FULL SEND PODCAST | Happy Dad Podcast Ep. 168

September 25, 2025

Host: Shots Podcast Network
Guests: Sammy Shahidi (CEO, Happy Dad), John Shahidi (President, Happy Dad & Full Send), Kyle from NELK Boys

Overview:

This episode offers a candid, behind-the-scenes look at the meteoric rise of Happy Dad Hard Seltzer as it approaches its fourth anniversary. The founders discuss the business's explosive growth, distribution hurdles, unique marketing strategies, celebrity partnerships, product innovation, and what truly sets them apart from most celebrity-driven beverage brands. This is an insider’s masterclass in modern CPG (consumer packaged goods) entrepreneurship.

Key Discussion Points & Insights

1. Happy Dad's Meteoric Rise – Stats, Growth, and Positioning

• Launch Success: Sold 224 million cans in four years; now the #4 seltzer in the US, trailing only mammoth brands like White Claw, Truly, and Topo Chico—all corporate giants.
• Market Penetration:
  • Nationwide in both the US and Canada, including remote territories (Northwest, Yukon, Nunavut).
  • Over 3,000 Walmarts in the US, LCBO domination in Canada.
  • 118 employees across North America.
• Recent Innovations:
  • Number one new grape and tea launch in Canada’s LCBO (02:23)
  • “On pace to be number three,” especially strong in states like North Carolina (02:59)
• Independence: Unlike competitors, Happy Dad is independent and founder-run. “It’s been us since day one.” (03:42, C)

Notable Quote:

“We’re number four in the nation right now, but on pace to be number three. We actually just hit number three in North Carolina, which is a great indicator.” – Sammy Shahidi, (02:59)

2. Navigating Alcohol Industry Laws & Marketing

• Strict Regulatory Landscape:
  • Cannot associate alcohol with health or market to underage audiences.
  • Cannot disparage other alcohol brands, unlike other CPG sectors (energy drinks, etc).
  • Allowed to factually compare nutrition—leaning into Happy Dad’s lower sugar profile.
• Consumer Trends:
  • Post-COVID, alcohol sales normalized; shift towards health-conscious drinking (06:09).
  • “Pregaming” before going out is up 180% as consumers try to save money (06:53, C).
• Brand Adaptation:
  • Founders from social media (Nelk) adjusted to new “playbook,” bringing rebellious energy within legal lines.

Notable Quote:

“The big thing people find fascinating is... you’re not allowed to shit on another alcohol brand.” – Kyle, (04:47)
“Pregames are up 180%. ...Cost of living has gone up. Alcohol prices gone up. We try to keep our prices real.” – Sammy Shahidi, (06:53)

3. Origins: NELK, The Shahidis, and the Genesis of Happy Dad

• The Meeting of Minds:
  • The Shahidis: OG YouTube business managers (since 2009), grew big names (Floyd Mayweather, Mike Tyson, Bieber, Logan & Jake Paul).
  • Recognized NELK’s unique authenticity (“nobody plugged their own drops better”) and envisioned brand-building (12:54).
• Brand as Influencer:
  • Treated Happy Dad as an influencer, not just a product.
• Leveraging Influence:
  • NELK recognized their power after “Rona Season” (Corona beer) merch sold 20,000 units in 24 hours (14:49).
  • Failed to get a brand deal, realized they needed their own brand.

Notable Quote:

“What if we put the work that we did to make people household names into a brand and treated a brand like an influencer?” – John, (13:10)
“That’s when I realized we had real influence… we’d sell 20,000 [Rona Season shirts] in 24 hours.” – Kyle, (14:51)

4. Product Development: From Idea to Launch

• Refusing ‘Celebrity Garbage’:
  • Rejected plug-and-play offers; instead, decided to control every element—recipe, branding, taste (17:31–19:39).
• Taste Testing:
  • A year and a half of iterative development; “if we like it, our fans will too.”
• Naming the Brand:
  • Deliberately didn’t call it NELK or Full Send Seltzer; wanted broader appeal.
  • “Happy Dad” evokes multi-generational, inclusive vibes (from “garage beers with my dad” to golf culture) (21:22–21:54).
• Reaching New Demographics:
  • Brought men (previously shy about seltzers) into the fold with “beer vibes” in branding and can design (23:16).

Notable Quote:

“The seltzer category... is very competitive. We brought a new profile person into that category. Like, we brought males in their mid-20s drinking and flexing seltzers.” – John, (21:59)
“We wanted to be bigger than the NELK fanbase... We could have called it Full Send Seltzer, but Happy Dad made it inclusive.” – Kyle, (21:40)

5. Distribution: The Biggest Hurdle

• Massive Growth Challenge:
  • Distribution far harder than manufacturing (27:55).
  • US alcohol has “three-tier system”: Must go through local distributors, can’t sell direct to Walmart or Kroger (28:24).
• Expansion:
  • Shot from 76 to 238 distributors in 12 months, opening access to 70–90% of the US (29:45–31:45).
  • Now entering thousands of convenience stores (AM/PM, 7-Eleven, Circle K) and gas stations for the first time.

