Lionel Messi is a global sports icon and had a deep-pocketed strategic partner at his side. So why did his sports drink brand Más+ fail? The hosts break it down and also discuss how protein snack brand Wilde is turning heads with a new take on a cheesy cracker. Plus, Patrón's Roberto Núñez & David Rodriguez reveal how the leading tequila maker scaled globally without sacrificing its handcrafted roots.

Show notes:

0:20: Face Tattoo. Shelf Talkers. Mas Authenticity. Super Salsa. Wilde Ideas. Ray's New Substack? – Ray and John congratulate — and rib — Mike about Arsenal finally winning the Premier League before highlighting opportunities for BevNET Live attendees to connect directly with retail buyers from Whole Foods, Vitamin Shoppe, Wegmans, and Walmart. The conversation then turns to the shutdown of Messi's sports drink brand, Más+, and why celebrity alone isn't enough to build a durable consumer brand, underscoring the importance of authenticity and founder involvement. That theme carries into a discussion of Ithaca Hummus founder Chris Kirby and his new venture, Guillermo's Salsa, with the hosts crediting the brand's early traction to strong execution, product quality, retail expertise, and Kirby's operational experience. The latter half of the episode shifts into rapid-fire product tastings, including Armra's new colostrum soda, which sparks a conversation about rising consumer interest in gut health ingredients and functional beverages. The hosts also heap praise on Wilde, whose protein crackers impress with their Cheez-It-like taste and texture, while spotlighting several other brands, including protein- and probiotic-infused Rogue Snacks, Summer Camp iced tea concentrates, and Holy Tshili chili crisp seasonings.

29:17: Interview: Roberto Núñez & David Rodriguez, Patrón – On location at Patrón Tequila's sprawling hacienda and distillery in Jalisco, Mexico, U.S. National Brand Ambassador Roberto Núñez and Master Distiller David Rodriguez discuss the company's emphasis on craftsmanship and tradition while highlighting the launch of Patrón 100, the brand's new distill-proof tequila. From tahona wheels and copper pot stills to the decision to scale without automation, the conversation offers a rare look inside "the Patrón way" and the philosophy that continues to shape one of tequila's most iconic brands.

Brands in this episode: Patron Tequila, Cabu, Trip, Zico, Nantucket Nectars, Culture Pop, Athletic Brewing, Mas+ Messi, White Claw, Prime, Armra, Ithaca Hummus, Guillermo's Salsa, Jalapa Salsa, Svedka, Wilde, Cheez-It, Khloud, Summer Camp, ogue Snacks, Holy Tshili