WEBVTT - Future/Proof Founder on Growth of Alcoholic Beverages

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<v Speaker 1>This is Bloomberg Business Week with Carol Messer on Bloomberg Radio. Well,

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<v Speaker 1>you are listening to Bloomberg Business Week Carol Master along

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<v Speaker 1>with Paul Sweeney. Um. When I got this pitch from

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<v Speaker 1>their PR team about being a collection of millennials thinking

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<v Speaker 1>about the next generation of drinkers and the brands that

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<v Speaker 1>that will be in demand, I was definitely hooked Paul

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<v Speaker 1>to say, it's like count me in, UM, so let's

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<v Speaker 1>bring in Amy Steedman. She's founder in chief operating officer

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<v Speaker 1>at future Proof Beetbox Beverages. Their companies based in Austin, Texas,

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<v Speaker 1>but we find Amy on the phone in Pittsburgh on

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<v Speaker 1>this Tuesday. Amy, great to have you here with us.

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<v Speaker 1>How are you I'm doing great, Thanks for having me, Caroline, Paul,

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<v Speaker 1>how are y'all doing? Okay? Doing okay? Um? I want

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<v Speaker 1>to talk to you about, you know, your business and

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<v Speaker 1>the impact of the virus. But before we do that,

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<v Speaker 1>can we take a step back and just talk to

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<v Speaker 1>us a little bit about the origins because you and

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<v Speaker 1>your partners actually met at the University of Texas Business School,

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<v Speaker 1>Is that right? And this is where you came up

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<v Speaker 1>with your company? Absolutely? Uh, you know, at the time

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<v Speaker 1>I was in my mid twenties, we were seeing boxed

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<v Speaker 1>wine at every party, every tailgate, river float trip, but

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<v Speaker 1>no one really loved the wine that were they were drinking,

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<v Speaker 1>and the brands did not appeal to the millennial generation.

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<v Speaker 1>So my business partners, Justin Brad, Jason and Dan came

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<v Speaker 1>up with the idea to make boxed wine less boring.

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<v Speaker 1>So they recruited me to joined the team, and we

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<v Speaker 1>sought to create a brand that would resonate with millennials

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<v Speaker 1>and be centered around music, which is the center of

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<v Speaker 1>our socialized at the time. So us Beatbox Beverages was

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<v Speaker 1>born our first product line. All right, so talk to

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<v Speaker 1>us about your product lines here. What are some of

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<v Speaker 1>the products that are kind of driving your growth? Are

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<v Speaker 1>reseeing the most uptake from your consumers? Yeah, So Beatbox

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<v Speaker 1>Saverages is a product that we launched the first time

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<v Speaker 1>back in two thousand thirteen. So we first launched it

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<v Speaker 1>as a boxed wine and then as we grew with

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<v Speaker 1>the company and we're on Shark Tank in two thousand fourteen. Uh,

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<v Speaker 1>we really found that it was resonating with millennials in

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<v Speaker 1>terms of the eco friendly, portable, great flavors, and so

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<v Speaker 1>we've been really growing with that brand. Uh. This past year,

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<v Speaker 1>our company has actually transitioned from Beatbox Beverages to future

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<v Speaker 1>Proof brands, and we're piloting to new brands and fast

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<v Speaker 1>growing categories and alcohol as well, corkless and alternative packaging

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<v Speaker 1>wine and brizzy in the Seltzer space. All Right, wait, bait, Okay,

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<v Speaker 1>we're going way too fast. You gotta go back to

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<v Speaker 1>Shark Tank, because I mean, we all know that brand.

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<v Speaker 1>We well, I you know, every once in a while,

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<v Speaker 1>I go down a rabbit hole and I watched a

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<v Speaker 1>couple of you know, one after another, because it's just

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<v Speaker 1>fascinating to see to me entrepreneurs, you know, pitching their

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<v Speaker 1>business to you know, this panel of individuals who've got

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<v Speaker 1>money to spend and who understand what it takes to

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<v Speaker 1>make a good business. What was that experience like, because

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<v Speaker 1>you actually got Mark Cuban too, I think pitching about

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<v Speaker 1>a million dollars or so, absolutely, which was one of

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<v Speaker 1>the biggest deals on the show of all time back then.

