May 1, 2023
Episode 20

Josh Ellis, Founder & CEO of WithCo Cocktails

In this episode, we meet Josh Ellis, the founder, and CEO of WithCo Cocktails. 

WithCo Cocktais is a non-alcoholic cocktail mix brand made from fresh juices and botanicals.

Other topics covered in this episode

  • Going all in on entrepreneurship
  • Impact of COVID on alcohol brands
  • Liquor vs. CPG brad & distribution
  • Customer discovery
  • Growth at all costs vs. efficient growth
  • On-premise distribution in the hospitality channel
  • The non-alchoholic beverage trend
  • Launching in Target & CVS  

Key Takeaways

  • Theres no comfort in the growth zone, and no growth in the comfort zone. 
  • Going viral can be a blessing and a curse
  • Deeply understanding your customer is the answer to many business problems 
  • Entrepreneurship comes with a lot of difficult decisions
  • Community can build your business without heavy spend on advertising (34:43 - 36:20)
  • You are going to strike out more than you hit the ball, but don’t stop trying (~40ish)

Please let us know your thoughts about the episode!

Where to find Josh Ellis:



Where to find Kait Stephens: