From Diageo to OLIPOP: David Lester’s Journey to Revolutionize the Soda Industry
In a recent episode of The Speed of Culture podcast, Matt Britton, CEO of Suzy, sat down with David Lester, co-founder of OLIPOP, to discuss his transition from corporate giant Diageo to the entrepreneurial world of health drinks. Here’s a deep dive into David’s journey and the invaluable insights he shared about branding, innovation, and navigating the startup landscape.
The Leap from Corporate to Startup
David Lester's career began at Diageo, a leading spirits company, where he honed his skills in global brand marketing and product innovation. Reflecting on his decade-long tenure, David noted, “You learn a lot about mass brands and the discipline required to manage them.” His experience with iconic brands like Smirnoff, Gordon's Gin, and Johnnie Walker provided a solid foundation for understanding large-scale marketing and innovation.
However, the corporate world couldn't fulfill his entrepreneurial spirit. David shared, “I realized I couldn't see myself selling alcohol for another decade.” This realization, coupled with a desire for greater impact and personal growth, led him to leave Diageo and embark on a new venture.
Finding Purpose with OLIPOP
David’s entrepreneurial journey truly began when he met Ben Goodwin, his future business partner, in a Palo Alto coffee shop. Ben, who had a deep passion for health and wellness stemming from personal experiences, introduced David to the concept of a healthy soda. This meeting was the genesis of OLIPOP, a soda brand that combines nostalgic flavors with health benefits.
“Ben is really the visionary behind OLIPOP,” David explained. “He wanted to create a delicious and healthy alternative to traditional sodas.” With Ben’s formulation expertise and David’s branding acumen, they developed OLIPOP, which is rich in prebiotics and designed to support digestive health.
Overcoming Entrepreneurial Challenges
Transitioning from a corporate environment to a startup posed significant challenges. David candidly spoke about the difficulties they faced, from raising initial capital to gaining market traction. “Raising that first half a million dollars was the hardest check we ever got,” he admitted. Early-stage investors had to believe in their vision despite the lack of tangible products.
One critical lesson David emphasized was the importance of resilience and adaptability. “Entrepreneurship teaches you to give up the idea of control,” he said. The ability to navigate unexpected challenges and stay committed to the vision was crucial to their success.
Achieving Market Penetration
Launching OLIPOP required a strategic approach to market entry. Starting in 40 independent stores in Northern California, David and Ben focused on visibility and consumer engagement. “You find out pretty quickly if you have something or not,” David noted, highlighting the importance of real-time feedback and iteration.
Their efforts paid off as OLIPOP quickly gained traction. The brand’s unique proposition of combining traditional soda flavors with health benefits resonated with consumers. “We outsell Pepsi and A&W in Target now,” David proudly shared, underscoring their significant market penetration.
The Role of Authenticity and Vision
David attributes much of OLIPOP’s success to their authentic approach and clear vision. “You need just one person to believe in you and your vision,” he advised aspiring entrepreneurs. For OLIPOP, that belief came from early investor Pat Finn, who supported them through multiple ventures.
The brand’s commitment to authenticity extends to its partnerships and marketing strategies. Collaborations with influencers like Camila Cabello help OLIPOP maintain a genuine connection with its audience, further solidifying its position in the market.
Looking Ahead
As OLIPOP continues to grow, the focus remains on expanding their reach while maintaining their core values. With plans to enter more retail doors and explore new product innovations, David is excited about the future. “There’s still so much room for growth,” he said.
For aspiring entrepreneurs and brand strategists, David’s journey offers valuable lessons in resilience, adaptability, and the power of a clear, authentic vision. OLIPOP’s success story is a testament to the impact of combining passion with strategic execution.
Stay tuned to The Speed of Culture podcast for more inspiring stories and insights from industry leaders.
