Meet The Disruptors: Gavin Wegner Of SLIQ Spirited Ice On The Three Things You Need To Shake Up Your Industry
An Interview With Fotis Georgiadis
These are businesses only with the intent to create change for change’s sake without thinking of the end goal as to how to build up or revolutionize said industry once the destruction is complete. They are ego-driven, seeking to replace ‘the norm’ with something more of their liking.
Gavin Wegner is the Senior Brand Manager of SLIQ Spirited Ice at 21 Holdings LLC, a wholly-owned subsidiary of the world’s leading manufacturer of freezer pops, The Jel Sert Company. Through his professional experience marketing iconic brands such as Fla-Vor-Ice and Otter Pops, Wegner is turning SLIQ into a disruptive newcomer in the alcoholic beverages industry. He develops and implements brand strategies and creates the roadmap for short- and long-term growth and expansion.
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 began my career within the freezer pop division at The Jel Sert Company and have previously held roles in finance, brand management, and licensing. My familiarity with these types of products spans far before my professional career began, as I am a fourth-generation great-grandchild of Jel Serts’ founders and grew up immersed in this world.
As the category leader of frozen novelties for over 60 years, we at Jel Sert have always ideated around different extensions of the format, including infusing alcohol into them for the enjoyment by a 21+ consumer. As we began to see nostalgic-associated products become more popular and modern, as well as ready-to-drink cocktails and seltzers surge, we believed it was time to turn the idea into a reality by putting an icy and unprecedented twist on these trends. I personally jumped at the opportunity to spearhead the branding, packaging, and formula development work undertaking that ultimately led to the birth of SLIQ Spirited Ice. To have the opportunity to manage this new brand and build it from the ground up, just as my ancestors did, has been and remains a blessing.
Can you tell our readers what it is about the work you’re doing that’s disruptive?
Over the last 5 years, the alcoholic beverages industry has evolved greatly due to the aforementioned ready-to-drink cocktail and seltzer surge. This has only increased the yearning of consumers for new and convenient ways to responsibly imbibe. They desire for these options to be lighter without compromising on taste, in addition to being authentic with what they deliver. In looking at the landscape of what type of alcoholic beverages we could disrupt to satisfy these desires and capitalize on our manufacturing expertise and abilities, the natural fit was frozen cocktails.
With SLIQ, we’ve designed a complete line of commercialized frozen cocktails that replicate the taste of a professionally-made frozen margarita, daiquiri, or vodka cocktail in a shelf-stable, enjoy-at-your-leisure pop format. While SLIQ comes in the same packaging as our non-alcoholic products, it is not a mirrored novelty by any means. Our intention from the start has been to use this same vehicle due to its convenience to create high-end prepared drinks infused with top-shelf spirits: 7x Distilled Vodka, 100% Blue Agave, and Caribbean White Rum.
Recently launched in April 2021, SLIQ is leading a new frontier of freeze-and-eat alcohol as one of the first to market in the booming boozy ice pop category. In Year 1, a national retail footprint was quickly established with distribution at chains such as Walmart and Albertsons. Through brand-driven 360-degree marketing tactics and partners such as iHeart Media & Barstool Sports, SLIQ has immediately grown a loyal following of consumers that have integrated the products into their respective lifestyles.
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?
When SLIQ first hit the market and we had alignment with a strong distributor network, I wanted to try to place it everywhere I possibly could, from hotel pools to restaurant chains. We had a lean internal sales team out of the gate to assist with distributor sell-in, so I personally began cold-emailing F&B directors at major chains/hospitality groups to pitch the products. One could say I’m not necessarily short on words when I find myself passionate about something…so the initial e-mails ended up being essay-like and flowery. This proved to be costly, as one specific recipient who replied said he wasn’t interested in buying SLIQ simply because he dozed off after the first paragraph…ouch.
