Executive Programs for the Beverage Industry

Operator-built programs and toolkits for founders and executives taking beverage brands from formula to national shelf, capital and exit.

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Book cover titled 'GROW', featuring a jar with leaves and plant-like elements, a straw, and water splash, with subtitle 'The Playbook for Better-For-You & Functional Beverage Brands, Volume 2' by Douglas Fulton.

The Playbook for Better-For-You & Functional Beverage Brands

VOLUME 2 · 2026

Non-alcoholic. Functional. Hemp-infused. The fastest-growing categories in beverage are redefining how the next generation consumes. But opportunity without architecture collapses under its own weight.

GROW Vol. 2 shows what it actually takes to build, scale and protect beverage brands in volatile, high-growth categories, drawing on real founder stories, national rollout case studies, distributor negotiations and regulatory shocks.

Inside you will learn

  • How to structure distributor agreements that protect long-term valuation

  • Why pricing psychology determines velocity

  • How to build a portfolio strategy that mitigates regulatory risk

  • The mechanics of scaling across 12 states

  • How to prepare for acquisition before the offer arrives

  • Why non-alcoholic and functional categories provide federal clarity and growth stability

This is not theory. This is architecture.

VOLUME 1 · 2022

A roadmap to successfully launch cannabis beverages, written for the licensed adult-use and medical markets. It will save you time and money, with real industry insight to avoid the “potholes” on your brand journey.

A Blueprint to Successfully Launch Cannabis Beverages

Book cover titled 'GROW: A Blueprint to Successfully Launch Cannabis Beverages' by Douglas Fulton, featuring a blue background, a schematic of a cocktail glass with a cannabis leaf, and laboratory equipment images.

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