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Episode 127 | How to Become the Category King in an Old Industry (with Boozy Tea)

By November 4, 2019 July 28th, 2021 No Comments

Episode 127 | How to Become the Category King in an Old Industry (with Boozy Tea)

with Owl’s Brew co-founders Jennie Ripps and Maria Littlefield

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Spend a few minutes with the dynamic duo behind Owl’s Brew, and a few things become apparent.

First, the depth of the passion for what they do. Founders Jennie Ripps and Maria Littlefield are a testament to the idea that big things happen when vision meets drive. Another – the importance of discovering white space in the market. Add to that, the imperative to capitalize on that discovery, before someone else does.

The Owl’s Brew story is a case study in brand building, with all of its challenges and triumphs, its strategy and its serendipity. But I’d argue that you can actually sum up the Owl’s Brew story with two words –

No compromise.

The temptation to compromise is something that most challenger brands face, but one that people don’t really talk about. It’s an especially thorny area for emerging better-for-you brands, whose values are core to their appeal.

In fact, it is precisely this unwillingness to compromise that actually creates the magic for these brands, and that paves a pathway for success.

This week we talk to “tea drinking boozers” (their words not ours) Jennie Ripps and Maria Littlefield, the CEO and COO of Owl’s Brew. They make organic spiked tea and tea and botanical mixers that have been a huge hit with a new class of alcohol consumers.

Owl’s Brew has won by saying “no” – no to flavor houses, no to artificial ingredients, no to compromise of any kind – and that has made a world of difference. This ethos is why Jennie and Maria are well on their way to making Owl’s Brew the category king in the spirits industry.


  • Owl’s Brew
  • Connect with Jenni and Maria on LinkedIn

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Brand Builder is a co-production of SnackNation and ForceBrands.

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