Building Consumer Brands in CPG

Why we're building Kaploosh Energy and what we've learned about beverage and consumer.

CPG isn't dead. It's just harder. The energy drink category is crowded. The barriers to entry are real. So why Kaploosh Energy?

We see structural opportunity. Brand matters more than ever. Distribution has fragmented. DTC and retail can coexist. The companies that win will combine product excellence with operational discipline—supply chain, unit economics, and capital efficiency from day one.

We're building Kaploosh in active development. Energy when you need it. A consumer brand with a thesis-driven approach. We're not spraying capital. We're testing, iterating, and building with the same rigor we apply to software and services.

The lessons apply beyond beverage: know your unit economics before you scale, structure your cap table for the long haul, and don't confuse brand with marketing. Brand is what you do when nobody's watching.