"Experience is the only source of knowledge" - Albert Einstein

INOV8’s 2 principals have extensive experience in all aspects of beverages, both as executives of major beverage companies and as entrepreneurs,  having started up several beverage brands.

Mike ordering pizza for lunch

Mike ordering pizza for lunch

Mike Weinstein

Best known as the former CEO of Snapple who led its turnaround and sale to Cadbury Schweppes following a disastrous acquisition by Quaker Oats in the mid ‘90’s.  His long beverage resume includes brand management positions at Pepsi-Cola, advertising management on Coca-Cola products at Kenyon & Eckhardt Advertising, President of A&W Brands, President of Global Innovation for Cadbury Schweppes and co-founder of HYDRIVE Energy LLC. He has an undergraduate degree in economics from Lafayette College and an MBA from Harvard Business School. He was named Beverage Industry Executive of the Year in 1999 and was inducted in the Beverage World Hall of Fame in 2000.

Brian working on the next big thing

Brian working on the next big thing

Brian O'Byrne

Former CEO of the Yoo-hoo/Orangina Company who led the turnaround of the brands and the eventual sale to Cadbury Schweppes. His extensive beverage experience includes senior management positions at Irish Distillers and Pernod Ricard USA. He was Executive VP of Global Innovation at Cadbury Schweppes where his role covered both confectionery and beverages. He was also co-founder of HYDRIVE Energy LLC which was sold to Big Red Inc, an affiliate of the Dr Pepper Snapple Group. He has an undergraduate degree in business from University College Dublin and completed PMD at the Harvard Business School. He is Senior Advisor to Centerview Capital and is on the Board of the Ole Smoky Distillery. He also serves on the Advisory Council for the Harvard Business Review.

"Risk comes from not knowing what you're doing" - Warren Buffett


Launching or repositioning a beverage brand is a very challenging task.  Having a great idea is certainly an excellent starting point, but history shows the success and failure of a concept is most often determined by the strategy, the execution and the team behind it. The principals at INOV8 have extensive experience in all aspects of the beverage business from concept development to production to marketing to distribution to organization structure. Their network of contacts in all these areas provides significant added value.

We have a unique approach with our clients, working closely with them on identifying and evaluating the best strategies and routes to market....and leaving the expensive, time-consuming process of generating useless presentation decks to others. We've included below a flow chart of the key steps you need to think about in developing your product.

We are pretty picky on clients. We only want to work with nice, smart people who have a cool idea, a strong work ethic and a passion for the business. If that doesn't describe you, please call someone else. And here's a free, helpful tip - if you're looking to get rich quick in beverages by launching a start-up, you'll have better odds of success if you respond to that email from the estranged niece of a Nigerian warlord and passing along your bank account number.


The key steps along the highway from your product idea to the store shelf.