It doesn’t matter how much money you make, what you look like, where you shop, where you live. Flavor knows no boundaries. - Yanni Hufnagel

I knew that flavor was going to be key, so we had to have a product that tasted great and checked off all the prevalent consumer boxes. Everything must start with a great product. You must be passionate about it.

I jumped up, and that night I googled how to start a beverage company. And what I’ll say is the skill set between coaching college basketball and recruiting at that level and building a beverage company — they’re very harmonious. And I had a fascination with consumer brands — even when I was coaching — especially those in the natural channel. And so there’s been real utility in my coaching skill set now as we’re building this business.

Given our early turns, we're fully committed to building Lemon Perfect through a best-in-class DSD network that will eventually span across America, so that we can best service both our retailers and our consumers. The Classic Beverage and John Lenore signings are key wins for the company, especially on the heels of an almost implausibly successful launch in Big Geyser's system amidst the dislocation caused by COVID-19 in the New York metropolitan area.