Brewbound 2025 Rising Star: Good Boy Vodka

Speaker 1 [00:00] Our next rising star is Good Boy Vodka. Joining me now is Good Boy founder and CEO Alex Pratt. Congratulations, Alex. Yeah,

Speaker 2 [00:09] we appreciate it. Yeah, looking forward to hanging out with you guys.

Speaker 1 [00:12] So, it's been a big year for Good Boy and I, I think you guys, you got some very nice exposure this year. I, I'm gonna start with Happy Gilmore too, because John Daly was, was kicking back some good boys in the film and I, I thought that was very cool to see in a Netflix movie, like one of their biggest releases of the year, there's your product.

Speaker 2 [00:36] Yeah, I would say, you know, it was, it was amazing. You know, John wouldn't tell us everything about what was going on, but he said that, uh, he, he put the drink in a few scenes and he sure did that. John's always, uh, John, right? So you never really know what you're gonna get with him, but I mean, we were ecstatic when we saw the, the movie came out. We got a few pictures of behind the scenes, you know, while it was happening, and it was an incredible movie. We're really excited about that.

Speaker 1 [01:02] How did you hook up with John in the beginning?

Speaker 2 [01:04] Yeah, so John and I hooked up in the beginning. Um, we had just a foolproof vodka, and, um, uh, I went golfing with John one day, and, uh, you know, we're, we're out making the 9, and turning, and we saw a cart girl that had, uh, one of those giant orange Gatorade, um, you know, like, uh, the football team Gatorade. Um, fillers on the back of the cart, and on it was a piece of paper, printed piece of paper, and it said John Daly's. And so, I said, hey, John, you know, we've got these RTDs. I think we need to make a John Daly RTD. And, um, you know, John said, yeah, let's do it. And then kind of from then, it was, it was history. And we just, we formulated the recipe about 6 months after that and never looked back.

Speaker 1 [01:42] Well, I, I get the scan data and I get to see like the nice chunks of growth that you all are, are gaining this year. But as we get ready to close out this year, how many cases will you have sold this year?

Speaker 2 [01:55] Uh, we'll be just over 2 million cases this year. So it's been an exciting year for us. You know, our goal this year was to be right around a million cases. So, you know, I think we probably could have been. Closer to 3 million cases. Um, we had quite a few out of stocks this year. Um, the growth was just instrumental and, and, uh, unprecedented, and we didn't see it coming. Um, and really what happened was our, our VPO really just increased. And not only did our points of distribution increase, um, double and triple, but our VPO, uh, increased, and that really, uh, took the volume to a new level for us.

Speaker 1 [02:28] I was with some Michigan wholesalers early in the year, and I was asking, which brand should we be watching? And Good Boy was one that came up over and over again.

Speaker 2 [02:39] I'll tell you what, our Michigan wholesalers are near and dear to our hearts. They've been with us since the beginning. Uh, they always believed in the brand. We've, we've, uh, shown tremendous growth, 300% to 400% year over year growth with them. Um, you know, I've got a home in Michigan. I live in the southwest corner, and, um, you know, I really wanna make sure that we're participating at my home states, which are Florida and Michigan. And, um, the Michigan, uh, wholesalers, they've just been incredible to us, and, uh, we can't thank them enough. And, um, you know, next year we're shooting for right around 650,000 cases in the state, and then we think potentially more.

Speaker 1 [03:16] So Good Boy started with iced tea and has added lemonade this year. Um, what did you learn? From launching lemonade this year.

Speaker 2 [03:24] Our first brand was the seltzer launch. We played in that market during COVID. Um, we then launched the John Daly cocktails. We saw the consumer moving to a lemonade. Um, obviously, iced tea lemonade's been so hot. And so we, we opened up, uh, some additional skews and lemonade. Um, you know, our goal this year was, was, you know, to, to sell, you know, a few 100,000 cases and, and kind of dabble into the market and see how it goes. And, you know, once again, we, we way under forecast of that and And, uh, those sales went through the roof and we've been out of stock of lemonade shipments for quite a while and, you know, uh, thank God that those, uh, AB wholesalers love us. They continue to really, um, support us and, and wait patiently. But that SKU, I mean, that SKU is outselling our John Daly SKU at, at first and, um, uh, just unbelievable. We're, we're very excited about that SKU and some additional innovations that we have coming next year.

