The CPG Guys are joined in the episode by Benoit Vatere, Chief Media Officer for Liquid Death. As one of the fastest growing non-alcoholic beverage brands, Liquid Death uses comedy and entertainment to make health and sustainability 50 times more fun. We take low-calorie beverages and package them into infinitely recyclable cans that compete with the fun marketing of unhealthy brands across beer and junk food.

This episode was record in Las Vegas at Shoptalk 2026.

Follow Benoit on LinkedIn at: https://www.linkedin.com/in/benoitvatere

Follow Liquid Death on LinkedIn at: https://www.linkedin.com/company/liquid-death

Benoit answers these questions:

1. Benoit, you’ve famously said Liquid Death is an entertainment company that happens to sell water. How do you maintain that "unfiltered" creative edge while managing the rigid P&L and distribution requirements of a global CPG?
2. You have a "Country Club" of fans who literally tattoo your logo on their bodies. In an AI world where algorithms try to predict loyalty, how do you protect and scale the "irrational" human connection your brand has built?
3. You’ve built a massive brand by doing the opposite of "best practices." What is one "traditional" CPG marketing rule that you think is officially dead in 2026?
4. Most brands use Retail Media for lower-funnel "search" (buying keywords). Liquid Death is a lifestyle brand that wins at the shelf. How are you using Retail Media Networks (RMNs) to drive discovery rather than just capturing existing demand?
5. Does Liquid Death focus strictly on the "Big 3" (Amazon, Walmart, Instacart), or are you finding unique value in the smaller, niche retail networks?
6. How is Liquid Death structured to ensure the "vibe" isn't lost in the math of an ad-stack?
7. How does a brand as visually loud as Liquid Death plan to win the journey from the living room sofa to the kitchen fridge?
8. How does a brand built on impulse and rebellion stay relevant when a literal robot is making the household grocery list?
9. Are you using GenAI to scale your content production, or do you find that AI currently lacks the "edge" or "danger" required for your brand voice?
10. How does Liquid Death sync its DTC data with physical retail signals to create a 360-degree view of your "Country Club" members?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Christian Hasshold, host of the In/Organic Podcast and Managing Partner of Resilient Edge M&A Advisors.

Follow Christian on LinkedIn at: https://www.linkedin.com/in/hassold/

Follow the In/Organic podcast on Apple Podcasts at: https://podcasts.apple.com/us/podcast/inorganic-podcast/id1710070954

Follow the In/Organic podcast on Spotify at: https://open.spotify.com/show/0oa6R4M37vtys5II6clEfF?si=7fdee69be69747f4

Christian answers these questions:

1. How do you distinguish between a “nice-to-have” tuck-in acquisition and a transformational, growth-enabling deal in the lower/middle markets?
2. In the lower-to-middle market, what characteristics make an agency or SAAS target attractive to PE buyers versus strategic acquirers? Are there red flags you consistently see?
3. What valuation levers tend to move the needle most for digital agencies and B2B SaaS in private equity? In what scenarios do earnouts or seller financing play a critical role in aligning incentives post-close?
4. What’s a must-have due diligence checklist for an M&A in this space (e.g., tech stack, client concentration, monetization models, recurring revenue quality)? Any surprises you often encounter?
5. After closing, what are your top three priorities to de-risk integration and accelerate value realization in a digital agency or B2B SaaS platform?
6. How do you evaluate and incorporate AI and data-driven product improvements in these companies to unlock scale? Are there specific bets you’d avoid in early-stage growth scenarios?
7. For CPG brands and their agencies, what practical lessons can you share from the M&A and growth playbook that help them become more attractive to PE-backed buyers or to strike better LP-aligned partnerships?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.

This week’s topics:

• Unilever acquires GRÜNS
• Sazerac Counters Pernod Ricard for Brown-Forman
• Nutella in Space
• Upfront Season

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Jason O’Toole, Head of Connected Commerce & Media, and Katie Tripodi, Director of US Digital Merchandising and eCommerce Expansion at Gildan, a leading manufacturer of everyday basic apparel. The Company’s product offering includes activewear, underwear, socks, and intimates sold to a broad range of customers, including wholesale distributors, screenprinters, embellishers, retailers or e-commerce platforms, as well as global lifestyle brand companies.

