Meet The
First | Bev
Portfolio

GEM&BOLT:
Elliott Coon and AdrinAdrina

What fuels the founders of GEM&BOLT?
Their respect for nature and love of shared experiences and the desire to create an inspiring, clean spirit.

Why did First | Bev invest?
Our team was fascinated by mezcal—its rich history and authenticity—and how consumers are seeking experiences that are creating opportunities for new stories to be told through brands. We were inspired by what the GEM&BOLT founders had accomplished in creating a fantastic liquid and a unique brand experience.

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Q Mixers:
Jordan Silbert

What fuels the founder of Q Mixers?
The question, “Shouldn’t my tonic be as good as my gin?”

Why did First | Bev invest?
We recognized the value of Jordan’s desire to elevate the mixers we use with our favorite spirits and believed consumers would too.

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Project Juice:
Devon Briger, Rachel Malsin, Greg Malsin, Marra St. Clair

What fuels the founders of Project Juice?
A passion for plant-based eating and cold-pressed juicing, born out of their own struggles with food allergies and sensitivities, and their strong desire to share these benefits with others.

Why did First | Bev invest?
The plant-based food and beverage category was one we believed in strongly, and we saw Project Juice as a premium retail concept positioned to capitalize on consumers’ growing interest in the category.

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Laws Whiskey House:
Alan Laws

What fuels the founder of Laws Whiskey House?
His commitment to making the best whiskey with no shortcuts and no compromises.

Why did First | Bev invest?
We were energized by Alan’s passion for whiskey and what he had been able to achieve in his home state of Colorado. We saw a big opportunity for the brand to showcase its authentic craft heritage on a larger stage with the right guidance and resources.

Photocredit: Brewtography Project

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Essentia Water:
Ken Uptain

What fuels the CEO of Essentia?
Essentia’s superior hydration properties and his goal to make it available everywhere.

Why did First | Bev invest?
Our team believed that the right premium functional water could take market share from traditional water brands, and with Essentia we found a passionate leader who was ready to rise to the challenge and a brand that would ascend with mainstream lifestyle appeal.

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Health-Ade:
Daina Trout, Justin Trout, Vanessa Dew

What fuels the founders of Health-Ade?
The big dreams of a husband, wife and best friend to make the best tasting kombucha and bring better health to more consumers.

Why did First | Bev invest?
Kombucha was still a very new category in the health and wellness space, but we were certain that it would become a significant emerging brand opportunity. Once we had developed high conviction around the segment, our team turned to finding the best founder team and brand to back.

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Repsly:
Marko Kovac (Founder), Mat Brogie (CEO)

What fuels the founder and CEO of Repsly?
Their excitement about turning a traditionally boring business tool for retail managers and field reps into an app that is dynamic and easy to use.

Why did First | Bev invest?
Having experienced through our partner brands the difficulty of inputting and analyzing large amounts of data, we saw the power of Repsly’s user-friendly tool.

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VitaCup:
Brandon Fishman

What fuels the founder of VitaCup?
His desire to start a company that would utilize his digital marketing expertise and also satisfy a consumer need in an innovative way, and his deep competitive spirit that stems from demanding excellence of himself and the people around him.

Why did First | Bev invest?
We were won over by the VitaCup team’s ability to create a truly functional and transformational coffee platform.

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