salsi

0:00Diana Nino:Welcome to the Emerging Brands podcast. Sharing the stories behind brands you'll want to shop next. I'm your host, Kelly Bennett. I am a New York City-based brand strategist for CPG Food and Beverage Brands. In each episode, I'll take you behind the scenes of founders that are building better-for-you products and bringing them to market. it. Also, I talk to brand builders, retailers, industry experts, and tastemakers who help bring those cool products to your shopping cart. You will hear stories of real-life founders, their launch strategies, and practical advice you could use to grow your own brand or simply discover what's next on shelf.

0:42Diana Nino:And the best part is you could shop all the brands featured on the show. This podcast is brought to you by Glimpse. Glimpse is an AI powered deduction management tool that disputes and recovers invalid deductions, winning brands, thousands of dollars and hundreds of hours back to founders so that they can focus on what really matters most. If you're a brand selling in retail, go to tryglimpse.com backslash trial for 30 days free and let them know I sent you. Now let's dive into the new episode. Hi everyone. Welcome back to a new episode of Emerging Brands Podcast with Kelly Bennett. Today I have one of the incredible founders that have graduated from Launch Lab with Danielle Calabrese.

1:34Diana Nino:I love featuring grads of Launch Lab because they have such great stories around building a CPG food and beverage brand. It's not easy, but it's so damn worth it when all the pieces start coming together. So Diana Nino, she is the co-founder and CEO of Celsi. And Diana, I'm so happy to have you on the podcast. I'm so happy to be here. I am so happy to be here. And I'm so grateful that Launch Lab has kind of put us in each other's orbits. that was an amazing amazing experience I can't stress it enough perfect and we'll dive into that because I definitely want to hear about the strategy of creating your CPG product but first I wanted to hear more about what the product actually is and how you came up with the concept Yeah.

2:27So the product is a tequila seltzer. We are looking at about 85 calories for 12 ounces. So think of a can shaped like high noon or like White Claw. We're looking at one gram of sugar, 4 % ABV. So that's about standard, except for we've also got all of these wonderful ingredients that are hydrating and give you electrolytes, potassium, sodium citrate, and just a little, little bit of gentle caffeine from green tea. Very cool.

3:06Diana Nino:So for the green tea, what was the idea and thought process there? Yeah. So being fully transparent to get to this stage that we are at where we are definitively able to tell you, this is what Salsi is. Of course, there were some iterations. And so the first big idea was so many parties in Miami, so many people going out and there's really a lot of demand for these like day after liquid IVs where you have someone come over. And anyway, very big with bachelorettes, vacations, et cetera. Um, we had thought, why don't we do electrolytes and vitamin B? And unfortunately, uh, and understandably it is just a little bit tricky, um, adding like functional ingredients into an alcoholic product.

4:01Right. Um, there are so many reasons I'm happy to get into it if you'd like, and if not also cool with that.

4:09Diana Nino:So, okay. So the green tea, that was my question is what is the benefit of adding green tea to a tequila drink? So the green tea for us was kind of our way of emulating the kind of physical feel you might get from vitamin B while starting what is, what is allowed. And so what I mean by that is think antioxidants, just a little, little bit of caffeine, less than a diet Coke. And some of that like energy boost that we might associate with a vitamin B. Got it. Okay. Now I'm connecting the dots. Okay, cool. I I'm always so curious because what's cool about my job is that literally every single day I'm hearing about new products coming to market.

4:55Diana Nino:And I'm always so fascinated with hero ingredients or just the flavor system, the, the why behind certain ingredients. So So I am connecting the dots with the green tea. I think that's a cool touch. What was the space in the market that you saw for, say, a tequila ready to drink beverage? Like what was the gap? I know the hydration part, but just overall, like what what white space did you see in the market that you're like, you know what? I'm going to create this. Yeah, I think that the main one was.

