The Proof University Show

The Future of Eco-Friendly Rhum: Jon Lawson on Batiste’s Journey

Don't miss this episode with our special guest, Jon Lawson from Batiste Rhum, as we dive deep into sustainable rum production, the art of crafting fresh-pressed sugarcane rum, their carbon-negative process, and the journey of building a unique brand in the spirits industry. We’ll also explore the importance of community, branding, and Jon's insights for aspiring founders on patience, discipline, and navigating the challenges of entrepreneurship.
We delve into the challenges and rewards of growing a small, premium brand in a competitive market. Jon shares insights into how the brand navigates limited budgets, focusing on grassroots marketing efforts such as in-store tastings and local community events to build consumer awareness. His disciplined approach to brand-building, influenced by his background in finance, underscores the brand’s slow and steady growth, rooted in meaningful connections with both consumers and local retailers.
Additionally, it gives you a personal look into Lawson's philosophy on running a business, emphasizing the importance of patience, discipline, and balance. He discusses the value of controlling what you can and staying grounded in both personal health and business decisions. This narrative makes Batiste Rhum not just a product but part of a thoughtful lifestyle, appealing to customers who value both quality and sustainability in their spirits.
 
👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
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The Future of Hemp Drinks: Plift’s Vision for Accessible Cannabis

Welcome to The Proof University Show! In this episode, we feature Todd K. Harris, a seasoned business strategist with 17 years of experience across broadcast, digital, SaaS, and digital agencies. Currently serving as the Senior Vice President of Global Strategic Alliances at Valtech, Todd is also the co-founder and CEO of Plift, a pioneering THC-infused beverage company.
Todd discusses the inception and growth of Plift, aimed at providing a predictable and enjoyable cannabis experience. He explains how the idea for Plift emerged during the COVID-19 pandemic to address the unpredictability of cannabis gummies and the rise in alcohol consumption for stress relief. The brand transitioned from its original name, Happy Hour, to Plift to better represent an anytime beverage that uPlift consumers.
The conversation covers navigating state-by-state regulations for hemp-derived THC, the impact of the 2018 Farm Bill, and the importance of compliance and community building through tastings, samplings, and localized events.
Todd emphasizes Plift's mission to be an accessible and affordable alternative to alcohol, aiming for competitive pricing and widespread availability in stores. He also highlights the importance of collaboration within the industry to grow the hemp beverage category and predicts significant growth in the market.
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👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
👉 ⁠Follow Justin Obey on Linkedin⁠
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#THCInfusedBeverages #CannabisCommunity #HempBeverages #CannabisCompliance #PliftBeverages #CannabisEducation #AlternativeToAlcohol #CannabisRegulations #CommunityBuilding #ToddHarris #TheProofUniversityShow #Spirits #SpiritsIndustry #Proof

From Beans to Bottles: The Journey of Atomic Coffee and Atomic Black Spirits

Welcome to The Proof University Show! Join us in this roasty episode, as we chat with Spencer Mahoney, VP of Operations & Marketing at Atomic Coffee Roasters and co-founder of Atomic Black Spirits.
Discover how Atomic Coffee Roasters has become a standout specialty coffee brand and how Atomic Black Spirits crafts premium coffee liqueurs for espresso martinis using Atomic's expertly roasted beans.
In this engaging episode, Spencer reveals the challenges of expanding beyond Massachusetts, and the dynamics of running a family business, and shares powerful strategies for direct-to-consumer (DTC) marketing.
This episode is packed with insights into the unique positioning of both Atomic Coffee Roasters and Atomic Black Spirits, the power of family dynamics in business, and the complexities of marketing and selling in the adult beverage industry.
 
👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
 
👉 ⁠Follow Justin Obey on Linkedin⁠
👉 ⁠Follow Justin Obey on Instagram⁠
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Keywords: Atomic Coffee Roasters, Atomic Black Spirits, espresso martinis, marketing strategies, brand community, family business, Massachusetts, beverage industry, direct-to-consumer, social media marketing, community building, coffee roasters, adult beverage, business expansion, brand refresh, operations management, fitness enthusiast, entrepreneurship, social media influencer, customer engagement, brand loyalty, product differentiation, cold brew coffee, specialty coffee, in-person events, digital marketing, distribution challenges, creative campaigns, family dynamics, hospitality industry.

Lessons in Branding and Market Strategy: Insights from Steve McGarry at Mezcal Rosaluna

Welcome to the Proof University Show! In this enlightening episode, we dive deep with Steve McGarry into the complexities of the branding and operations business.
 
