Tenzing: How to scale a challenger energy drink

Hub van Bockel shares his story with Richard Harpin about founding Tenzing, a natural energy drink brand inspired by Himalayan sherpas. Drawing on his marketing background at Unilever, MTV, and Red Bull, van Bockel explains how he identified a gap in the market for low-sugar, plant-based alternatives to artificial energy drinks. But how do you take on incumbents in such a competitive space? He explains his bootstrapping strategy, which to begin with focused on niche communities like climbing and running. He also explains how he slowly wooed major retailers like Tesco and Sainsbury's. But it all really began with a pitch deck he presented to convince his wife of the risks.

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