The beverage aisle is crowded, but every so often a product makes you stop and ask a simple question. Why hasn’t this existed before?

In this episode of Invst Guru, host Jeff “fuzzy” Wenzel sits down with Adam N. Lazar, founder of Asarasi Sparkling Tree Water, to explore how tree water became the foundation of a modern, better-for-you beverage brand.

Adam shares the origin of Asarasi, why tree water offers a naturally refreshing alternative to traditional sparkling drinks, and how the brand balances health, sustainability, and taste without overcomplicating the product. The conversation also dives into the realities of building a beverage company, from sourcing and formulation to branding, retail strategy, and investor education.

In this episode, we discuss:

• What tree water is and why it stands out from regular sparkling water?

• How consumer demand for clean and functional drinks is evolving?

• The challenges of sourcing and scaling a natural ingredient.

• Branding and storytelling in a crowded beverage market.

• Retail versus direct-to-consumer growth strategies.

• Why simplicity can be a competitive advantage?

• How community and crowdfunding support early-stage brands?

• What investors should understand about beverage margins and growth?

This episode is for founders, operators, investors, and anyone curious about how new beverage categories are created and brought to market.

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