# Founder Feature: Spencer Hoddeson, Gay Water

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-12-27
- Length: 36m
- Episode: 103
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-12-27-founder-feature-spencer-hoddeson-gay-water
- Listen: https://share.transistor.fm/s/f7d2709c

## Summary

Spencer Hoddeson, founder and CEO of Gay Water, explains how he leveraged his background in media and tech to launch a mission-driven canned vodka soda brand aimed at increasing queer representation in the alcohol industry. He details the product development process, including working with a co-packer and a queer Japanese Hawaiian designer to create vibrant, Nickelodeon-inspired packaging that stands out on shelves. Hoddeson discusses the challenges of navigating alcohol distribution, starting with a difficult direct-to-consumer launch before expanding into off-premise retail channels like Total Wine across New York, New Jersey, and California. He also shares personal strategies for managing founder stress and imposter syndrome, emphasizing prioritization and the importance of positive customer feedback.

## Outline

1. Introduction: Spencer Hoddeson and the Mission of Gay Water
2. Origin Story: From Tech to Beverage Entrepreneurship
3. Product Development: Formulation, Co-packer, and Brand Identity
4. Branding Strategy: Color, Nostalgia, and Differentiation
5. Funding and Early Growth: Friends, Family, and Organic Social
6. Distribution Challenges: Direct-to-Consumer to Retail Expansion
7. Scaling Operations: Hiring Sales and Managing a Small Team
8. Founder Wellbeing: Managing Stress, Anxiety, and Imposter Syndrome
9. Future Plans and Community Engagement

## Topics

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

## Most relevant to

early-stage companies

## Mentioned

- Gay Water (product)
- Total Wine (company)
- Direct Consumer (company)
- Yahoo (company)
- NBC (company)
- Shark Tank (other)
- Mark Cuban (other)
- Good Boy Vodka (product)
- Crooked Owl (product)
- Kylie Jenner (other)
- Spire (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)
- [Spindrift: Bill Creelman](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-01-13-spindrift-bill-creelman) (How I Built This)
- [16 - Ogden's Own CEO Steve Conlin](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-04-27-16-ogdens-own-ceo-steve-conlin) (People of Packaging)
- [How I Built Resilience: Kara Goldin of Hint](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-01-how-i-built-resilience-kara-goldin-of-hint) (How I Built This)

## Citing this page

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