[00:00:10] Ray Latif: Hello and thanks for tuning in to Taste Radio, the number one podcast for anyone building a business in food New Beverage. I'm Ray Latif, the editor and producer of Taste Radio, and I'm here with my BevNET and Nosh colleagues, John Craven, Jacqui Brugliera, and Mike Schneider. We are here in New York City at the Metropolitan Pavilion for BevNET Live Summer 2024, bright and early on a Thursday. I think it's eight, is it? Oh yeah, just a little past 8 a.m. My voice is a little, you know, gravelly, but it's not from last night. I think it's just from talking to so many people at the event. I don't know, I saw your Instagram. Yeah, but it wasn't lately. I saw a cocktail photo, it was like two hours ago. Two hours ago? No, that was just reminding people that I had an ice cocktail last night. It wasn't that I was out. You're bragging.
[00:00:57] John Craven: Yes, exactly.
[00:00:59] Ray Latif: I wasn't trying to tell people where I was.
[00:01:01] John Craven: You're not late-stagramming. We know you.
[00:01:03] Ray Latif: Late-stagramming?
[00:01:04] John Craven: We know you. You're on time or not at all.
[00:01:08] Ray Latif: Well, no. I mean, there's a lot of talking that happens at the event. There's a lot of talking that happens on stage. Once again, the host of the New Beverage Showdown, the semifinal round was held yesterday. 12 brands took the stage. And may I say you did a fine job. I appreciate you saying that.
[00:01:21] John Craven: As always, you're a pro.
[00:01:21] Ray Latif: Thank you very much for saying that. I thought we had an amazing judging panel, which helps make things a lot easier for me as a host.
[00:01:27] John Craven: You got a four-inch pad, yeah?
[00:01:29] Ray Latif: Yeah, yeah. One numpty. I'm going to tell Coca-Cola that you said that. No. Coke is the presenting sponsor of the New Revenue Streams Unit, more specifically of the Coca-Cola Company North America, is the presenting sponsor of the New Beverage Showdown. We had Jonky Gambier of Coke on stage, along with Lexi Prosser from Beachmore Ventures, yourself, Mike Schneider, obviously, and Max Baumann, who's the founder and CEO of Bassmakers and a former winner of the New Beverage Showdown. Six brands have moved on to the finals. But I thought, again, once again, all 12 brands were great. And, you know, having two minutes to pitch is just almost impossible.
[00:02:05] John Craven: I got this pit in my stomach right after the last pitch that we had to go into the judging room and make a decision. You did. Those pitches were phenomenal. The packaging was extraordinary. All the liquid was really good. I had no idea how we were going to make that decision, but we did.
[00:02:25] Ray Latif: What was pretty fantastic is that even though the presentations were short, we got a lot of information from them because when we were in the sampling room, the judges had a lot of questions about particular products and brands, like, I don't totally get it, or they had a preconceived notion about what a brand might be or what a company was trying to represent. And then when the founders were on stage, they're like, oh, I get it. So I think that speaks well to their preparation, their understanding of their businesses and what they're trying to get across.
[00:02:54] Jacqui Brugliera: Yeah, I was talking to a lot of founders prior to the competition and They were most nervous about the time frame. They were like, we really want to make sure that we hit home exactly what we want to convey in those two minutes. So they were definitely practicing and it showed. They were very polished. They hit The Big notes and they got their point across.
[00:03:11] Mike Schneider: Two minutes is very tough. Yeah. I was talking to some of them beforehand and They're like, how do I get all of this, like, just in the two minutes without being, you know, nervous in front of an audience staring back at you?
[00:03:22] Jacqui Brugliera: Yeah, but also shows, I mean, in general, I feel like founders need to be ready with their Two-Minute Sprint anytime, anywhere, especially at BevNET Live with anyone that they're talking to in the room.
