What does it really take to launch a successful functional beverage brand in today’s CPG market—without raising a dime? In this episode of Free Spirits, we sit down with Pete Olander, founder of Happie, a modern plant-based functional beverage brand made with ingredients like mushrooms and adaptogens. Pete shares the full blueprint—from formulation and sourcing to retail sell-in and direct-to-consumer growth. He dives into the gritty realities of manufacturing, navigating compliance, pitching retailers, and building a beverage business that moves with intention—not speed. If you’re growing a product in the adult beverage or functional wellness category, this episode is packed with tactical lessons, founder insights, and strategy you won’t hear on a panel. ⏱️ Chapters: 00:00 – Intro: Pete Olander & Happie’s origin 05:32 – From wellness journey to product concept 11:50 – Formulation strategy & early challenges 18:04 – Sourcing, compliance & manufacturing tips 24:18 – Retail: Packaging, pitch decks, and sell-through 30:40 – Why Happie doubled down on Amazon + DTC 38:25 – Education vs. compliance: Messaging that works 45:10 – Scaling a beverage brand without raising capital 53:45 – What’s next for Happie’s product roadmap 🔔 Subscribe for more interviews with operators, founders, and insiders building the future of CPG and functional beverages. #functionalbeverage #beveragebusiness #CPGfounder #adultbeverage #entrepreneurship #wellnessbrand