![]() “We thought it was going to be a high-end tea. ![]() Yet, for beverage makers like Spindrift and Boston Beer, which spoke alongside Hughes on a panel yesterday, creating a lane in this highly competitive and fast-moving category is harder than just launching a new product and requires patience and the ability to pivot.īoston Beer Company had to relaunch Twisted Tea three different times before it got the right branding and marketing strategy for the product, said Lesya Lysyj, CMO at Boston Beer Company. Why are many beverage companies starting to build out ready-to-drink cocktail brands within their portfolios? The easy answer, according to Matt Hughes, former president and GM at The Coca-Cola Company’s Venture and Emerging Brands, is that consumers are asking for it. Why RTD Cocktail Brands Need To Be Slow Sippers He has been focused on building a “learning culture” and focusing on what matters for the long term, he said. When asked how it has been to build a new brand from the ground up for the first time, Miller said “we’re having a blast. In the case of Yesly, it is to become the number one enhanced still water beverage in North America. This will allow an organization to have communal goals, or the “pillars,” which bring a higher probability of success to a brand.Īt Yesly, there are four pillars that guide the company’s culture: People, Consumer, Entrepreneurial Spirit and a Northstar, or a goal. The culture needs to have a purpose and that starts with creating institutional buy-in from all team members, Miller said. This has translated into Miller’s obsession with building good culture in his various pursuits in the beverage industry. And then everyone starts sharing as an organization how you get better and it becomes actually something that’s a great virus in the organization,” he added. “When your team sees leader vulnerable and he wants to get better, people feel it’s safe to get better. He calls it being “constructively dissatisfied” which starts with being comfortable with one’s vulnerability as a leader. ![]() Understanding one’s weaknesses and where there are gaps in a business allows an entrepreneur to achieve better results, Miller said. The former CEO of Essentia and current CEO and co-founder of enhanced water brand YESLY said that over the course of his 30 years as a beverage industry executive one of the most important things he has learned is that understanding “what we stink at is a competitive advantage.” “An entrepreneur is really about having a vision when nobody else does and when really nobody else believes,” Miller told the audience Thursday morning. Industry veteran Scott Miller took to the stage on Thursday with an arsenal of advice for beverage entrepreneurs striving to create successful brands.
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