In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Karl Franz Williams, founder of Uncle Waithley's—a small-batch, real-ingredient Caribbean-inspired ginger beer redefining what a classic mixer can be. Karl shares his unique journey from electrical engineering at Yale to brand management at Procter & Gamble and Pepsi (working on Sunny Delight, Hawaiian Punch, and Mountain Dew), to opening award-winning bars and restaurants in New York, and finally coming full circle to launch a beverage brand rooted in his St. Vincent heritage. The conversation reveals the unglamorous reality of founder fundraising—from navigating friends and family rounds with a 10x wealth gap, to crowdfunding on StartEngine, to winning $100K from Pharrell Williams' Black Ambition prize. Karl candidly discusses why raising growth capital while simultaneously building credit is essential for beverage brands, the challenge of minimum production runs ($100K+ for 5,000 cases), and why being "over-accelerated" through grant programs is often the only path for underrepresented founders to reach institutional investors. Throughout the episode, listeners gain practical insights on forecasting and budgeting to avoid running out of runway, building retail velocity before scaling breadth, and why Whole Foods investing in Uncle Waithley's validates both the product and the cultural moment for Caribbean flavors. Whether you're navigating early-stage capital constraints, building a culturally rooted brand, or trying to break into the non-alcoholic beverage space, this conversation offers honest lessons on sustainable growth and strategic fundraising. Listen in as they discuss: Karl's journey: from P&G and Pepsi brand management to award-winning NYC bars to beverage founder Uncle Waithley's origin story: family recipes, cultural authenticity, and Caribbean flavor innovation The two-pathway fundraising reality: growth capital AND credit/inventory financing Why friends and family fundraising has a 10x wealth gap for Black founders Crowdfunding on StartEngine: creating brand ambassadors and controlling your valuation Winning $100K from Pharrell Williams' Black Ambition prize and the accelerator route Production minimums in beverage: why co-packers want $100K+ runs from day one How Whole Foods became an investor and the validation that brings to emerging brands Building on-premise distribution: why bartenders and mixologists matter for velocity The NA/alcohol replacement opportunity: 27% YOY growth and $800M+ market Forecasting, budgeting, and capital allocation: avoiding the "ran out of money" story Building depth over breadth: creating a replicable velocity playbook before scaling UNFI Up Next and Whole Foods LEAP programs: prioritizing opportunities with sustainable value Episode Links: Website: https://www.unclewaithleys.com/ Personal LinkedIn: https://www.linkedin.com/in/karl-franz-williams-2182aa/ Company LinkedIn: https://www.linkedin.com/company/uncle-waithleys-beverage-company/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (30K+ members and growing!) Follow @startupcpg Visit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at
[email protected] Episode music by Super Fantastics