Steve brings a rich history from his tenure at Pernod Ricard and offers invaluable insights from transitioning to a craft startup like Rosaluna.  McGarry's extensive experience shed light on contemporary challenges and opportunities in the industry. Here's a snapshot of what you can look forward to:
🎙 **Strategic Insights on Cost Control and Logistics**
Justin and Steve underscore the critical importance of managing costs and logistics, especially in these times of inflation-driven shipping expenses. Steve shares his tried-and-true strategies for maintaining financial stability while scaling a brand.
🌟 **Consumer Behavior and Gen Z Trends**
Steve McGarry imparts invaluable knowledge on adapting to shifting consumer trends, particularly focusing on Gen Z's preferences for sourcing information and engaging with brands. Learn how to stay ahead of the curve!
💰 **Maximizing ROI and Marketing Strategies**
Shift your mindset from the old norms of burning cash for brand awareness to a more intentional approach. Steve delves into aligning strategies with financial thresholds and highlights the essential metrics acquirers consider before making an investment.
🔍 **Authenticity and Vertical Integration**
Rosaluna’s commitment to authenticity shines through their vertically integrated model—owning the distillery, farm, and every step. 
🍹 **Innovating in the Mezcal Space**
Steve shares Rosaluna’s mission to introduce a lighter, less smoky mezcal to attract new consumers who might find traditional mezcal too intense. From unique roasting processes to perfecting flavor profiles, get a behind-the-scenes look at what sets Rosaluna apart.
🌿 **Sustainability and Community Building**
Building a brand that resonates with consumer values is key. Hear Steve discuss the importance of sustainability efforts and crafting a belief system that fosters community—illustrated by the success story of Tito's.
🗂 **Balancing Work, Life, and Organization**
Cocktail recipes aren't the only thing Steve masters. Discover his unique approach to staying organized and the importance of prioritizing tasks, all while ensuring quality family time.
It's a masterclass in entrepreneurship, strategy, and brand management that is bound to inspire and inform.
👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
 
👉 ⁠Follow Justin Obey on Linkedin⁠
👉 ⁠Follow Justin Obey on Instagram⁠
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Unlocking Beverage Industry Success with Joe Heron

In this engaging episode of the Proof University podcast, host Justin Obey welcomes entrepreneur Joe Heron. Joe shares his remarkable journey of founding and selling multiple beverage companies, including Nutrisoda, Crispin Cider Company, Copper & Kings, and his latest venture, Blue Sky Miners. The episode dives deep into the intricacies of building successful brands, the importance of strategic execution, and the role of luck breaks in business success.
 
Joe also delves into the operational challenges of the beverage industry, from securing supply chains to managing margins. He shares insights on the importance of product taste and quality, stating that while branding is crucial, the product itself must deliver an exceptional experience to ensure repeat purchases.
 
The episode is a treasure trove of insights for aspiring entrepreneurs and anyone interested in the beverage industry, offering a blend of strategic advice, personal reflections, and industry trends.
 
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👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love-hate relationship with social to pure love with a strategy that will help you build an iconic brand.
 
👉 ⁠Follow Justin Obey on Linkedin⁠
👉 ⁠Follow Justin Obey on Instagram⁠
👉 ⁠Follow Justin Obey on Youtube
 
Keywords: entrepreneurship, beverage industry, Joe Heron, Justin Obey, Proof University podcast, Nutrisoda, Crispin Cider, Copper & Kings, Blue Sky Miners, brand building, strategic execution, luck, serendipity, consumer trends, brand equity, supply chain, product quality, non-alcoholic beverages, THC-infused drinks, ready-to-serve cocktails, innovation, market segments, work-life balance, partnership, reading, industry challenges, advertising background, consumer demand, brand resonance, product differentiation, business strategy, operational challenges, brand architecture, market creation, adaptability, industry trends, perseverance, resilience, product development, entrepreneurship analogy, success factors
 

Sierra Thomas's Tropink: Crafting Functional Non-Alcoholic Beverages with Tropical Fruits and CBD

Welcome to the Proof University Show! Today, we dive into the flavorful world of Tropink, a hemp-powered, non-alcoholic, tropical functional beverage with its founder, Sierra Thomas.
Sierra shares her journey from the music and ad industry to creating a drink that promotes inclusivity and wellness. We discuss the challenges of rebranding from Pink Cloud Beverages to Tropink, the importance of building a supportive community, and the art of balancing entrepreneurship with family life.
Sierra opens up about her personal journey of sobriety since 2010 and how it inspired the creation of Tropink, aiming to provide a premium non-alcoholic option for those who want to enjoy life without alcohol.
Tune in to hear Sierra's inspiring story, and her passion for creating meaningful connections, and learn how Tropink is making waves in the beverage industry by offering a taste of tropical euphoria with every sip.