Right there and then, I learned the overarching lesson that my communication needed to become far more succinct and eye-catching to gain attention with prospective buyers or partners. I was so used to filling internal emails with as much detail as possible that I forgot the need to curtail correspondence dependent upon the target. Since this pivot, I haven’t heard of any folks dozing off from my revised pitches — thank goodness!
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?
Throughout the years, I have had a myriad of mentors that have made significant contributions to both my personal and professional lives. These individuals have imparted wisdom in addition to helping me develop my skills to mold me into the person I am today.
First and foremost, the roots of who I am were laid by my parents. My work ethic, my values, and my character all can be attributed to their influence. I have also learned the importance of sacrifice and the prioritization of family above all else. No matter how busy they were in their respective pursuits, my dad was still there to coach me in sports as a kid, while my mom never skipped making school lunches and even including personal notes in each. This selflessness has resoundingly resonated with me as I’ve grown older and gotten busier and will continue to do so as I raise a family of my own one day. I truly mean it when I say that I would measure myself as ‘successful’ based on my ability to become just like them.
One professional mentor that has been there nearly every step of the way of my career is my former supervisor, Kyle Harrington. While he has served as my ‘boss’ in multiple previous roles, he has been far more than just a manager over the years. As a teacher, a leader, and a friend, Kyle has always taken an active and caring role in my development, both supporting me and providing constructive feedback on my decisions/actions along the journey. No matter if it has been 11 AM or 11 PM, he has always made himself available just to talk or bounce ideas off of one another. I certainly wouldn’t be in the position I am today without his guidance.
In today’s parlance, being disruptive is usually a positive adjective. But 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?
From LinkedIn bios to website messaging, claiming to be a disruptor has certainly become a badge of pride. From a business standpoint, the definition of creating radical change in an industry is most widely used when speaking to disruption. But whether this change is positive or negative can be quite subjective…I believe that when this is done constructively i.e. with the intent to break down only to build up or supplement the existing, it can be positive for society overall. For example, when Netflix disrupted the film and television industry with its service, it served as a new, more convenient option to watch movies and shows. While in the long run it may have led to the demise of video rental businesses, one can still make a trek to a local grocery store and rent a physical movie copy from Redbox. Netflix just offered a simplified and lower-cost way to consume media for those who were/are willing to adopt it.
I deem certain circumstances to be negative where the disruption causes drastic destruction of structure. When a new business comes into the fold of an industry declaring its desire to ‘break it,’ that is a red flag. These are businesses only with the intent to create change for change’s sake without thinking of the end goal as to how to build up or revolutionize said industry once the destruction is complete. They are ego-driven, seeking to replace ‘the norm’ with something more of their liking.
With the introduction of SLIQ, our objective is to disrupt the alcoholic beverages industry by introducing a new, more convenient way to enjoy frozen cocktails. We are not out to replace bartenders or to bury blenders into extinction, in turn ‘breaking’ them to pad our own pockets. Rather, we want to serve as an alternative, convenient, and fun format to enjoy these types of drinks, especially for consumers who may not have the time nor resources to DIY them.
Can you share 3 of the best words of advice you’ve gotten along your journey? Please give a story or example for each.
The first two are fewer words of advice and more so mantras to live by, starting with “Let Go and Let God.” I clung to this when I first moved to LA, far from the comfort of home in Chicago. It was scary not knowing anyone and being immersed in a new world to which I wasn’t accustomed. So I went to the local church and met with the pastor, who advised me to lean on my faith and trust in the path He has laid out for me through this directive. Ever since then, I have had a sign displayed near my desk, whether at school or at work, to remind me of this during times of overwhelment.
Also, to be recalled during tough times, “Fight On” are two words that have made a notable imprint on my life. Simple yet powerful, this motto of my alma mater, The University of Southern California, means to keep pushing even in the face of adversity. While it was of course relevant during my college tenure both personally and academically, it has remained as such in my business career as a reminder to keep going, certainly in my dealing with the hurdles one must overcome in building a new business from the ground up.
