In this episode of the Startup CPG Podcast, Daniel Scharff is joined by Paul Voge of Aura Bora, who returns to share the full story behind the recent sale of his sparkling water brand. Paul takes us through the founding of Aura Bora, its rapid growth, and the hard financial truths of operating in the beverage industry. He dives deep into the reasons for selling, what the sale process looked like, and how changing investor expectations in CPG shaped their outcome.

From fundraising strategies and capital efficiency to navigating the saturated sparkling water space, Paul offers transparent, hard-won advice on what it really takes to build — and eventually exit — a consumer brand. He also reflects on what he’s learned about himself, creativity, and the importance of timing in business.

This is a must-listen for any emerging CPG founder or operator — candid, tactical, and full of real-life lessons.

Listen now!

Listen in as they share about:

The Sale of Aura Bora
Fundraising and Financial Journey
Challenges in the Beverage Industry
Decision to Sell
Market & Exit Dynamics
Entrepreneurial Reflections
Personal Growth & Self-Discovery
What’s Next for Paul

Episode Links:
Website: https://aurabora.com/

LinkedIn: https://www.linkedin.com/in/paulvoge/

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Show Links:

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Episode music by Super Fantastics