[00:03:31] John Craven: It was strange that the founders seemed to understand that round one is about liquid packaging and me. And they did a pretty good job up there of explaining why they're doing what they're doing, what they're trying to do, how they're trying to get it across, and then, In the judging room, a lot of the conversation is about the legs of the brand, and how it inspired us, and what can it do in the market, and who's it for, and do they understand their audience, and then, oh my gosh, do they understand what's in front of them too?
[00:03:59] Mike Schneider: And no one does, no one does, but can they endure? Well, it's also, I think, the founders that struggled to get it down to two minutes, It is kind of just a maybe slightly harsh reminder that maybe what you're pitching is a little too complicated too and you need to simplify.
[00:04:19] Ray Latif: Yeah, I think that's a fair point. And especially because some of those founders are participating in our one-to-ones with retailers here at BevNET Live. I talked to a few folks who are pitching to Whole Foods, I think right now. And so being able to explain what you're doing and perhaps explain that you're market ready for Whole Foods is part of that conversation. Although, you know, again, just getting in front of a retail buyer, getting in front of someone like Charlie New, who essentially runs beverages for Whole Foods. I mean, it's pretty amazing to have that opportunity.
[00:04:50] Jacqui Brugliera: Yeah, no, and again, they were coming to me asking for some advice. It's 10 minutes that they have with a retailer. They've been trying to get in front of these retailers, sending them multiple emails, and they finally have the time. They're like, what do I say? I feel like we want to maximize this time, but it is like about getting the next conversation, you know? So you want to be memorable and you want to hit the key points of why am Little Different and why am I going to succeed in your store?
[00:05:18] John Craven: But it is a Little Different than that New Beverage Showdown pitch too, because you do want to talk about like, yes, how can I succeed in that store? Where should I fit in the store? understanding a little bit of your identity, which I think is more what round two pitch in New Beverage Showdown is like. And you talk a lot more about market opportunity and the economics and try to demonstrate whether you understand that or not. And then you have to face John Craven.
[00:05:42] Mike Schneider: I mean, it could be, you know, more time to give a... Cleaner presentation or just more rope to hang yourself? Oh, he's waiting. Don is quite jaded at this point. No, no, no. I say that with all seriousness, too. I think there is the other side of it, which is like sometimes like more time. isn't necessarily better, that too, I mean, I think sometimes it just kind of makes founders realize like, wow, this is like a mouthful, this is a lot, you know. And again, I mean, it's all just part of the process, you know, like, they've created these products, they think certain things might be important or useful for a consumer or people in the industry to understand. And, you know, again, this is like trial by fire, like you're getting up there and Some things that you thought would be important probably aren't. And other stuff, you know, based on our questions might actually like we might have wanted you to dig a little deeper on those things.
[00:06:40] Ray Latif: The question I always hear from judges in the finals is about market opportunity. You know, where can this brand go from here? Great. You created a brand. Okay, that's pretty good. You have this good idea. We think it might have some legs, but how are you going to get it to a place where it's getting to its full potential?
[00:06:54] Mike Schneider: Well, and I think, you know, in reality, like we live in an industry of like extreme nuances ultimately mattering, right? We're not looking for Radically different as consumers that is we're looking for something. That's you know a Little Different has some meaningful point of differentiation which At the end of the day it might be something like again really really nuanced Yeah, going back to Jackie's point about talking to a retailer about how can I be successful?
[00:07:20] Ray Latif: Or this is why I'm gonna be successful in your store I keep talking to successful entrepreneurs or ones that have been there done that and they always talk about What they can do for the retailer, what incremental value are they bringing to this store? Because retailers have a million options to choose from, but what they're most interested in is how am I going to benefit from your brand being in my store? So that has to be part of your conversation, that has to be part of the conversation as well.
[00:07:46] Jacqui Brugliera: Yeah, it's like, how are they going to drive additional traffic to their store? How are you going to fit within the set or bring something new and fresh that people are going to be excited about?
