In this episode of The Growth Class, host Phil Masiello interviews Paul Wolchuk, founder of iiCiNG, a Canadian beverage flavor enhancement company. They explore how Icing evolved from an initial focus on beer flavoring into a versatile product used across vodka sodas, tequila, wine, cocktails, sparkling water, juices, and even non-traditional applications, highlighting the challenges and opportunities of building an entirely new beverage category. Paul shares insights into the realities of retail distribution, including the long process of entering major chains like Loblaws, and explains how a “try it first” sampling approach became a powerful driver of conversion by helping buyers and consumers immediately understand the product’s value. The conversation also covers the strategic decision to expand through smaller regional liquor stores to build traction before approaching larger U.S. retailers, as well as the broader shift toward customizable drinking experiences in a changing alcohol market. iiCiNG website: https://iicing.ca/There are a lot of  "experts" out there giving advice who’ve never built a thing. They’ve never stayed up all night sweating a product launch. Never had to scale a team. Never had to meet payroll.They’re just regurgitating what they read in someone else’s book.That’s not me. I’ve built brands. I’ve scaled them. I’ve exited them. I’ve failed, won, and fought through it all.And now, my team and I help brands do it every single day — across eCommerce, retail, and digital. We don’t just advise — we execute. We write the playbook.So if you’re done with fluff, fake gurus, and marketers who’ve never sold anything outside of a slide deck — you’re in the right place.This show is real strategies, real tactics, and real talk.https://www.facebook.com/philmasiellohttps://www.instagram.com/philmasiello/https://www.tiktok.com/@philmasiellohttps://www.linkedin.com/in/phil-masiello/https://www.youtube.com/@philmasiello#StartupGrowth #EcommerceTips #ScaleYourBrand #DTCMarketing #PhilMasiello #GrowthClass #BrandStrategy #MarketingPodcast #CrunchGrowth #StartupTips #BusinessGrowth