He’s been a founder, advisor, investor, and more, but for Tom First, the label that fits best is “Beverage Guy.”
From helping launch the first great wave of New Age Beverages with Nantucket Nectars to ushering in the Modern Soda category at Culture Pop, First has always been at the forefront of beverage innovation, and he’ll share advice and experience from almost 40 years in the business when he speaks at BevNET Live NYC 2026.
Currently the CEO and Founder of Culture Pop, First will discuss strategies for brands that are operating in a challenger role in fast-growth categories, offering ideas for running down category leaders with a focus on long-term wins. It’s a situation that he’s considered in both board positions at well-run challenger brands like Essentia and Health Ade and he’s facing now, as Culture Pop finds itself in pursuit of Modern Soda high-fliers like Poppi and Olipop.
At a time when capital scarcity and discipline are the rule, First will give founders a framework for keeping brands growing and moving forward steadily, keeping options open and outlook strong even in the face of louder competition. Balancing deep experience with the knowledge that comes from being in the thick of the current race, First’s talk will give audience members the knowledge they need to survive and advance, no matter the tumult around them.
BevNET Live tickets are still available! Save with early registration pricing through April 24.
About BevNET Live
BevNET Live is the leading event for beverage entrepreneurs, retailers, investors, and service providers. Held twice per year, BevNET Live is known for shaping the beverage conversation, surfacing rising stars, and fueling strategic connections across the industry.
For questions about BevNET Live, or to learn about sponsorship opportunities, please contact the BevNET team.