A graduate of The Ohio State University, Matthew Hexter has been home-brewing for 15 years and fermenting for nine. 
Once he started using lemons instead of the standard grape as his wine base, his business idea was born. He, his wife Melanie, and their six children all play a role in their Palmer Lake-based citrus winery. Today, Evergood Elixirs’s products are sold in more than 180 locations across Colorado.
Topics Discussed:
- Matthew’s professional background managing large-scale global projects
- How coffee roasting led to brewing
- How Evergood Elixirs differs from malted barley beverages
- Ways Matthew tested his product
- The differences between alcohol regulations
- What ingredients are used to consider a product a wine
- How Matthew’s products were named and designed
- The use of unique packaging to stand out in the marketplace
- Ways the wine can be mixed to create cocktails
- The use of “liquor to lips”
- Benefits of citrus-based wine
- Mapping out product market fit
- Using a Profit First model
- Translating physical challenges to business challenges
Links and Resources:
- Peak Startup
- LinkedIn Premium
- Alcohol and Tobacco Tax and Trade Bureau
- Blue Ocean Strategy
- The Ice House
- Profit First by Mike Michalowicz
- Evergood Elixirs
Thanks for Listening!
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