Building Brands with Purpose: Steve Myers on Ilegal Mezcal & Dynamic Beverage Consultants

In this episode of Proof University, host Justin Obey sits down with Steve Myers, one of the key figures behind Ilegal Mezcal and now co-founder of Dynamic Beverage Consultants. Steve shares his journey—from his early career in the corporate world to his time in Latin America, where a series of unexpected events led him to build one of the most recognized mezcal brands in the industry.

He opens up about the challenges of launching and scaling a spirits brand, the importance of brand storytelling, and why he believes in a "narrow and deep" approach to business. Steve also discusses his current work helping brands navigate the complexities of distribution, market expansion, and strategic growth in the beverage industry.

If you're an entrepreneur, brand builder, or just curious about the world of spirits, this episode is packed with valuable insights.

🔹 How Ilegal Mezcal started and expanded globally 🔹 Lessons learned from building a category-defining brand 🔹 The evolving landscape of the beverage industry 🔹 Why brand consistency and strategic patience are crucial for growth

Tune in to hear Steve’s candid take on the business of spirits and his perspective on what it really takes to build a lasting brand!

Timestamps: 00:20 Steve Myers' Journey to Illegal Mezcal

01:40 Building a Brand: Challenges and Successes

02:35 Entrepreneurship Realities

04:00 Brand Consistency and Sales Strategy

06:46 Expanding Markets and Common Pitfalls

10:28 Consulting and Dynamic Beverage Consultants

15:24 Community Building and Events

22:41 Navigating Brand Success

23:24 Cash Flow and Investment Strategies

24:46 Trends in Consumer Drinking Habits

26:09 The Rise of Non-Alcoholic Beverages

30:41 Learning from Failures

36:56 Maintaining Balance and Health

40:16 Final Thoughts and Recommendations

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👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.

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