In 2009, Ben Weiss spotted a trend he was eager to capitalize on. For years, sales of soda in the United States dropped steadily as consumers were making the shift to healthier alternatives like water. Weiss started Bai Brands from the basement of his Princeton-N.J., home, introducing an antioxidant- rich beverage made with coffeefruit, which is the pulp covering the bean.
"In 2010, we noticed that customers were turning bottles to see how much sugar was inside of them. You'd win or lose on that basis, and I saw it coming–a growing unwillingness in customers to drink sugar. This is the issue that has fueled our growth," Weiss told Inc.com a couple of years ago.
Listening to direct feedback from customers, Weiss created a 5-calorie, low-sugar version of Bai made with no artificial sweeteners–a change that sparked Bai's hypergrowth. In 2014, Bai signed a national distribution deal with Dr. Pepper Snapple Group that later led to a $15 million investment in late 2015.
"The longer you're in the beverage industry, the more you realize you're really in the distribution industry," Weiss recalled.
In 2017, Dr. Pepper Snapple Group bought Bai for $1.7 billion. Weiss stayed on through the transition and left the company in mid-2017.
What are the larger trends in the beverage industry? What has Weiss learned through his entrepreneurial journey? He will join the Club for an exclusive discussion to shed light on these questions and more.
Please note that no refunds will be issued.
Founder, Bai Brands
Ben Weiss is a true Bevolutionary. After founding Bai Brands in 2009 from the basement of his home in Princeton, NJ, Ben disrupted the beverage industry by overturning the idea that
Global Head of Market Solutions, Genpact
Chitra Nawbatt is a highly accomplished executive with a track record of leading, innovating and transforming organizations to achieve growth. Ms. Nawbatt has spent most of her career as a strategic multidisciplinary change agent with the mandate to build teams, processes and systems to reinvent culture, market strategy to execution, growth and risk management.
Currently, Chitra is the Global Head of Market Solutions at Genpact, a leading lean digital, artificial intelligence, analytics and design thinking consulting firm. She delivers strategic solutions to clients focused on revenue discovery and business performance transformation using digital, artificial intelligence and data analytics.
Previously, Chitra was the New York based Anchor for Reuters International TV where her broadcasts were seen by millions of households across the world including Asia, Europe, Africa and North America. C-level executives, politicians and world leaders had differentiated interviews with her because of her prior track record from Wall Street.
You can reach her on twitter @chitranawbatt.
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