Taste Radio BevNET Inc.

Jocko Willink admits that he made mistakes during his time in the military. The retired Navy SEAL lieutenant commander, author and entrepreneur says that, in some cases, his errors led to circumstances in which “things went terribly wrong.”
Certainly, it’s difficult to compare the experiences of leading soldiers on the battlefield and running a CPG company. But Jocko, who is the founder of better-for-you beverage and supplement brand Jocko Fuel, believes that in any situation when mistakes occur, it’s important for the person in charge to take ownership, figure out a solution and find a way to make sure the problem doesn’t happen again.
That perspective is a core tenet of Jocko’s leadership style, which guides Jocko Fuel. Born as Jocko Tea in 2018, the brand has evolved into a CPG platform that markets several product lines, including energy drinks, protein shakes, greens powder and hydration beverages. Jocko Fuel has a nationwide retail footprint and is carried at grocery chains H-E-B, Meijer and Wegmans along with GNC, The Vitamin Shoppe and 7-Eleven.
We sat down with Jocko for a conversation about the development of Jocko Fuel, including why having a “military mindset” means more than you might think and how his personality and beliefs are embedded into every aspect of the brand. He also talks about empowering his team to navigate the complexities of running a modern consumer brand and its alignment with private equity firm Goode Partners, which invested $30 million in Jocko Fuel in 2022.
Show notes:
0:35: Interview: Jocko Willink, Founder, Jocko Fuel – Jocko explains his daily reading habit, why he wakes at 4:30 AM each morning and how that routine has benefited him as a soldier and entrepreneur. He also explains how his military experience taught him to approach every situation with an open mind and to listen to feedback, the reason that Jocko Fuel energy drinks contain less caffeine than competing products, and why he isn’t managing the brand’s retail strategy. Jocko also explains what he means by “extreme ownership,” why he believes that the buck always stops with him, his perspective on competition, the influence of company investors on management decisions,his role in the promotion of Jocko Fuel, and the brand’s pricing strategy.
Brands in this episode: Jocko Fuel

Have non-alcoholic cocktail menus gone the way of the BlackBerry? Milan Martin thinks so, and he has good reason to believe it.
Milan is the founder and CEO of The Free Spirits Company, a brand of hand-crafted, non-alcoholic spirits and RTD cocktails. Founded in 2020, the company markets zero-proof bourbon, gin, tequila, amaro and vermouth, along with a canned margarita and Kentucky mule. Milan’s vision is not to replace spirits from consumers’ drinking occasions, but to empower them – and bartenders – with the optionality to create no- or low-proof cocktails, depending on their mood and setting. 
Free Spirits products are produced using a process it describes as “distillate reconstruction.” The company sources natural ingredients – American white oak, European juniper, and Mexican blue agave, to name a few – and distills their essences while reconstructing the nose, flavor notes and mouthfeel of traditional spirits. Vitamins B3 and B6 are also added to enhance the consumption experience.
In our interview, Milan talks about the “aha” moment that led him to create The Free Spirits Co., why flavor improvement is a process, how to convince someone who didn’t like a product the first time to give it a second try, and why he’s bullish on the brand’s RTD cocktails.
Show notes:
0:35: Community, Class, Clouds and Cookies – BevNET’s director of community Melissa Traverse joins the show and chats about recent and upcoming episodes of Community Call and the hosts collectively talk about valuable content for early-stage founders at BevNET Live Summer 2024. They also munch on mood-boosting, freshly baked cookies (and some crispy ones, too) and highlight Cloud Water’s new look energy drinks along with a new flavor variety for a sparkling tea brand.
22:20: Interview: Milan Martin, Founder & CEO, The Free Spirits Co. – Milan shares recommendations for Philadelphia restaurants, before Taste Radio editor Ray Latif shares an anecdote about the popularity of non-alcoholic cocktails in Boston. Milan explains why he undertook “zero” market research when developing Free Spirits, why cocktails generate irrational behavior (but not in the way you’re thinking) and the most common reasons that people buy his products. He also quotes Netflix founder Reid Hoffman when discussing flavor development, why niche retailers are a big part of the brand’s consumer trial strategy and why building strong relationships with the hospitality industry has helped the company compete with deep-pocketed brands
Brands in this episode: The Free Spirits Co., Fancypants Baking Co., Doughpamine, Bang, Oathaus, Honey Mama’s, Cloud Water, Sarilla, Seedlip, Ritual Zero

