1 rich Libsyn https://www.libsyn.com 90 600 How can a new brand make a splash in the increasingly crowded ready-to-drink waters? A winning combination of differentiated flavors, artistic packaging and a willingness to work the market day in and day out. That’s what has been working for Lake Hour, according to CEO Michelle Ivey, this week’s featured guest.&amp;nbsp; &amp;nbsp; RTD canned cocktail brand Lake Hour launched three years ago amid the segment’s meteoric rise. Its co-founders – actor Wyatt Russell and film producer Rich Peete – had no prior beverage experience, and tapped Ivey, an industry vet, as CEO in late 2025. &amp;nbsp; “Once I tried it, I realized it was one of those, ‘actually’ brands that when you take a sip, you're like ‘Wow, actually, this is great. This tastes so good,’” Ivey said. “And so, I was so impressed with what they did and what they built two years in as startup founders that have had no experience in the industry.” &amp;nbsp; Before the interview, the Brewbound team discusses recent headlines, including a proposed reprieve for intoxicating hemp beverages, how many retailers sold out of various bev-alc products during the World Cup and how Anheuser-Busch InBev views itself relative to spirits giants. Brewbound Podcast http://brewbound.libsyn.com/website <iframe title="Libsyn Player" style="border: none" src="//html5-player.libsyn.com/embed/episode/id/42330440/height/90/theme/custom/thumbnail/yes/direction/forward/render-playlist/no/custom-color/88AA3C/" height="90" width="600" scrolling="no" allowfullscreen webkitallowfullscreen mozallowfullscreen oallowfullscreen msallowfullscreen></iframe> https://assets.libsyn.com/secure/content/204816125