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<v Speaker 1>But um, you know, we we started the company very

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<v Speaker 1>bare bones. You know, we made it ourselves, distributed ourselves.

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<v Speaker 1>We were doing you know, probably six to nine hours

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<v Speaker 1>of in store samplings the weekend, and we would always

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<v Speaker 1>get that common you should be on Sharp Tink, you

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<v Speaker 1>should be on Shark Pink when people saw the products.

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<v Speaker 1>If that's something you can just go do, right. But

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<v Speaker 1>fortunately in Austin we have south By Southwest and the

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<v Speaker 1>Sharp Pink producers came to do casting there, so we

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<v Speaker 1>got to pitch then and then ended up filming that

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<v Speaker 1>summer of two thousand fourteen and we're part of the

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<v Speaker 1>season six. So um, it's definitely a surreal experience and

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<v Speaker 1>you know, I still can't really believe that it happened.

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<v Speaker 1>But you know, one thing that people always ask me

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<v Speaker 1>about getting on the show, I said, hey, it's a

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<v Speaker 1>TV show. You got to give them great TV. So

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<v Speaker 1>bring the energy and passion for your product and you know,

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<v Speaker 1>hopefully good things happen. Well I agree with that, and

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<v Speaker 1>Mark Cuban knows certainly how to you know, kind of

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<v Speaker 1>become you know, entertaining and a little bit of a spectacle.

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<v Speaker 1>I mean, he's really kind of fascinating to to listen,

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<v Speaker 1>whether he's in an interview or other setting. But you know,

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<v Speaker 1>what did Mark Cubans and allment it wasn't just about money,

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<v Speaker 1>was it. No. So Mark has actually been incredibly helpful. Um.

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<v Speaker 1>You know, after he made a million dollar investment on

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<v Speaker 1>the show, he came in and met with us. You know,

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<v Speaker 1>he's over there in Dallas that we were in Austin,

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<v Speaker 1>so we got together in person several times. He's also

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<v Speaker 1>signed beatboxes for us in a liquor store for hours.

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<v Speaker 1>We've posted events together on Rita and Austin during uh,

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<v Speaker 1>you know St. Patrick's Day, and he's gone above and

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<v Speaker 1>beyond and provided things like inventory financing and put his

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<v Speaker 1>brother Jeff Cuban on our board. So it's been incredible

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<v Speaker 1>to work with Mark and you know, dreams come true

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<v Speaker 1>as a young entrepreneurs to be able to learn from

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<v Speaker 1>the best. So Amy talked to us about the trends

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<v Speaker 1>that you've seen um during the pandemic in terms of

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<v Speaker 1>customer buying and and uh, whether or not those trends

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<v Speaker 1>were you have they changed as we've gotten from March

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<v Speaker 1>to today. Yeah, when all this started, we were nervous,

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<v Speaker 1>just as everybody was. That are imry distributions and channels

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<v Speaker 1>such as grocery, liquor store and convenience stores and what

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<v Speaker 1>you did see was all of the dollars being spends

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<v Speaker 1>on alcohol shifting from restaurants and bars into those channels.

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<v Speaker 1>And so we've actually been experiencing record sales once every

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<v Speaker 1>month of the pandemic, and that's been able to, you know,

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<v Speaker 1>fortunately turn it around and raise money for Small Business

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<v Speaker 1>Relief Fund and a c l U and other groups

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<v Speaker 1>as well. So it's been the silver lining of all that.

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<v Speaker 1>So amy. When I walk into a liquor store these days,

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<v Speaker 1>I'm just overwhelmed by the number of products, you know,

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<v Speaker 1>really competing for shelf space. It's just so many new products.

