An Interview With Fotis Georgiadis
“Please and Thank You” — really, I know it’s basic, but if your mother were listening to you in the business world, you’d want her to be proud right? I can certainly say that maintaining a level of politeness through all business dealings can be a game changer. It is likely that things will go wrong at some point, and sometimes relationships can get tense, with a supplier, an investor, or even an employee. By maintaining a level of polite protocol, you can be sure that you have put your best foot forward, even in a discussion that can get away from you. Wrap it up and close with a thank you. It’s just right.
As a part of our series about business leaders who are shaking things up in their industry, I had the pleasure of interviewing Drea Groeschel.
Drea Groeschel is a lifelong entrepreneur and pioneer, most recently spearheading and co-founding Better Than Booze, a revolutionary social beverage company featuring a line of flavor-forward, buzzy mocktails with hemp-derived CBD and THC. As an ardent advocate for healthier and non-alcoholic ways to relax, she is shaking up social drinking ideals and showing that plant-based beverages offer a mellow buzz but without the dreaded hangover. Groeschel, holding multiple patents for her inventions in consumer products and awards for her merchandising, jumps into the beverage industry with a diverse background. From the gift/home business to the beauty industry, where she most recently led a subscription company and licensed her products, she now puts her talents towards creating her new favorite bubbly beverage. Rooted in her belief that daily life should be filled with simple joys that make life better, Groeschel finds her passion in creative product development, supply chain transparency, consumer goods marketing, and choosing partners who share her vision of sustainability and female empowerment.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
I’ve been an entrepreneur all my life. I grew up in a family who owned their own businesses, so from a very early age I saw the creative journey that my father and mother went through launching businesses. I understood, even as a child, that it was very difficult to own your own business, but it was also about creating your own destiny, which was appealing to me. I’ve gone from selling lemonade on my parents’ front lawn at 8 years old, to developing a clothing line manufacturer, to launching home products and even a beauty products subscription company. Now, I’m full circle back to selling beverages. It’s not lemonade, and I have a lot more experience! I simply love the challenge of starting something new. There are 4 main steps that I go through each time I start something: 1. the creation of the brand, 2. development of the product, 3. manufacturing of the product, and 4. taking it to market. I just love each phase!
Can you tell our readers what it is about the work you’re doing that’s disruptive?
There are two things that are disruptive about my work. The very ingredient structure of this beverage line we’re launching is inherently disruptive. We’re launching a Hemp derived CBD beverage that contains THC, the amount of which is under the legal limit of .3%. We live in a country where we have villainized cannabis, and this has led to a prohibition structure not dissimilar to the 1920s with alcohol. The regulatory structure is difficult to follow and there are changes every month as states determine their own legal stance under the federal 2018 Farm Bill. Much of my work is looking at the future landscape of retail distribution and how we can become a leader and good partner for retailers and distributors under such challenging regulatory conditions. In order to disrupt, we must be selling something that people want and, at the same time, be a leader in a shifting culture. I think we are there. People want to positively change their perception of cannabis/hemp, what products we use it in…and who uses it. The other disruptive aspect is that I’ve taken a space mainly dominated by men, marketed to men, and unfortunately often stigmatized for “the stoner culture” and I’ve completely changed the way we are positioning this market. We’re really the exact opposite. We speak about our brand differently with a level of sophistication and maturity, and present ourselves to the market with a more toned-down visual presentation. It’s more elevated, geared towards the working professional. We aren’t shouting at people to get high and party all night. Instead, we’re encouraging those who are looking for a way to unwind to enjoy a safe, quality, super tasty beverage, like they would their favorite glass of wine or cocktail. It’s no different in my eyes. So, we’re literally doing the exact opposite of what is associated with marijuana and the stoner culture. You won’t see our brand in smoke shops. We won’t have pot leaves on the packaging. We are focused on what it’s like to be a working professional who wants to enjoy libations with friends and family to relax…and not worry about getting a hangover. That’s a bonus!
