# #113 Brewing Crooked Owl Hard Tepache with Founders Cam & Dave Bailey

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-11-07
- Length: 35m
- Episode: 90
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-11-07-113-brewing-crooked-owl-hard-tepache-with-founders-cam-dave-bailey
- Listen: https://share.transistor.fm/s/b216836a

## Summary

Crooked Owl founders Cam Bailey and Dave Bailey discuss launching the first commercial probiotic, shelf-stable hard tepache brand. They detail the transition from home-brewing in an apartment to commercial production, highlighting the technical challenge of isolating bacterial strains for consistent probiotics and managing a split supply chain with separate brewers and canners. The founders explain their strategic DTC launch via Liquid Data to gather market data before entering regulated alcohol markets like New York, Georgia, and California, while navigating complex state licensing and distributor relationships.

## Outline

1. Introduction: Crooked Owl and Founders Cam & Dave Bailey
2. The Origin Story: From Mexico City Street Markets to Apartment Fermentation
3. Product Development: Isolating Strains and Managing Split Production
4. Branding Strategy: Design, Maximalism, and 1% for the Planet
5. Go-to-Market: DTC via Liquid Data and State-by-State Alcohol Regulations
6. Distribution Challenges: Selecting Partners and Navigating Red Tape
7. Expo East Mic Drop Experience and Future Roadmap

## Topics

- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Policy, trade & tariffs](https://hardwarepodcasts.com/topic/policy-trade-and-tariffs)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

early-stage companies

## Mentioned

- Crooked Owl (product)
- Liquid Data (tool)
- 1% for the Planet (other)
- RangeMe (tool)
- Floret (other)
- Cin7 (tool)

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## Citing this page

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