Today the gang speaks with Northeast hard seltzer sensation Willie's Superbrew co-founder and CEO Nico Enriquez about the brand's start, last year's challenges, their re-branding, and more. 

Show Starts in earnest:  13:15

---time-stamped contents---

00:00 intro - hilarious banter, technical difficulties. Baby watch 2022, jordan is having a baby. 

13:15 SHOW STARTS:  Nico joins the podcast. 

15:30 willie's origin story. 

17:45 challenges of 2021 with seltzer saturation - greg owsley and lee schill join team for re-branding.

20:00 getting hits in chains and elsewhere. filling out east coast. 

21:00 flavor and soul. 

22:30 taking a look at new packaging. 

24:45 current trends. 

25:45 why lemonade/tea flavor?

26:15 beach aid. 

29:45 how to test new flavors? 

31:15 challenge of northeast: crowded and indie-driven account base.

33:00 draft and on-premise. 

35:00 too much seltzer in NE. 

36:30 all about flavor. 

37:30 distributor network. 

37:45 ginger burns. 

40:30 more on expansion plans. 

40:45 c-stores?

42:45 postscript:  jenn and harry talk superbowl ads, flavortown and bl next. 

---About---

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

-Podcast Hotline: Text or call Harry in confidence at:‪ (262) 345-2501‬

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-Articles referenced at beernet.com

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