# Founder Feature: Caroline Howard Walker Brothers

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-12-13
- Length: 32m
- Episode: 102
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-12-13-founder-feature-caroline-howard-walker-brothers
- Listen: https://share.transistor.fm/s/34d3128f

## Summary

Caroline Howard, co-founder of Walker Brothers, explains how the brand leverages an inherited family scoby and in-house brewing to achieve superior flavor profiles in both non-alcoholic and hard kombucha. She details the strategic decision to build a 20,000-square-foot production facility early on, requiring significant capital raises before proving product-market fit, to avoid the limitations of co-packers. Howard also outlines their dual distribution model, using direct-store-delivery (DSD) for alcoholic products and chain-anchored distribution via UNFI and KeHE for non-alcoholic lines, while highlighting collaborations with Rishi Tea and Counter Culture Coffee to drive brand awareness.

## Outline

1. Introduction: Caroline Howard and Walker Brothers Origin
2. Product Philosophy: In-House Brewing and Flavor Integrity
3. Distribution Strategy: DSD vs. Chain-Anchored Retail
4. Packaging and Branding: Aluminum Cans and Design Inspiration
5. Scaling Challenges: Capital Raising and Production Build-Out
6. Marketing Approach: Shopper Marketing and Promotions
7. Expansion Plans: Texas, Colorado, and Future Growth
8. Advice for Founders: Resources and Community

## Topics

- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

companies scaling up

## Mentioned

- Walker Brothers (company)
- Rishi (company)
- Counter Culture Coffee (company)
- GT's Kombucha (company)
- Lippman Brothers (company)
- Whole Foods (company)
- HEB (company)
- Fresh Market (company)
- UNFI (company)
- KeHE (company)
- Make Bardo (other)
- Toko Chico (company)
- Spindrift (company)

## Related episodes from other shows

- [Health-Ade Kombucha: Daina Trout](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-09-28-health-ade-kombucha-daina-trout) (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)
- [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)
- [McBride Sisters Wine (Part 2 of 2): Robin McBride and Andréa McBride John](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-10-26-mcbride-sisters-wine-part-2-of-2-robin-mcbride-and-andrea-mcbride-john) (How I Built This)
- [Advice Line with Andy Dunn of Bonobos](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-17-advice-line-with-andy-dunn-of-bonobos) (How I Built This)

## Citing this page

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