Business of Drinks 88: How Lemon Perfect Survived Near Collapse to Become a $100M Brand with Yanni Hufnagel - Business of Drinks
Lemon Perfect is one of the fastest-growing beverage brands in America — a zero-sugar, organic lemon water that’s redefining what “better-for-you” can mean. Since launch, the company has sold more than 150 million bottles, is pacing for $100 million in retail sales this year, and projects $160 million in 2026.
In this episode, Lemon Perfect Founder and Executive Chairman Yanni Hufnagel shares how he turned a simple ritual — morning lemon water — into a national phenomenon, and what it’s taken to scale in one of the most competitive categories in beverage. TL;DR it wasn’t easy! He talks about the moments that tested Lemon Perfect’s survival, the pivots that unlocked scale, and the mindset that turned a near-failure into a $100 million success story.
We discuss:
🔶 The near-collapse that forced a rebuild — and what “competitive stamina” really looks like when your co-packer walks away mid-production.
🔶 How a cold-chain product pivoted to shelf-stable — unlocking nationwide scale and multiplying revenue from $500K to $27M in three years.
🔶 Why velocity is the lifeblood of beverage growth — and how Lemon Perfect balances share gains and margin discipline.
🔶 How packaging drives impulse trial — and why “packaging isn’t brand,” according to Yanni’s biggest brand-building lesson.
🔶 The evolving role of influencers and celebrities — why Lemon Perfect is working with big names like Beyoncé, alongside a set of high-engagement creators.
🔶 The founder mindset required to survive — why Yanni believes perseverance and adaptability matter more than any strategy deck.
This conversation is a reality check for every drinks entrepreneur chasing scale. From early formulation to $100 million in sales, Yanni lays out a playbook built on execution, resilience, and an obsession with velocity — the unvarnished truth of what it takes to build a billion-dollar beverage brand.
Last Call:
Park Street’s 2025 midyear report tracks 80+ new product launches across spirits, wine, RTDs, and non-alc. The Business of Drinks team breaks down what’s driving innovation — from collector whiskies and celebrity RTDs to the rise of savory and NA spirits.
Link to the article: https://www.parkstreet.com/alcohol-beverages-products-brands-launched-in-2025-so-far/
Don’t miss our next episode, dropping on Nov. 5.
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Business of Drinks:
Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.
Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.
Caroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.
SPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: https://www.swigpartners.com/businessofdrinks
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