The Unofficial Shopify Podcast A Mushroom Brand's Bet Against Booze
Jan 20, 2026
Jake Mellman, the founder of Troop and Silly Goose, shares his journey in creating functional mushroom gummies and non-alcoholic beverages. He unveils the critical lessons from Troop's launch, emphasizing the necessity of smart marketing and using Meta ads for success. The discussion dives into KPIs that drive growth, the complexities of THC regulations, and scaling challenges. Jake explores how he positions Silly Goose to appeal to drinkers looking for healthier options and reveals aggressive revenue targets while navigating operational hurdles.
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Channel Expansion Is Helpful But Secondary
- Jake tested many channels but found dominant scale from Amazon, Meta and TikTok.
- He advises launching other channels but prioritizing the main profitable ones first.
Choose Better Manufacturers Early
- Use reliable, higher-quality manufacturers even if they cost more up front.
- Better manufacturers can lower costs over time and reduce issues.
A Gap Between Alcohol And Mild Functionals
- There's rising demand for alcohol alternatives that provide a social buzz without downsides.
- Functional plants and fungi can fill the gap between inert 'functional' drinks and alcohol.