How to be a CEO Energy drink Tenzing's CEO Huib van Bockel
Oct 24, 2022
Huib van Bockel, CEO and founder of Tenzing, shares his journey from Red Bull to creating a natural energy drink brand. He discusses the unique inspiration from ancient Tibetan tea and his emotional pitch to Selfridges that initially seemed to flop. Huib also reveals his innovative marketing strategies, like installing bins in Nepal, and his commitment to sustainability as a B Corp. He advocates for non-hierarchical leadership and reflects on the challenges of introducing a new category in the beverage industry.
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Origin Story On A Mountain Walk
- Huib conceived Tenzing after tasting Himalayan lemon and butter teas and mapping their functional benefits to a plant-based recipe.
- He named the drink after Tenzing Norgay and secured the family's blessing, meeting Jamling and sharing butter tea together.
Rejected At Selfridges
- Huib took a can of Tenzing to Selfridges and asked a buyer to come down and taste it in January 2016.
- The buyer dismissed him on the stairs and Huib says he actually cried, marking a low point early on.
Creating A New Category Works Slowly
- Launching a new subcategory can create space even in saturated markets; Tenzing helped create 'natural energy'.
- Growth takes years and consistent effort despite initial slow consumer habit change.