BevNET Live Winter 2014 Day 2: Build the Category or Build the Brand? - Pioneering Brands Grow Up

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In nearly every class of trade, it’s the two-step burden for emerging brands: establishing that there’s a relevant argument for a retailer to make space for a certain category, and then pivoting to move from growing the category to emphasizing your own brand. This special panel featured pioneers of the beverage world: Mike Rampolla, the founder of Zico coconut water, Neil Kimberley, the VP of Strategy and Brand Development at Essentia water, and Jim DePietro, the former COO of BluePrint. The panel took place on December 9, 2014 - Day 2 of BevNET Live Winter 2014 in Santa Monica, CA.