Despite major strides taken by a new generation of bold entrepreneurs and brands, Black-owned food and beverage companies still face persistent headwinds getting on the shelves of mainstream supermarkets, finding significant investment,and scaling long-term.
From a consumer and an equity standpoint, this is untenable. A significant slice – 14% – of American consumers are Black. We know that there are Black founders out there but they are not necessarily making their way into our consciousness or on the radar of much of the established CPG structure. 
As a resource for all founders, Taste Radio, in collaboration with Quentin Vennie, the co-founder and CEO of beverage brand Equitea, has developed a special series that highlights conversations on various aspects of the challenges felt by all entrepreneurs filtered through the experience of Black founders. We also discuss the ways that the environment has changed, and how it has not, as well as identifying resources that our founders may not yet realize exist. 
In this first edition of the series, we sat down with Quentin, Partake Foods founder Denise Woodard and Ibraheem Basir, the founder of A Dozen Cousins, for a roundtable discussion that explores the foundational reasons that each started their brands, how modern Black-owned brands are extending a legacy of Black entrepreneurship, ways in which they are building their companies’ culture to reflect their own, and the impact of Black-owned and ethnic-themed brands in expanding the audience for natural and organic foods.
Show notes:
0:35: Quentin Vennie, Equitea; Denise Woodard, Partake Foods; Ibraheem Basir, A Dozen Cousins – Quentin discusses the origins of the special series and the goals he hopes to achieve; Ibraheem and Denise talk about their respective families history in entrepreneurship, before Quentin explains how the creation of Equitea is partly rooted in his inability to find products that represented him or his culture. Ibraheem and Denise discuss the impact of their experience in corporate CPG companies in the development of their brands; they also explain what gave investors and retailers confidence to “place a bet” on their brands. The trio also talk about how the ebb and flow in how the CPG industry supports Black founders via diversity initiatives and why Quentin was unable to benefit from an initiative intended to support BIPOC entrepreneurship. Ibraheem explains how culture influences all aspects of A Dozen Cousins; Denise talks about incorporating a holistic perspective on culture into Partake Foods; Quentin discusses how black founders in food & beverage can collectively and independently help each other be successful. Ibraheem talks about “the sticky part” of racism and how it affects fundraising; Denise highlights the challenges faced by investment funds that are focused on women- and minority-owned businesses and the trickle down effect on brands like hers; and all three founders explain what they hope to leave as a legacy.
Brands in this episode: Equitea, Partake Foods, A Dozen Cousins

If you’ve ever wanted to get inside the mind of a retail buyer or merchandiser, this episode, in which we sit down with key executives representing mass, specialty and natural grocery retail chains, is required listening.
Will McDonald, the Vice President DMM - Beverages for Walmart; Kristin Alas, a Category Manager for Gelson's; and Brian Albert, a Sr. Category Manager for Sprouts, reveal how each retailer evaluates emerging brands, assesses innovation and trendy ingredients, and cultivates successful relationships with founders.
Show notes:
1:10: Interview: Will McDonald, VP DMM - Beverages, Walmart – Will talks about how he cut his teeth at Walmart in the retailer’s gift card section, why “being choiceful” in managing assortment is “the bedrock of what we do,” and why Walmart is interested in meeting with as many potential suppliers as possible. He also explains why he prefers in-person introductions to emails, how long it takes from an initial meeting to getting product on-shelf and the value of working with brands that are sold in a limited number of Walmart locations. Will also engages in some category word association (RTD coffee, energy drinks, mid-calorie soda, RTD cocktails, functional beverages, kombucha/chilled beverages, kids’ beverages) and answers a question about Walmart’s ability to influence how kids’ beverage brands formulate their products.
23:35: Interview: Kristin Alas, Category Manager, Gelson's – Kristin explains why Gelson’s wants to be known as a place for discovery of new brands and novel concepts, why uniqueness is key to her buying strategy, and her interest in products made with adaptogens and added functionality. She also discusses her interest in adding new products to Gelson’s stores on a monthly basis, the reason brands stay on shelf and best practices for enhancing trial and awareness. Kristin also talks about why she urges founders to email her and not send unsolicited samples, what she covets in package design and why she encourages brands to launch at Gelson’s.
35:20: Interview: Brian Albert, Sr. Category Manager, Sprouts – Brian talks about how Sprouts has become a hub for new and innovative brands and how he defines innovation, while sharing an example of a brand that captured his attention and why it was given placement in all Sprouts stores. He also explains how the retailer assesses taste, why organic ingredients are a “table stakes” attribute, what to highlight and what you shouldn't say in a pitch meeting. He also shares the lead time to get into Sprouts’ innovation center and what makes for a great working relationship between founder and retail buyer.
Brands in this episode: Good Dirt, Juni, Happy