Notable Quote:

“Our company was able to add 104 new distributors in 90 days. Totally unheard of.” – Sammy Shahidi, (29:45)

6. Brand Culture: Beyond the Beverage

• Building Community:
  • Stories of Happy Dad hats in gyms, strangers not recognizing founders but loving the brand (34:41–36:10).
• Organic Reach:
  • People buying for the vibe—brand transcends origin.
  • “Happy Dad is so big now where people are repping it and don’t even know who I am, which I personally love.” – Kyle, (35:03)

7. Celebrity & Creator Collaborations

• Death Row Grape with Snoop Dogg:
  • Snoop, a long-time Shahidi friend, reached out to collaborate after his Corona deal ended (36:44).
  • Innovative co-branding: Death Row Records logo + new grape flavor to bridge audiences (39:58–40:43).
• Other Collabs & Ambassadors:
  • Drewski, Sugar Sean O’Malley, Dustin Lynch, Rock Steiner—spanning comedy, UFC, country music, rodeo.
• Strategic Partnerships:
  • Arenas (Yankees, Raiders, Bridgestone, Texas Rangers, Clippers), nightclubs (Miami’s LIV), and more (45:00–46:46).

Notable Quote:

“Snoop’s a genius… He knows there’s an audience he wants to reach—men in their 20s and 30s. How does he do it? Partner with us.” – John, (41:05)

8. What Sets Happy Dad Apart from Other Celebrity Brands

• Avoiding the ‘Cash-in Trap’:
  • Not just a “slap your name on it” deal—deep involvement, immense physical effort (500+ retail meetups, signings, in-person activations).
• Authenticity:
  • Founders actually drink the product at events, unlike some celebrity brands.
  • “You gotta drink when you’re on those meetups too… some guys don’t even drink and they launch an alcohol brand.” (52:01)

Notable Quote:

“The biggest mistake… is going after the same person. Everyone tries to get the 25-year-old girl; White Claw and Truly already own that. Find new audiences.” – John, (50:29)

9. Keys to Success: Team, Execution, and Staying Hungry

• Relentless Work Ethic:
  • Team was built for both back-end and front-facing work; credit given to Sam (“an absolute robot”) and John (“marketing genius”).
• Not Resting on Laurels:
  • “We act like we just launched a brand yesterday.” (46:46, C)
  • Strong, ongoing relationships with distributors & retailers—“That tidal wave has never stopped” (54:38, C)
• Beyond Alcohol:
  • “We’re not in the alcohol business. We’re in the shelf space business.” – John, (57:10)
  • Expanding to beef jerky and exploring new CPG categories.

10. Advice for Creators / Entrepreneurs

• Don’t Rush, Be Authentic
  • “Every two, three times a week, someone calls me for brand advice… don’t rush. Only a handful of celebrity products have really worked.” (59:11)
• Keys:
  • Great product, disruptive idea, passion, the right partners, relentless physical and backend work.

Notable Quote:

“Don’t settle for just anything. Be authentic… disrupt a category.” – John, (59:11)

Notable Quotes & Memorable Moments (with Timestamps)

• “It feels like yesterday…but we’ve sold 224 million cans in four years.” – Kyle, (01:46)
• “Alcohol is hard, man… government laws from Canada to the States, strict guidelines.” – Sammy Shahidi, (03:55)
• “Our grape launched recently. Number one innovation on grape!” – Sammy Shahidi, (02:23)
• “You can’t ‘shit’ on another alcohol [brand]…” – Kyle, (04:47)
• “I remember we did a merch drop and sold 20,000 Rona Season shirts in 24 hours.” – Kyle, (14:51)
• “Don’t just sell garbage. Figure out a product. People will try anything once, but will they come back?” – John, (16:42)
• “We could have called it Full Send Seltzer… but Happy Dad made it more inclusive.” – Kyle, (21:40)
• “I thought grape was gross… but then we tried it and it was a hit.” – Kyle, (40:02)
• “Celebrity brands just… fail—in alcohol, especially—because they won’t put in the physical work.” – Kyle, (50:46)
• “We’re not stopping… there’s not a month that goes by someone doesn’t ask us about launching a brand. But if your team or distribution sucks, nothing works.” – Sammy, (53:12)
• “For us, it’s about shelf space now… what other categories can we disrupt?” – John, (57:12)
• “Every day, I feel grateful… Happy Dad to the moon.” – Kyle, (63:53)

Important Timestamps

| Segment | Description | Timestamp | |--------------------------|---------------------------------------------------|-----------| | Intro/Stats | Business numbers—scale and reach | 01:46 | | Alcohol Laws | Marketing hurdles and industry regulations | 04:24 | | Origins | How NELK met the Shahidis; strategic formation | 10:18 | | Product Creation | Taste testing, branding, target audience | 17:31 | | Distribution Hurdles | Getting on store shelves, massive distributor jump | 27:55 | | Brand Culture | Happy Dad merch, organic community mentions | 34:02 | | Death Row x Snoop | Origin and rollout of the grape flavor collab | 36:44 | | Celebrity Partners | Drewski, UFC, Dustin Lynch, arenas, clubs | 42:33 | | Why Celebrity Brands Fail | Authenticity, physical effort, pitfalls | 49:30 | | Shelf Space Vision | Expansion to other CPG verticals | 57:12 | | Wrap-Up / Doc Plans | Future vision and gratitude | 63:11 |

Final Thoughts & Future Vision

• The team remains hungry, focusing on expanding distribution to every US county and innovating with new products, flavors, and shelf presence.
• “We’re filming this whole process”—a new Happy Dad documentary is underway.

Happy Dad to the moon! (63:53)