# Founder Feature: Spencer Hoddeson, Gay Water

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-06-07
- Length: 36m
- Episode: 45
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-06-07-founder-feature-spencer-hoddeson-gay-water
- Listen: https://share.transistor.fm/s/9fc4c2d4

## Summary

Spencer Hoddeson, founder and CEO of Gay Water, explains how he leveraged his media background to launch a mission-driven canned vodka soda brand focused on queer representation. He details the product's development, including working with a co-packer and designer to create vibrant, 90s-inspired packaging that differentiates it in a crowded hard seltzer market. Hoddeson discusses his go-to-market strategy, which prioritized organic social growth and direct-to-consumer partnerships before expanding into major retail chains like Total Wine. He also candidly shares his experiences with founder stress, imposter syndrome, and the operational challenges of scaling a small team while managing sales and product launches.

## Outline

1. Introduction: Spencer Hoddeson and the Mission of Gay Water
2. Origin Story: From Tech Stagnation to Beverage Entrepreneurship
3. Product Development: Formulation, Co-packing, and Brand Identity
4. Branding Strategy: Color, Nostalgia, and Differentiation
5. Funding and Launch: Friends & Family Round and Organic Growth
6. Sales and Distribution: Navigating Alcohol Regulations and Retail
7. Founder Challenges: Stress, Anxiety, and Prioritization
8. Mental Health Tactics: Managing Imposter Syndrome and Burnout
9. Future Plans and Community Engagement

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Founder wellbeing](https://hardwarepodcasts.com/topic/founder-wellbeing)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)

## Most relevant to

early-stage companies

## Mentioned

- Gay Water (product)
- Total Wine (company)
- Direct Consumer (company)
- Shark Tank (other)
- Mark Cuban (other)
- Yahoo (company)
- NBC (company)
- Good Boy Vodka (product)
- Kylie Jenner (other)
- Sprint (product)
- Crooked Owl (product)

## Related episodes from other shows

- [259 - It's definitely NOT beer with Not Beer founder Dillon Dandurand](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-05-01-259-its-definitely-not-beer-with-not-beer-founder-dillon-dandurand) (People of Packaging)
- [Liquid Death: Mike Cessario](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-22-liquid-death-mike-cessario) (How I Built This)
- [S'well: Sarah Kauss (2020)](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-09-05-swell-sarah-kauss-2020) (How I Built This)
- [Spindrift: Bill Creelman](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-01-13-spindrift-bill-creelman) (How I Built This)
- [Hydro Flask: Travis Rosbach. How a thirsty surfer changed the water bottle industry](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-24-hydro-flask-travis-rosbach-how-a-thirsty-surfer-changed-the-water-bottle-industr) (How I Built This)

## Citing this page

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