5:30Functional, mindful, alcoholic beverages, you know, for people who kind of live their lives in that, in that gray area. Um, I understand as we launched this product that we're seeing Gen Z drink less and less. Um, and so that, that factored into our decision to go low ALK. Um, and then there are seltzers available. And in fact, there are tequila seltzers available. Um, they tend to trend a little higher ALK. In some cases they are kind of tequila flavored malt liquors, so they're not real tequila. And so those are some of the things that helped us fine tune the idea going to market. But the big thing was there isn't a tequila seltzer with ingredients that offset the effects of the tequila.

6:19I find that tequila has a little bit of sometimes a bad rap. Right. So I like the idea of us coming up with something that offsets some of those day after effects.

6:34Diana Nino:It's an interesting space and something that I've been talking about with clients and also on the podcast of founders who are creating this kind of like meet in the middle of like a little bit of function, but still with some alcohol to find what that will look like of someone who likes to have both. Right. And it used to be that it was very much either or, but knowing that more consumers are kind of meeting in the middle. So I like your approach of the inspo that you're grabbing from for sure. Thank you. Thank you. Thank you. And it's also just largely impacted by my experience as someone who enjoys alcohol and who likes to go out and is also like really devoted to a busy schedule.

7:19I think the brand ethos is heavily coarse at this stage, you know, there's two employees. And so that brand ethos is just heavily woven into how we see the world and what's important to us and time and intention. And being where you said you would be is so, so, so important to how we navigate the world. And so we want our drinks to do the same.

7:45Diana Nino:I like how you said that. Be where you said you would be. That's a really good principle to live by. Even if it's on Miami time. Okay. Got it. Got it. Got it. Shout out to Miami. What was your background prior to Celsi? Yeah. So it's actually also currently, so I am into a nine to five currently. I work in marketing for the fintech space, specifically within Lifecycle. Okay, cool. In-app messaging and SMS. And I have so much fun with it. I really enjoy it. And that's the world I have dabbled in for about the last decade or so. Very cool. And what made you want to take that next leap of becoming a CPG founder?

8:39I it's full transparency. Um, so my, my husband and I got married about a year ago, very new marriage. And, uh, with him coming into my life, I also started a relationship with the gym and with my nutrition and, um, for better or for worse, it happened at that point and not earlier. And so he and I have this obsession with functional foods and we are so into nerding out over the poppies and the olipops and the goodles and the horrible shorn bowls. And now she's the sauce. I mean, this is like our playground. If we can eat something that is delicious and dysfunctional, that is like the dream. And so we really, really nerd out over that.

9:34And I think that due to our lifestyles, the idea kind of came organically as a result of some pretty aggressive hangovers.

9:47Diana Nino:Well, hangovers are not the same. I'm going to be 41 next month. And it's just, it really shifts as you get older too. It's just not the same. You can't drink the same how you could when you're younger. It's so annoying, but it's really something that you have to be conscious of as you get older. Oh, completely, completely. And I also, I mean, the way that you, there, there are so many things that factor into a hangover. I am learning by trial and error, by working with our product and also by existing as someone who enjoys alcohol. And we really wanted for the product to not just be hydrating, but to also be kind of condensed.

10:39And so what I mean by that is you are not drinking a gallon of water before your cocktail. You're not drinking a gallon of water after your cocktail. You're not having to take these like pre post going out to drink anti-hangover pills or supplements. It's really about kind of this, it's intentional, but at the same time, it should feel thoughtless in the best way where you are just able to fully enjoy the moment and have your bevy and yes, have some water if you'd like, but you don't need to worry about this bloat. You don't need to worry about running to the restroom three, four times because he wanted to enjoy a single cocktail without a headache.

11:27Diana Nino:No, that's a really good point. And something that I genuinely see as a pain point. And just I've been really watching this space. So I am enjoying what you're saying. What has been some of those early steps? I know that you went to Launch Lab as well. But what were those early steps that you started building to now, I know looking at a summer launch that really helped take this as a product idea, but really now something concrete that we'll soon be able to shop. Oh, my goodness. Well, Launch Lab was a huge part of that. We came in with this hunger and this desire, but also not knowing what we don't know.

