# Founder Feature: Cason Crane of Explorer Cold Brew

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-11-22
- Length: 44m
- Episode: 96
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-11-22-founder-feature-cason-crane-of-explorer-cold-brew
- Listen: https://share.transistor.fm/s/485f8570

## Summary

Cason Crane, founder of Explorer Cold Brew, discusses his journey from endurance athlete to CPG founder, explaining how a lack of decaf options during lockdown inspired the brand's unique 'caffeine-conscious' positioning. He details the strategic pivot from concentrates to ready-to-drink (RTD) cans to simplify the value proposition and drive velocity, while navigating the challenges of customer acquisition and achieving profitability. Crane shares insights on securing retail partnerships with Whole Foods and Sprouts, the importance of online rebates for trial, and his advice on considering strategic partnerships or M&A for early-stage brands struggling with scale.

## Outline

1. Introduction: Cason Crane and Explorer Cold Brew
2. Origin Story: The Search for Decaf Cold Brew
3. Early Challenges: FDA Compliance and Customer Acquisition
4. Retail Strategy: Trade Shows, Whole Foods, and Sprouts
5. Product Pivot: Launching RTD Cans and Online Rebates
6. Future Outlook: Profitability and Strategic Partnerships

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)

## Most relevant to

companies scaling up

## Mentioned

- Explorer Cold Brew (product)
- Whole Foods (company)
- Sprouts (company)
- Bain (company)
- Celsius (product)
- Bevnet New Beverage Showdown (other)
- Startup CPG (company)

## Related episodes from other shows

- [Advice Line with Brett Schulman of CAVA (July 2024)](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-01-02-advice-line-with-brett-schulman-of-cava-july-2024) (How I Built This)
- [Advice Line with Travis Boersma of Dutch Bros](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-13-advice-line-with-travis-boersma-of-dutch-bros) (How I Built This)
- [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)
- [nutpods: Madeline Haydon](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon) (How I Built This)
- [Advice Line with Brett Schulman of CAVA](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-04-advice-line-with-brett-schulman-of-cava) (How I Built This)

## Citing this page

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