Speaking of college, the best line about business success that I ever heard from a professor was, “Your net worth is your network.” In other words, a true measurement of achievement is one’s ability to build meaningful relationships with a variety of folks, whether they may serve as mentors, business partners, friends, or all of the above. I have always made the time to invest in others I’ve met on a sidewalk or at a seminar, as I know that each prospective connection may be as impactful to me as I hope it would be mutually to them.
We are sure you aren’t done. How are you going to shake things up next?
2021 was truly just the ‘tip of the iceberg’ (a nod to the brand’s symbol) for SLIQ. Looking at 2022 and beyond, we will continue to build out a robust innovation pipeline, align with new distributors in new territories, and expand marketing plans and partnerships that will generate buzz and excitement with our followers. Giving a peek under the hood, we are currently soft launching a Whiskey pack in select markets with plans for nationwide availability in Spring 2022. Crafted with barrel-aged bourbon, this is the first whiskey-based frozen pop offering in the marketplace that cements SLIQ as the one-stop brand for any and all diversified frozen cocktail needs. Available in popular whiskey cocktail flavors like Apple, Cola, and Ginger, each pop contains 90 calories and 8% ABV, mirroring the existing line.
All of these plans, plus our continued capitalization on the manufacturing and development advantages that The Jel Sert Company offers, position SLIQ well to meet the growing demand for alcoholic frozen pops and to be at the forefront of this emerging category for years to come.
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?
I recently read Matthew McConaughey’s memoir, Greenlights, which provides a unique viewpoint on how to maneuver through life. His guide to catching more ‘greenlights’ — how he defines a state of success — was ingenious and inspirational. Essentially, in deconstructing the metaphor, we all encounter yellow and red lights that make us slow down and give credit to a crisis. While these stops are sometimes necessary for introspection, most times they are just a distraction that do not deserve our time. Since reading the book and adopting McConaughey’s approach, I personally have been more focused on creating greenlights by recognizing their assets in the yellow and reds that appear, or simply by appreciating those that have fallen into my lap. This philosophy has been quite a beneficial one to have through the process of building up SLIQ, as there have inevitably been plenty of tough times that could have been dwelled upon versus identifying the lesson in them and leaving them in the rearview mirror soon enough. I highly recommend this book to anyone seeking a new approach to not just business, but life, as Matthew truly has a way with his words and wisdom.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
Growing up in a family that cherished trips to Disney World together, I have become a follower of its founder, Walt Disney, and continue to admire the lasting mark he left on this Earth. As one who failed multiple times and was laughed at for his ambitions, Walt was always one who took on a challenge and did so with glee. One simple quote of his that has always stuck out to me is, “It’s kind of fun to do the impossible.”
Adopting this mindset has transformed the way I take on obstacles head-on. Versus becoming overwhelmed by the stress and anxiety that naturally accompany seemingly insurmountable tasks and goals, I grasp on to the thrill and excitement that come with the journey of trying to accomplish them. While the impossible may sometimes stay as the impossible, enjoying the process of the grind to attempt to achieve success is fruitful in and of itself. This certainly pertains to SLIQ as I continue to have fun on the rollercoaster of a ride that is carving out a new category of alcoholic beverages.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
As iterated earlier, I owe most of who I am to how I was raised and the family unit I was fortunate enough to grow up in. As a result, I would love to see programs set up in cities of all sizes around the world that promote universally proven parenting skills and practices. Statistics continue to show that children raised in stable, secure families have a better chance to flourish. Thus changing family structure and the involvement parents have in their respective childrens’ lives would go a long way to solving many issues faced in society today.
How can our readers follow you online?
Please follow SLIQ Spirited Ice on Instagram @sliqspiritedice for all the latest brand news and content. Prepare to be entertained and have a few laughs!
This was very inspiring. Thank you so much for joining us!
Meet The Disruptors: Gavin Wegner Of SLIQ Spirited Ice On The Three Things You Need To Shake Up… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.
