In this episode, we're joined by George Passantino, CEO, and Co-founder of Quokka Brew; a ready-to-drink, fully caffeinated generalist coffee. George talks about how inspiration hit while he and his Co-founder were cramming for finals at UC Berkeley realizing how much coffee they were consuming to try to stay sharp and realized ultimately it wasn't working. In addition to this, they were full of jitters, had a big rush of energy, then a sudden crash that got them thinking about developing a better coffee. Without a doubt, George subsequently shared about their college campus ambassador program and how they were able to do their initial research by tapping into their college campus connections of students and professors but then continued to promote the brand on campus after they launched. And finally, George revealed how their go-to-market strategy changed when COVID hit and all the students left campus.