Follow Jason on LinkedIn at: https://www.linkedin.com/in/jasonmotoole

Follow Katie on LinkedIn at: https://www.linkedin.com/in/katie-sierveld-tripodi-b945262

Follow Gildan on LinkedIn at: https://ca.linkedin.com/company/gildan

Follow Gildan online at: https://www.gildan.com/us/en

Jason & Katie answer these questions:

How have you structured your connected commerce teams internally to meet the demands of this complex omnichannel landscape and break down traditional silos?

1. For a legacy apparel brand, that is a bold and necessary move. What does your playbook for TikTok Shop look like, and how does your merchandising strategy there differ from a traditional dot-com?
2. In a world where 'attention is the new storefront,' how do you ensure that your upper-funnel brand storytelling actually connects to disciplined, bottom-funnel media systems?
3. When you are merchandising for a platform that is driven by viral moments and creator content, how do you forecast inventory and manage the digital shelf differently than you would for a predictable weekly cadence at a mass retailer?
4. How did you convince the organization to invest so heavily in that upper-funnel homepage placement rather than just fighting it out in bottom-funnel search?
5. you consciously chose to prioritize branded search and incremental ad-attributed sales as your main success metrics. Why were those specific metrics the best indicators of the consumer's path-to-purchase journey for apparel?
6. How do you approach digital shelf management—specifically regarding Product Detail Page (PDP) content, ratings, and reviews—to help the consumer confidently navigate that SKU complexity and hit the 'buy' button?
7. How do brands like Hanes and Maidenform approach 3P competition and brand protection across digital marketplaces to ensure the consumer gets an authentic, premium experience?
8. As consumer discovery shifts away from traditional search bars toward social feeds, creator recommendations, and even generative AI, what is the most critical muscle an apparel brand needs to build today to win the digital shelf in 2026 and beyond?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Greg Brown, SVP of Innovation for the DAS Group of Agencies at Omnicom. Greg joins to share key themes coming from the 2026 SXSW which dedicates itself to helping creative people achieve their goals. Founded in 1987 in Austin, Texas, SXSW® is best known for its conferences and festivals that celebrate the convergence of tech, film, music, education, and culture.

Follow Greg on LinkedIn at: https://www.linkedin.com/in/itsgregbrown/

Follow Omnicom online at: http://omnicom.com

Download Omnicom's SXSW 2026 Wrap Report here: https://www.omc.com/newsroom/omnicom-at-sxsw-2026-wrap-report/

Greg answers these questions:

1. Omnicom’s SXSW recap is titled “Where Growth Is Moving Next” — what was the single most unexpected signal you picked up in Austin that confirmed that framing for you personally?
2. For CPG brands that have built entire commercial models around scale and mass awareness, how disruptive is that shift really — and how urgently should they be acting?
3. For CPG brands whose products live on retailer shelves and retail media platforms, what does it mean practically when an AI agent intercepts a shopper before they ever reach a PDP?
4. Walmart is reportedly opening its doors to autonomous shopping agents while Amazon is moving to block them — two of the most important retail media platforms taking opposite positions. How should CPG brands be hedging right now?
5. Where do you see genuine participation-led growth opportunities for everyday CPG brands?
6. Gen Z and Gen Alpha were called out specifically — they don’t reject branded content, they reject inauthentic content. What’s the line between a CPG brand showing up credibly in culture versus coming across as cringe?
7. As CPG brands accelerate AI adoption across content, commerce, and consumer insights — where’s the line?
8. The report coins the phrase “the E-IQ economy.” What does leading with emotional intelligence actually look like in practice for a CPG marketer building campaigns in 2026?
9. What’s the realistic on-ramp for CPG brands to participate in immersive, experience-led growth without a Las Vegas budget?
10. As you look across all six themes from SXSW 2026, what’s the one move you’d tell a CPG Chief Marketing Officer to prioritize in the next 90 days — and what’s the one thing they should stop doing immediately?​​​​​​​​​​​​​​​​

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.

