Recipe to Revenue
The Recipe for Revenue is your go-to show for the latest in food and beverage business and marketing, brought to you by Sinuate Media and Intercontinental Beverage Capital. Join us as we dive deep into the secrets behind successful food, beverage, and spirits brands, featuring interviews with industry leaders who share the key ingredients that have driven their businesses to success. Whether you're in the industry or just curious, this show offers valuable insights into what it takes to thrive in the competitive world of food and beverage. Tune in and discover the recipe for revenue!
Recipe to Revenue
Ep 68 - Script to Shelf: Transforming a 1,000-Year-Old Peruvian Tradition Into a Beverage Brand
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When Marcel Dios faced a sudden career disruption during the WGA strike, the former filmmaker and screenwriter found an unexpected calling in the CPG world. Inspired by his Peruvian heritage and the quintessential family staple chicha morada, Marcel set out to craft a functional purple corn beverage unlike anything on store shelves: Kulli Purple.
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In Episode 68 of Recipe to Revenue, host Leah Messina talks with Marcel Dios, the founder of Kulli Purple. Marcel shares his raw and challenging journey of pivoting from the entertainment industry to the fiercely competitive CPG beverage space. He dives into the mechanics of honoring an ancient Peruvian recipe, the grueling reality of product formulation, and why patience is a founder’s greatest asset.
Listen to learn:
🌽 The cultural significance of chicha morada and how Marcel adapted his family's traditional recipe into an organic, ready-to-drink CPG product.
🧪 The hidden challenges of product formulation and why Marcel spent a year dialing in the exact flavor profile of Kulli Purple.
🫧 Why Marcel actively chose not to carbonate the beverage, resisting market trends to protect the drink's authentic flavor and mouthfeel.
🤝 Strategies for finding the right co-manufacturer to balance premium ingredients with accessible retail pricing.
💡 Critical startup advice on why humility, persistence, and the "hot dog stand theory" are essential for sustainable growth in CPG.
Whether you are formulating a new functional beverage or looking to transition into entrepreneurship, Marcel breaks down the exact plays needed to build a purposeful and predictable revenue engine.
Learn more about Kulli Purple:
🌐 Website: https://drinkkulli.com/
🚀 Learn More About Our Sponsors:
Sinuate Media: https://sinuatemedia.com/
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