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In this episode of The Irresistible Factor, Kristi talks with Josh Rogers, Founder and CEO of Ancient Drinks, to explore how he turned frustration with sugary sports drinks into a groundbreaking beverage brand inspired by history’s first hydration formulas. Drawing on his background in branding and product development, Josh reveals the challenges of launching a health-focused brand in the crowded beverage market and the unwavering tenacity it takes to stay true to a mission of integrity and innovation. 

Josh shares his journey of creating Ancient Drinks, from brewing recipes in his kitchen that are rooted in real ancient health practices. With a clear focus on values and strategy, Josh dives into why starting with a strong brand foundation (a sometimes tough investment for a start-up) is absolutely critical. They also dig into how being a “polarizing” brand can help a brand stand out in a crowded category.

Tune in for a conversation packed with inspiration, expert advice, and actionable insights for aspiring CPG entrepreneurs.

Here’s what you won’t want to miss:

• The importance of starting with a solid brand foundation to guide every decision 
• Just how important having a mission and staying true to it is, even when cost-cutting is tempting. 
• Josh’s insights on navigating the competitive beverage market and why not being a brand for everyone is key to success.
• Ancient Drinks’ innovative plans for product expansion, including new SKUs, “Power Dust” powders, and customizable flavor boosters.
• Josh’s advice for founders: Believe deeply in your vision, filter advice carefully, and focus on learning and scaling with purpose.