Being a beverage brand CEO requires wearing a lot of different hats. But to be a truly effective chief executive, it requires a keen understanding of the business’ needs and the goals it is seeking to achieve.
At BevNET Live Summer 2025, Ben Mand, CEO of ready-to-drink yerba mate pioneer Yerba Madre (formerly Guayaki), spoke about his leadership strategyand how it is not always a one-size-fits-all approach. Mand explained that brands at different stages of growth require unique leadership approaches. For Mand, looking at a business from all angles is one of the most important ways to strategize how to lead effectively. From P&L statements to one-on-one meetings with employees, gathering information will help structure how to move the business forward, Mand said.
“I fundamentally believe that when you are asking questions and probing, you have to make sure it’s a safe space for everybody to tell you what you need to hear, not what you want to hear,” he said.
Watch the full presentation and discussion for Mand’s full analysis of how to be a competent leader, the lessons he has learned managing brands and his insightful approach to Guayaki’s rebrand to Yerba Madre.