Jay Williams is the Founder and CEO of Free Bird, a Southern spring water brand launched in 2024. Sourced from Georgia's Blue Ridge Mountains, Free Bird offers pure spring water in recyclable 19.2-ounce aluminum cans. Jay envisions Free Bird as a tribute to everyday heroes, celebrating simplicity, sustainability, and the American spirit. Under his leadership, Free Bird aims to provide clean, crisp refreshment while promoting environmental responsibility.
Eric Martindale is the Founder and CEO of Elite Commerce Group, a full-service agency specializing in Amazon and retail media. Under his leadership, the company has driven over half a billion dollars in retail sales for clients, maintaining a strong focus on testing and innovation to stay at the forefront of digital marketing. A former Marine officer and adventure athlete turned e-commerce authority, Eric is also a passionate technocrat interested in futurism. His unique perspective stems from identifying and exploiting retail frontiers before they become mainstream.
Samuel Anderson is a Managing Partner at BevAssets, a company focused on assisting beverage brands with distribution, operations, and logistics while promoting sustainable solutions. Known in the industry as "Beverage Man Sam," he has helped numerous brands navigate the complexities of the supply chain, contributing to their success in a market with a high failure rate. Besides his professional achievements, Samuel is an avid networker passionate about building community and meaningful connections. He also hosts the DRINK UP Podcast, where he shares insights and connects with professionals from LinkedIn.
Jeff Litcofsky is the Partner and Chief Operating Officer at Brandartica, a full-service product brand identity agency that delivers distinctive branding and marketing solutions. With decades of experience in the consumer electronics industry, he has expertise in global brand strategy, product marketing, direct-to-consumer sales, and operational management. Before joining Brandartica, Jeff held significant roles in the consumer electronics industry, including Global Brand Marketing Manager at Boston Acoustics and Director of Marketing & Communications at AudioXperts. He co-hosts 1seventh the podcast, where he engages with business leaders on unconventional approaches to success in both business and life.
The beverage industry is evolving faster than ever, with brands navigating fierce competition, shifting consumer preferences, and mounting supply chain pressures. Founders must simultaneously manage brand positioning, secure distribution, and leverage digital marketing to stand out. So, how can emerging beverage brands carve out space in crowded markets while staying authentic and driving sales?
Experts Jeff Litcofsky, a branding specialist; Jay Williams, a beverage founder; Eric Martindale, a retail media expert; and Samuel Anderson, a distribution strategist, share actionable insights to help brands succeed. Jeff stresses the importance of clear positioning and storytelling that resonate with modern consumers, especially in the growing non-alcoholic category. Jay highlights the power of personal branding and community support, while Eric offers strategies for blending retail media with traditional trade spend to accelerate in-store performance. Sam emphasizes the need for flexible, multi-channel distribution plans that adapt to evolving retailer demands.
In this episode of the Firebelly Social Show, Duncan Alney talks with Jeff Litcofsky, Partner at Brandartica; Jay Williams, Founder of Free Bird; Eric Martindale, Founder of Elite Commerce Group; and Samuel Anderson, Managing Partner of BevAssets, about strategies for building successful beverage brands in today’s competitive market. They also discuss the rise of functional beverages, the importance of LinkedIn for founders, and creative approaches to overcoming supply chain challenges.
