“I don’t go to work thinking – we need to sell more cases or hit numbers. I’m thinking – how many more Bai-Lievers are we going to create today,” Bai 5 CEO Ben Weiss told Ben Bouckley after inking a nationwide distribution deal with Dr Pepper, with the coffee-fruit based soft drink brand set to rack up circa. $20m sales in 2013.
Now Weiss is a very clever man, and clearly he has a handle on the all-important numbers, but it’s refreshing (and vital) for any beverage entrepreneur to believe in the artistry of their brand. Otherwise, you may as well just be selling any commodity, and where’s the value in that, right?