Planning a successful beverage launch involves pivotal steps, from developing a strategic business plan and testing proof of concept to scaling the brand for the long haul.

Karen Butler, Senior Managing Editor

August 24, 2016

In this SupplySide West edition of the Healthy INSIDER Podcast, Debbie Wildrick, chief strategy officer at MetaBrand, discusses the nuances of planning a successful beverage launch—from the business plan and proof of concept to scaling a business for the long haul. Wildrick will be speaking at the Sparking Beverage Innovation workshop on Wednesday, October 5th, from 1:30 to 4:30pm at SupplySide West. This session is underwritten by BASF, the official education sponsor of SupplySide West, with additional underwriting support from CP Kelco. Visit for more information and get registered.

In this episode, Karen Butler, content marketing manager, and Wildrick discuss:

  • What’s changed in recent years when launching a beverage product;

  • Common pitfalls for industry newcomers; and

  • How a brand should determine the appropriate channel(s) for launch.

Links and Resources:

Got feedback? Email Karen at [email protected], or tweet to @NatProdINSIDER using the hashtag #INSIDERpodcast.

About the Author(s)

Karen Butler

Senior Managing Editor, Informa Markets

Karen Butler is a senior managing editor at Informa Markets. For nearly 25 years, she’s worked in a variety of editorial roles, covering topics such as animal nutrition, functional food & beverage, and dietary supplement ingredients and trends. She most enjoys working behind the scenes as a copyeditor, as well as building community and supporting a team. Reach her at [email protected].

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