What separates beverage brands that break out from those that burn out?

In this episode, industry veteran Ken Sadowsky – often known by his sobriquet, the “Beverage Whisperer” – offers a behind-the-scenes look at what’s working (and what’s not) in the fiercely competitive drinks industry. 

Ken, who is the executive director of the Northeastern Independent Distributors Association (NIDA) and a senior advisor with Belgium-based investment firm Verlivest, draws from decades of experience and shares practical, battle-tested insights, from store checks in NYC bodegas to the growing influence of non-alcoholic spirits.

He dives into a range of hot-button topics, including the ROI of trade shows like Expo West, the crucial role of effective packaging, and the delicate balance between innovation and consumer confusion. Along the way, he shares candid opinions on up-and-coming brands, expressing optimism for some while voicing skepticism toward others.

Show notes:

0:25: Interview: Ken Sadowsky, Sr. Advisor, Verlinvest – Ken Sadowsky talks about his passion for conducting store checks to stay current on emerging brands and trends and emphasizes the importance of trying new products, especially in diverse markets like New York City. He also explains how his background as a distributor and investor informs his observations and why advises early-stage founders to perfect their product in their hometowns before attempting to break into bigger markets. He and Ray sample a non-alcoholic margarita from Pentire and a collagen-infused sparkling water from Liquid Youth. They then discuss the rise of ANA beverages and the evolution of sweeteners in better-for-you sodas. Ken acknowledges Poppi's branding success and PepsiCo’s acquisition of the company, but he remains skeptical about the long-term viability of the prebiotic soda category. The conversation continues with an exploration of the value of trade shows like Expo West, why ROI can be elusive and difficult to quantify, and his advice for startups with limited budgets. Ken and Ray sample more brands, including Fhirst, a U.K.-based probiotic soda brand, and Orange Toucan, a moringa-infused beverage. The discussion turns to the meaning of innovation in CPG, as Ken defines it as introducing something truly new, ideally with a functional or sustainability benefit that can reach mainstream audiences. They wrap the episode by spotlighting 67 Water, a culturally resonant brand targeting Gen Z and Gen Alpha; Glucosal, a Guatemalan electrolyte beverage only distributed in Miami; and Cadence, an isotonic drink brand.

Brands in this episode: Liquid Youth, Poppi, Olipop, Liquid I.V., Celsius, Prime, Red Bull, Vitaminwater, Hint, 67 Water, Cadence, Pentire, Orange Toucan, Ringa, Kuli Kuli, Glucosal, Woody Creek Distillers, Mountain Dew, Vita Coco, Fhirst, Casa Azul, Bud Light, Electrolit, AriZona Beverages, GNGR Labs, MOTH Drinks

The hosts dive into the sustained wave of protein-infused consumer products – from popcorn to mashed potatoes – and debate whether the market is approaching “protein fatigue” or merely scratching the surface of a macro trend driven more by marketing than science. They also recap Taste Radio’s high-energy meetup in San Diego, spotlighting several new and innovative brands showcased at the event.

Show notes:

0:25: Free Tee. Nice To Meet Thee. MDR In DEC. Poppi To Popcorn. Protein ≠ Pumpkin Spice. Head High. –  Ray encourages listeners to review Taste Radio on Apple Podcasts and offers a gift for those who do. The hosts recount their recent San Diego meetup, highlighting new brands like Birdie sparkling teas, cannabis ingredient company SoRSE Technology and fast-growing juice and shot company Sol-ti. They also discuss upcoming events in San Francisco, London, and the BevNET Live, NOSH Live, and Brewbound Live conferences in Marina del Rey, emphasizing early registration benefits. They turn their attention toward the deluge of new protein-infused products coming to market, from Kloud popcorn to Idahoan mashed potatoes, prompting a debate among the hosts about the limits of protein's market viability and consumer perception. The hosts also praise Rotten, a brand of better-for-you gummy worms, and highlight kanna-infused ANA brand Innerbloom as well as Happy Pop and Cien Chiles.

