Brand from identity.
Product from vision.
You don’t need another beverage consultant handing you a trend report.
You need someone who understands culture, retail, formulation, storytelling, field sales, founder chaos, and the emotional reason someone picks your product up in the first place.
I help beverage founders, artists, wellness brands, and culture-driven companies turn a strong identity into a real product — one that can live on shelves, show up at events, build community, and scale without losing its soul.
I bring 20+ years of CPG sales and marketing experience, a background in wellness and functional products, and the lived experience of building my own beverage brand, Hatchet Granny, from idea to retail distribution.
Three phases.
One through-line.
Your brand already has a world. I help translate that world into a product people can understand, buy, taste, photograph, talk about, and come back for.
That means naming, positioning, flavor direction, packaging, claims language, retail-readiness, compliance questions, co-packer conversations, launch strategy, and all the invisible infrastructure that makes the magic hold.
A good idea is not the same thing as a sellable product. I help founders think through pricing, margins, format, DTC, wholesale, distribution, retail placement, buyer expectations, sampling, and the realities of getting a beverage out of your head and into someone’s hand.
I’ve done the field work. I’ve stood in stores. I’ve sold products. I’ve demoed. I’ve built relationships. I’ve dealt with the operational weirdness. That matters.
The launch is not the finish line. It’s the first portal. I help brands think beyond one SKU: future formats, retail expansion, community, events, collaborations, subscriptions, affiliate strategy, licensing, and the larger world your product can live inside.
Because the strongest beverage brands are not just beverages. They are identities people want to participate in.
I’m not approaching
beverage from a
spreadsheet alone.
I’ve spent more than 20 years inside CPG, working with wellness, vitamin, beauty, and beverage brands in the real world — stores, demos, sales floors, buyers, consumers, events, and launches.
I’ve also built my own beverage brand, Hatchet Granny, from concept to product. I know the emotional and operational weather of building something from scratch: the formulation questions, the packaging decisions, the pricing ladders, the co-packer conversations, the cash constraints, the retailer expectations, the “oh no, now what?” moments.
And because my background also includes performance, sound therapy, immersive events, and music industry lineage, I approach beverage as more than liquid in a container.
A great beverage is a ritual. A great brand is a world. A great product gives someone a feeling they want to return to.
Built from
the inside out.
The scope.
- Brand strategy and positioning
- Beverage concept development
- Product naming and SKU architecture
- Flavor direction and functional ingredient framing
- Founder story and pitch language
- Retail and distribution strategy
- Pricing ladders and channel math
- Co-packer and production planning
- Sampling and demo strategy
- Investor and buyer-facing copy
- Launch campaigns and event concepts
- Culture-led brand world development
Is this you?
- Building a beverage brand from scratch
- Repositioning an existing product
- Creating a functional, botanical, zero-proof, wellness, or culture-driven drink
- An artist, musician, performer, or creative brand entering beverage
- A founder with a strong vision who needs help making it commercially real
- A brand that does not want to sound like every other clean-label pastel can on the shelf
are not just beverages.
They are identities people want to participate in.
Let’s build the
thing properly.
You bring the vision. I’ll help turn it into strategy, product, language, and a path to market.
Tell me what you’re making →