Video: Bill Moses On Starting, Growing, Disrupting and Selling KeVita | BevNET.com

In the years he spent building KeVita into a category leader in sparkling probiotic beverages and kombucha, Bill Moses has seen it all. From humble beginnings to gaining national broadline distribution and securing strategic partnerships to support growth, the co-founder and former CEO has guided KeVita’s evolution as a brand, which culminated last November when the company was acquired by PepsiCo for a reported price of $230 million. During an interview at BevNET Live Summer 2017 in New York, Moses spoke at length about his experiences in his first interview since the deal.

In breaking into the beverage market, Moses explained why KeVita decided to focus on price first, entering retailers at $2.99 while competitors were priced around $4 to $5. In developing a precise plan of execution to bring down its cost of goods and increase its full variable cost margins, the company was able to move aggressively into a category leadership position at retail, a tactic others could replicate in the right conditions.

“At the end of the day, if you have the time and visibility and discipline to map out things in advance, and you have a pathway to getting your margin up, go on price, go fast and win shelf,” he said.

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Video: Bill Moses On Starting, Growing, Disrupting and Selling KeVita – BevNET.com.