#125: Lessons in Launching A Challenger Brand in a Crowded Marketplace with Tish Carless

My guest this week is Tish Carless, co-founder of Picoso, a spiced non-alcoholic drinks brand inspired by her years in Mexico City and Madrid and her decision to stop drinking at 26. Tish shares early work influences, and discusses the social dynamics of sobriety and how a lack of exciting alcohol-free options helped spark Picoso with co-founder Tom, a drinker. We discuss starting a drinks brand with no prior experience - from developing flavours to funding the first products, and their strategy to launch in hospitality before retail, securing listings including Selfridges and Whole Foods along the way. A really interesting and honest discussion with lots of insight for founders. Find Picoso online here Find them on Instagram here Tish shouted out Lucy Georgia, founder of Sonny Eyewear Join the conversation with me on Instagram here ------------- This episode is supported by Merry People - THE best ankle welly boots around. Warm, comfortable, and stylish, I wear mine every day in Autumn and Winter and not just when it's raining! Merry People NEVER discount. Their boots are priced fairly and consistently so there’s no buyer’s remorse. Let this ringing endorsement from me be the sign you've waited for - these are boots to buy and wear forever! Grab yours here