If you know Peloton, you probably know Kendall Toole.
Kendall is one of the most recognizable and beloved trainers on the exercise platform, known for her upbeat personality and high-intensity cycling classes. She’s also a popular wellness and fitness influencer with 1.3 million followers on Instagram and TikTok combined and an ambassador for athletic apparel company Lululemon. 
In October 2023, Kendall entered the beverage industry as a partner with Don’t Quit, a sports nutrition brand that markets high protein shakes and clean ingredient energy drinks. 
We sat down with Kendall for a conversation about her involvement with Don’t Quit and how she’s involved in marketing and promotional initiatives. As part of our conversation, Kendall shared her approach to communicating authenticity on social media, how she talks about Don’t Quit’s functional ingredients with consumers and how she played a key role in a label revamp for the brand’s energy drink line.
Show notes:
0:35: First Time? Meet A Retail Buyer In NYC. Data (Not The Star Trek Guy). Lithium & Cocktails. – The hosts discuss valuable opportunities for both attendees of the upcoming BevNET Live Summer 2024 event and BevNET/NOSH Insiders. The Newton-based crew also sips on sparkling coconut with a groovy vibe, full strength and non-alcoholic cocktails and a lithium-infused beverage while Jacqui munches on candied nuts.
18:00: Kendall Toole, Partner, Don’t Quit – Kendall teaches Taste Radio editor Ray Latif a new word, discusses how she incorporates her everyday consumption of Don’t Quit products into her social media posts and how the energy drink makes its way into her Peloton classes. She also chats about a key brain-boosting ingredient in the beverages, her influence on package design, shares a recipe for a high-protein ice cream and why her goal is to spur conversation and “give people a platform to be seen” on Instagram and TikTok.
Brands in this episode: Don’t Quit, Via Carota, Aplos, Live Loud Foods, Paqui, Strange Water, Happy Pop, Lithios, Curious Elixir No. 9

It’s no secret that Patrick Mahomes is one of the best players in the NFL. What is perhaps less known is his beverage of choice throughout the day: coffee. The three-time Super Bowl-winning quarterback says he drinks at least five cups a day to stay energized.
It’s only fitting that Patrick is the lead investor in Throne Sport Coffee, a better-for-you iced coffee brand developed for athletes and active consumers. Founded by former BodyArmor marketing chief Michael Fedele, Throne is made with sustainably sourced arabica coffee and contains 150mg of natural caffeine per 11 oz. can. The products, which are sweetened with cane sugar and enhanced with B vitamins, electrolytes and BCAAs, come in four varieties: Mocha Java, Salted Caramel, French Vanilla and Black.
Prior to Throne’s launch on May 16, we sat down with Patrick and Michael who discussed the origins of the brand and their relationship, why the brand’s target audience includes both health-minded athletes and blue-collar workers, the reason they don’t describe the products as energy drinks, the company’s initial focus on convenience stores and how Patrick is highlighting his consumption habits to build an authentic relationship with consumers.
Show notes:
0:35: Michael Fedele, Founder/CEO & Patrick Mahomes, Lead Investor, Throne Sport Coffee — Taste Radio editor and Buffalo Bills fan Ray Latif clears the air with Patrick before Michael explains his interest in entrepreneurship and the opportunity he saw in the RTD coffee category. Patrick discusses his daily coffee routine and his perspective that Throne is a healthier option for himself and consumers. Michael talks about how he met Patrick and how a genuine connection helped formalize a business relationship. Ray samples Throne’s French Vanilla variety and recalls a conversation with Kobe Bryant before asking Patrick about which aspects of the company’s business plan and strategy are most attractive to him. Michael explains why Throne’s products only include a small amount of cane sugar and highlights the $7 billion market for RTD coffee and Gen Z consumers’ interest in the category. Patrick explains why his regular consumption of Throne is the basis for his promotion of the brand, and Michael discusses the company’s initial focus on retailers in middle America.
Brands in this episode: Throne Sport Coffee, BodyArmor, Vitaminwater