Jay Baer is the Co-founder of Slingshot, a network of craft tequila brands dedicated to authenticity, quality, and culture. He is a renowned business growth and customer experience strategist, celebrated for his dynamic keynote speeches and best-selling marketing books. A seventh-generation entrepreneur, Jay has built five multimillion-dollar companies and advised over 700 brands, including Caterpillar, Nike, 3M, Oracle, and adidas. He also hosts The Spirit Guides, a show that delves into the stories of prominent spirit creators.

Many food and beverage brands struggle to stand out in the rapidly expanding tequila market. As consumer preferences evolve, brands often rely on outdated anecdotes and fail to understand the real drivers of purchasing behavior. How can tequila brands leverage authentic consumer insights to build loyalty and grow in such a crowded space?

Jay Baer, the world's number two tequila content creator, offers actionable insights for brands aiming to connect with today’s tequila seekers. He emphasizes social media as the dominant discovery channel for consumers and highlights the growing demand for additive-free, sustainable, and authentically produced tequilas. He advises brands to invest in storytelling, build direct relationships with their audience, and focus on distribution strategies beyond traditional retail. Jay also encourages tequila brands to collaborate and share resources to grow the craft tequila category.

On this episode of the Firebelly Social Show, Duncan Alney interviews Jay Baer, Co-founder of Slingshot, about the evolving craft tequila landscape. Jay explains how tequila seekers discover brands, what they value most, and the critical role of peer collaboration. He also shares insights on price sensitivity, the power of social media, and the importance of storytelling in building a memorable tequila brand.

Brooks Addington is the CEO of TÖST Beverages, a company renowned for its sophisticated, non-alcoholic sparkling beverages. With over two decades of experience in consumer goods and finance, he has successfully expanded TÖST's distribution to over 10,000 accounts across all 50 US states and eight countries. Under his leadership, TÖST has partnered with major national retailers such as Whole Foods Market, Sprouts, HEB, and Walmart. Additionally, Brooks serves as a board member and founding partner of the Adult Non-Alcoholic Beverage Association (ANBA), contributing to the growth and development of the non-alcoholic beverage sector.

Many people seeking alcohol-free options at social gatherings often find themselves left out, relegated to drinking basic sodas or sparkling waters that lack the sophistication and sense of occasion offered by traditional alcoholic beverages. This exclusion can make celebrations feel incomplete for non-drinkers. How can beverage makers create products that foster inclusivity without sacrificing the celebratory experience?

Brooks Addington, a seasoned leader in building premium beverage brands, shares how he and his team recognized this gap and developed sophisticated, non-alcoholic sparkling drinks to elevate social occasions. He stresses that creating these products requires patience, as evidenced by their meticulous multiyear development process and over 75 product iterations. Brooks also highlights the significance of making these drinks accessible through thoughtful pricing and packaging, ensuring everyone can participate in the celebration.

On this episode of the Firebelly Social Show, Duncan Alney talks with Brooks Addington, CEO of TÖST Beverages, about building inclusive, alcohol-free celebrations. Brooks discusses how meaningful occasions can be elevated without alcohol, shares insights into product development and market trends, and explores the role of pricing in accessibility. He also talks about product launches, cultural shifts in drinking habits, and the importance of community connection.

Massiel Villanueva is the Founder and CEO of YÜJ Granola, a health-focused snack company based in Orlando, Florida. The brand offers vegan, gluten-free, soy-free, and low-glycemic granola products, including bars, bites, and cereals. Combining her culinary background and yoga practice, Massiel built YÜJ Granola to promote unity, mindfulness, and nourishment through food. Beyond providing healthy snacks, YÜJ Granola is committed to social responsibility, donating 10% of its proceeds to children's and environmental charities.

Launching a food brand in today’s crowded and competitive market is no small feat, especially for founders balancing family, financial pressures, and personal wellness. With thousands of options already on shelves, how do you introduce a unique product while staying true to your mission and identity?

