Zach Muchnick, Positive Beverage’s co-founder and managing partner, notes that the partnership looks to help the company expand in the next few months. This is evidenced by two agreements the firm has already worked out, with retailers Bristol Farms and Gelson being brands that LAL frequently works with.
Talks between LAL and Positive Beverage began last year, with Mr. Muchnick acting on much of the advice that was received, such as reducing its product price from $2.49 to $1.99. This price reduction is part of an overall campaign to make Positive Beverage’s products more accessible to lower-income consumers, with the firm focusing on increasing volume rather than margins.
Alongside Elite Financial Group, Positive Beverage has received capital from reality television star Kelly Dodd, who plans to promote its products on her show The Real Housewives of Orange County, as well as Instagram.