The Nombase Podcast

Getting into Whole Foods Market is a major milestone, but it's only the beginning. What follows is the work of proving velocity, maintaining placement, and deciding when and how to grow beyond your first region. In this episode, Cecilia Rios Murrieta, co-founder of JAS alcohol free functional cocktails, and Jomaree Pinkard, co-founder of Hella Cocktail Co, share what it really takes to grow inside Whole Foods Market. Cecilia discusses JAS launch in ninety five stores through a regional program and the reality of staying on shelf, while Jomaree shares advice based on Hella's journey from regional placement to national distribution. Cecilia and Jomaree discuss the demos, merchandising, distribution strategy, innovation timing, promo decisions, and navigating buyer relationships to pave the way from regional to national growth.

Airline partnerships are a unique growth channel for food and beverage brands — and they operate very differently from traditional retail or on-premise sales. They offer unmatched consumer attention, meaningful trial, and widespread visibility, but they also come with their own rules around procurement, logistics, forecasting, and data access.In this episode, Cy Cain, co-founder of Straightaway Cocktail Co., shares a behind-the-scenes look at what it actually takes to work with an airline. From pitching and onboarding to forecasting demand, navigating compliance, and scaling operations, you'll find out how airline programs function in practice, and how brands can evaluate whether this channel makes sense for their business.

TikTok offers a big opportunity for food and beverage brands, but it also brings real challenges. It moves fast, culture shifts daily, and creativity matters more than polish, all while the path from discovery to purchase gets shorter. In this episode, Mike Westgate, Vertical Director of Food, Beverage and Alcohol at TikTok, shares what he has learned as the platform has grown into a major space for discovery, community, and commerce.  He breaks down discovery commerce, the role creators play as an extension of your sales force, the creative tools that help brands produce content efficiently, and the trends shaping what people buy. Mike also touches on organic versus paid content, early mover advantages, and how brands of every size can compete on the platform. 

With new regulations expanding the use of glass in spirits-based RTDs and growing consumer demand for clean, quality packaging, glass has reemerged as a strategic advantage. Join the Glass Packaging Institute, Jimmy Bruton of Via Carota, and Sandstrom Partners to learn why glass is non-toxic, inert, and the most sustainable material, especially when domestically made. Discover how glass affects consumer perception, protects product integrity, helps brands innovate and stand out, appeals to health-conscious consumers, and how to navigate its unique challenges.