• 160: Shane Stewart on how to build brands with fizz

  • Mar 28 2025
  • Length: 55 mins
  • Podcast

160: Shane Stewart on how to build brands with fizz

Listen for free

View show details

  • Summary

  • This week we went around slurping muddy water from puddles in order to win the sympathy of Shane Stewart – brand man, running man and fizzy drink saviour.

    Chief brand brain at XOXO soda, Shane has built his career around launching and marketing drinks that do good stuff for your innards, while looking extremely cool on your outtards. Before shaking up the canned drink business with XOXO he helped create a large and loyal community of slurpers for Moju, a ginger and turmeric shot that’s a bit like unleashing a troop of helpfully energetic monkeys inside your tired old brain. And, as well as bringing better branded bubbly beverages to Britain and beyond, he’s even found the time to launch Step by Steppers, a marvellous running club designed to help people dealing with grief to feel less alone.

    This episode is very proudly dedicated to his Dad.

    /////

    Follow Shane on LinkedIn and Instagram
    Step by Steppers Run Club

    Timestamps

    03:14 - Shane's Early Career in Hospitality
    05:08 - Cultural Significance of Pubs in the UK
    07:29 - Importance of University Experience Over Degree Choice
    08:50 - Shane's Interest in Brands and Marketing
    10:57 - Shane's Time in Australia and Farm Work Experience
    13:04 - Transition from Hospitality to Marketing
    14:40 - Working at Northern Block Ice Cream
    16:05 - Joining Moju and Creative Job Application
    18:22 - Continuous Learning and Mini MBA
    20:19 - Transition to XOXO Soda
    23:37 - Challenges and Opportunities in the Functional Soda Market
    25:21 - Product Range and Flavor Development at XOXO
    29:27 - Psychological Aspects of Product Taste and Health Benefits
    31:12 - Listener Questions: Startups vs. Big Brands
    34:47 - Listener Questions: Convincing Retailers to Stock Products
    39:42 - Introduction to Step by Stepper Run Club


    Shane's Book Recommendation is:
    The Chimp Paradox - Prof Steve Peters

    /////
    Show More Show Less
Show More Show Less
activate_mytile_page_redirect_t1

What listeners say about 160: Shane Stewart on how to build brands with fizz

Average Customer Ratings

Reviews - Please select the tabs below to change the source of reviews.

Audible.com.au reviews

Amazon Reviews
No Reviews are Available
In the spirit of reconciliation, Audible acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.