Mike Schneider
Chief Revenue and Marketing Officer • BevNET CPG MediaView LinkedIn profile for Mike Schneider
Protein soda and hard sports drinks are making moves—but is either category built to last? With protein soda betting on big demand for functional fizz and hard sports drinks racking up eye-popping sales, we debate which category has the bigger upside. We also discuss what Constellation Brands’ $75 million acquisition of Spikedade signals for beverage alcohol and the news that Justin Timberlake and Jessica Biel have joined protein soda brand Proda as co-founders. This episode also revisits two interviews from Taste Radio’s San Diego meetup, featuring Maddie Serviente, a partner at early-stage investor network The Angel Group, and Chuck Casano, founder of fast-growing Pitaya Foods and distribution company Hi-Touch Libations.
Show notes:
0:20: Taking A Trip. Celebrity Muscle. Hard To Watch. Which One Wins? Stick It. Seasoning. – The hosts highlight the upcoming Taste Radio London meetup at TRIP’s Notting Hill headquarters and the rebranding of the Nombase Podcast as the CPG Operator Podcast. They then examine the potential of protein soda, prompted by Justin Timberlake and Jessica Biel joining Proda as co-founders, and debate whether consumers will embrace protein in soft drinks. The conversation explores Timberlake’s previous involvement with Bai and contrasts celebrity partnerships, from Kobe Bryant’s active role at BodyArmor to Tom Holland’s involvement with nonalcoholic beer brand Bero. The focus shifts to hard sports drinks, including Constellation Brands’ acquisition of Spikedade and Super Lyte’s projected first-year sales of four million cases. The hosts weigh the long-term potential of protein soda against hard sports drinks, questioning whether explosive early growth will translate into sustained consumer demand. They also spotlight emerging brands and products, including Suds, a hard soda boasting 10% ABV, oversized cans and playful branding; Waterboy’s electrolyte hydration sticks; Dynasty Hydration’s blend of electrolytes, vitamins and amino acids; and Freestyle Snacks, which offers olives and pickles in convenient pouches as a savory alternative to traditional snacks. Finally, the hosts sample Culture Pop’s sparkling apple flavor, praising its balanced sweetness and seasonal appeal.
33:16: Interviews from Taste Radio’s San Diego Meetup – The Angel Group’s Maddie Serviente shares what investors look for in emerging brands, from standout products and passionate consumers to realistic valuations and the right strategic partners. Then, Pitaya Foods and HiTouch Libations founder Chuck Casano reflects on the failures, timing and hard-earned lessons that helped shape his entrepreneurial journey.
Brands in this episode: TRIP, Mojo, Noot, Everystate, Proda, Koia Protein Pop, Ono, Bai, Hippie Energy, Everystate, BodyArmor, Bero, Athletic Brewing, Spikedade, Pretzelized, From The Ground Up, OWYN, Super Lyte, Surfside, Rally Dog, White Claw, Refreshade, Suds, Jack Daniel’s, Coca-Cola, Not Your Father’s Root Beer, Waterboy, Dynasty Hydration, Freestyle Snacks, Culture Pop, Poppi, Olipop, Goodles, Mush, Pitaya Foods
