Non-Traditional Brands in a Traditional Market Place

90% of new products fail, therefore, non-traditional brands in traditional marketplace face extra challenges to breakthrough and generate trial and repeat. In this session, a panel of non-traditional beverage producers will discuss the challenges and opportunities. They will talk about the increasing popularity of unique and flavorful products and how using consumer preferences and behaviors inform development, distribution, and marketing. The panel will share different approaches and strategies that brands can leverage to increase the likelihood of success.



Gustavo Aguirre

Vice President, Incubation Sprout Beverages

Greg Heller-LaBelle

Co-Founder Colony Meadery

Hannah Crum

President Kombucha Brewers International

Justin LeVaughn

Head Brewer Void Sake Co