On Episode #182 of the PricePlow Podcast, Mike and Ben welcome back Max Fairchild alongside industry legend Chuck Letchman and marketing strategist Dan Pierce to explore the launch of Brew Shockalaka, a revolutionary zero-sugar coffee beverage that’s redefining what functional drinks can be. This isn’t your typical RTD coffee or energy drink – it’s a complete reimagining of the category that combines dessert-inspired flavors with a powerful 1000mg nootropic matrix, all while maintaining zero sugar and zero dairy.
Brew Shockalaka! Zero-Sugar Dairy-Free Nootropic Coffee That Tastes Amazing
Max, who first appeared on the PricePlow channel back in 2018 during his Nutrex Research days, has partnered with distribution veteran Chuck Letchman to create what they call “the Deadpool of coffee” – a brand that refuses to take itself too seriously while delivering serious functional benefits. From the challenges of retort manufacturing to the strategic decision to launch in fitness channels first, this conversation reveals the complexities of beverage innovation and the power of industry relationships in bringing disruptive products to market.
The team discusses their unique approach to product development, from sourcing natural caffeine from Colombian beans to incorporating CognatiQ coffee fruit extract and a strategic 560mg dose of potassium. With flavors like Salted Caramel, Café Mocha, and Maple Cinnamon Donut, “Brew Shock” is targeting the convergence of energy drinks, functional coffee, and nootropic supplements while building a brand identity that embraces music, comedy, and authentic consumer connections.
https://blog.priceplow.com/podcast/brew-shockalaka-182
Video: Brew Shockalaka – The Coffee Revolution with Max Fairchild, Chuck Letchman, and Dan Pierce
https://www.youtube.com/watch?v=1eDuXsHu2m0
Detailed Show Notes: Building the Zero Sugar Coffee Revolution
- (0:00) – Introductions: Reuniting with Max Fairchild
- (2:15) – Chuck Letchman’s Industry Legacy and Partnership Philosophy
- (4:15) – Dan Pierce: The Digital Marketing Strategist
- (6:00) – The Genesis Story: From Powder to RTD Innovation
- (8:30) – Manufacturing Challenges: The Retort Reality
- (12:00) – Flavor Development: Dessert-Inspired Innovation
- (17:00) – The Science Behind the Buzz: Nootropic Innovation
- (22:00) – Labeling Strategy: Transparency as Differentiation
- (26:45) – The Retort Advantage: Manufacturing as Competitive Moat
- (32:00) – The Chuck Letchman Effect: Industry Relationships as Assets
- (38:45) – Team Dynamics: Swiss Army Knife Approach
- (44:15) – Strategic Pacing: Growth Management Philosophy
- (50:30) – Target Demographics: Coffee Culture Convergence
- (53:45) – Brand Personality: The Deadpool of Coffee
- (55:30) – Alcohol Collaborations: Expanding Usage Occasions
- (1:00:15) – Strategic Partnerships: Redefine Foods Collaboration
- (1:07:15) – Digital Marketing Revolution: TikTok Strategy
- (1:12:00) – International Expansion: Testing Global Waters
Where to Follow and Learn More
- Brew Shockalaka:
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