Brands in this episode: Solti,  Straightaway Cocktails, Birdie, The NA Beverage Co.  Perfect Hydration, Slapp, Hoplark, Mother Earth, AleSmith, Bottle Logic, Fall Brewing, Poppi, Vita Coco, Health-Ade, Khloud, Idahoan, Mighty Squirrel, Cleveland Kitchen, Fave, Innerbloom, Happy Pop, Rotten, Fave, Cien Chiles

The latest episode of Taste Radio’s Elevator Talk spotlights innovative leaders from FUZZEE, Rise Yaupon, Släcka, Lovely Bunch and Nordic Tree Water.

In this installment, founders and CEOs introduce their brands and share recent company updates and milestones. This week’s special co-host is Dr. Sebastian Dreher, the Venture Manager - North America for DöhlerGroup. He offers insightful questions, thoughtful feedback, and strategic perspective alongside regular host Ray Latif, editor and producer of the Taste Radio podcast.

Early-stage food and beverage entrepreneurs are encouraged to apply for future episodes of Elevator Talk. Participation is free, interviews are conducted remotely, and it’s a unique opportunity to pitch your product, share news, and receive expert feedback from industry leaders.

Apply now to be featured in an upcoming episode.

What does it take to reinvent a legacy category for the modern consumer?

In this episode, Mike Lombardo, the co-founder of better-for-you iced tea brand Halfday, shares the journey of transforming a college side hustle into a fast-growing challenger brand. Fueled by a mission to improve gut health without sacrificing flavor, Mike and his co-founder set out to reimagine iced tea for today’s health-conscious consumer.

Mike opens up about the brand’s early missteps, and why putting flavor first became a non-negotiable product principle. He also shares how Halfday secured coveted shelf space at Whole Foods, partnered with one of New York City’s most influential distributors, and how a last-minute decision to attend BevNET Live led to a major investment that helped propel the business forward.

Show notes:

0:25: Interview: Mike Lombardo, Co-Founder, Halfday – Mike explains the origins of the name “Halfday,” how he and his co-founder initially bootstrapped their way into Whole Foods stores and what they learned from in-store demos. He talks about why the original concept wasn’t scalable and how the pandemic became a turning point in which they leaned more heavily into the products’ functional benefits, low sugar content and flavor, focusing their message on “iced tea for the modern consumer.” Mike emphasizes the importance of patience and iteration, and building the right team with experienced operators. He reflects on the ups and downs of entrepreneurship, including doubts about scalability, the challenges of fundraising, and the importance of trusting the process. 

Brands in this episode: Halfday, Three Wishes, Snapple, Olipop, Liquid Death, Bai, C4 Energy

Tips from trailblazing brands, strategies to captivate venture capitalists, the explosive growth of the RTD coffee category and much more. This packed episode features highlights from Taste Radio’s Chicago meetup and an in-depth look at Nutrabolt’s $200 million investment in Bloom Nutrition. The hosts also dive into the next wave of coffee innovation and examine whether energy or indulgence is driving consumer demand.

Show notes:

0:25: DO Buy? Ninety Seconds. ‘Bolt & Bloom. A Tost. Coffee Talk. No Pistachio? – The hosts revisit Taste Radio’s Chicago meetup and preview upcoming events in San Diego and San Francisco, reminding listeners how easy it is to register. The conversation turns to Nutrabolt’s increased investment in Bloom Nutrition and how smaller, fast-growing brands are leveraging relationships with “mini-strategics” rather than selling to giants like PepsiCo or Coca-Cola. They also spotlight non-alcoholic sparkling wine alternative Tost and its recent funding round, before discussing the evolving RTD coffee market and the challenges of standing out in a highly customizable and saturated category. John and Mike highlight Oat Haus’ “Dubai Chocolate” granola butter and Jacqui praises Narra’s ube vanilla oat milk latte.

27:53: Interviews from Taste Radio’s Chicago Meetup – We kick things off with Chomps co-founder and CEO Rashid Ali, who reveals how a $6,500 investment grew into a meat snack empire through smart e-commerce and a customer-first mindset. He’s followed by Ingredion’s Adams Berzins, who explores the future of sugar reduction and Mollye Santilli of Springdale Ventures, who talks about the investment firm’s emphasis on funding culturally resonant, community-driven brands. Brian Rosen of InvestBev detailed his $500M fund’s strategic approach to scaling beverage companies, and Hoste Cocktails' Jordan Tepper shared how his premium cocktail brand pivoted during the pandemic. We wrap with SoRSE’s Michael Flemings, who explains how brands can navigate the complex cannabis beverage space with a commitment to safety and education.

