Ep001 - Graham Beales, Hip Pop | Learn by giving yourself space to mess up | SATT

Graham Beales, CEO of Hip Pop, a range of kombucha and healthy soft drinks, discusses his journey and the brand's success in the market. The conversation covers topics such as personal growth, the importance of enjoying the drink whilst also reaping health benefits, the changing consumer demand for healthier options, and the challenges of distribution.

The brand aims to provide refreshing, flavour-led drinks that appeal to a wide range of consumers, from younger generations to those seeking gut health benefits. The founders have transitioned to a supportive role, trusting Graham to take the brand to the next level. In this conversation, he discusses the potential for expanding the product range of Hip Pop drinks. He draws a parallel with the success of Red Bull, which started with a single flavour and gradually expanded its offerings.

Graham also reflects on his time at Grenade and how he leveraged his experience in the protein world to drive the growth of Hip Pop. He emphasises the importance of gut instinct in decision-making and the value of having mentors and a strong support network. Graham describes his leadership style as laid-back, collaborative, and focused on empowering his team. He encourages experimentation and learning from failure. He advises focusing on what you can control and not wasting time on things you can't change. Finally, he emphasises the importance of physical fitness for mental health and longevity.

Swim Against The Tide:

The idea behind Swim Against The Tide podcast is to meet founders and leaders of businesses who have launched and operate in competitive markets, taking the bigger, more established players head on. It is about exploring what drove them, how their brand stood out, what they had to do to win and what lessons they have learned that they can share with the listeners to hopefully inspire them to take their own journey.

The show is presented by Steve Henry, Co-Founder of the specialist marketing group Audience Collective. Steve has enjoyed a 30-year career in advertising helping 100s of brands win and grow. He is passionate about telling these stories and sharing their journeys, both good and bad, to help the next generation learn and encourage them to one day start their own challenger brand.

If you would like to be a guest on the podcast, please email satt@thisisaudience.com and we will be in touch.

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The SATT Team :)

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