12:16Right. And that's still very much, very much the case. That said, there is this sense of empowerment and that this community has your back coming out of it. And so I think that Launch Lab was one of those things that was like one door that led to a lot of other doors. Finding other women in the space, finding other folks in the RTD space, in the ready to drink alcohol space. commiserating over government shutdowns, commiserating over regulatory, you know, legislature that we need to kind of understand and work with. That would be the big one is we have come out on the other side, so much more informed, but also with so much more conviction and support.

13:11And so I would, I have to say that would be the big one.

13:15Diana Nino:that's great and I think that's also really important because when you're starting out it's just an idea in your head right and so it's really scary to keep investing in it or keep moving forward with it or seeing if this is even a valid idea without community too I think or an education around the space because even if you have a great marketing background CPG food and beverage in, in this case, RTD and alcohol, there's so many like check, check, checks. It's really important to have a sense of what you're getting yourself into to feel better about taking that next step. Agreed. Agreed completely.

13:58And, and that, you know, Launch Lab for us did exactly that. And when we started the company, so it was kind of one of those things that, um, taking a step back is kind of one of those things, that I'd always been like, well, why doesn't this exist? And now that we are, you know, preparing for our pilot run, I've done the research and I understand now that there are similar ideas, but for me, one of the green flags was why can't I name any of these companies off the top of my head? There's opportunity here. There's opportunity. No one is taking a big enough piece of the pie and maybe that could be us maybe salsi could come around and shake things up a little bit um and so that to me was very as someone who i mean truly like i oh i love to go to the grocery store and i love to buy drinks i don't need and i love to buy snacks i don't need yeah and it's like my dream date and so i really like can spend hours going through the aisles and have not seen anything like that.

15:03In my time living in Miami, previously in New York, and before that in San Francisco, it's either not prevalent enough or I'm not paying attention. And so that to me was a green flag. And when we filed our LLC, I remember cold calling different distilleries and bars and not really understanding where to start. Right. And trying to, you know, honestly leading with my heart on my sleeve. I don't really know how else to be for better or for worse. And I remember talking to someone who owned a distillery, owns the distillery down here in the Miami, South Florida area. And that going too, too much into detail, kind of giving him an idea of what we wanted to do.

15:54And, um, although he was very professional and it was helpful, um, he was also very, uh, cynical about our fate, uh, very cynical about this being something we could realistically produce and get through hurdles, uh, with. And so initially, um, that was upsetting because this is someone who is an expert in the space and is boots on the ground every single day and has been in the space for many, many years. And we were coming in very bright eyed and bushy tailed, but at the same time kind of motivated me.

16:37Diana Nino:Right.

16:41I think that if you're not willing to kind of break the rules a little bit and poke holes and ask questions and really try. There is no way to, these innovations like just don't happen if you are not willing to push agendas, if you are not willing to poke holes and ask why and be persistent.

17:03Diana Nino:That's a great piece to remind people of, of innovation comes from doing that, of asking questions, to looking at things with a fresh set of eyes, to do things differently that haven't been done before, that's how we innovate. And that's what I also love about emerging brands because by and large, emerging brands are innovating. They are the innovators in categories and spaces. And so I love that you are using that as motivation. I definitely can empathize over my career, people saying like, oh, that's adorable that you want to build like better for you brands, but like, that's not a thing. This was a, this, uh, oh my gosh, all through college, I was told this.

17:45Diana Nino:And so, um, I can empathize. So I had a chip on my shoulder for a really long time. Now it's like normal. Um, but I remember that in college and just using that as motivation. And so, um, that brings me to my next question. What piece of advice would you share with someone who's just starting out? Maybe like that Diana who was a year ago or so, who is cold calling and, you know, starting to do some Google or chat searches. What would you share with a founder who's in the very, very early stages?

18:26I would say be consistent.

18:35try not to fall into this. We talked to it. We spoke to it a little bit earlier on this call, but these moments of intense momentum and then slow down that you cannot control. I would say that to me six months ago and I, I'm saying it aloud and maybe it's more for me than for the recording, but I, you know, not succumbing to those moments of intense excitement and um and lulls you know and not understanding that a one percent improvement or a one percent contribution per day compiles and compounds and that there's value in that and to not kind of let these especially the lows compound and become a week of silence on social media right you know that could have had a viral video or something like that.