Speaker 1 [04:16] Is the AB network your primary network or do you have a mix of wholesalers?

Speaker 2 [04:21] Yeah, the AB network is mostly our primary network. Uh, we do have, um, some other wholesalers, uh, that support us really well. Um, and, uh, you know, as every state is a little different. Um, you know, um, each state has their wholesalers that we believe are, you know, kind of the, the lead dogs in that area. And, um, we try to make the best partnership possible in each market.

Speaker 1 [04:42] Good Boy was in around 42 states and maybe adding some more. So, how is your map looking at this point?

Speaker 2 [04:49] Yeah, we're in 45 states now, you know, the Alaska, the Hawaii, the Utah's, the Wyoming. We're, you know, we're still, um, we're transitioning to those states. They'll be, they'll be finished next year. Um, but, uh, we've got a lot going on with moving into Canada and, uh, Mexico right now. We also sell like in the Cayman Islands and Aruba, and we do a lot of duty-free business. So, you know, um, yeah, we, we're always looking to expand, of course, you know, John's got a major following overseas. And so, we're getting the constant emails and requests to go to the European market. So, we're pretty interested in doing that as well. Uh, but the growth in the US has us very busy right now.

Speaker 1 [05:29] What's it like trying to launch an international market at this point?

Speaker 2 [05:35] We build this brand from the, uh, from the ground up, and, you know, we learned a lot of things the hard way, and we learned what works, you know, where to spend money, where not to spend money, what kind of marketing, you know, uh, do the consumers like, what kind of marketing do they don't, what do they not like? And so, um, I think that when we launch now in international markets, we'll do it better than we launched in the US and we'll have more velocity with the brand right away. Um, We have a big demand for the, for the brand outside of the US and we want to reach those consumers and provide products and, and, um, you know, are, are great service to them. And so we're gonna do that. Uh, we just need to do it in the right way and, and, um, uh, you know, do it, do it in a timely fashion.

Speaker 1 [06:18] When you look back on 2025, what do you count as your biggest win of the year? You know,

Speaker 2 [06:23] I would think that our biggest win of the year is, you know, our innovation this year, um, and do a few different products. You know, obviously, the 192s, uh, uh, non-resealable was, was big for us. We were first to market. Uh, that, that, that's one of me. Amazing for us. We expanded there as well. Obviously, the lemonade innovation was amazing. Um, you know, we've, we've, we've really put some time and energy behind programming and, um, getting the brand out there and, and really activate it more within our national and regional wholesalers. Um, and, you know, I think it made a big difference in our success, and I think that we're gonna lay into that more, uh, next year as well.

Speaker 1 [06:58] What have you found out about the consumer and where they shop for Good Boy? Like, is it a primary convenience store consumer or are you getting a lot of polling grocery? Like, how's the mix work for you?

Speaker 2 [07:13] Yeah, that's a really great question. I mean, you know, we were mostly an off-premise brand, um, and we really did uh no CStore business. Um, then we got into CStore business and saw that, you know, there's a major consumer that's looking for this, this tea-based, uh, product. And, um, the John Daly went off really well in the C stores. And then when the 192's came out, obviously, it's the perfect SKU for a convenience channel. So, uh, Um, that was instrumental to the convenience channel. We saw that growing. And then surprisingly enough, our on-premise business kind of fully organic, uh, grew quickly for us. I mean, we used to be about a 10 on 90% off, and I would say we're more moving towards a 40 on, 60% off. So, we're starting to see tremendous volumes through on-premise and all by demand and call, which is incredible. It means that, you know, we've, we've done things a little differently. We, we, we Kinda, you know, uh, built the brand backwards. They say build it on-premise and it'll grow the growth off-premise. And we kinda, we did that opposite, you know, we really grew demand off-premise, um, and on-premise now, the consumers are looking for it. And we're excited about that. I mean, we're, we've been doing things a little bit differently in the industry, and, um, we enjoy being different in, in that regard. And, uh, it's, it's been extremely successful for us. And I think how I talk about it to my team is We feel like we've been dragging this wagon uphill with no wheels on it, and next year we're just kind of burnt uh bolting those wheels on and we're excited to take the ride down. So, uh, the momentum is building very quickly here.

Speaker 1 [08:46] What kind of on-premise accounts are really bringing the product in?

