Beverage VET Joe Garza joins Tenace Incubation Beverage & Food Distribution.

Beverage industry veteran Joe Garza has been appointed New Brands Jedi at Tenace Incubation Beverage & Food Distribution LLC, where he will guide the company’s efforts in developing, scaling, and incubating innovative consumer brands.

With more than 25 years of experience driving growth for some of the beverage industry’s most recognized names, Garza brings a proven track record of brand building, national sales execution, and market expansion. His career highlights include launching and scaling iconic brands such as SoBe, Vitaminwater, FUZE, Muscle Milk, and HumaniTea, where he secured national distribution and delivered multimillion-dollar growth.

Most recently, Garza served as VP of Sales at KIN Euphorics, securing national authorization with the largest retail chain in the U.S., and as Chief Sales Officer at Humanitea, where he grew sales from zero to $5.8 million, with projected revenues of $10 million.

At Tenace Incubation, Garza will focus on adding New Brands, brand strategy, marketplace execution, and leadership — helping emerging companies navigate the competitive landscape and accelerate national growth.

“I’m excited to step into my new role as New Brands Jedi at Tenace Incubation,” said Garza. “This opportunity allows me to combine strategy with creativity to help shape and scale the next generation of standout brands.”

The appointment mergers the talents and experiences of Joe Garza and the owner Ken Tenace.  Tenace career highlights include, Gallo, Red Bull, Neuro and Celsius before he started Tenace Incubation.   

“There only a few people in this industry who really have a proven track record of building brands over and over from the ground up and Joe is defiantly one of them.  Joe’s experiences and talents are going to be invaluable to our brands.  It’s going to be an incredibly fun journey over the next few years.” said Ken Tenace.

About Joe Garza  Joe Garza is a seasoned beverage executive with over 25 years of experience in sales, marketing, and brand development. He has played a pivotal role in scaling numerous beverage brands, securing national partnerships, and driving sustained growth across multiple channels.

About Tenace Incubation  Based in Southern California, Tenace Incubation is a brand accelerator dedicated to developing, nurturing, and scaling innovative consumer products. With a focus on strategy, execution, and long-term success, Tenace helps companies transform from emerging concepts into nationally recognized brands.

For more information contact:

Ken Tenace; owner Tenace Incubation @ 909-486-0459