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  3. Social Currency with Sammi Cohen Podcast
  4. Seth Goldman (Just Ice Tea) on Selling Honest Tea to Coca-Cola, Starting Again, and the Future of Food
Seth Goldman built one of the most iconic beverage brands of the
last two decades… only to watch it get discontinued by Coca-Cola.
In this episode, Seth tells Sammi the full story: bootstrapping
Honest Tea in the late ’90s when the category didn’t exist,
educating consumers one sample at a time, and eventually partnering
with Coca-Cola to scale what he believed could become a
billion-dollar brand. Then came the gut punch: years after the
acquisition, Coca-Cola made the decision to shut Honest Tea down.
Instead of walking away, Seth did something few founders would do—
he started over. He shares how he launched Just Ice Tea, rebuilt
his supply chain using decades-old relationships, and scaled faster
the second time around. Sammi and Seth also get into what it really
takes to build a sustainable CPG brand, why most beverage startups
fail, and the one mistake founders make before they even launch:
focusing on branding before validating taste. Plus, Seth shares his
long-term perspective from his work with Beyond Meat—and why he
still believes the biggest consumer shifts take decades, not years.
Follow Sammi Cohen on Instagram  Subscribe to the Social
Currency newsletter  Check out Just Ice Tea Here’s what Sammi
covers with Seth:00:00 Seth Goldman’s Social Currency 00:50
Building Honest Tea Before The Market Existed 03:03 Creating Demand
Through Sampling 05:00 Bootstrapping And Staying Scrappy 06:06 The
Coca-Cola Investment Story 09:26 Inside The Coca-Cola Acquisition
10:48 Culture Clash With A Corporate Giant 11:00 The Day Honest Tea
Was Discontinued 12:10 Why Seth Decided To Start Again 15:26 Why
Beverage Is The Hardest Category 19:29 Launching Just Ice Tea
Differently 20:53 The Mission Behind “Just Ice Tea” 23:17 What
Makes The Product Different 25:00 From Eat The Change To Just Ice
Tea 26:46 Betting Early On Beyond Meat 28:05 The Rise, Fall, And
Rebuild Of Alt Meat 35:05 What It Takes To Build A CPG Brand 36:45
The Power Of Relationships And Karma 37:00 Would Seth Sell Again?
39:11 Seth’s Daily System For Clarity 40:03 The Future Of Food
41:18 The #1 Thing Founders Must Validate Learn more about your ad
choices. Visit megaphone.fm/adchoices

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