When Zak Normandin founded Dirty Lemon, a beverage brand with celebrity fans, he and his team broke every rule. High price, no retail distribution, experimental ingredients. Dirty Lemon even bought a technology company best known for weather forecasts. But it's working...extremely well. Coca Cola led the most recent $15 million fundraising round for Dirty Lemon's parent company, Iris Nova.In this episode, Zak, CEO of Iris Nova, explains how Dirty Lemon won and why there's "no playbook" to building successful brands in CPG.

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