Oct 17, 2026 · 24 min · 9 segments
What does it take to build an energy drink brand alongside one of the greatest athletes of all time? On this episode of LegendsNLeaders, we sit down with Jaqui Rice Gold, co-founder and CEO of…
Mm-hmm.
So every drink brand, there's different types of ways the bottle's structured, there's the packaging of it.
Like what was your kind of thought process to how you were gonna des- design the drink itself? 'Cause it's, it's...
you have like a pretty modern design.
It's also, you know, it's not too crowded.
Uh, it says what it is.
I mean, you have a nice, you know, logo there.
Like what kind of was your thought process in terms of how we're gonna make this product stand out?
I love that question, uh, 'cause we did receive some pushback in the early stages by going in a 12-ounce sleek can, right? So the, the can is a slim can.
It wasn't the traditional 16 ounce that you would see some of the, the, um, the, the older brands in, or the 8.4 ounce, like the little one, right? Um, but we really believed that our audience and folks that were really valuing a active, um, fit lifestyle, that there'd be some type of, um, psychological or subconscious effect of having a slim line can that seemed more efficient.
And my husband is our chief brand officer, um, Trevion, and so he really pioneered the look and feel of the packaging.
So that was a, that was after many iterations 'cause we initially we tested a black can, and initially that black can also had my dad's signature on it.
Hmm.
It's about pe-" ... fueling the consumer, so I'm gonna take my, my name off the can," which was also a really good move.
Um, not to say that down the line there might be a, a limited edition version where you can get, you know, a collector's edition with his signature.
Right.
Hmm
Mm-hmm.
So every drink brand, there's different types of ways the bottle's structured, there's the packaging of it.
Like what was your kind of thought process to how you were gonna des- design the drink itself? 'Cause it's, it's...
you have like a pretty modern design.
It's also, you know, it's not too crowded.
Uh, it says what it is.
I mean, you have a nice, you know, logo there.
Like what kind of was your thought process in terms of how we're gonna make this product stand out?
I love that question, uh, 'cause we did receive some pushback in the early stages by going in a 12-ounce sleek can, right? So the, the can is a slim can.
It wasn't the traditional 16 ounce that you would see some of the, the, um, the, the older brands in, or the 8.4 ounce, like the little one, right? Um, but we really believed that our audience and folks that were really valuing a active, um, fit lifestyle, that there'd be some type of, um, psychological or subconscious effect of having a slim line can that seemed more efficient.
And my husband is our chief brand officer, um, Trevion, and so he really pioneered the look and feel of the packaging.
So that was a, that was after many iterations 'cause we initially we tested a black can, and initially that black can also had my dad's signature on it.
Hmm.
It's about pe-" ... fueling the consumer, so I'm gonna take my, my name off the can," which was also a really good move.
Um, not to say that down the line there might be a, a limited edition version where you can get, you know, a collector's edition with his signature.
Right.
Hmm
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