Lake Hour Welcomes Michelle Ivey as First Chief Executive Officer

Lake Hour, the award-winning ready-to-drink cocktail brand co-founded by Marvel actor Wyatt Russell and film producer Richard Peete, is excited to announce Michelle Ivey has been appointed Chief Executive Officer. Known for its inventive flavors, nostalgic design, and spirit-forward refreshment, Lake Hour is poised to enter its next phase of growth under Ivey's leadership as it continues to redefine the ready-to-drink cocktail category.

Lake Hour began as a true passion project. Russell and Peete, alongside their wives, developed the brand from the ground up—experimenting with flavor profiles, crafting the identity, and shaping the lakeside-inspired vibe that defines Lake Hour today. What started as a small, hands-on effort has since grown into a thriving beverage company with 10 employees, expanded retail distribution, and a quickly growing national presence. Ivey becomes the brand's first-ever CEO, marking an exciting milestone in Lake Hour's evolution.

A seasoned beverage industry founder, operator, and advisor, Ivey brings over 20 years of experience in scaling brands from early-stage concepts into globally recognized brands. As CEO, she will guide Lake Hour's expansion into new markets, lead commercial and brand strategy, and strengthen operational growth, positioning the brand for nationwide reach while maintaining its authentic, lakeside-inspired identity.

"I'm thrilled to join Lake Hour at such an exciting stage in its growth. The brand's commitment to quality, creativity, and authenticity resonates deeply with me, and I look forward to carrying Lake Hour's feel-good, welcoming spirit to an even wider community," said Ivey.

Before joining Lake Hour, Ivey served as Chief Operating Officer of Ilegal Mezcal for 11 years, where she played a key role in transforming the brand from a niche independent label into one of the world's most recognized mezcals, culminating in its 2023 acquisition by Bacardi International.

Ivey is also Co-founder of 11C & Co, a commercial strategy and lifestyle marketing agency that partners with founders, investors, and entertainment groups to develop culturally resonant beverage brands. Through 11C & Co, Ivey has collaborated with Roc Nation and Megan Thee Stallion on the launch of Chicas Divertidas Tequila and co-founded Cómo No, a caffeinated sparkling water brand operating in the functional beverage space.

"Michelle brings exactly what we need to the table—serious industry experience and zero corporate stiffness. She instantly got what makes this brand special, and that's what really resonated from the start. We're thrilled to have her steering the ship," said Richard Peete, Co-founder of Lake Hour.

Founded in the scenic Finger Lakes region of New York in 2023, Lake Hour has quickly become an award-winning brand, now available in select retailers across eight states and online nationwide. Drawing inspiration from the nostalgic, carefree spirit of lakeside living, each cocktail is crafted with real spirits, real juice, and pure cane sugar, without artificial ingredients. With Ivey at the helm, Lake Hour is positioned to accelerate national distribution and commercial growth while staying true to the nostalgic, high-quality cocktails that define the brand.

For more information and to explore Lake Hour's complete lineup of cocktails, visit lakehour.com.

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About Lake HourLake Hour is a premium ready-to-drink brand inspired by the carefree, nostalgic spirit of lake living. Founded by actor Wyatt Russell and film producer Rich Peete, Lake Hour offers a refreshing line of vodka and tequila seltzers and vodka iced teas, all crafted with real spirits, real juice, pure cane sugar, and no artificial ingredients. Born in the Finger Lakes of New York and brewed with good times in mind, Lake Hour is more than just a drink, it's a vibe. With flavors like Honeysuckle Ginger, Watermelon Cucumber, Earl Grey Tea, and more, each can invites you to "find your lake"—wherever you are. Available in-store in select markets and online nationwide.

Follow the vibes: @drinklakehour | lakehour.com