1441: Scale Smarter: Disrupt Beverage Brands with Data, Grit & Gen Z Insights with Commercial Expert Ella Parlor

Sunday, October 12, 2025

From advising Red Bull and Fortune 500s to writing the #1 bestseller “High Tolerance: The Intoxicating World of Alcohol Marketing,” Ella Parlor is the go-to expert for beverage brands ready to break through the noise. In this episode, Ella reveals how she helps companies scale smarter—navigating tariffs, market chaos, and shifting consumer trends with surgical precision. Discover why Texas is the new epicenter for beverage growth, how Gen Z is reshaping the industry, and why the next big thing might just be a Japanese hard soda you’ve never heard of.

Ella shares actionable strategies for investors, founders, and anyone curious about branding, retail, and the future of beverage innovation. She dives into the importance of planning in volatile markets, the power of authentic influencer partnerships, and the surprising ways Gen Z is driving retail trends both online and in stores. You’ll hear behind-the-scenes stories about how top brands prepare for industry disruptions, why some companies thrive while others stall, and what it takes to create a brand that stands out in a crowded marketplace. Whether you’re looking to invest, launch a new product, or understand the forces shaping the beverage world, Ella’s insights will help you spot opportunities, avoid common pitfalls, and build lasting success.

Quotes:

“If you are strategic, if you are surgical, you can actually find the upside—even in chaos.”

“Gen Z wants brands that are really authentic… not just a lifestyle brand, but a product you’re passionate about.”

“Don’t be dissuaded or empowered by the noise. Keep in mind who’s actually playing the game, who’s got skin in the game, and who’s in the field grinding with you.”