Advice Line with Bill Creelman of Spindrift

Hello and welcome to the advice line on how I built this lab. I'm Guy Raz. This is the place where we help try to solve your business challenges. Each week, I'm joined by a legendary founder, a former guest on the show. who will help me try to help you. And if you're building something and you need advice, give us a call and you just might be the next guest on the show. Our number is 1-800-433-1298. Leave us a one minute message that tells us about your business and the issues or questions that you like help with. Alright, let's get to it. Joining me this week is Bill Creelman, the founder and chair of Spindrift. Bill, uh welcome back to the show.

Thanks, Kai. Great to see you. You were First on a show back in 2020 to talk about the origin story of Spindrift, and then you came back on. um later on during the pandemic, I think. Um and if you guys missed either of those episodes, we'll drop a link to them in the show notes. Um just a great story Before Spindrift, you actually had a whole different life, Bill. Uh in the n nineties you were selling smoked fish and jams and ice cream and then uh you eventually pivoted into into cocktail mixers. You start a small little brand.

which became a big brand and and you ended up selling that to Diaggio. And then uh there was a period of time where you were kinda drifting and trying to figure out what to do next. And He started squeezing fresh lemon juice and grapefruit juice into seltzer water, and then that led to a new idea. For a new kind of of soda, uh and before long, of course, spindrift was born. And we talked about how you got into Trader Joe's and and that was sort of the first big step toward toward building an um amazing and iconic brand that I am a big fan of and I consume many cans of uh every day. So um just an amazing story. Well thank you. Yeah, and so it goes. I mean, uh trying to

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