Timestamps:
4:32 - Red Bull being illegal did wonders for its sales
18:01 - Recovering from failure
32:24 - Building on top of an existing brand
44:39 - How important is timing?
54:40 - Turning down most investors
About Leif Langenskiรถld and FocusWater
Leif Langenskiรถld is the founder of FocusWater, a Swiss vitamin water. After obtaining his degree in International Relations from the University of St. Gallen, Leif originally planned to join the United Nations. His plans changed significantly when a summer job at Red Bull turned into an 11-year tenure with the company, eventually advancing him to Director of Business development and Motorsports marketing based in Los Angeles, CA. Having started at Red Bull as employee #16, Leif got to know what it takes to get a beverage startup off the ground โ and in 2005, he decided to leave Red Bullโs increasingly corporate structures to make it on his own. His first two attempts at beverage-related ventures failed. Unfazed, he continued his hunt for the right idea and eventually found FocusWater. The brand was struggling because it had a very low repurchase rate (meaning customers bought it only once and never again). Leif, together with his co-founder, took over the brand from its original owners and completely revamped the contents of the product. The new Focus Water was a hit, growing from CHF 3 m in sales in 2018 to 10 m in 2020. In 2019, he sold the company to Rivellaโs innovation team for an undisclosed amount.
Memorable Quotes
"When I joined Red Bull in 1995, it was a startup. With time, as it grew bigger and became more corporate-like, it became less interesting for me."
"I think you learn much faster by making mistakes than through a series of successes."
If you would like to listen to more conversations about the food and beverages industry, check out our episode with Andri SIlberschmidt.
Donโt forget to give us a follow on our Twitter, Instagram, Facebook and Linkedin accounts, so you can always stay up to date with our latest initiatives. That way, thereโs no excuse for missing out on live shows, weekly give-aways or founders dinners!