This week’s topics:

• Amazon FBA Surcharge
• Container Store gets a new owner
• Kristin Wolf promoted at Ulta
• Home Depot's new CTO

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Kim Lefko, SVP and Chief Marketing Officer at Ace Hardware, which has over 5,000 stores around the world with the majority of those stores independently owned and operated by local entrepreneurs.

Follow Kim Lefko on linkedIn at: https://www.linkedin.com/in/kimlefko/

Follow RedVest media on LinkedIn at: https://www.linkedin.com/company/redvest-media/

Follow RedVest Media online at: https://www.redvestmedia.com/

Kim answers these questions:

1. You’ve had a career that spans iconic brands like Weber and Graco before moving to the retail side at Ace. How did that journey shape the kind of marketing leader you are today—and what pulled you into hardware?
2. What surprised you most when you moved from vendor to retailer?
3. For people who don’t live in the hardware world, what makes Ace fundamentally different from other national retailers?
4. How does that hone your focus for marketing on behalf of Ace?
5. Ace may not be the first retailer people think of when they hear ‘digital scale,’ but you do have significant site traffic and an innovative app. How would you describe Ace’s journey to digital maturity?
6. With 75% of U.S. households within 15 minutes of an Ace store, how are you redefining convenience for your customers?
7. The Elevate Ace format represents a $1B investment in reimagining stores. What does this teach brands about the future of physical retail?
8. One of Ace’s super powers, in my opinion, is the fact that you have loyalty data. Not all retailers have it, and it allows for a longitudinal view of customer behavior. What’s your philosophy on loyalty?
9. Molly Hjelm was on our Podcast in August, and she indicated that Retail Media at Ace was your executive vision and pitch. What was your vision behind launching RedVest Media, and why now?
10. Ace has called itself a ‘late mover’ to retail media. Why is that an advantage?
11. What’s the biggest thing CPG marketers misunderstand about hardware retail?
12. Ace’s purpose is ‘We exist to help others.’ How do you ensure purpose drives decisions?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Doug Baker, VP of Industry Relations at the Food Marketing Institute. As the food industry association, FMI works with and on behalf of the entire industry to advance a safer, healthier and more efficient consumer food supply. FMI is a champion for the food industry and the issues that make a difference to our members’ fundamental mission of feeding and enriching society. The reach and impact of our work is extensive, ultimately touching the lives of over 100 million households in the United States and representing an $800 billion industry with nearly 6 million employees.

Follow Doug Baker on LinkedIn at: https://www.linkedin.com/in/debaker/

We ask Doug these questions:

1. How has your deep, hands-on operational background informed your view on where the grocery industry is today regarding its historical struggle with technology adoption?
2. What is the origin story of GroceryLab, and why was Detroit chosen as the backdrop for this launchpad?
3. How will the hands-on, think-tank format of GroceryLab actively help merchants and technologists co-design a 'zero-friction grocery ecosystem'?
4. Yet, you still talk about the friction between bold ideas and execution. With all that money flowing, where is the execution friction happening the most right now in the grocery sector
5. How will GroceryLab help bridge this AI divide so retailers and brands can speak the same technological language?
6. How does GroceryLab plan to tackle the practical integration of technology directly into the aisles?
   How do we move the grocery industry away from legacy paper coupons and pure trade-spend into truly predictive, relevant engagement?
   GroceryLab is bringing Chief Merchants, COOs, CIOs, CMOs, and Retail Media leaders all into the same room. How do you force these disparate functions to actually co-develop solutions together?
7. How did the early, unfiltered insights from these industry leaders help shape the specific, hard-hitting themes you will be tackling at the Gem Theatre?
8. What actionable insights or blueprints will they have in their hands to prove this was a game-changing investment?

Follow FMI on LinkedIn at: https://www.linkedin.com/company/fmithefoodindustryassociation/
Follow FMI online at: https://www.fmi.org/

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.