Speaker 2 [08:50] Um, I would say, you know, obviously, the, the local bars and restaurants, um, we've got a lot of, uh, national placements, um, with, uh, uh, restaurant chains that's been very successful for us. I think, you know, for us, it's focusing on being in all bars. You know, I mean, it's, uh, uh, you know, sports bars are great, you know, the high-end bars, you know, the golf clubs. Uh, obviously, you know, if you, we always say, In our, in our company, if you can't sell a John Daly to a golf course, I don't know if you should be working in sales. It's gotta be the easiest sale ever. I mean, these golf courses, find out about it and they, it's, it's it's a no-brainer for them. So, um, there, there's a lot to focus on. But for us, I mean, we're just adding headcount right now and really trying to keep this momentum rolling forward. Um, people want the products. We just have to get it out there. It's all about distribution right now for us.

Speaker 1 [09:36] So when you look ahead to 2026, what do you see as the biggest opportunity for Good Boy?

Speaker 2 [09:41] Yeah, so for 2026, I mean, it's gonna be a mega year for us. Um, we know by our regional and national, um, chain placements that we're gonna double distribution again, um, if not triple. Uh, we're going for, uh, just over 6 million cases next year. Um, you know, that with our vodka business, we want to be just around a $200 million do business next year. Um, you know, we're adding headcount. You know, people love the energy behind our brand. Um, you know, the, the The, the, not only the consumer, but our employees love the momentum and it's fun to sell a brand that's, you know, growing so fast. And, um, you know, we're just having a lot of fun with it. And I think for us next year is just getting more distribution. That's our main focus. We know the VPO is there. We know the consumer, you know, um, poll is there. We just have to continue to place the product in, in, in every single C store, national, regional, across the country, and we're gonna continue to do that.

Speaker 1 [10:36] Are you looking to take on investment or is that something that you're, uh, holding off on for now?

Speaker 2 [10:43] Yeah, I mean, we're, you know, a strategic investor, you know, potentially, um, you know, I've been funding this thing myself. And so, you know, we're really, we don't look for it. Um, you know, we're not interested in selling our business. Um, we're looking to have, you know, our company, Good Boy, continue to innovate and continue to be a leader in the industry. And We want to dominate all channels and um we'll be playing in the non-alcoholic world as well here shortly in 2026. We've got a lot of innovation in that space, a lot of sleepy categories that we're gonna be taking advantage of and really moving the needle. It's gonna be really exciting. It's gonna be really fast-paced. Um, like I said, we're adding a tremendous headcount to do this. Uh, but, yeah, I mean, we're not Really so interested in investment and we're not really interested in selling our brand. It's, it's, it's just not what's on the horizon for us. We've got a completely different playbook than all of our competitors, uh, at least that we compete with pretty closely. They all have this exit strategy in mind and, and, and the rainbow, and we're more focused on just building this amazing family-based business and continuing to, to dominate and take market share.

Speaker 1 [11:47] As far as some of those new products, whether it's non-alk or other flavors that you haven't tapped into, what are you looking forward to getting out there next year?

Speaker 2 [11:57] So next year, we've got some really amazing innovation, um, on the non-alcoholic side, which is gonna be important for us, but also on the alcoholic side. Um, you know, we're looking into a lot of the, the new high ABV stuff has been very popular. Um, we've got some interesting stuff coming out on the John Daly side there. Um, We also have some just new SKUs, um, that play in the same channels that are growing quickly, but are different flavor profiles. And we've always kind of been first to market and creating these unique flavor profiles. And I'll tell you what, the team is very excited about what's coming next.

Speaker 1 [12:31] How soon can we expect some of that?

Speaker 2 [12:33] We have it approved for a lot of chain placements and so those will be going in in March, so I'm sure the consumers will start seeing some of this new stuff popping in, I imagine January, February. So, um, it's getting exciting quickly. Well,

Speaker 1 [12:45] we'll be looking forward to seeing it all and congrats again, Alex. I appreciate you joining me and yeah, we're just very happy to add you to our list of rising stars.

Speaker 2 [12:55] Yeah, thank you so much. We, we really appreciate it and uh I can't tell you how excited we are to continue to add value to this uh to this uh Elk Bev world and um all the amazing people that we work with every day. So, thank you for having us today.