# 298 - The rise of the espresso martini and the importance of packaging for RTD w/ Night Owl

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2024-12-13
- Length: 29m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2024-12-13-298-the-rise-of-the-espresso-martini-and-the-importance-of-packaging-for-rtd-w-n
- Listen: https://encase.substack.com/p/298-the-rise-of-the-espresso-martini

## Summary

Charlie Grace, co-founder of Night Owl Martini, explains how his company disrupted the ready-to-drink (RTD) cocktail market by launching a shelf-stable espresso martini in 200ml aluminum cans. He details the strategic decision to use a tequila variant alongside vodka, the technical challenges of nitro-filling to preserve foam, and the partnership with Green Mountain Beverage for co-packing. The episode highlights their current distribution across 10 US states and their focus on premium ingredients and sustainable packaging solutions.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-12-13-298-the-rise-of-the-espresso-martini-and-the-importance-of-packaging-for-rtd-w-n#t=0) Introduction: Charlie Grace and Night Owl Martini
- [4:35](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-12-13-298-the-rise-of-the-espresso-martini-and-the-importance-of-packaging-for-rtd-w-n#t=275) Product Differentiation: Tequila vs. Vodka Espresso Martinis
- [8:07](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-12-13-298-the-rise-of-the-espresso-martini-and-the-importance-of-packaging-for-rtd-w-n#t=487) Supply Chain: Partnership with Green Mountain Beverage
- [9:37](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-12-13-298-the-rise-of-the-espresso-martini-and-the-importance-of-packaging-for-rtd-w-n#t=577) Packaging Design: 200ml Cans, Shrink Sleeves, and Nitro-Filling
- [13:40](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-12-13-298-the-rise-of-the-espresso-martini-and-the-importance-of-packaging-for-rtd-w-n#t=820) Formulation: 12.5% ABV, Shelf Stability, and Flavor Profile
- [22:32](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-12-13-298-the-rise-of-the-espresso-martini-and-the-importance-of-packaging-for-rtd-w-n#t=1352) Distribution and Gifting: 10 States and Custom Gift Boxes

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

early-stage companies

## Mentioned

- Night Owl Martini (product)
- Green Mountain Beverage (company)
- Trayak (tool)
- SmartSolve (other)
- The Scrapp App (other)

## Related episodes from other shows

- [Guayakí Yerba Mate: David Karr and Chris Mann](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-11-28-guayaki-yerba-mate-david-karr-and-chris-mann) (How I Built This)
- [Create All-Natural Cocktails in 2 Minutes with Steep't](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-04-12-create-all-natural-cocktails-in-2-minutes-with-steept) (The Startup CPG Podcast)
- [Looking on the Starryside with co-founders Liz Seelye & Erin Fasano](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-12-looking-on-the-starryside-with-co-founders-liz-seelye-erin-fasano) (The Startup CPG Podcast)
- [How Quincy Is Reinventing the Dirty Martini, One Perfect Jar at a Time](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-14-how-quincy-is-reinventing-the-dirty-martini-one-perfect-jar-at-a-time) (The Startup CPG Podcast)
- [Founder Feature: Maria of The Purple Drop](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-04-24-founder-feature-maria-of-the-purple-drop) (The Startup CPG Podcast)

## Citing this page

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