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<v Speaker 1>It's not just beer, wine, and and spirits. There's everything

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<v Speaker 1>hard seltzer and I guess that's kind of the some

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<v Speaker 1>of the newer products. How do you get mind share

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<v Speaker 1>market share in such a crowded market. What's your marketing strategy?

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<v Speaker 1>Absolutely so, I mean, what you're seeing is the results

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<v Speaker 1>of huge trans and consumer drain. Right. Millennials are shifting

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<v Speaker 1>away from traditional beer to wine and flavored items like Beatbox,

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<v Speaker 1>and the bigger brands are scrambling trying to find things

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<v Speaker 1>that are going to work. But what they're missing is

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<v Speaker 1>that key authenticity that millennials and Gen z are also

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<v Speaker 1>looking for you know, the big brands will try and

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<v Speaker 1>slap a new label on an outdated idea, trying to

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<v Speaker 1>make it cool to these demographics. But you know, with

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<v Speaker 1>our brand, we sought to create the most authentic experience possible,

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<v Speaker 1>which is you know, really connecting with our listeners and constantly,

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<v Speaker 1>whether it's flavor development, packaging, designs, events, we choose the sponsors.

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<v Speaker 1>You know, we use social media, brand ambassadors and other

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<v Speaker 1>listening tools to stay extremely connected to our consumers. And

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<v Speaker 1>I think that's really what's made us stand out among

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<v Speaker 1>all of those different new entrants, like you've mentioned. Okay,

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<v Speaker 1>one thing I want to ask you because your background

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<v Speaker 1>is really fascinating to me. Um. First of all, it's

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<v Speaker 1>a woman who's got two male business partners and you know,

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<v Speaker 1>creating a company. I'm curious about that experience. I'm also experience.

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<v Speaker 1>It's you're a first generation US citizen that you know,

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<v Speaker 1>you moved here from Syria when you were about ten

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<v Speaker 1>years old. So I'm just curious about, you know, being

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<v Speaker 1>an immigrant in this country creating a company and what

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<v Speaker 1>the experience has been for you. Yeah. So my parents

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<v Speaker 1>had corporate jobs when we lived in the Middle East.

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<v Speaker 1>My dad's from the UK and my mom's from Syria,

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<v Speaker 1>and they actually quit their jobs when I was ten

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<v Speaker 1>years old to pursue entrepreneurship in this country. And so

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<v Speaker 1>we came over and I watched them grow their businesses

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<v Speaker 1>through high school and college. It was a vending machine

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<v Speaker 1>business with those bubbles and stuff, the animals and things

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<v Speaker 1>like that, and so that was their business. And then

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<v Speaker 1>when it came time for me to go to business

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<v Speaker 1>school and start my company, I was incredibly flattered that,

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<v Speaker 1>you know, my business partners decided they were not going

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<v Speaker 1>to start a next generation alcohol beverage company without including

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<v Speaker 1>a female founder and having diversity on their ownership. So

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<v Speaker 1>I really appreciated them recruiting to me to join the team.

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<v Speaker 1>And um, you know, certainly being a female founder in

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<v Speaker 1>that alcohol beverage industry is at its rocky moments. I mean,

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<v Speaker 1>I'm often mistaken for, you know, a promotional model. When

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<v Speaker 1>I'm saying no, I'm actually the owner of the company,

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<v Speaker 1>people you know have a reaction. But my reaction to

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<v Speaker 1>that is, you know, the more that I can be

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<v Speaker 1>on things like this and show up the panels and

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<v Speaker 1>be mentors to other female entrepreneurs that you know, we

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<v Speaker 1>can make a change in our generation and you know

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<v Speaker 1>the next group of female founders and there have been

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<v Speaker 1>many many new women founders of alcohol beverages and alcohol

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<v Speaker 1>beverage companies recently. Um, you know, if I see that

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<v Speaker 1>as a great change, and I hope that we can

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<v Speaker 1>continue to be the change that we want to see

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<v Speaker 1>in this industry and encourage more diversity of ownership as well. Well,

