BevNET Live: “Build Your Category” featuring Tom Fox

Launching entrepreneurial brands often means more than just building a new beverage — it also means helping create a whole new category and introducing it to new retail channels as well. That’s a challenge entrepreneurs understand, but they can only carry things forward a certain distance on their own — beyond that, they must rely on other links in the retailing chain.

Wearing the hats of entrepreneur, distributor, category management expert, and retailer, respectively, will be Mark Rampolla, the founder and CEO of ZICO coconut water; Gerry Martin, the VP of Marketing at Polar Beverages; Tom Fox, a partner at CM Profit Group; and Andy Steele, the founder of Anonymous consulting. Their discussion will each outline the breadth of the job at hand for each member of the team.

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