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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!

—

🧃 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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📢I talk🎙️with Christy Serrato, CEO and Founder of PairAnything👏🍷 🎇 🎉 ✨ 👏 🥂 😁

Discover how Christy Serrato turned her love of Filipino cuisine into a tech-powered wine pairing startup 🍷🔥 Learn how PairAnything is changing the wine game with personalization!

In this Thirsty Thursdays episode, Jessie Ott sits down with Christy Serrato, founder of PairAnything 🍷💡 From delivering pizzas to launching AI-powered retail tech, Christy’s story is a masterclass in innovation, culture, and hustle.

🎯 Top Takeaways:
🚀 How a UC Davis pitch and Filipino dish inspired a tech startup
🍽️ Why personalization is the future of wine retail
🧠 AI, machine learning & wine: explained simply
🤝 Building tech with your customers, not for them
💥 Retailers + wineries win when you connect the dots

📣 Call to Action (CTA):
If you love wine, tech, and founder stories that actually matter, hit that subscribe button and drop a 🍷 in the comments!

🔔 Don’t miss more inspiring founders on @ThirstyThursdaysat3PMEST — Subscribe now!

PairAnything

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📢I talk🎙️with Jon Macaskill about his Navy and SEAL service and his transition to Mindfulness Coach, Dad, and Podcast Host! 👏🍷 🎇 🎉 ✨ 👏 🥂 😁 You can have him as a personal coach or team leadership coach as well as learn Mindfulness on his Podcast ​ ⁨@mentalkingmindfulness⁩

Text Mindful to 33777 to reach Jon!

Or via his Website: https://frogmanmindfulness.com/

Join Navy SEAL-turned-leadership coach Jon Macaskill 🇺🇸 as we dive into emotional fitness, grit, and elite training 💪. Veteran stories, mindfulness & more! 🎙️ @ThirstyThursdaysat3PMEST

In this powerful episode of Thirsty Thursdays, I sit down with former Navy SEAL Jon Macaskill 🎖️, now a leadership coach, mindfulness advocate, and podcast host. From underwater demolition to inner healing, Jon shares his inspiring path from elite operator to emotional educator.

🎯 Top Takeaways:
🎖️ What it really takes to become a Navy SEAL — from Hell Week to BUD/S
🧘 The role of mindfulness and emotional intelligence in high-stress careers
🧠 How to pivot from military life to entrepreneurship
🌍 Life lessons from Bahrain, deployments, and leadership
🎙️ Launching a successful podcast: Men Talking Mindfulness

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📢I talk🎙️with Ardashia Townsend about Food & Beverage Industry Trends! 👏🍷 🎇 🎉 ✨ 👏 🥂 😁 She is the Content Director, SupplySide Food & Beverage Journal. Owned by Informa

📽️ Watch on YouTube! 🎞️ https://youtu.be/xookuXBgrjA

This week on Thirsty Thursdays, Jessie Ott welcomes Audarshia Townsend, Content Director at Supply Side Food and Beverage Journal, to unpack the biggest trends shaking up the F&B world in 2024! 🍽️💥

From the growth of cold-pressed RTDs and functional beverages 🧃, to the rise in women’s wellness and clean labels 🌿—this episode is a deep dive into what’s next in food & beverage 🧠✨.

🚨 Key Takeaways:

• 📉 Supply chain & regulatory shake-ups and their impact on product innovation
• 🍹 RTD 2.0: Cold-pressed cocktails + fresh ingredient formulations
• 🧃 Better-for-you beverage trends (gut health, low sugar, functional ingredients)
• 🌱 Women’s health driving demand for nutrient-dense snacks & protein-rich beverages
• 🔥 Chicago’s vibrant food & bev scene and how it influences national trends
• 🎧 Music, fashion & culture as part of the F&B experience (hello, clubstaurants!)

👉 Don’t forget to LIKE, COMMENT, and SUBSCRIBE for more insider convos with F&B leaders every week. Hit the 🔔 to stay updated with what’s shaking in food & drink innovation!

🎯 Drop your favorite 2024 F&B trend in the comments ⬇️

#thirsty #thirstythursdays #fnbinnovation #foodandbeverage #beverageindustry #2024trends #foodtrends2024 #rtd #betterforyou #functionalbeverages #womenshealth #guthealth #cleaneating #lowcaloriesnacks

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📢I talk🎙️with Julie Milroy, Erica Duecy, Caitlyn LuBell and Katharine Jerkens about the Beverage Industry Recap of Q1! 👏🍷 🎇 🎉 ✨ 👏 🥂 😁

📽️ Watch on YouTube! 🎞️ https://youtu.be/TL7uKLkEb8s

🚀 Dive into the latest beverage industry trends from Q1 2025! Discover insights on non-alcoholic drinks, functional beverages, and market shifts. Stay ahead in the F&B world! 🍹📈 #BeverageTrends #ThirstyThursdays #FNBInnovation @ThirstyThursdaysat3PMEST

🌟 In this episode of Thirsty Thursdays Podcast, we explore the pivotal developments in the beverage industry during Q1 2025. Key highlights include:​

📊 The rise of non-alcoholic beverages and the 'sober curious' movement​
🥤 Innovations in functional and health-focused drinks​
🌍 Impact of recent tariffs on imported beverages​
📈 Emerging consumer preferences shaping the market​
🍹 Nostalgic flavors making a comeback​

Gain valuable insights to navigate the evolving beverage landscape.​

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📢I talk🎙️with Patricia Vasconcelos Founder-The Paire Agency- Crafting Brand Stories and Execution for Taste and Space. Wine and Spirits. 👏🍷 🎇 🎉 ✨ 👏 🥂 😁

From Jack Daniel’s in NYC to $167K luxury spirits, Patricia Vasconcelos spills the 🍸 on nightlife, brand building, & global travel. Must-watch for F&B pros!

Watch here on YouTube! @ThirstyThursdaysat3PMEST

In this episode of Thirsty Thursdays, Jessie Ott sits down with industry powerhouse Patricia Vasconcelos, founder of The Paire Agency. Patricia shares her incredible journey from launching Corralejo Tequila at 27, to shaping luxury spirits portfolios at LVMH and William Grant.

📍 Key Takeaways:
🇸🇻 From El Salvador to Philly to global brand building
🥃 Sold her first spirits brand at 27
💃 Why Miami’s AM dance parties are changing nightlife
💼 Jack Daniel’s, Corralejo, LVMH, and launching her own agency
🎯 Her mission to merge sales, marketing, & hospitality
🔥 The rise of non-traditional distribution and the mid-tier brand opportunity
👩‍💼 The importance of mentorship, especially for women in bev-alc

👀 Expect stories, strategies, and laughs — from dodging gunshots on her first day of alcohol sales to clocking 2M airline miles for brand launches.

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