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
I have been involved in multiple start-ups and, in my eyes, one of the most dangerous things is not knowing what you don’t know. If you don’t know what it is that you should know, then it’s hard to set out to learn and ask questions… because you didn’t even know you needed to know it! This has cropped up over the years for me and I have a great sense of humor about it. I’m industry agnostic so I’ve dealt with a lot of different types of products. Having two decades of experience in product development has given me an edge in understanding how supply chains work and manufacturing, but every time I launch into a new category of products, I’m back to the learning curve, because, let’s face it, developing a makeup brush is different than a beverage! One of the funniest things I continue to do is Googling industry speak on the fly while on a conference call. Every time I start a new venture in a new product category, I have come to expect that there will be a whole new lingo. It’s like a new language! I often have to write down all the acronyms that go along with that specific industry. Recently, I was on a conference call with two gentlemen for a production planning meeting. The co-packer asked if I had a pal. A pal? I couldn’t think of what that was, time was ticking, and the airwaves were dead silent while I searched furiously online for a “pal” in the food and beverage industry. After a long, awkward silence I had initiated by not knowing what he was talking about, the other man chimed in and said, “Don’t worry Drea, I’ll be your pal”. They then explained they were asking for my Process Authority Letter. Which determines and certifies the amount of pasteurization needed. We got a good laugh out of it. Yup, I’ll never forget what a PAL is now!
We all need a little help along the journey. Who have been some of your mentors? Can you share a story about how they made an impact?
We all DO need help along the way, which would lead me smack into Mark Montgomery, the co-founder of NuSachi Inc, chairman and multi-exit entrepreneur. Mark is an over-the-top high-energy, high-level thinker, one of these people that is 10 steps ahead and you’re still back on step 1. Mark is truly unafraid of pushing boundaries and talking to people about his strategy and vision. He’s committed to the business vision and is relentless about networking that vision to those who can support the journey. He understands that it takes a village to raise a company, that you can’t do it alone. He’s a big reason why I decided to join forces with NuSachi and co-found the Better Than Booze brand. Whenever I’m looking to play it safe or take my foot off the gas for a moment, he is right there to push me ahead and keep the momentum. I’m not great at asking for help — many of us aren’t — and every week during our weekly call, Mark will ask “how can I help you?” This simple question snaps me out of my “not asking for help mode” and I’m encouraged to actually ask for help. No one gets big without a lot of help along the way. Mark understands this and is my catalyst to get out of my own way!
Of course, I can’t count out my parents as the best mentors of my life. They’ve stuck by me through all the different paths I’ve chosen on my entrepreneurial journeys. They’ve seen me fail, they’ve seen me succeed, and whether I’m up or down they are my confidantes. It’s nice to have a mentor that you can expose and reveal yourself to, no matter the circumstance. Only then, at your most vulnerable moment, when you speak the raw truth are you getting true raw feedback. We don’t worry about hurt feelings. My parents will just tell me how they see it. I think that’s an important mentor to have, because sugar coating is exactly that, just a coating, and wears off eventually. I’d rather have the hard opinions right up front. Thick skin is part of the job.
Is disrupting always good? When do we say the converse, that a system or structure has ‘withstood the test of time’? Can you articulate to our readers when disrupting an industry is positive, and when disrupting an industry is ‘not so positive’? Can you share some examples of what you mean?
In general I think disrupting is great. But when people are disrupting just for disruption’s sake, I think that’s when it goes bad. A lot of time and energy can go into a product or service business and the true disruptors are not trying to break a mold just to be disruptive, they are looking to solve a problem, to shift life as we know it. From Bezos to Musk and even smaller companies like Sistema.bio, which is working to provide renewable energy methods in third world countries, they are all pushing the idea that life doesn’t have to be as we’ve known it to be, but can be better, and innovation can be utilized for positive change. Therefore, I would argue that the leaders of disruption are pushing a mindset and a new way of life. Disruption falls drastically short when the person pushing the disruption is simply doing it for attention or to be considered a “disruptor.” Social media has created an ecosystem of people desperately trying to gain acceptance by pushing how unique or unusual they are, constantly trying to be different. This is a faux, or manufactured, sort of disruption. There is a famous quote “nothing is more common than a man’s quest to be unique.” — unknown. So true!
What are five of the best words of advice you’ve gotten along your journey? Please give a story or example for each.
“Keep showing up” — My dad always used to say that, if you’re not there when it’s not there, you won’t be there when it is! He was using fishing as an example for how to handle showing up in life, and it’s just so true in all phases of my evolution. Back when I lived in LA , practically a lifetime ago, I was struggling as a musician. I really wanted to be a rock star…who doesn’t? I ran into a famous studio engineer who had dealt with all the big acts and I had asked him for his advice. He told me that, whether I was pursuing a dream of music, or other career or family relationships, to just keep showing up. He then went on to tell me how many people stop showing up — they are late, they bail, when things get hard, etc. I’ve applied “just keep showing up” to just about everything in my life. Because more than half of the competition will leave when things really get tough. But just showing up is half of the equation and probably one of the easier things to do. So, motivate yourself to show up for one more day, show up for the call you don’t want to take, show up for the anniversary party that is an inconvenience, just keep showing up!
