What happens when a Marvel superhero and an indie filmmaker ditch the script and attempt to build the next great beverage brand?

In this episode, actor Wyatt Russell – best known for his role as U.S. Agent in the Marvel film “Thunderbolts” – and producer Richard Peete pull back the curtain on their journey launching Lake Hour, a fast-growing canned cocktail brand that’s making waves far beyond the red carpet.

What began as a lighthearted idea in a hot tub quickly evolved into a deep dive into flavor formulation, production logistics, and the steep learning curve of the beverage alcohol world. Wyatt and Richard share the unfiltered realities of entrepreneurship and how they’ve stayed focused on creating a premium product that resonates with today’s drinkers.

Show notes:

0:25: Interview: Wyatt Russell & Richard Peete, Co-Founders, Lake Hour – Wyatt reveals he's currently in London filming an upcoming Marvel movie, while Richard is preparing for a short-term move to Vancouver. The co-founders reflect on how Lake Hour began as a side project and quickly evolved into a full-time venture, one that proved far more challenging than they initially expected. Despite their Hollywood backgrounds, Wyatt and Richard emphasize that Lake Hour is not a celebrity-driven brand. Instead, they are deeply involved in every aspect of the business, from product development to marketing. Wyatt, notably, chooses not to maintain a personal public Instagram account, but remains active behind the scenes, supporting the brand’s social media efforts. They attribute Lake Hour’s steady growth to strong execution, a commitment to quality, and a focus on unique flavor profiles like Rosemary Yuzu and Earl Grey Vodka Iced Tea. As the company looks ahead to a Series A raise, it’s preparing to scale intentionally and bring on a Chief Marketing Officer to support the next phase of growth.

Brands in this episode: Lake Hour, Lake Hour, BuzzBallz, Betty Booze, Twisted Tea, High Noon, White Claw, BeatBox, Archer Roose, Bell’s Brewery, Surfside