Phusion Projects, makers of Four Loko and Mamitas tequila seltzer, came onto the scene in 2005 as arguably the original disrupters.  Today the gang speakers with Phusion co-founders Jaisen Freeman and Jeff Wright, along with their VP Marketing Samantha Catalina, to talk about their innovations (spoiler:  Pirate Water coming), the FMB landscape, and their ongoing partnership with Barstool.  

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00:00 intro - hilarious banter, technical difficulties. 

01:00 interview starts in earnest. 

02:40 give the people what they want: flavor, branding, abv.

06:30 international boom 4 loko.

07:30 four loko USA, warheads sour collab. 

08:25 pirate water fmb with barstool.

09:40 why 16oz? - rush to value

12:00 'killer' branding, capturing neglected 21-25 male.

13:05 mamitas caleb sundae convos.

13:45 c-store price increases. 

14:45 consumer making value calculations, $ and abv

15:10 crowded single serve market

17:25 distributor philosophy

18:35 4 loco competitive landscape. 

20:00 importance of social media mix. 

21:40 mamitas proposition, not c-store, southern distributed. 

23:45 aaron rogers 11mm video. 

26:30 harry dregs up the old bad times. 

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About

Beer Business Daily publisher Harry Schuhmacher joins his editors and other guests once a week as they grok the beer industry issues of the day.  

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