Premium Isn't About Price — It's About Positioning

In this episode of Open Residency, we sit down with Ross Mackay, the founder and CEO of Cadence — the brand redefining what "premium" means in a $200B beverage category.

Ross breaks down how you turn a $2 drink into luxury through positioning, packaging, retail strategy, and relentless attention to detail — and why building "premium at scale" is the ultimate unlock.

From obsessing over shelf velocity to rebranding three times in under a year, this is a masterclass in how modern CPG brands actually win.

We go deep on:

• Retail economics (margins, trade spend, distribution vs. DSD), how to pitch Walmart and Target, and what most founders get wrong
  
  
• Why most founders misunderstand influencers, and the discipline required to scale without losing brand equity
  
  
• Lessons from raising capital from top-tier investors, why speed is the only real advantage early on, and how Cadence plans to go head-to-head with Gatorade — not in theory, but on shelf
  
  
• The hiring philosophy at Cadence and the one question Ross always asks before hiring
  
  
• Why working with world class athletes might actually damage your brand

Enjoy the conversation!