Beverage Outlook
The beverage industry is evolving faster than ever, with brands navigating fierce competition, shifting consumer preferences, and mounting supply chain pressures. Founders must simultaneously manage brand positioning, secure distribution, and leverage digital marketing to stand out. So, how can emerging beverage brands carve out space in crowded markets while staying authentic and driving sales?
Experts Jeff Litcofsky, a branding specialist; Jay Williams, a beverage founder; Eric Martindale, a retail media expert; and Samuel Anderson, a distribution strategist, share actionable insights to help brands succeed. Jeff stresses the importance of clear positioning and storytelling that resonate with modern consumers, especially in the growing non-alcoholic category. Jay highlights the power of personal branding and community support, while Eric offers strategies for blending retail media with traditional trade spend to accelerate in-store performance. Sam emphasizes the need for flexible, multi-channel distribution plans that adapt to evolving retailer demands.
In this episode of the Firebelly Social Show, Duncan Alney talks with Jeff Litcofsky, Partner at Brandartica; Jay Williams, Founder of Free Bird; Eric Martindale, Founder of Elite Commerce Group; and Samuel Anderson, Managing Partner of BevAssets, about strategies for building successful beverage brands in today’s competitive market. They also discuss the rise of functional beverages, the importance of LinkedIn for founders, and creative approaches to overcoming supply chain challenges.
Here’s a glimpse of what you’ll learn:
[1:52] Jeff Litcofsky shares his background in brand identity and web development at Brandartica
[2:18] Jay Williams explains his transition from real estate development to the beverage industry with Free Bird
[3:03] Samuel Anderson introduces BevAssets and highlights his distribution expertise
[4:24] Eric Martindale defines retail media and its role in driving in-store velocity
[6:25] The functional beverage boom and why Free Bird chose the broader water category
[8:27] The rise of premium non-alcoholic beverages and shifting consumer preferences
[12:37] The evolving supply chain landscape and route-to-market strategies
[15:59] Liquid Death’s marketing success and its impact on the water category
[20:22] Intersection of the sober movement, cannabis, and functional beverages
[24:07] What’s the importance of trade spend, demos, and digital strategies for in-store performance?
[33:33] Tips for leveraging LinkedIn to build personal brands and relationships
[44:23] The value of humor, authenticity, and real conversations on LinkedIn
About Jeff Litcofsky, Jay Williams, Eric Martindale and Samuel Anderson :
Jay Williams is the Founder and CEO of Free Bird, a Southern spring water brand launched in 2024. Sourced from Georgia's Blue Ridge Mountains, Free Bird offers pure spring water in recyclable 19.2-ounce aluminum cans. Jay envisions Free Bird as a tribute to everyday heroes, celebrating simplicity, sustainability, and the American spirit. Under his leadership, Free Bird aims to provide clean, crisp refreshment while promoting environmental responsibility.
Eric Martindale is the Founder and CEO of Elite Commerce Group, a full-service agency specializing in Amazon and retail media. Under his leadership, the company has driven over half a billion dollars in retail sales for clients, maintaining a strong focus on testing and innovation to stay at the forefront of digital marketing. A former Marine officer and adventure athlete turned e-commerce authority, Eric is also a passionate technocrat interested in futurism. His unique perspective stems from identifying and exploiting retail frontiers before they become mainstream.
Samuel Anderson is a Managing Partner at BevAssets, a company focused on assisting beverage brands with distribution, operations, and logistics while promoting sustainable solutions. Known in the industry as "Beverage Man Sam," he has helped numerous brands navigate the complexities of the supply chain, contributing to their success in a market with a high failure rate. Besides his professional achievements, Samuel is an avid networker passionate about building community and meaningful connections. He also hosts the DRINK UP Podcast, where he shares insights and connects with professionals from LinkedIn.
Jeff Litcofsky is the Partner and Chief Operating Officer at Brandartica, a full-service product brand identity agency that delivers distinctive branding and marketing solutions. With decades of experience in the consumer electronics industry, he has expertise in global brand strategy, product marketing, direct-to-consumer sales, and operational management. Before joining Brandartica, Jeff held significant roles in the consumer electronics industry, including Global Brand Marketing Manager at Boston Acoustics and Director of Marketing & Communications at AudioXperts. He co-hosts 1seventh the podcast, where he engages with business leaders on unconventional approaches to success in both business and life.
Resources Mentioned in this episode
Quotable Moments:
“Our brand is meant to be nostalgic, meant to celebrate the everyday hero, the blue-collar.”
“We no longer go to market the traditional way. There’s not one way to go to the market.”
“If you turn it into an ad, it doesn’t work. It falls apart immediately.”
“They have to have compelling stories, offer elegant packaging, and be placed in restaurants in the right way.”
“We operate at the bottom of the funnel, but if the rest isn’t there, it doesn’t work.”
Action Steps:
Refine your brand positioning to stand out in crowded categories: As competition intensifies, particularly in functional and non-alcoholic beverages, distinct positioning is essential for long-term brand recognition.
Leverage LinkedIn to build authentic relationships with industry peers and customers: Consistent personal engagement on LinkedIn allows founders to establish thought leadership and visibility with buyers and consumers.
Develop a flexible, multi-channel go-to-market strategy: Incorporating DTC, e-commerce platforms, and partnerships with smaller distributors helps ensure broader market coverage and resilience.
Use retail media to drive velocity at the shelf: Retail media helps brands link awareness efforts directly to purchase intent, boosting trial and repeat sales.
Build a post-placement retail support plan: Securing shelf space is just the beginning — ongoing efforts like demos, trade promotions, and localized digital marketing are critical for maintaining turns.