Free Spirits: Insights on Functional Beverages

Lars Miller & David Gonzalez | Beverage Industry Experts & Functional Beverages
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Join David Gonzalez and Lars Miller as we explore the beverage industry and functional beverages. The Free Spirits Podcast shares stories from founders, brand operators, and retail experts in the beverage and cannabis space. From adult beverages to the secrets of retail success, we explore what makes great brands thrive. Follow us on social media to join the conversation and elevate your understanding of beverage business operations. Social - @larsmillermedia & @herbalprofiles on all social platforms Linkedin - www.linkedin.com/in/lmillermedia

  1. Inside the Growth Strategy of a Premium Functional Beverage Brand

    JAN 5

    Inside the Growth Strategy of a Premium Functional Beverage Brand

    How do you build a premium non‑alcoholic spirits brand that resonates with real consumers, competes on bar shelves, and earns repeat loyalty, not just novelty trial? In this episode of Free Spirits, Lars Miller and David Gonzalez sit down with Emily Onkey, Co‑Founder and Chief Marketing Officer of Aplós, a modern functional beverage brand redefining the adult drinking experience. Emily shares the story behind Aplós’ launch in 2020, the cultural shift toward moderation, and why most consumers aren’t quitting alcohol, they’re simply seeking better balance. From the rise of “weekday sober” habits to the emotional role of ritual and routine, she explains how Aplós positions itself as a sophisticated alternative to nightly drinks without the compromise of mocktails. Drawing on her background in luxury retail, brand strategy, and performance marketing, Emily breaks down: • why Aplós built functionality into formulation from day one • how first‑party DTC data shaped product strategy and retail sell‑in • the real customer cohorts driving lifetime value (and why they matter) • why Aplós performs best when merchandised near alcohol • the shift from DTC to wholesale velocity and market‑depth expansion • lessons learned while raising Series A and Series B • how premium brand positioning sustains long‑term differentiation If you’re building in CPG, functional beverages, non‑alcoholic spirits, or adult beverage innovation, this conversation digs into the operational realities behind product‑market fit, consumer education, retail strategy, and brand longevity. 🎧 Listen in for a founder‑level look at how Aplós is helping shape the future of modern drinking. If you are interested in trying Aplós use code LMM20 to save 20% on everything Site Wide!

    32 min
  2. Building a Functional Beverage Brand with Retail Strategy and Plant-Based Innovation | Peter Olander

    12/04/2025

    Building a Functional Beverage Brand with Retail Strategy and Plant-Based Innovation | Peter Olander

    What does it take to launch and scale a functional beverage brand in today’s market? In this episode of Free Spirits, Lars Miller and David Gonzalez sit down with Pete Olander, the founder and CEO of Happie, a modern functional beverage brand focused on plant-powered energy, clarity, and balance. Pete’s journey blends personal health discovery with deep operational knowledge. Drawing from a background in finance and nutrition, he built Happie from scratch—developing formulas, managing supply chains, navigating compliance, and building strong retail and e-commerce distribution strategies. If you’re in CPG, functional beverages, or the broader adult beverage space, this episode unpacks the reality of bringing an innovative product to market—without shortcuts or fluff. 🔍 What You’ll Learn (Chapters): 0:00 – Introduction Meet Pete Olander and Happie’s origin story. 5:32 – From Health Journey to Beverage Formulation How personal wellness challenges led Pete to explore functional ingredients like adaptogens and mushrooms. 11:50 – Product Development & Iteration Why simplicity and taste drive Happie’s formulation strategy. 18:04 – CPG Ops: Sourcing, Manufacturing, and Compliance Lessons on managing supply chains and staying nimble while scaling production. 24:18 – Retail Strategy: Getting on Shelves The truth about pitching buyers, sell-through, and packaging for velocity. 30:40 – DTC and Amazon Strategy Why Happie invested in omnichannel from day one—and how it’s paying off. 38:25 – Consumer Education & Brand Voice Balancing functional benefit messaging with compliance in a regulated space. 45:10 – Scaling a Beverage Brand With Limited Resources How Pete prioritized spend and talent while growing Happie without outside capital. 53:45 – What’s Next for Happie A look at future flavors, product lines, and channel expansion. If you’re building a beverage startup, exploring functional ingredients, or trying to grow a brand across retail and DTC, this founder interview is packed with real-world takeaways. 🎧 Listen now and tap into the thinking behind one of the most thoughtful brands in the functional beverage category.

