# Founder Feature: Brenna Turner and Joey Labes of Sake High!

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-05-30
- Length: 38m
- Episode: 156
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-05-30-founder-feature-brenna-turner-and-joey-labes-of-sake-high
- Listen: https://share.transistor.fm/s/13c0d1bd

## Summary

Brenna Turner and Joey Labes, co-founders of Sake High!, discuss building a premium sake brand that bridges Japanese tradition with modern U.S. consumption habits. They detail the launch of their innovative Sake Hard Teas, the challenges of international sourcing from Japanese breweries, and their grassroots marketing strategy focused on community and education. The founders also share insights on navigating alcohol distribution, managing a couple-founded startup, and expanding their product line beyond traditional sake.

## Outline

1. Introduction and Brand Origin
2. Sourcing and Brewing Partnerships
3. Product Innovation: Sake Hard Teas
4. Distribution and Retail Strategy
5. Grassroots Marketing and Community
6. Running a Couple-Founded Startup
7. Challenges of Alcohol Distribution
8. Packaging Design and Brand Identity
9. Future Growth and Support

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)

## Most relevant to

early-stage companies

## Mentioned

- Sake High! (product)
- White Claw (product)
- High Noon (product)
- Twisted Tea (product)
- Aviator Nation (company)
- Ro Caviar (company)
- Dumpling Daughter (company)
- La Sorted's Pizza (company)
- Crudo (company)
- Griffin Goodman (other)

## Related episodes from other shows

- [Samuel Adams: Jim Koch (2017)](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-24-samuel-adams-jim-koch-2017) (How I Built This)
- [Health-Ade Kombucha: Daina Trout (2020)](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-01-09-health-ade-kombucha-daina-trout-2020) (How I Built This)
- [Dogfish Head Craft Brewery: Sam and Mariah Calagione (2022)](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-03-dogfish-head-craft-brewery-sam-and-mariah-calagione-2022) (How I Built This)
- [Brewing creativity with Jim Koch of Boston Beer Company](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-25-brewing-creativity-with-jim-koch-of-boston-beer-company) (How I Built This)
- [21 Seeds: Kat Hantas](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-21-21-seeds-kat-hantas) (How I Built This)

## Citing this page

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