Creating a Health Alternative to Beer: The HOP WTR Story

In this episode of The Proof University Show, host Justin Obey sits down with Jordan Bass, co-founder and CEO of HOP WTR, to delve into the intricacies of launching and growing a successful non-alcoholic beverage brand. Jordan shares invaluable insights on the importance of speed and decisiveness, likening it to navigating through one-way and two-way doors, essential for capitalizing on limited opportunities in a fast-paced market.
 
Jordan reveals the innovative product developments at HOP WTR, including a double-hopped variant and a special passion fruit edition, demonstrating the brand's dedication to continuous improvement and meeting consumer demands. He discusses their strategic choice to incorporate adaptogens and nootropics for cognitive and stress support, providing a unique alternative to CBD, which posed regulatory challenges.
 
The discussion also touches on Jordan's unique take on work-life balance, his organizational strategies involving calendars and prioritized to-do lists, and the books "Sapiens" and "Quiet" that have influenced his thinking. Additionally, Jordan emphasizes the importance of team dynamics, personality types, and the "disagree and commit" philosophy that guides decision-making at HOP WTR.
 
Listeners will gain insights into HOP WTR's journey of rapid growth, the significance of packaging iterations based on consumer feedback, and the challenges and triumphs of maintaining a balance between a booming business and a growing family. From behind-the-scenes decision-making to community-building events and authentic brand content, this episode is packed with lessons and inspiration for anyone in the entrepreneurial or beverage industry.
 
Join us for an engaging conversation with Jordan Bass on The Proof University Show, where we explore the flavorful world of adult beverages and the challenges of building a successful brand.
 
Timestamps:
00:00 Finance to venture, then e-commerce head. Disrupting the adult beverage industry.
04:03 Transition from beer to healthier alternative options.
08:05 CBD wasn't right fit; chose Ashwagandha.
12:40 Numerous packaging changes, logo remains unchanged.
13:50 Early packaging mistake led to retail disaster.
17:39 Solving problems is like building a pyramid.
21:12 Involving family in work, making sacrifices joyfully.
25:02 Creating multiple content pieces to test effectiveness.
27:04 Create diverse, frequent content for effective advertising.
30:39 Prioritize speed; decisions are two way doors.
33:24 Balance in traditional sense is a myth.
36:24 Embracing introversion for effective leadership and productivity.
 
👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
 
👉 ⁠Follow Justin Obey on Linkedin⁠
👉 ⁠Follow Justin Obey on Instagram⁠
👉 ⁠Follow Justin Obey on Youtube⁠
 
Keywords:
HOP WTR, Jordan Bass, non-alcoholic beverage, healthy alternative to beer, functional ingredients, adaptogens, nootropics, vitamin C, product development, double-hopped product, passion fruit offering, work-life balance, fitness routines, organizational strategies, calendar usage, prioritized to-do lists, "Sapiens" book, "Quiet" book, stress management, cognitive performance, regulatory challenges, social lubricant, brand formulation, packaging changes, consumer feedback, beer festivals, brand video production, return on investment, content production, "disagree and commit" philosophy, leadership decision-making.

A Quest to Make the Best Possible Cocktail

Jordan Tepper co-founded Apologue, a cocktail company he launched in 2017 with Robbie Haynes.
Coming from investment banking and consulting, Jordan discusses how Apologue adapted during challenging times, particularly with the rise of ready-to-drink cocktails. They recently launched Hoste Cocktails, emphasizing no compromises on ingredients' quality, which led to the creation of their premium gold fashion cocktail.
Listen in today to learn more about Jordan's unique and daring journey into the wonderful world of Spirits.

Creating Bespoke Barrels of Wine: The Osiris Club

Paul McSharry, founder of Maze Wines and the Osiris Club, shares his journey in the wine industry and the concept behind the Osiris Club. He started in the wine industry in South Africa and eventually moved to California to pursue wine-making. With Maze Wines, he built a successful brand over 14 years, and now he is launching the Osiris Club, which offers members the opportunity to create their own bespoke barrels of wine in collaboration with top wineries.
 
Listen in today to learn more about Paul's unique and daring journey into the wonderful world of wine-making.

Togronis, The Story of Launching a Premium Ready to Drink Negroni

In this episode of The Proof University Show, I sit down with Vincent Jacobbi, the co-founder of Togronis, to discuss his journey in creating a premium ready-to-drink Negroni brand.
Vincent shares how the pandemic sparked the idea for Togronis, turning a challenging time into an opportunity for innovation. We dive into the story behind Togronis' unique offerings, their focus on high-quality ingredients, and the creative process of crafting classic cocktails in a can. Vincent also opens up about the hurdles they faced in the spirits industry, the strategies they used to achieve rapid growth, and their vision for the future.