Massiel Villanueva, a culinary professional and yoga instructor, shares how personal adversity shaped her vision for a softer, cleaner granola alternative. When her son was diagnosed with an immune deficiency, she couldn’t find nourishing snacks that met his needs, so she created her own. Massiel emphasizes staying lean in the early stages, testing the market before scaling, and expressing authenticity through storytelling, community, and sound healing to differentiate your brand in retail. Her insights reveal that bootstrapping, mindfulness, and a strong support system are essential to startup success.

On this episode of the Firebelly Social Show, Duncan Alney talks with Massiel Villanueva, Founder of YÜJ Granola, about redefining what healthy snacking can look like. Massiel discusses the inspiration behind her product, how yoga influences her business philosophy, and her immigrant journey. She also touches on raising four kids while scaling her brand, the importance of soft-baked granola, and pitching to Walmart with courage and authenticity.

Aidan Mehigan is the Founder and CEO of Natterjack Irish Whiskey, a company dedicated to crafting unique Irish whiskey by blending traditional Irish and American aging techniques. In less than five years, he transformed Natterjack from a startup into an internationally recognized brand, now available in 16 US states and 13 global markets. The brand's excellence was acknowledged when it was named Best Irish Whiskey 2024 in The Whiskey Bible. Before venturing into the whiskey industry, Aidan had a successful career as a hedge fund trader in London.

Many emerging spirits brands struggle to stand out in a saturated market dominated by tradition, legacy names, and generic storytelling. With consumers increasingly seeking authenticity and connection, how can a new whiskey brand capture attention and create community without compromising originality or flavor?

Aidan Mehigan, a former London-based trader turned whiskey entrepreneur, shares how he embraced disruption in the industry by crafting an Irish whiskey with an American twist. Drawing from his background in food and beverage, he explains the power of rejecting tired branding tropes — like surnames and regional references — in favor of a bold mascot and unique voice. He emphasizes building a story-first brand rooted in fun, rebellion, and connection. Aidan also recommends that founders lean into distinctive experiences, creative risk-taking, and honest mistakes to deepen engagement and build lasting loyalty.

In this episode of the Firebelly Social Show, Duncan Alney talks with Aidan Mehigan, Founder and CEO of Natterjack Irish Whiskey, about building a bold spirits brand from scratch. Aidan shares how personality-driven branding fuels growth, his process for crafting a distinctive whiskey profile, and the importance of real-life community-building. The conversation also touches on market disruption, creative marketing, and the value of optimism.

Grant Hemingway is the CEO and Co-founder of Libby Non-Alcoholic Wines, a brand redefining modern moderation with its sparkling non-alcoholic wines, gaining remarkable traction in the inclusive beverage market. He is a seasoned winemaker and entrepreneur with over 18 years of experience spanning vineyard management, winemaking, and executive leadership in the wine and beverage industry.

A graduate of UC Davis in Viticulture and Enology, Grant has held key positions at Far Niente, Mason Cellars, and Molson Coors. Driven by a mission to modernize and democratize the wine experience, he aims to offer inclusive, high-quality alternatives that align with contemporary wellness and lifestyle trends.

As the sober-curious movement grows and wellness-driven lifestyles gain traction, more consumers are questioning their relationship with alcohol. Yet finding non-alcoholic options that match the flavor, complexity, and celebratory nature of traditional wine remains a challenge. So, how can brands craft sophisticated non-alcoholic beverages that satisfy modern drinkers?

Grant Hemingway, a seasoned winemaker, shares how to address this gap through a relentless focus on quality and authenticity. He explains the importance of maintaining wine’s aromatic complexity and structure — even without alcohol — by carefully selecting grapes, using thoughtful fermentation techniques, and refining the alcohol-removal process. He also emphasizes the need for brands to align with consumers' values around health, sustainability, and inclusive social experiences, encouraging a no-compromise approach to crafting non-alcoholic wines that delight and endure.

In this episode of the Firebelly Social Show, Duncan Alney talks with Grant Hemingway, Co-Founder of Libby Wines, about creating exceptional non-alcoholic wines that elevate social occasions. Grant discusses the cultural shift in drinking habits, the rigorous R&D behind product development, and the role of storytelling in building trust with mindful consumers. He also shares branding decisions, functional beverage trends, and future innovations in the NA wine space.