July 22, 2025

157: How to Start Your Own Drink Brand: From Idea to Shelf

Ever thought about launching your own drink brand? Here are the steps!

Learn where to turn to get your first batch crafted, find a startup-friendly co-packer, and what kind of budge you need.

Show Notes

You can catch it on video too:

Ever thought about launching your own beverage brand?

It might sound like a far-fetched idea, but after hearing this conversation with Dr. Roger Wu, you might just find yourself thinking, “Hey… maybe I could do this.”

Roger shares how he turned a recurring problem he saw in his patients into an innovative eye-health drink. He walks us through how he went from an idea in his head to a finished product in hand, while still working his day job.

You’ll learn:

What a formulation lab is and why it’s a key early step
How he found a startup-friendly co-packer willing to take a chance (and it's name!)
What kind of budget you might need to go from concept to first batch
The often-overlooked costs involved in getting your product noticed
What he did when his first samples tasted so bad even his kids refused them
How he attracted a top beverage industry veteran to join his startup

Then in the wrap up, I share a true, inspiring story of how one 18-year-old with no funding, managed to get his jam product onto the shelves of a major grocery chain.

Do you like what you're hearing? Consider giving it a caffeinated thumbs up. We'd really appreciate it!

Need a little (and sometimes big) push to start and stay focused to grow your side hustle? Dive into my online Masterclass: How To Turn Your Thoughts Into Wanted Things.

Have you grabbed my 28-page guide, Smart Start: From Idea to It’s Live in 7 Steps, A Beginner's Guide to Launching Your Side Hustle With Confidence? If it's still free, you'll find it at our website. It's your complete roadmap to finally launching your side hustle.

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Solving a Real Problem with a Unique Beverage Idea

Dr. Roger Wu saw a recurring issue in his optometry practice: younger and younger patients were developing eye problems due to excessive screen time. Dry eyes, macular issues, and cataracts in teens and children were becoming more common—and his advice to drink more water or take supplements was largely ignored.

So Roger did something bold.

Instead of just recommending solutions, he created one: a unique eye-health drink, complete with Omega-3s, vitamins, and natural fruit ingredients.

What Is a Formulation Lab and Why Do You Need One?

One of the first steps to launch a beverage product is working with a formulation lab - a company that helps you turn your idea into a functional and safe drink. Dr. Wu reached out to many, and most either declined or asked for large upfront fees (some as high as $50,000) just to get started.

Eventually, he found a startup-friendly lab willing to experiment.

Finding a Startup-Friendly Co-Packer

After the formulation is set, the next big hurdle is finding a co-packer—a facility that manufactures, bottles, and labels your product.

Many co-packers require massive minimum orders. But Roger found a family-owned co-packer in Watsonville, California called H. A. Rider & Sons, willing to start with just 4,000 bottles per flavor.

How Much Does It Cost to Start a Beverage Brand?

Dr. Wu estimates $200,000–$250,000 to go from concept to first production batch, including:

Formulation lab fees
Co-packing and packaging design
Shelf-life testing

Overcoming the Taste Challenge

Early test batches were so bad that Roger’s kids wouldn’t even try them. One said, “I’d rather go blind than drink this.”

Eventually, with a compromise on sugar content and better flavoring using real fruits, the final product was born.

How He Recruited a Beverage Industry Rock Star

Roger found industry veteran Jorge Olson through a book and mentorship program. He later brought him on as CMO in exchange for equity, proof that the right pitch and persistence can attract high-caliber partners.

Shelf-Life Testing, FDA Compliance, and More

Roger also shares his experience with:

Shelf-life testing
the value of using already FDA-approved ingredients

Where to Sell Your Drink Brand

The Eye Drink is currently available online through TheEyeDrink.com and Roger is developing connections to sell the drink at optometrists’ offices through an affiliate arrangement.

Additionally, he sees huge opportunity in large bulk sales to tech companies and other organizations where people are spending an inordinate amount of time in front of their screens.