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<v Speaker 1>it's super grateful to be an American citizen. It's a

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<v Speaker 1>wonderful place to be. I know, we have our issues,

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<v Speaker 1>but this has been an incredible country. Well it's great

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<v Speaker 1>to hear that. And and you know, it's interesting, you know,

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<v Speaker 1>because I do think it sounds like whether it's diversity

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<v Speaker 1>and inclusion or sustainability, these are things that are important

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<v Speaker 1>to you guys. And also the brand absolutely. I also

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<v Speaker 1>wanted to include my stories being featured in a book

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<v Speaker 1>called Immigrant Hustle, which I love the name for that,

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<v Speaker 1>So that's coming out later this year, Um, if anybody

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<v Speaker 1>is interested in learning more about my story. But you know,

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<v Speaker 1>on that note mentioned, we definitely want to be this

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<v Speaker 1>next generation and alcohol beverage company. So that includes the

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<v Speaker 1>responsible business model we wanted to be more inclusive and

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<v Speaker 1>regenerative for the planet. So you know, my role as

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<v Speaker 1>chief operating officer, I take sustainability very seriously in our company,

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<v Speaker 1>and we're actually working on and becoming a b corpse

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<v Speaker 1>this year so that we can be fully transparent with

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<v Speaker 1>all of our efforts that we've been kind of doing

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<v Speaker 1>behind the scenes and now really baked into our business

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<v Speaker 1>model for future growth. Amy, how are you guys funding

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<v Speaker 1>your growth? It seems like you talked about the sales,

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<v Speaker 1>very strong sales growth. How are you funding that? Yeah,

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<v Speaker 1>so you know, consumer brands are expensive to get growing,

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<v Speaker 1>So we've done several fundraising grounds were actually, you know,

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<v Speaker 1>after Shark Tank, we had two based fundraising rounds with

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<v Speaker 1>lots of private investors that came into supported are so grateful,

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<v Speaker 1>and we're actually partnering with wet funder to be able

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<v Speaker 1>to annow anybody that's a fan of Beatbox or future

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<v Speaker 1>Proof to become part of the brand, and that's going

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<v Speaker 1>to be announced very soon. So if anyone's interested in that,

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<v Speaker 1>it's Beatbox Beverages dot com to sign up for the

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<v Speaker 1>newsletter and get that announcement once it's public, and I

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<v Speaker 1>gotta ask you go ahead, no, please finish. I was

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<v Speaker 1>gonna say it such a unique opportunity because you know,

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<v Speaker 1>most people can't just invest in a startup. You know,

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<v Speaker 1>these crowdfunding platforms that are kind of becoming the next

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<v Speaker 1>generation of fundraising, really cool opportunity that democratize who can

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<v Speaker 1>be part of these fast growing companies. Yeah, we're seeing

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<v Speaker 1>more and more of that. I think it's really interesting.

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<v Speaker 1>So it's also happening in real estate where you know,

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<v Speaker 1>the average investor right can't get involved, but there are

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<v Speaker 1>ways now where you can, you know, be part of

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<v Speaker 1>a group in terms of being much more involved in

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<v Speaker 1>in some of kind of what normally is for institutional investors. Amy,

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<v Speaker 1>what's next for you guys? I mean, we are of

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<v Speaker 1>launching We're launching a new flavor of Beatbox this month,

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<v Speaker 1>Peach Punch. So we're really excited about that. It seems

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<v Speaker 1>like my most favorite delicious road trip snacks, peach rings.

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<v Speaker 1>And we're continuing to innovate in this industry. You know,

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<v Speaker 1>we've got two brands of Brizzian Corklift, which you know

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<v Speaker 1>twenty is a very hard year to launch innovation of

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<v Speaker 1>the sale, so we're very excited about expanding those brands

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<v Speaker 1>next year, as we can do things like events and

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<v Speaker 1>samplings and other ways to introduce some new products to

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<v Speaker 1>customers again