Introducing a New Product by Reframing Its Name With Jarrett McGovern, Chief Creative Officer and Co-Founder of RISE Brewing Co.

From Persona To Personal

Jarrett McGovern is the Chief Creative Officer and Co-founder of RISE Brewing Co., which started in the kitchen of his Manhattan Apartment. Founded in 2014, Jarrett’s mission was to create the best-tasting organic products on the planet and make them available to everyone. The brand has grown into a thriving company, and its beverages, including all-organic nitro cold brew coffee, tea, and organic oat milk, can be found in major grocery chains. RISE has been recognized in publications, including People, The New York Times, and Forbes, and has won many awards since its inception.

What you’ll learn in this episode:

Iced coffees and cold brews have been popular items sought by coffee drinkers for many years. Nowadays, these beverages aren’t just available at coffee shops — they can also be found in cans at grocery stores. At RISE Brewing Company, nitrogen has replaced ice as the means of making the cold brew cold and keeping it that way. With all the nitrogen-infused cold brews already in stores, how can RISE’s nitro cold brew compete for shelf space?

After perfecting the art of nitro cold brew, Jarrett McGovern eventually made RISE’s products available in stores, including Kroger, Safeway, and Whole Foods. The difference between nitrogen-infused and nitro cold brew is that bacteria can’t grow due to a lack of oxygen, and the nitrogen makes it taste frothy and creamy. Jarrett says it was important to rename his product from nitrogen-infused cold brew to nitro cold brew to clarify the distinction. By reframing the name and maintaining an adaptive and innovative mindset, RISE ultimately succeeded in the challenging task of making its products available on store shelves.

On this episode of From Persona to Personal, Roger Hurni sits down with Jarrett McGovern, the Chief Creative Officer and Co-Founder of RISE Brewing Co., to discuss the marketing and product placement of its Nitro Cold Brew Coffee. Jarrett talks about the humble beginnings of RISE, the struggle to get the brand on store shelves, the importance of flexibility and willingness to innovate and expand a product, and his vision for RISE over the next decade.