Published on:
- October 3, 2025
Free Spirits, the business-focused podcast hosted by Lars Miller and David Gonzalez, featured Evan Eneman, CEO of Iconic Tonics, in a deep-dive conversation on how to scale a multi-brand functional beverage platform in today’s competitive market.
Highlights from the episode:
The episode explores how Iconic Tonics was intentionally built as a platform—rather than a single product brand—designed to support multiple SKUs, formats, and audiences across retail, direct-to-consumer, and on-premise channels.
During the conversation, Eneman shares insights into launch strategy, distribution, and consumer education, as well as lessons learned from early DTC performance and DoorDash sales data. The discussion also covers dose strategy, sampling and retail activation, and why on-premise venues such as concerts, events, and hospitality spaces may represent the biggest growth opportunity for next-generation functional beverages.
The episode offers operator-level insights into how shared infrastructure, lean operations, and real-world testing across retailers like Total Wine and Woodman’s help Iconic Tonics scale smarter across brands.