    24 min
  3. Emergency Podcast: What the Federal Crackdown Means for Functional Beverages

    11/13/2025

    Emergency Podcast: What the Federal Crackdown Means for Functional Beverages

    In our first-ever emergency episode of Free Spirits, hosts Lars Miller and David Gonzalez sit down with Chris Lackner, founder and president of the Hemp Beverage Alliance, to unpack the breaking news around proposed federal restrictions that could reshape the future of the functional beverage business. Chris has been on the front lines of the policy debate, leading national efforts to protect the category and rally industry leaders. This episode offers clarity, action steps, and a behind-the-scenes look at what’s happening in Washington and what it means for adult beverage operators, retailers, brand founders, and investors. We cover: What’s actually in the bill and what changes are being proposed What operators can expect in the next 12 months The real risks to the beverage industry, and the myths How distributors, consumers, and brands are responding Why staying calm and strategic is critical right now What constructive regulation might look like moving forward Whether you’re a startup founder, part of a national brand, or just passionate about Hemp THC drinks, this episode breaks down the policy, the politics, and the path forward. 🎧 Listen now and subscribe to stay informed as the fight for the future of functional beverages continues.

    23 min
  4. Building Functional Beverage Brands Through Creative Partnerships

    11/06/2025

    Building Functional Beverage Brands Through Creative Partnerships

    What happens when a craft beer veteran brings creative collaboration into the functional beverage space? In this episode of Free Spirits, Lars Miller and David Gonzalez sit down with Spencer Ploessl, an independent creative consultant and advisor at CannaConnect, to talk about the origin and future of Coco Flow—a coconut water-based functional beverage born from a unique collaboration between CannaConnect and Back Channel Brewing. Spencer’s background spans two decades in craft beverage branding, sales, and distribution. Drawing on lessons from the beer industry—grain-to-glass education, collaboration brews, and taproom innovation—he now helps brands reimagine what’s possible in the adult beverage space. This episode dives into: How Coco Flow blends multiple functional ingredients like coconut water, pineapple, lemongrass, and sea salt for hydration and recovery The strategy behind building a beverage brand through grassroots marketing and collaboration, not paid media What it takes to align creative direction, formulation, and business operations across multiple partners How product launches in the functional drinks space differ from traditional beverage business models Why scarcity, limited-edition drops, and experiential sampling are gaining traction in adult beverage launches You’ll also hear a candid discussion on formulation goals, flavor development, consumer education, and how non-traditional distribution models can still drive real demand. Whether you’re a beverage operator, brand builder, brewer, or marketer looking for inspiration, this episode is packed with insights into building functional drinks that cut through the noise. 🎧 Listen now on Spotify or wherever you get your podcasts.