[00:07:53] John Craven: New and fresh, but yet nuanced, too. I mean, that's a big piece of it, because beverage innovation isn't like, OK, well, New Beverage has... you know, honey and ashwagandha and nootropics and, and, and, and, and it teleports you. Like there's so many things that we see, you know, in some of these New Beverage and, and we also see them just refine, refine, refine, refine, refine. I mean, just look at Poppy and Alison Ellsworth would be the first one to say, just copy me, copy what I did. And. They're moving away now from the prebiotic thing because at the end of the day, it's a better free soda in a cool can that's fun to hold and has great flavor. Like it tastes good. That's why people want your beverage.
[00:08:33] Jacqui Brugliera: That also shows a brand evolving. Cause like at the beginning, early adopters, they care about that. But then as you get more mainstream, you can change your messaging.
[00:08:42] Ray Latif: But I do think certain functional ingredients do have a purpose and a very important function, use that word again, in someone's daily life. Like vitamin D, ashwagandha, magnesium, and this barcode that I'm drinking here. I was actually thinking like a muse. Oh, wow. We didn't even realize that's where you're going. Yeah, there you go. Shocking. Amuse is the presenting sponsor of this episode of Taste Radio. Now more than ever, consumers looking for ways to boost their immune systems, and Amuse gives them that edge. Amuse is a dietary and Two Ingredients clinically shown to simulate immune function at the cellular level. Incorporate Amuse into your innovation strategy and help your consumers optimize their health throughout the year. Learn more at amusehealth.com. That's I-M-M-U-S-E health.com. I was reading that in the smallest font possible. Why am I doing that? I know I'm losing my eyesight here. I'm surprised you don't just have that burned in your mind at this point. I do, but I still want to, you know, I'm like, I have the... You probably wake up with night sweats thinking about that.
[00:09:46] John Craven: We do 10 reps after every show, you know, just to make sure. Say it again.
[00:09:50] Big Apple: It's this post-show practice. One more time, Ray.
[00:09:56] Ray Latif: Speaking of great brands and ones that I was happy to see here at PepNet Live, Hal's New York, which is a maker of seltzers and snacks, including pretzels, chips, and popcorn, is here at the show. I had an opportunity to sit down with Stephanie. Classic New York brand. Yeah, to sit down with Stephanie Rita, who's the Director of Brand Development for Hal's New York, and she told me that they have a seasonal product that's flavor is fruit punch. And I am so excited to try this because I think everyone knows I love fruit punch. I just feel like there's not enough fruit punch out there. So I'm going to give this a whirl.
[00:10:29] John Craven: No, there's nothing wrong with fruit punch, but it's still like, what is fruit punch? It's like, what fruits are you talking about?
[00:10:35] Jacqui Brugliera: It's a mystery. It's funny. Like, I feel like every hotel that I've ever been in in New York City has Hal's. In the fridge.
[00:10:42] Ray Latif: They do. Including ours, the Virgin Hotel. Yes, they've got health. This is delicious. I mean, all their products are great. I really appreciate the fact that these are highly carbonated. If I'm drinking a seltzer, I mean, isn't a seltzer supposed to be highly carbonated?
[00:10:55] Jacqui Brugliera: Yes.
[00:10:55] Ray Latif: I see those bubbles.
[00:10:56] Mike Schneider: That is a lot of bubbles.
[00:10:59] Ray Latif: I did shake it up as hard as I could, and I was pouring it over my iPad here. And, what?
[00:11:07] John Craven: I'm going to have to get Chuck one now, because he says I'm going to have the burps.
[00:11:10] Ray Latif: If there's anything that makes John Craven more agitated than anything, it's drinking over electronics. Oh, iPad, whatever. What, this isn't waterproof? No, but it's like, I don't know, three generations old. We'll be okay. You gave me an iPad that's three generations old? Oh, yeah. Right. Come on. You know, first I have attendee on my badge instead of staff.
[00:11:32] John Craven: Right. You poured Coca-Cola on a brand new laptop. So that's, that's why he's nervous. I've also had a laptop jacked, but anyway. Let's talk about that again.
[00:11:40] Ray Latif: Let's not talk about that again.
[00:11:41] John Craven: And In-N-Out, anyone?
