Why Every Beverage Brand Is Changing Right Now | Ex-PepsiCo Executive Explains

From protein drinks and prebiotic sodas to GLP-1 medications, TikTok product discovery, and the battle for retail shelf space — Rich explains what’s really happening inside the modern CPG industry and why legacy brands are struggling to keep up.

We discuss:

Why the beverage industry is changing so fast
How GLP-1s are reshaping food & drink habits
The rise of protein beverages and “health halo” products
Why consumers are reading labels more than ever
The psychology behind packaging and shelf design
How TikTok influences what people buy
What most direct-to-consumer brands get wrong
Why smaller brands can outmaneuver giant corporations
The future of alcohol, wellness, and consumer trends

Rich also shares lessons from his years at PepsiCo and explains how today’s winning brands combine indulgence, health, and smart consumer insights.

If you’re interested in marketing, branding, e-commerce, consumer psychology, food & beverage trends, or entrepreneurship — this episode is packed with insights.