Aug 5, 2026
How can a new brand make a splash in the increasingly crowded
ready-to-drink waters? A winning combination of differentiated
flavors, artistic packaging and a willingness to work the market
day in and day out. That’s what has been working for Lake Hour,
according to CEO Michelle Ivey, this week’s featured
guest.
RTD canned cocktail brand Lake Hour launched three years ago amid
the segment’s meteoric rise. Its co-founders – actor Wyatt Russell
and film producer Rich Peete – had no prior beverage experience,
and tapped Ivey, an industry vet, as CEO in late 2025.
“Once I tried it, I realized it was one of those, ‘actually’ brands
that when you take a sip, you're like ‘Wow, actually, this is
great. This tastes so good,’” Ivey said. “And so, I was so
impressed with what they did and what they built two years in as
startup founders that have had no experience in the
industry.”
Before the interview, the Brewbound team discusses recent
headlines, including a proposed reprieve for intoxicating hemp
beverages, how many retailers sold out of various bev-alc products
during the World Cup and how Anheuser-Busch InBev views itself
relative to spirits giants.