Brands in this episode: Chomps, Hoste Cocktails, C4, Bloom Nutrition, Alani Nu, Celsius, Peet’s Coffee, Stumptown Coffee, Intelligentsia, Tost, Laurel’s Coffee, Wandering Bear, Chamberlain Coffee, Nguyen Coffee Supply, Rise Brewing Co., Starbucks, Throne Sport Coffee, Happy Coffee, RIP Cold Brew, Beekeeper Coffee, Projo, OatHaus, Narra, Funkytown Brewing, Goodles, Vitaminwater, Bai, Poppi, Begyle Brewing, Spiteful Brewing, Lucky Energy, Apologue, JuneShine, Siempre Tequila, Cann, Nomadica

When Oscar-nominated actor William H. Macy joined Woody Creek Distillers, it wasn’t a Hollywood deal – it was a neighborhood one. 

Living just down the road from the founders in Woody Creek, Colorado, Bill – known for starring roles in the hit TV series “Shameless” and iconic films “Fargo” and “Boogie Nights” – became a true partner in the craft distillery, not just its face. Now, he’s helping build a spirits brand rooted in authenticity, local sourcing, and uncompromising quality – all while writing songs about it and leading surprise ukulele performances at distributor events.

In this episode, Bill and award-winning bartender and spirits educator Sean Kenyon discuss how Woody Creek evolved from a small-town operation into a nationally respected brand, all while staying true to its roots: crafting world-class spirits at accessible prices.

Show notes:

0:25: Interview: Willam H. Macy & Sean Kenyon, Woody Creek Distillers – Ray opens the conversation by asking Bill about his collaboration with musician John Oates, before the actor shifts to recounting how his involvement with Woody Creek Distillers first began. He reflects on the early days of the partnership, including writing and performing ukulele songs inspired by the distillery during the pandemic and how it became a unique way to build stronger relationships with distributors and customers. Sean shares how he was initially drawn to Woody Creek vodka by its commitment to local sourcing and its accessible pricing. He contrasts the company sharply with other celebrity-backed spirit brands, praising Woody Creek for its authenticity and integrity. Both Bill and Sean emphasize the importance of education and storytelling in their work and discuss how Woody Creek sets itself apart via a welcoming, unpretentious approach. They also highlight some of the most surprising and rewarding aspects of their relationship with the brand and praise its emphasis on connection, community and craftsmanship.

Brands in this episode: Woody Creek Distillers

From college campuses to cannabis aisles, this episode explores how emerging CPG brands are carving out space in crowded categories. The hosts unpack Better Sour’s rapid retail expansion – including an exclusive Sprouts flavor and placement on United Airlines – while also spotlighting Toom’s strategic refresh that helped turn a niche garlic dip into a national brand. Plus, the challenges of adaptogen overload, and how design influences consumer trust.

Show notes:

0:15: Joe Who? Better Breakfast. Too(m) Good. Old Gold? Stock & Shot. Review & Win. – Jacqui’s unfamiliarity with football legend Joe Montana sparks lighthearted banter about generational divides and the pitfalls of marketing to “old men.” While Mike is understandably deflated by the moment, he and Ray quickly pivot to recap a recent breakfast with the co-founders of Better Sour, a better-for-you gummy brand. The brand has secured new retail placements at Boston University, Total Wine, United Airlines, and is gearing up to launch an exclusive tart cherry flavor at Sprouts. The hosts also shine a spotlight on Toom, a garlic dip brand led by founder Matt Joyce, and commend his deliberate, slow-growth strategy. Later in the episode, the conversation turns to the relevance of endorsements from athletes of past eras and whether they still hold sway with today’s consumers. The hosts also sample a range of new THC and functional beverages from brands including Woodstock, Tonik, and Golden Root. Ray gives a special shoutout to Elephant Green Chili Chutney, a zesty new condiment featured on Taste Radio’s Elevator Talk series. The episode wraps with a call for listeners to review the podcast, sweetened with the promise of free T-shirts in return.