    44 min
  5. Real-World Data and the Future of Functional Beverages

    10/17/2025

    Real-World Data and the Future of Functional Beverages

    What happens when beverage innovation meets real-world data? In this episode of Free Spirits, hosts Lars Miller and David Gonzalez sit down with Kevin Provost, CEO of Greenhouse Ventures and Co-Founder of More Better, to explore how real-world data is shaping the future of functional beverages, adult beverages, and consumer trust. Kevin shares how his background in sales, accelerators, and startup operations led to launching More Better, a data and research company behind one of the largest formula-to-outcome databases in the beverage industry. With over 3,000 participants in their most recent longitudinal study, More Better is bringing hard data to a space that has traditionally relied on anecdote. This episode breaks down: Why most beverage brands struggle to differentiate without real data How consumer research drives trust, repeat purchases, and shelf conversion What the “Infused: Better” study revealed about alcohol substitution, sleep, stress, and consumer behavior How to use research-backed insights in business operations, marketing, and distributor conversations The growing role of data in retail, DTC, and on-premise strategy Whether you’re a founder, investor, or operator in the beverage business, this conversation will change how you think about data—not as a luxury, but as a necessity. 🎧 Listen and learn how the smartest players in the space are using consumer research to gain an edge in product design, compliance, and go-to-market execution.

    41 min
  6. Scaling a Multi-Brand Functional Beverage Platform with Evan Eneman of Iconic Tonics

    10/03/2025

    Scaling a Multi-Brand Functional Beverage Platform with Evan Eneman of Iconic Tonics

    What does it take to build a multi-brand functional beverage platform in an industry where most startups struggle to launch just one? In this episode of Free Spirits, hosts Lars Miller and David Gonzalez talk with Evan Eneman, CEO of Iconic Tonics—a premium adult beverage portfolio launched in partnership with Snoop Dogg and powered by Harmony Craft Beverages. With a background in investment, brand incubation, and operational strategy, Evan shares how Iconic Tonics was designed from day one to serve as a platform for beverage innovation—supporting multiple products, brands, and audiences across evolving retail and direct-to-consumer channels. This isn’t just a conversation about branding. It’s a deep dive into the business operations behind modern beverage success: How Iconic Tonics handles launch strategy, distribution, and consumer education across multiple SKUs Why dose strategy and product format flexibility matter in the adult drinks space What Evan and his team are learning from early direct-to-consumer data and DoorDash sales performance How they’ve approached sampling, trade marketing, and retail activation in key markets like New Jersey, Minnesota, and Texas Why on-premise venues (concerts, events, hospitality) could be the biggest unlock for next-gen beverage growth You’ll also hear how the Iconic Tonics team is using shared infrastructure to reduce startup friction, cut legal and operational overhead, and scale smarter across brands—while testing new functional beverage formulations in live venues and retail chains like Total Wine and Woodmans. Whether you’re building a brand, scaling a portfolio, or navigating the challenges of modern beverage business models, this episode delivers grounded, operator-level insights on what it takes to win. 🎧 Tap to listen, subscribe, and stay tuned for more conversations at the intersection of beverage innovation, cultural influence, and consumer demand.

    43 min
  7. Inside Boston Beer’s THC Beverage Play: Innovation, Operations, and the Future of Adult Drinks

    09/16/2025

    Inside Boston Beer’s THC Beverage Play: Innovation, Operations, and the Future of Adult Drinks

    What happens when one of America’s most iconic beverage companies bets big on cannabis? In this episode of Free Spirits, Lars and David sit down with Paul Weaver, Head of Cannabis at Boston Beer Company, to explore how the makers of Sam Adams, Twisted Tea, and Truly are building their cannabis beverage division from the ground up in Canada. Paul shares how his early work in beverage innovation at Molson Coors led to a career-defining pivot into cannabis, and why Boston Beer views functional beverages as both a cultural shift and a smart hedge for the future of the adult beverage industry. They discuss: How Boston Beer launched Teapot and Emerald Hour The regulatory realities of doing business operations in a federally legal cannabis market Who’s really drinking THC beverages (hint: it’s not who you think) Why co-manufacturing partnerships matter more than ever What U.S. brands can learn from Canada’s R&D advantage Plus, Paul offers a behind-the-scenes look at innovation culture, consumer feedback, beverage formulation, and what might trigger a Boston Beer entry into the U.S. hemp beverage market. If you’re building a beverage brand, managing R&D, or just obsessed with functional beverage trends, this one’s for you. 00:00 – Intro 01:00 – Paul’s transition from beer to cannabis 03:30 – Early R&D challenges with THC drinks 05:00 – How Canada’s system enabled innovation 08:30 – Starting the cannabis division at Boston Beer 13:00 – Lessons from launching Teapot & Emerald Hour 15:00 – Surprising buyer personas and feedback 16:00 – Vetting co-manufacturers for quality 19:00 – Why Boston Beer doesn’t own its own cannabis facility 20:30 – Consumer adoption and channel dynamics 23:30 – The overlooked senior demographic 26:00 – Building loyalty in a high-choice category 29:00 – U.S. hemp market: What Boston Beer is watching 34:00 – Future of big beverage & cannabis collabs 37:00 – Advice for hesitant legacy brands 39:00 – Naming, packaging, and taste-driven design 41:00 – Final thoughts: Stand out by being “undeniably dope ⏱️ Timestamps:

