Blue Moon was nearly killed, White Claw exploded from 27 million to 80 million cases, and the executive inside both stories eventually walked away to build another beverage brand from zero.
Tony Vieira, former vice president of brewing and quality at Mark Anthony Brewing and co-founder of mōcean drinkwerx, joins Ryan Alford to reveal how Blue Moon became the country’s top craft beer and how White Claw grew so quickly that every available case was sold on allocation. Tony explains how product drinkability, quality control, viral culture and massive production bets helped turn White Claw into a category-defining brand.
Ryan and Tony also unpack the expensive danger of confusing launch demand with recurring demand, captured in Tony’s warning: “Don’t build the church for Easter Sunday.” The episode closes with Tony’s next chapter building an energy drink with his son and a blunt lesson for founders: challenge your assumptions because your first ten ideas probably suck.
TOPICS COVERED
• How Blue Moon recovered from near cancellation
• The orange slice that became part of the Blue Moon brand
• Why White Claw appealed to both men and women
• White Claw’s explosive growth during COVID
• Building three massive breweries in three years
• Viral marketing and the “No Laws When You’re Drinking Claws” effect
• Launch demand versus sustainable recurring demand
• Why founders become attached to bad ideas
• Leaving a successful corporate career to start over
• Building mōcean drinkwerx with Tony’s son
• Finding white space in the crowded energy drink market
CONNECT WITH TONY VIEIRA
Mōcean: https://drinkmocean.energy/
Mōcean on Amazon: https://www.amazon.com/MOCEAN-Mandarin-Caffeine-Adaptogens-Sucralose/dp/B0FSDHYS4N
Mōcean on Instagram: https://www.instagram.com/moceandrinkwerx/
Tony Vieira on LinkedIn: https://www.linkedin.com/in/tonyvieira1/
CONNECT WITH RYAN ALFORD
Right About Now: https://www.ryanisright.com/
Ryan on Instagram: https://www.instagram.com/ryanalford/
Ryan on LinkedIn: https://www.linkedin.com/in/ryan-alford/