Brands in this episode: Better Sour, Poppi, Toom, Yaza, Gold Bar Distillery, Spindrift, Woodstock, Golden Root, Tonik, Elephant Green Chutney

The latest episode of Taste Radio’s Elevator Talk spotlights innovative leaders from Juicybite, Send Bars, Date Smarter, Keya's Snacks and Elephant Green Chili Chutney.

In this installment, founders and CEOs introduce their brands and share recent company updates and milestones. This week’s special co-host is Ken Collis, the founder and CEO of TLK Fusion. He offers insightful questions, thoughtful feedback, and strategic perspective alongside regular host Ray Latif, editor and producer of the Taste Radio podcast.

Early-stage food and beverage entrepreneurs are encouraged to apply for future episodes of Elevator Talk. Participation is free, interviews are conducted remotely, and it’s a unique opportunity to pitch your product, share news, and receive expert feedback from industry leaders.

Apply now to be featured in an upcoming episode.

How did Clio Snacks evolve from a homemade Greek yogurt bar created in a New Jersey garage into a national brand approaching $90 million in annual sales?

In this episode, company CEO John McGuckin shares the strategic blueprint behind the brand’s explosive growth, from prototype to distribution in nearly every major grocery and mass retail chain across the U.S.

On location at Clio’s 80,000-square-foot facility in New Jersey, John dives into how the brand is riding the wave of health-conscious snacking trends. He discusses the complexities of managing a vertically integrated business, where Clio controls both manufacturing and marketing, and how that structure has been key to their agility and innovation. John also highlights the critical role of transparency and emotional investment from Clio’s board in driving the brand’s remarkable rise.

Show notes:

0:25: Interview: John McGuckin, CEO, Clio Snacks – Ray details a behind-the-scenes tour of the Clio bar production process, highlighting its proprietary methods and high-quality ingredients. John shares how Clio evolved from founder Sergey Kowsky’s homemade snack for his kids, inspired by traditional Eastern European cheesecake bars. He discusses Clio’s growth – $90 million expected for 2025, from $28 million four years ago - is fueled by widespread consumer loyalty, strong repeat purchases, expanded distribution, including a jump from 250 to 1,200 Target stores. He emphasizes the importance of consistent manufacturing, supported by a vertically integrated model and a highly experienced leadership team and how the brand leverages sales and operations planning (SNOP) to manage demand forecasting. John highlights a HelloFresh campaign that distributed 500,000 bars and talks about how innovation remains central to Clio’s strategy, with plans to reintroduce its parfait line, enhance protein content, and explore kid-friendly options. John also credits Clio’s board, which includes early supporter and investor John Bush, with enabling the company’s agility, transparency, and long-term vision. 

Brands in this episode: Clio Snacks, Perfect Snacks

The hosts dissect Spindrift’s decision to discontinue its Spiked line and spotlight rising CPG stars Mooski and Painterland Sisters, each of which recently announced major funding rounds. They also preview upcoming Taste Radio meetups in the U.S. and U.K., before taking bites and sips of oat bars, cookies and a Patrick Mahomes-backed coffee brand.

Show notes:

0:15: Shu-Cation. Spin-Cycle. Moo-Money. Meet-Up. Fruit-y Tea. – Ray is still MIA, but Mike is here to handle his responsibilities. The hosts discuss the discontinuation of Spindrift Spiked and speculate on the reasons behind the move. They also highlight seven-figure funding rounds secured by Mooski and Painterland Sisters and commend both brands for their quality, strong branding and founder-led focus. The discussion moves to upcoming Taste Radio events planned in San Diego (Sept. 16), San Francisco (Sept. 18) and London (Oct. 2), before the hosts sample products from Throne Sport Coffee, Al’s Real Goods, KACE fruit tea and a new “calm” variety of Crunchy Hydration.

Brands in this episode: Spindrift, High Noon, Mooski, Painterland Sisters, Chutni Punch, Oat Haus, Throne Sport Coffee, Paqui, Mountain Dew, Al’s Real Goods, KACE, Crunchy Hydration