    37 min
  8. Micah Hyde’s Playbook: Building a Functional Beverage Brand After the NFL

    09/02/2025

    Micah Hyde’s Playbook: Building a Functional Beverage Brand After the NFL

    After nearly a decade in the NFL, Micah Hyde didn’t plan on entering the beverage industry. But a real estate investment in his Ohio hometown turned into something unexpected, a pivot from dispensary dreams to launching Hyde’s Hail Mary, a new functional beverage designed for recovery, presence, and better nights. On this episode of The Free Spirits Podcast, Micah joins hosts Lars Miller and David Gonzalez to unpack the accidental beginnings of his beverage business and how his football career shaped everything from team-building to formulation strategy. This drink is a low-dose cannabinoid-powered sparkling sipper engineered to help people unwind without sacrificing performance or clarity. Micah shares the thinking behind the 5/5/5 blend of THC, CBD, and CBG, how they landed on a flavor profile inspired by lemon shandy beer, and why his brand intentionally avoids the loud, stoner aesthetic. Instead, Hyde’s Hail Mary signals something more grounded, Midwest values, sports culture, and community-first branding. As someone who still runs a youth-focused nonprofit, Micah speaks candidly about navigating the stigma of cannabis while building something he believes in. We get into tailgate tastings & long-term stadium ambitions, this conversation explores what it really takes to bring a regulated, functional adult beverage to market, and why legacy, identity, and recovery matter just as much as distribution. ⏱️ Timestamps [01:00] How a real estate play turned into a beverage startup [02:20] Finding the right team and working with Emergent Beverages [03:23] Functional benefits: recovery, mental reset, and the athlete’s lens [05:03] Formulating the 5mg THC/CBD/CBG stack [07:26] Lemon shandy inspiration and defining the beverage format [09:05] Local-first launch strategy in Buffalo [13:35] Designing a brand that signals beer, not cannabis [17:32] Balancing nonprofit work with cannabis stigma [20:55] Educating new consumers and community-driven messaging [24:05] Long-term goals: NFL stadiums and a new kind of social drink

    23 min
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Ratings & Reviews

5
out of 5
2 Ratings

About

Join David Gonzalez and Lars Miller as we explore the beverage industry and functional beverages. The Free Spirits Podcast shares stories from founders, brand operators, and retail experts in the beverage and cannabis space. From adult beverages to the secrets of retail success, we explore what makes great brands thrive. Follow us on social media to join the conversation and elevate your understanding of beverage business operations. Social - @larsmillermedia & @herbalprofiles on all social platforms Linkedin - www.linkedin.com/in/lmillermedia

Information

  • Creator
    Lars Miller & David Gonzalez | Beverage Industry Experts & Functional Beverages
  • Years Active
    2024 - 2026
  • Episodes
    26
  • Rating
    Clean
  • Copyright
    © Lars Miller & David Gonzalez | Beverage Industry Experts & Functional Beverages
  • Show Website
    Free Spirits: Insights on Functional Beverages