Episode 26: Real Branding: Re-Inventing a Category
Beer Stories for Private Equity18 Nov 2025

Episode 26: Real Branding: Re-Inventing a Category

This podcast is powered by MonogramGroup (https://www.monogramgroup.com/).

This episode of Beer Stories for Private Equity is sponsored by Private Equity Professional, PE's news leader since 2007. Stay connected to the latest news, insights and trends in private equity at peprofessional.com.

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Welcome to Beer Stories for Private Equity! In our 26th episode, we are joined by Pete Moore, Founder and Managing Partner of Integrity Square in NYC.

Among their beer stories, Scott and Pete discuss the role of team sports in establishing a firm culture, Pete’s career in health and wellness deals, and the origin story of re-inventing that category name into the HALO (Health, Active Lifestyle & Outdoors) brand.

We know you’ll enjoy their convo.

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We are receiving great responses to our podcast, and have several guests scheduled for upcoming episodes. If you would like to be considered as a guest in our lineup, please email smarkman@monogramgroup.com.

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Follow Pete Moore on LinkedIn (https://www.linkedin.com/in/peteymo/). Learn more about Integrity Square at integritysq.com.

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