or simply topped up with tonic (just like a G&T!).

Beverage development is a tough process. What kind of difficulties have you faced?

Not many! We use the original recipe from 1785 to ensure our product remains authentic and has great provenance.

In your opinion, what are consumers looking for when it comes to beverages? What is the ideal consumer profile for Lanique?

Consumers are educated and informed when it comes to mixing their favourite spirits or ordering at a bar, which is brilliant as this encourages discovery and adventure. Flavour is key, and consumers this Spring/Summer are seeking floral, spritz-style drinks to enjoy at home or at lush bar terraces.

Lanique’s ideal customer is someone who lives life with a sense of “La Vie En Rose”, is inspired by creativity, loves sophistication and embodies a sense of splendor in the everyday. We don’t rule out anyone (unless you’re under 18 of course).

Lanique is based in The United Kingdom. In which countries consumers can buy your brand?

Consumers can enjoy Lanique in the UK, Australia & South Africa (for now….!)

What are the biggest goals set for 2020?

To work with a brilliant supermarket to launch Lanique to the masses, to continue to work with amazing, creative bartenders in the UK and to extend our reach to many new markets around the world.

What advice would you have given yourself before you started out in the beverage business?

Do it earlier in life, it’s such an incredible industry that allows budding entrepreneurs to blossom (sorry for the floral puns!).

For more information visit Lanique’s website.