19:30I would say be consistent. I am a very sensitive person and I find that I'm not willing to unlearn that anytime soon, but as it pertains to getting CELSE off the ground, I find it is really helpful for me to be more logical and to kind of, you know, write what I'm thinking, what I'm feeling down, um, and be a little more measurable and less emotional about the goals that I'm setting and what we're trying to do.

20:03Diana Nino:I think that's a great piece of advice, especially for someone who's creative and feels their feelings. Uh, something I've had to learn as like a triple Pisces who, you know, feels all the feelings and just helping myself have a little bit of that separation. I was giving this advice actually to a client earlier of feel your feelings and do the inner work but also you have to make some space between you and your brand so that your brand can live its best life as well right and and really respecting that they'll both work in parallel but they are separate and it's really hard in the beginning but I think that's a really good way of thinking about it of like feeling your feelings, but also to your point, having it be measurable, knowing what you have to do logically and strategically so that you are staying on course and it doesn't get too connected or convoluted together.

20:59Exactly. Exactly. And it's a dance. It is a dance.

21:04Diana Nino:It is for sure a dance. Yep. I definitely find that.

21:13But Kelly, I don't want to take like a hard left turn here, but it feels really relevant to me. In my experience so far as a new founder, I am learning about myself that I'm very excited to grow Slidesy. I'm very passionate about the brand. And well, I'm happy to go into kind of our go-to-market strategy and what we're doing hyperlocally in Miami. But I'm finding that I carry a little bit of founder guilt because I am not eat, sleeping, breathing Salsi. I'm also living my career and my nine to five that is funding funding Sunsea currently right still very much pouring a lot of time and attention into that and getting so much out of it and feeling uh very inspired still and learning so much and also balancing um you know these friendships and this family you know all of these things that kind of come together to make your life.

22:25And as we build the brands and we make strides with SESI, I'm watching it without my needing to force it. I'm watching it kind of take shape, just take over, take over and become so relevant all the time without even needing to force it, you know, talking to those friends who are meant to be around are going to talk to you about it. They're going to ask you about it. You're not going to have to tell them I'm on, you know, I have calls all day or I'm this or I'm that, or I'm don't have time. Those, you know, family members who really understand are going to understand, and they're going to ask you about it.

23:02And I'm kind of finding this like really amidst the guilt of not working until 4am on the product or only speaking about this with friends and family. I'm watching it kind of organically converge into my lifestyle. And it's a beautiful thing.

23:22Diana Nino:I think that's a great, I don't think that sounds like a left turn at all. I think that is a really nice paced way of looking at it and making it a sustainable and also a bit more balanced. Because I think to your point of that guilt, I think sometimes in entrepreneurship, there is this mindset and I used to think this and it was a bit toxic of like you have to go all in and burn everything down and just focus on what you're building and if you don't you're not a real entrepreneur and I think that's a really really toxic and hard thing and something that I'm currently unlearning or just like letting go and so I'm glad that you said that because I think it's a nice reminder for founders who are just starting off and being like okay I still maybe I'm working a night to five.

24:09Diana Nino:I have a spouse or a family and friends and I want to make sure I could do this idea, but also make sure I maintain myself in the meantime. And I think that is a good way of looking at it too. So I'm glad that you shared that. I think that's a really well-said way of balancing both. I appreciate that. I appreciate that. I definitely think there is, even as I said this to you, I was like, oh, to future investors, watch how well I can balance everything. That's what I would have to say is it's not about taking attention off of one thing fully and neglecting everything else. It's actually look at all of the things, look at all of the dishes that I can spin at the same time.

24:59Diana Nino:Yeah. And it's different seasons. Like you're in the pre-launch, so you should be doing the way that you've been doing. And then as you grow and evolve and probably need to make a choice with going all in on the business or what does that look like moving forward right like there's different seasons and chapters in entrepreneurship and so I think the way that you're approaching pre-launch to launch is a really nice refreshing way and something that I'm glad that we're capturing here um something that you talked about with activating in Miami and getting ready for your launch I would love to touch upon that because I love a good activation.