“Sometimes you hit a wall. Our job is to figure out do we need a ladder, or do we need a hammer?”

What happens when a global brand exec swaps the boardroom at Belvedere for the startup chaos of a non-alcoholic challenger? Billy Paretti, Global CEO of Clean Co, joins us to talk about building movements (not trends), ditching the “more for more” mindset, and leading with taste, purpose, and a plan- even when the plan keeps changing.

We talk about:

• Why non-alc is not just for non-drinkers
• What big brands get wrong about scaling
• When structure helps - and when it holds you back
• Building desire without legacy
• British brand cues in the US
• Taking instinct seriously when you can’t afford a research agency

This one’s for: Founders, marketers, and commercial leads figuring out how to scale something new and make it stick.