Build a Brand That Sells: Lessons From Blue Moon, White Claw, and mōcean

Tony Vieira spent 36 years in beverage science and operations, helping Blue Moon recover from near cancellation and supporting White Claw through one of the fastest growth periods in the alcohol business.

Now the former brewmaster and quality executive has left the corporate safety net to build mōcean drinkwerx with his son, Christian. Tony joins Ryan Alford to explain how product quality, consumer psychology, viral culture and production capacity turned two beverage brands into category leaders.

They examine the risks hidden inside explosive growth, including pre-sold inventory, three enormous breweries built during COVID and excess capacity after demand peaked. Ryan and Tony also discuss building a company with family, creating an energy drink for adults and why founders must challenge the ideas they are most tempted to protect.

TOPICS COVERED

• Tony Vieira’s 36-year beverage career
• Taking Blue Moon to number one in craft beer
• The product strategy behind Blue Moon’s drinkability
• White Claw’s rise and the creation of hard seltzer
• Consumer psychology and viral brand growth
• Scaling production during extreme demand
• The danger of overbuilding manufacturing capacity
• Separating pipeline fill from recurring sales
• Working with a family member and co-founder
• Developing an energy drink for adult consumers
• Challenging assumptions during product development
• Solving customer problems instead of protecting ideas

CONNECT WITH TONY VIEIRA

Mōcean: https://drinkmocean.energy/

Mōcean on Amazon: https://www.amazon.com/MOCEAN-Mandarin-Caffeine-Adaptogens-Sucralose/dp/B0FSDHYS4N

Mōcean on Instagram: https://www.instagram.com/moceandrinkwerx/

Tony Vieira on LinkedIn: https://www.linkedin.com/in/tonyvieira1/

CONNECT WITH RYAN ALFORD

Right About Now: https://www.ryanisright.com/

Ryan on Instagram: https://www.instagram.com/ryanalford/

Ryan on LinkedIn: https://www.linkedin.com/in/ryan-alford/