In this session from Commerce Roundtable Miami 2025, we dive into the wild entrepreneurial journey behind one of the most infamous beverage brands in history, Four Loko. Chris Hunter shares raw insights on building a cultural phenomenon, navigating backlash, and facing intense scrutiny from regulators and the media. It’s a behind-the-scenes look at the highs, lows, and hard decisions that come with scaling a brand that sparks national conversation.
Then the story shifts to Koia, a plant-based beverage brand focused on clean nutrition. Chris breaks down the strategic pivot from retail to digital, how Amazon became a game changer, and the mindset shift that came with moving into a new category. From embracing consumer feedback to weathering industry shakeups, this session is packed with hard-won lessons and honest reflections on what it really takes to evolve as a founder.
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00:00 Introduction: The Uncertainty of Great Ideas
00:42 Early Beginnings: The Birth of Four Loko
01:33 The Rise of Four Loko: Market Strategies and Challenges
04:35 Navigating Regulations and Industry Pushback
07:38 Cultural Impact and Ethical Considerations
18:15 Personal Reflections and Transition to Koia
21:39 Conclusion: Lessons Learned and Future Outlook
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