You, Me & CPG by Haines · 2026-04-15 · 47 min
The energy drinks category has grown year-on-year for three decades. Red Bull and Monster have dictated play; their high-octane branding has written the rulebook for how energy drinks show up on shelf and in culture. But there’s a new wave of brands disrupting the category. Tenzing - like their Everest-conquering sherpa namesake - are pioneering a new route, leading the way in what is a burgeoning natural energy subcategory. With a pointed perspective that ‘life is too good for bad energy’, Tenzing are tackling artificial ‘big energy’ head-on with 100% natural ingredients, low calories, and simply put, no junk. And not so coincidentally, their founder is ex-Red Bull.. Jamie Holtum recently sat down with Huib Van Bockel to talk all things good energy. Don’t miss out on the conversation. Here’s what we discussed: Why life is too good for bad energy - unpacking the Tenzing ‘good energy mantra’ How to truly adopt a challenger mindset in a big company Why format tweaks can instantly supersede brand and proposition Why the tough bits of founding a brand are often over-romanticised Scaling with outside investment, while staying mission‑led Huib van Bockel: TENZING: Jamie Holtum: Haines:
Why Brits Don't Drink Boxed Wine, When The French Do? #3176 / 100
Brand Growth Tactics from Liquid Death, Goodrays, Karma Drinks, Red Bull and more, with CPG superstar Ben Dando #30
How NICE are Crushing Wine Category Codes with Co-Founder, Lucy Busk #28
How Double Dutch are Making Mixers the Main Character with Raissa De Haas #27
The Fightback: Is 2026 the Year Alcohol Roars Back? With Paul Thomas, Rob Wallis & Tristram Coates #26