Are you still running your company like you’re in a product business, when your customers are actually buying like it’s fashion?
If you’re leading a brand today, you’ve probably felt the pressure: customers constantly asking “what’s new,” markets shifting faster than your product cycles, and differentiation getting harder by the quarter. In this episode, you’ll hear how one CEO realized that success in the beverage industry had less to do with the product itself—and everything to do with thinking like a fashion brand driven by innovation, education, and timing.
By listening, you’ll gain:
- A new way to think about your market, shifting from product-driven to trend- and innovation-driven strategy
- Practical insight into how education and continuous innovation create long-term brand loyalty
- A smarter growth approach by expanding with the right customers instead of constantly chasing new ones
Hit play now to learn the mindset shift that can help you stay relevant, innovate faster, and grow alongside your best customers.
From Beverage Company to Fashion Brand: The Mindset Shift CEOs Can’t Ignore
0:00 – Setting the Stage
Introduction to Ron Rubin’s decades-long journey building iconic beverage brands and his unique blend of entrepreneurship, leadership, and philanthropy.
3:00 – Early Leadership Foundations
Ron shares how his experience at Culver Military Academy shaped his discipline and leadership style principles that carried into his business success.
6:00 – Entering the Beverage Industry
A look at Ron’s early career in his family’s wholesale liquor business and how industry consolidation forced strategic change.
10:30 – Spotting Opportunity in Tea
How a book about Banana Republic led to the unexpected acquisition of The Republic of Tea and the risk behind building a premium category from scratch.
14:30 – The “What’s New?” Moment
At a trade show, Ron realizes he’s not just selling tea—he’s operating like a fashion brand, where innovation and newness drive demand.
Innovation, Growth, and Building a Brand That Lasts
17:30 – Education + Innovation as Strategy
Building a premium beverage company requires constant consumer education and thinking like a fashion brand to stay relevant.
22:00 – Balancing Innovation Without Complexity
Ron explains how to innovate like a fashion brand while avoiding unnecessary product bloat by focusing on what’s truly new and valuable.
27:30 – Grow With the Right Customers
Instead of chasing new business, Ron shares how scaling alongside key partners like Whole Foods and Total Wine fueled sustainable growth.
33:00 – Applying Lessons to the Wine Business
Transitioning into wine, Ron leverages the similarities between tea and wine and introduces innovations such as unoaked Chardonnay and new product formats.
40:00 – Purpose, Differentiation, and Legacy
From becoming a certified B Corp to writing Gold in Your Backyard, Ron reflects on building a values-driven business and finding opportunities others overlook.
About Ron Rubin
Ron Rubin, author of GOLD IN YOUR BACKYARD, has spent more than five decades building iconic beverage brands and giving back to the communities and industries he loves. He began his career in 1972 at his family’s business, Central Wholesale Liquor Co. In 1994, he purchased The Republic of Tea, which has become one of the most beloved tea brands in the United States. In 2011, he acquired River Road Family Vineyards and Winery in Sonoma County. Under his leadership, the winery is known for its quality and commitment to sustainability as a Certified B Corporation.