{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Why M\u00e1s+ Failed \u2014 And Why Patr\u00f3n Continues To Win","description":"Lionel Messi is a global sports icon and had a deep-pocketed strategic partner at his side. So why did his sports drink brand M\u00e1s+ 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, Patr\u00f3n\u2019s Roberto N\u00fa\u00f1ez & 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\u2019s New Substack? \u2013 Ray and John congratulate \u2014 and rib \u2014 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\u2019s sports drink brand, M\u00e1s+, and why celebrity alone isn\u2019t 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\u2019s Salsa, with the hosts crediting the brand\u2019s early traction to strong execution, product quality, retail expertise, and Kirby\u2019s operational experience. The latter half of the episode shifts into rapid-fire product tastings, including Armra\u2019s 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 N\u00fa\u00f1ez & David Rodriguez, Patr\u00f3n \u2013 On location at Patr\u00f3n Tequila\u2019s sprawling hacienda and distillery in Jalisco, Mexico, U.S. National Brand Ambassador Roberto N\u00fa\u00f1ez and Master Distiller David Rodriguez discuss the company\u2019s emphasis on craftsmanship and tradition while highlighting the launch of Patr\u00f3n 100, the brand\u2019s 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 \u201cthe Patr\u00f3n way\u201d and the philosophy that continues to shape one of tequila\u2019s 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 ","author_name":"Taste Radio","author_url":"http:\/\/tasteradio.com","html":"