Disrupting The Beverage Industry With Ted Dumbauld Of SoNo 1420
Is there a blueprint for navigating uncharted waters of innovation and tradition in the spirit sector inundated with steadfast competitors? Could one man’s journey from military service to the financial world culminate in a groundbreaking foray into the alcohol industry?
Serial entrepreneur Ted Dumbauld shares how he drew from his diverse experiences to create SoNo 1420, blending the worlds of alcohol and cannabis to craft a unique and award-winning product line. He unveils the secret behind their double gold medal victories, providing insight into the innovating world of craft distilling and how staying true to local roots can add something special to your brand. Ted discusses making waves in the spirits world with unique products like Threesome Cocktails, redefining the premixed beverage segment by emphasizing freshness and the experience of crafting a cocktail. His story is a testament to the power of pivoting careers, the importance of resilience, and the role of marketing in the growth of a beverage company.
On this episode of the Firebelly Social Show, Duncan Alney talks with Ted Dumbauld, Founder and Co-CEO of SoNo 1420, about distilling and marketing in the spirits industry. Ted shares the inspiration behind starting SoNo 1420 at the intersection of alcohol and the evolving cannabis space, the story behind its naming, the innovative concept behind Threesome Cocktails, and the upcoming breakthroughs in THC-infused, non-alcoholic beverages.
Here’s a glimpse of what you’ll learn:
[2:25] Ted Dumbauld shares the inspiration behind starting SoNo 1420
[7:56] Insights into winning double gold medals for SoNo 1420's innovative bourbon and whiskey
[14:29] The fascinating story behind SoNo 1420’s distinctive name
[19:09] The innovative concept behind Threesome Cocktails and its fresh take on ready-to-drink cocktails
[23:34] Ted discusses the upcoming breakthroughs in THC-infused, non-alcoholic beverages
[29:19] The value of having mentors
[31:48] What is personal success beyond financial achievements?
[37:45] Building an enthusiastic and cohesive team culture
[41:37] Ted’s advice for aspiring beverage founders on the importance of marketing alongside product quality
About Ted Dumbauld:
Ted Dumbauld is the Founder and Co-CEO of SoNo 1420, an American maritime distillery renowned for its unique spirit offerings and award-winning bourbons. Under his leadership, SoNo 1420 has garnered double gold medals at the prestigious San Francisco World Spirits Competition. Ted is a former nuclear submarine officer and an MIT MBA holder who ventured into the medical cannabis industry before pivoting to the spirits world. He is also the creative mastermind behind Threesome Cocktails, an innovative ready-to-mix cocktail line that provides a fresh and interactive drinking experience.
Resources Mentioned in this episode
Quotable Moments:
"We’re—rebels—at the cutting edge of cannabis and alcohol."
"Connecticut was the wettest state in the nation."
"A marketing company that does distilling, not a distillery that does marketing."
"Money's not everything; to me, success is really just being happy."
"Marketing is strategic, smart, and it's creative."
Action Steps:
Embrace a spirit of innovation: Challenge the norms of your industry by exploring intersections between parallel markets to capture a new audience.
Recognize the power of marketing: Understand that even with a high-quality product, innovative marketing is crucial to ensure that your goods stand out in a crowded marketplace.
Maintain adaptability: Develop a keen sense to shift focuses or pivot directions when necessary.
Build strong relationships: Surround yourself with experienced industry professionals to complement your strengths and weaknesses, fostering a balanced and effective leadership team.
Seek fulfillment beyond financial success: Opportunity for greater satisfaction exists in aligning your work with personal growth and community engagement, enriching the traditional concept of a successful life.