# Vervet's Canned Craft Cocktails are Harnessing the Cultural Wealth of California

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2021-05-10
- Length: 18m
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-05-10-vervets-canned-craft-cocktails-are-harnessing-the-cultural-wealth-of-california
- Listen: https://share.transistor.fm/s/06cd8e43

## Summary

Tuan Lee, co-founder of Vervet, explains how the company differentiates itself in the ready-to-drink cocktail market by using premium spirits and fresh, farm-sourced ingredients rather than lab-produced flavors. He details the brand's commitment to cultural appreciation, highlighting recipes that celebrate Los Angeles's diverse culinary heritage and the founders' own backgrounds. The episode covers their strategic partnerships, such as with Ventura Spirits and Cool House, and their roadmap for new product lines including low-ABV and zero-alcohol options.

## Chapters

- [0:07](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-05-10-vervets-canned-craft-cocktails-are-harnessing-the-cultural-wealth-of-california#t=7) Introduction: Tuan Lee and Vervet's Origin Story
- [2:22](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-05-10-vervets-canned-craft-cocktails-are-harnessing-the-cultural-wealth-of-california#t=142) Identifying the Gap in Premium RTD Cocktails
- [5:22](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-05-10-vervets-canned-craft-cocktails-are-harnessing-the-cultural-wealth-of-california#t=322) Sourcing Strategy: Fresh Juices and Ventura Spirits
- [8:14](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-05-10-vervets-canned-craft-cocktails-are-harnessing-the-cultural-wealth-of-california#t=494) Cultural Appreciation in Recipes and Branding
- [10:41](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-05-10-vervets-canned-craft-cocktails-are-harnessing-the-cultural-wealth-of-california#t=641) Consumer Insights: Health, Wellness, and Transparency
- [12:54](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-05-10-vervets-canned-craft-cocktails-are-harnessing-the-cultural-wealth-of-california#t=774) Partnerships and Community Building with Cool House
- [14:22](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-05-10-vervets-canned-craft-cocktails-are-harnessing-the-cultural-wealth-of-california#t=862) Product Pipeline: Low-ABV, Sake, and Zero-Alcohol Options
- [14:57](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-05-10-vervets-canned-craft-cocktails-are-harnessing-the-cultural-wealth-of-california#t=897) North Star: Redefining Inclusivity in C-Suite and Cap Table

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

early-stage companies

## Mentioned

- Vervet (product)
- Ventura Spirits (company)
- Cool House (company)
- DrinkVervet (product)
- Merida Consulting (company)

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- [Advice Line with Steve Ells of Chipotle](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-09-advice-line-with-steve-ells-of-chipotle) (How I Built This)
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## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-05-10-vervets-canned-craft-cocktails-are-harnessing-the-cultural-wealth-of-california. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Startup CPG Podcast.