[00:11:42] Ray Latif: I don't think the insurance company is going to be happy about that. It's like, nah, my stuff's safe on the backseat in In-N-Out.
[00:11:48] Mike Schneider: No big deal.
[00:11:48] Ray Latif: Yeah. Yeah. Anyway. Barcode. Which is what Mike was drinking. We had a special guest from the Barcode team on stage yesterday, none other than Jadakiss.
[00:11:59] Big Apple: That was cool.
[00:11:59] Ray Latif: Yeah, it was amazing to see him on stage. He was walking with a cane. I forgot who told me. Adam Louris, I think, said he got hit by a car.
[00:12:05] Big Apple: Oh no.
[00:12:05] Ray Latif: Or was it Jon Landis told me that? He got hit by a car a few days ago, but he still made it to PebNet Live, which is amazing. Yeah, and he was talking about why he believes so much in the brand. He seemed really actually quite polished in terms of like what Barcode's strategy was and how he thought it was bringing value to its consumers. So I was pretty impressed with him on stage.
[00:12:25] Jacqui Brugliera: It took me a second because he was a surprised guest and I walked in the room and I was like, who's that raspy voice? And I looked and I was like, oh my God, it's Jadakiss. Wild. Very cool.
[00:12:35] John Craven: Shocking that he'd be a good storyteller, though.
[00:12:36] Jacqui Brugliera: Yeah. It's what he does.
[00:12:38] Ray Latif: True, true. No, it was fantastic. And kudos to the Barco team. I thought they were awesome up on stage.
[00:12:44] John Craven: They were.
[00:12:44] Ray Latif: Yeah. Did you see Bar's hair? That was amazing.
[00:12:47] Jacqui Brugliera: Yeah, that was amazing. What Bar?
[00:12:49] Ray Latif: Yeah. Oh, yeah, the founder. Yeah. Bar Malik. Armalik, indeed. I also love this brand that I have on the table here, Once Upon a Coconut. They have a ton of products here at the show. This is their coconut water and watermelon variety. I'm also a big watermelon fan for anyone out there who makes a watermelon product. There's not enough, like, actual watermelon juice.
[00:13:08] John Craven: Just you, Ray.
[00:13:08] Ray Latif: Just you. What do you mean? I don't know. You're one of the few.
[00:13:11] John Craven: There's a lot of watermelon products that have come and gone, and it's a hard one.
[00:13:15] Ray Latif: Yeah, but, no, what's the watermelon brand that you love, John? What? The one in the can. What are you talking about? It's your kid's love, excuse me. Oh, the Mellowater.
[00:13:24] Mike Schneider: Mellowater. Yeah, Mellowater's good. Yeah, Mellowater's fantastic.
[00:13:26] Ray Latif: It's great, it's just difficult. What do you mean it's difficult? Watermelon water? No, but that was a fresh watermelon water. Melon's like in a can, it's pasteurized. Watermelon water just relaunched, too. Yeah. They have like lemonades now.
[00:13:39] John Craven: Did you hear the word relaunch? Why did it have to relaunch?
[00:13:42] Ray Latif: It's difficult. Back to Once Upon a Coconut. I really like this product because there are Two Ingredients, coconut water and watermelon juice. So a Two Ingredients beverage always, always piques my interest and is typically
[00:13:54] John Craven: I had blueberry Once Upon a coconut yesterday. I mean, this stuff's great. And they activated at the event. It's everywhere. I'm so excited. Yeah, totally. You need to go grab a Once Upon a coconut house.
[00:14:05] Ray Latif: I had a few. Yeah. Also love to see Remedy Organics here.
[00:14:08] John Craven: They are in full force here at the show.
[00:14:11] Ray Latif: Totally. If you miss breakfast or if you miss lunch, this is even better. I'm holding the Golden Mind variety. which has 10 grams of protein. It's made with almond milk, turmeric, MCT oil, ginger, DHA, omega-3, and probiotics.
