Lessons Learned, Applied. A CPG Pioneer's 'Second' Act.

She helped redefine premium soda. Now she's rethinking the martini.

In this episode, Sharelle Klaus shares how the lessons, missteps and successes of building DRY Soda informed the launch of Second Sip, a lower-proof gin designed for today's intentional drinker.

Sharelle reflects on how her second act is more focused and collaborative, shaped by patience, humility, and a deeper understanding of distribution strategy, brand clarity and long-term scale.

Show notes:

0:25: Interview: Sharelle Klaus, Co-Founder, Second Sip – Sharelle talks about how Second Sip, a 20% ABV gin, is designed to let people enjoy more drinking occasions without sacrificing quality. She explains how drawing on lessons from DRY Soda helped develop a brand that is focused on solving problems for consumers, bars, and distributors alike. Sharells discusses how Second Sip, which was developed with industry heavyweights Leo Robitschek and master distiller Nick Strangeway, earned validation from elite bartenders in New York and London before launch and highlights the brand's rapid on-premise success, distributor enthusiasm, and growing direct-to-consumer demand. She talks about the importance of emphasizing focus, timing, and taste to build a lifestyle gin that becomes consumers' everyday choice.

Brands in this episode: Dry Soda, Second Sip