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📢I talk🎙️with Bourcard Nesin, of VP of Beverages of Robobank and Host of Liquid Assets👏🍷 🎇 🎉 ✨ 👏 🥂 😁

“The Great Disconnect?”

📹 Or watch on YouTube: https://youtu.be/pkpWJLFHrd8

We’ve all heard the headline: “Gen Z is drinking less.” But beneath that clickbait is a more complex—and more urgent—story. On this episode of Thirsty Thursdays, I sat down with Bourcard Nesin, VP of Beverages Research at Rabobank, to ask: What’s actually driving this generational shift? His answers were eye-opening, data-backed, and refreshingly honest.

✅ Gen Z isn’t anti-alcohol—they’re just not showing up to the party.
Isolation, delayed independence, and over-parenting have disrupted the social environments where alcohol typically thrives.

✅ Health isn’t the full story.
Saying “I care about my health” doesn’t mean someone is healthy—it may mean they’re already experiencing issues.

✅ Cannabis is not the enemy. Loneliness is.
Bourcard argues that alcohol’s real competition isn’t THC—it’s a cultural shift away from shared experiences.

✅ The industry’s blind spot: Identity.
Young consumers today are more likely to be women or people of color, yet most marketing still targets legacy demographics.

✅ Advice for brands? Stop chasing volume. Start building meaning.
Whether it’s RTDs or wine, storytelling and cultural alignment matter more than SKU count.

Why It Matters:

The U.S. beverage alcohol industry is in its worst decline in decades—and it's not just cyclical. As Bourcard puts it, “The goal isn’t growth. It’s survival.” If your brand isn’t thinking differently (and inclusively), you're already behind.

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📢I talk🎙️with KC Hensley, of Momo's Michelada Mix👏🍷 🎇 🎉 ✨ 👏 🥂 😁

Just in time for International Michelada Day on July 12th!!

From bootstrapped beginnings to statewide success, KC Hensley shares how a trip to Nicaragua inspired Momo’s Michelada Mix — a tomato-free, top-rated drink that’s shaking up bars across Texas. 💥

In this episode of Thirsty Thursdays, Jessie Ott and KC talk:

• The origin story of Momo’s (and its “Stupid Rim Salt” 🤯)
• Why tajín can ruin a michelada
• What it’s like launching a CPG startup during a pandemic
• Tips for entrepreneurs, bartenders, and cocktail creators
• How Whole Foods came knocking
• KC’s early "business" renting his dad’s VHS tapes (yep, you read that right 😂)

🔗 Shop Momo’s: https://www.momosmicheladamix.com
📍 Find it near you: Store locator on the website
📅 Michelada Day is July 12th – celebrate with the good stuff!

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🧃 Follow @ThirstyThursdaysat3PMEST for more bev-industry stories, tastings, and founders shaking up what we sip.

#micheladamix #momosmichelada #bevindustry #drinktrends #founderstory

📌 Keyword Tags

Momo’s Michelada, KC Hensley, michelada mix, stupid rim salt, bartender startup story, tajin michelada, tomato-free michelada, craft cocktail trends, Austin beverage brands, beer cocktail, Thirsty Thursdays podcast, drink entrepreneur, Whole Foods beverage startup, Texas CPG founders, michelada tasting, rim salt alternatives, startup beverage story, drink mix innovation, Latina founder tribute, military to mixology

🔥 Hashtags

#MicheladaMix #StupidRimSalt #DrinkBetter #TexasDrinks #AustinStartup #LatinoOwned #FemaleInspired #CPGStartup #DrinkDifferently #BartenderLife #MicheladaDay #TomatoFreeCocktail #FoundersPodcast #ThirstyThursdays #MicheladaMovement

“Michelada mix without tomato”

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📢I talk🎙️with Jeff Foss, of Suavecito Tequila👏🍷 🎇 🎉 ✨ 👏 🥂 😁

Watch the Premiere Here @ 3PM EST May 22!

From agave farm to Total Wine top seller 🌱🥃 — discover how Suavecito Tequila went viral with zero additives, full sustainability & no celebrity hype! #FNBinnovation @ThirstyThursdaysat3PMEST

Jeff Foss of Suavecito Tequila joins Jessie Ott on 🎙️ Thirsty Thursdays to share how a family-run tequila brand grew from a failed agave sale to a national bestseller—with zero shortcuts. 🌟

The momentum gamechanger was giving Suavecito to all 72 Emmy Award Winners in the volume started to double, triple, etc...and was picked up in all Total Wine Stores all over the US. Great exposure for an amazing brand.

🌟 Key Takeaways:
🌱 The origin story: from agave farm to tequila pivot during the 2008 recession
🔥 Why they use agave nectar (not sugar) to create a smoother, additive-free spirit
🧪 Aged longer than industry standards: 8-month Reposado, 2-year Añejo, 5-year Extra
🌍 Eco-friendly distilling: worm composting & zero-waste production
💼 Growth strategy: how Total Wine helped them scale to 32 states
🧠 No celebrity endorsements—just grassroots hustle & great tequila

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Host Jessie Ott's Profile on LinkedIn