Summary List Placement
In the spring of 2014, Neetu Godara met Dan Beach and Kevin Folk, and the three bonded over their mutual love of vodka sodas and discussed how there was nothing on the market, in a can, that wasn’t full of sugar or artificial ingredients.
Beach and Folk had already been mixing up their own drink recipes, but were in need of someone who could market and sell their potential product. The group decided to go all-in and see if a viable business could come out of the recipes.
“It got to a point where we weren’t going to know if it could work unless we make some in bulk,” Godara told Business Insider.
Having worked in the beverage industry for over 10 years, holding roles in innovation, brand strategy, and sales strategy for companies like Danone, Costco, and Pepsi, Godara was well-versed in consumer appetite. With every year came more market research suggesting that people were looking for, she said, “cleaner, better products with less artificial ingredients, and that the number one thing people looked to avoid in beverages was sugar.”
“I had seen the evolution of what we were drinking as consumers and what people wanted,” she said. “And I had …read more
Source:: Businessinsider – Strategy