“Please and Thank You” — really, I know it’s basic, but if your mother were listening to you in the business world, you’d want her to be proud right? I can certainly say that maintaining a level of politeness through all business dealings can be a game changer. It is likely that things will go wrong at some point, and sometimes relationships can get tense, with a supplier, an investor, or even an employee. By maintaining a level of polite protocol, you can be sure that you have put your best foot forward, even in a discussion that can get away from you. Wrap it up and close with a thank you. It’s just right.
“Say no” — this is a classic one and I think it takes people a while to get it, but when they do, they are empowered. If you are constantly saying yes to others and committing to things outside of your priorities, you will likely fall short of your own personal happiness goals. Saying no to additional commitments is ok, and you’ll find that when you do say no, other opportunities will open for you. It’s a great word!
“Don’t be too attached to the outcome” — this is a great one. Often, we can get so attached to an outcome that we begin to build expectations that are unnecessary. We then feel like failures if we don’t achieve the planned outcome. However, if we don’t carry the anticipation of the outcome being the only way forward or the concern that the desired outcome is the only path, we then find additional paths and other opportunities that we otherwise may not have considered. Changes in the expected outcome can actually yield a better outcome sometimes! So just because something doesn’t go as planned, it’s ok, regroup and try again!
How are you going to shake things up next?
Oh, I have big plans! Recently I reduced my alcohol intake by quite a bit. I switched to non-alcohol and hemp-based beverages. By lowering my alcohol intake, I feel better, my body is happier, and it certainly gave me pause to think “why am I drinking this alcohol stuff that doesn’t make me feel good and has negative known consequences?”. So, I’m advocating for a healthier way to relax and enjoy oneself with libations that aren’t using alcohol. It just makes sense. This is especially true for those of us over 40 who are seeking new ways to relax while still maintaining a level of control in our lives. I mean, I can’t roll into work with a hangover and sunglasses. Those days are long gone. We can’t do what we did when we were in our 20s, nor do we want to. We have important careers and many of us have families. With my new brand, Better Than Booze, I’m going to shake up social drinking ideals and show people that a plant-based beverage can be super delicious, better than your regular cocktail — you’ll still get a little buzz, and yet you won’t suffer the downsides of the booze. Let’s make better choices, be healthier and still have fun! Yes, we can!
Do you have a book, podcast, or talk that’s had a deep impact on your thinking? Can you share a story with us? Can you explain why it was so resonant with you?
This is a tough question, I listen to a lot of podcasts and read a ton of articles. I don’t think there is one that is specific but there is a subject that gets my attention: AI. With technology continuing to disrupt our lives, it will be up to us, as the human race, to determine in what ways we use it and in what intentional ways we decide it is not for the best. I think these conversations are important. We’ve seen that there are two sides to the coin with social media and AI inclusion will be no different. I’m certainly a capitalist, but at some point monetary gain can’t be the only goal, I think it will be paramount to the planet and the people who populate it, to think clearly about the choices we are making and when we let go of the reins and let technology steer the bus. I look forward to the future and hope that we can be responsible shepherds for generations to come.
What is your favorite “Life Lesson Quote”? How is it relevant to you in your life?
Hands down “The Man in the Arena” — Theodore Roosevelt. This quote is relevant to probably just about every entrepreneur out there. We often feel misunderstood in our quest to build our vision, and so it’s a fight every day to achieve something great, but ultimately it is you and you alone who must bring it to fruition.
If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be?
I would inspire people to roll their sleeves up and get going on whatever it is they are trying to achieve. Too many people are spectators. So, it could be a degree, a healthier life, home ownership, a new business, really anything that is eating up head space. Dreams are achievable. Often people don’t know what to do first, or where to get help. Even the smallest of steps will eventually build a path, even if you’re not sure how to get there. You don’t need to achieve public accolades or put up a faux appearance or other mechanisms of “I’ve made it” before you have. Social media is a constant pressure to appear successful, happy, and well-achieved. But I’m here to tell you that you do not need to gain approval from others to pursue what is meaningful to you. Align your energy to where you are most happy, and yes, this can be a daunting task. Just put one foot in front of the other and each week try to do one thing that will help you move the needle in the right direction, even if it is a seemingly small thing to accomplish. It’s still a step forward and that’s what it takes. You can do anything! So, get going!
How can our readers follow you online?
You can follow me @dreagresh or follow our beverage journey @betterthanbooze and our official website at drinkbetterthanbooze.com
This was very inspiring. Thank you so much for joining us!
Meet The Disruptors: Drea Groeschel On The Five Things You Need To Shake Up Your Industry was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.
