If Benjamin Witte talks about his beverage brand Recess as if it were a budding empire, it's because he's noticed the same broad ambitions among the sector's big players.

"Red Bull is a media company for the action sports community that monetizes through selling cans," Witte said on the Modern Retail Podcast. "We're speaking to creatives, just like Red Bull is speaking to the action sports community, and Gatorade is speaking to athletics."

To that end, Recess -- which sells fruity sparkling waters infused with that relaxing CBD -- is planning on rolling out compelling online content (without the help of influencers), merchandise, and "IRL experiences," Witte said.

The company launched in late 2018, and the coronavirus crisis isn't exactly slowing it down. E-commerce sales are up 5x, according to Witte, though he conceded that retail is predictably down. "No one's in Manhattan. We have a huge part of our sales come from the lunch crowd, the office crowd, the coffee shop crowd. That's gone. We're also not in the Targets and Walmarts yet because of the regulatory [element]. So we don't benefit from that, which is a lot of where the foot traffic is."

Witte talked about what CBD does for him, entering a retail sector without prior experience and why he looks to Disney instead of LaCroix.