[00:14:24] John Craven: They have a new line that has 20 grams of protein. 20 grams of protein, you will not know it. You know how when you have 20 grams of protein, you know you've had 20 grams of protein because it's usually pretty chalky? I was wondering where you were going with that. But I've had, I was that person who missed breakfast and lunch and I was like, where's the Remedy Organics? I mean, this stuff's so easy to drink and you feel great afterwards.
[00:14:49] Jacqui Brugliera: I mean, it's such a good product. And they have a new ube flavor which is really good.
[00:14:53] John Craven: Yes, it was right next to the golden. See, I always grab the blue spirulina and I had two of those.
[00:14:59] Ray Latif: Also really happy to see Ginger Labs here, G-N-G-R, with their shots, because you need shots when you're 24-7 here at BevNET Live. This is their vitamin C booster, made with organic ginger and turmeric. I saw on LinkedIn the founder, Nimic Sultan, I believe is how you pronounce his name, and he had pallets of product that he was bringing to the show, and I'm like, I might have to take an entire pallet, because this stuff is so good.
[00:15:23] Jacqui Brugliera: It never makes it to the show, because Ray steals it all.
[00:15:27] Mike Schneider: I don't think he brought that many, but I appreciate the thought. We would definitely take a pallet.
[00:15:32] John Craven: Totally. Oh my gosh. They've stuck the office. They also have their phenomenal RTD line. I mean, Ginger is amazing. They've sent a bunch of the office. Very generous. Thank you so much.
[00:15:42] Ray Latif: Totally, totally. And thanks so much to all the founders who have brought products to BevNET Live. I just see people drinking so many different things, trying so many different products. The coolers are always stacked because of our amazing team who's always putting in new products. Yeah, I just love to see the variety.
[00:15:59] John Craven: There's always like at least one gem, you know, new discovery. For me, Rockaway Soda. Oh yeah, Rockaway's fantastic, yeah. It looks like neon sign just crushing a newspaper. It's a cool looking can, but the liquid is phenomenal. And it's powered by ginseng and maca instead of caffeine.
[00:16:18] Ray Latif: Well, we have one more day of BevNET Live. This is always the point where everyone's just like... Melting down? Well, no.
[00:16:25] Jacqui Brugliera: Or powering up.
[00:16:27] Ray Latif: Powering up to finish the show.
[00:16:29] John Craven: Crushing ginger shots and Remedy Organics.
[00:16:31] Ray Latif: We're going to do it all over again in LA, more specifically Marina Del Rey in December. Excited to see everyone at that show as well. But to anyone who came to the show in New York City and is listening to this podcast, thank you so much for being with us. I'm just happy. I just feel like everyone on our team really works hard to make this event as great as possible. And to see people enjoying it, and to see people getting value out of it, is worth all the hard work. And one more quick shout-out to our amazing team. Our unsung heroes, like Joe Cracci and Joshua Pratt and Ryan Galang, who run our AV, who are here at 6 a.m., making sure that everything looks good, so that we look good. Really appreciate all the work you guys do. Oh, and of course, Nate Brescia, our Minister of Photographic Arts.
[00:17:15] Jacqui Brugliera: Best title ever.
[00:17:18] Ray Latif: That brings us to the end of this episode of Taste Radio. Thank you so much for listening. Taste Radio is a production of BevNET.com, Incorporated. Our audio engineer for Taste Radio is Joe Cracci. Our technical director is Joshua Pratt, and our video editor is Ryan Galang. Our social marketing manager is Amanda Smerlinski, and our designer is Amanda Huang. Just a reminder, if you like what you hear on Taste Radio, please share the podcast with friends and colleagues. And of course, we would love it if you could review us on the Apple Podcasts app or your listening platform of choice. Check us out on Instagram. Our handle is BevNetTasteRadio. As always, for questions, comments, ideas for future podcasts, please send us an email to ask at Taste Radio. On behalf of the entire Taste Radio team, thank you for listening, and we'll talk to you next time.
[00:18:08] Big Apple: you
