Collaborations – the good, the strange, and the wow – anchor this episode.

The hosts debate whether a tomato-based wine co-created by Pizza Hut can help change the fortunes of a sluggish industry and discuss an unusual, but effective, marketing campaign featuring a partnership between sex workers and non-alcoholic spirits.

This episode features an interview with Bella Hughes and Semira Nikou, the co-founders of better-for-you gummy brand Better Sour, which recently collaborated with Disney on a new product that celebrates the release of the movie “Moana 2.”

Show notes:

0:25: Haven’t Seen It. Just Ask, We’ll Answer. Stop Wine-ing. Mike’s New Meme. Brodo FTW. Breakfast Shrimp. — No, not everyone has streamed Moana. The hosts urge listeners not to miss out on the upcoming events and share tips on how attendees can prepare for them. They’re also divided on a libation created to pair with a popular Italian dish. Ray highlights The Free Spirit Co.’d provocative take on non-alc naysayers before spreading the wealth of broth sent to the office. The hosts also riff on fruit punch and Jacqui’s unusual first meal of the day.

27:55: Bella Hughes & Semira Nikou, Co-Founders, Better Sour – Bella and Semira talk about their backstory as friends and founders and the genesis of Better Sour, the brand’s growth strategy and how it’s positioned to appeal to modern consumers. They also discussed the company’s partnership with Disney and how they prepared for the rollout of the new flavor and how they’re maintaining Better Sour’s focus and trajectory amid a wave of new opportunities for the brand.

Brands in this episode: Better Sour, Minor Figures, Proxies, Basic Cellars, Lemonday, Lemon Perfect, Plezi, Hawaiian Punch, Hodo, Scott & Jon’s

Luke Boase launched Lucky Saint in 2018, but he says the brand’s potential for an iconic future has always been top of mind.

As the leading dedicated non-alcoholic beer brand in the U.K., Lucky Saint is sold in over 10,000 points of distribution in the country, including more than 1,000 pubs and restaurants. That number includes its own bar in London, aptly named The Lucky Saint, which operates at the base of a building that also houses the company’s office. Last year, the company raised a £10m Series A round that included funding from VC firm JamJar Investments.

Led by a mission to become “the world’s defining alcohol-free brand,” Lucky Saint is resonating with both sober consumers and moderate drinkers, according to Luke. Inclusivity is a key theme of the company’s marketing and communication strategy, leading with a message of quality and appeal as a beverage for anyone who isn’t drinking.

In the following interview, Luke talks about how his interest in entrepreneurship sparked the idea for Lucky Saint and why he has a long-term vision for the brand. He also explains how the company incorporates consumer insights and data into its retail and buyers pitches, his views on Lucky Saint’s role in the non-alcoholic beer category and how he thinks about competing with strategically-owned and -aligned beer companies.

Show notes:

0:35: Luke Boase, Founder, Lucky Saint – Luke speaks with Taste Radio editor Ray Latif about The Lucky Saint pub and why he felt it was important to offer a variety of alcoholic and non-alcoholic beverages, how he saw an opportunity to create a premium non-alcoholic beer brand and the two-year process behind its creation. He also talks about identifying the right retailers for Lucky Saint and why the company works with dozens of Michelin-starred restaurants, as well as the consistency of demand for non-alcoholic beer and how he factors ambition into the company’s strategy.

Brands in this episode: Lucky Saint, Heineken, Guinness

Innovative protein brands and proactive meetings. The hosts advocate for both in this episode, which also features an interview with Trey Zoeller, the founder of pioneering whiskey maker Jefferson’s Bourbon, a brand recognized by and awarded for its Ocean Aged At Sea expression, a whiskey matured on ships that travel around the world.

Show notes:

0:25: Bag It. Face To Face > Email. Take A Minute. The Liver! Fridge Pop. Beard Scoby. – Less than three weeks away from BevNET’s winter events, Ray gets agitated while sharing some important travel tips and the hosts explain why meeting John Foraker in December should be on your agenda. They also introduce a new Taste Radio social series, enjoy a new kind of scent in the studio and sample several products from protein-centric brands, including ancestral meat snacks, peanut butter cookies, and mint chip-flavored shakes. Ray also highlights a new brand of macron pops and John tests out a new kombucha-inspired after shave.

28:41: Interview: Trey Zoeller, Founder, Jefferson’s Bourbon – Trey, who first joined us for an interview in 2020, talks about why the pairing of oysters and Jefferson’s Bourbon Ocean Aged At Sea expression works so well. He also discusses the origins of the uniquely matured whiskey and why the product was initially disparaged by his industry colleagues, and how Jefferson’s, which is known for its innovative approach to aging, maintains the cache and image of being a renegade while simultaneously being a widely distributed and popular brand.

Brands in this episode: Daily Crunch, Once Upon A Farm, Fly By Jing, Country Archer, Russian River Brewing, Kombuchade, Hint, Grounded, LifeAid, H&H, Macarooz, Health-Ade, Dogfish Head, Love & Chew, Lenny & Larry’s, Jefferson’s Bourbon