CEO Michelle Ivey Dives Into Lake Hour's Strategy

How can a new brand make a splash in the increasingly crowded ready-to-drink waters? A winning combination of differentiated flavors, artistic packaging and a willingness to work the market day in and day out. That's what has been working for Lake Hour, according to CEO Michelle Ivey, this week's featured guest. RTD canned cocktail brand Lake Hour launched three years ago amid the segment's meteoric rise. Its co-founders – actor Wyatt Russell and film producer Rich Peete – had no prior beverage experience, and tapped Ivey, an industry vet, as CEO in late 2025. "Once I tried it, I realized it was one of those, 'actually' brands that when you take a sip, you're like 'Wow, actually, this is great. This tastes so good,'" Ivey said. "And so, I was so impressed with what they did and what they built two years in as startup founders that have had no experience in the industry." Before the interview, the Brewbound team discusses recent headlines, including a proposed reprieve for intoxicating hemp beverages, how many retailers sold out of various bev-alc products during the World Cup and how Anheuser-Busch InBev views itself relative to spirits giants.