Hardware Podcasts

Founder Feature: BJ McCaslin of Holy! Water

The Startup CPG Podcast · 25 Apr 2025 · 34m · Episode 145

What this episode covers

BJ McCaslin, co-founder of Holy! Water, discusses the functional beverage brand's strategy, which centers on high-dose ketones (BHB), functional mushrooms, and nootropics to address hydration, focus, and non-alcoholic social needs. He details the rigorous R&D process required to mask the bitter taste of these ingredients while maintaining efficacy, and outlines a distribution strategy that leverages personal networks, brokers, and key partners like Live Nation and Khe-Cre. McCaslin emphasizes the importance of human capital, D2C validation, and community-driven growth in navigating a saturated market, sharing lessons from distributor rejections and successful retail placements at Bristol Farms and Sprouts.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Vita Coco, Live Nation, Bristol Farms, Sprouts, Costco, Khe-Cre, Canteen, Anheuser Busch
Products
Holy! Water, Ketone IQ, Recess, Hi-O, Poppy & Kin, Desoi
Also
Expo West

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