Founder Feature: BJ McCaslin of Holy! Water

In this episode of the Startup CPG Podcast, Grace Kennedy speaks with BJ McCaslin, co-founder of Holy! Water.BJ shares the story behind Holy! Water, a functional beverage brand built on the belief that health is sacred. Drawing on his deep experience in hospitality and beverage entrepreneurship—including a successful exit to Vita Coco—BJ discusses how Holy! Water was developed to meet multiple consumer needs with formulations that include ketones, functional mushrooms, and nootropics.

They explore the evolution of the non-alcoholic and functional beverage categories, the challenges of product development, retail strategy, and navigating distribution. BJ also opens up about his approach to brand-building, investing in people, and what it takes to succeed in a highly competitive industry.

Whether you're a CPG founder, investor, or industry enthusiast, this episode offers valuable insight into the grit, creativity, and strategy behind bringing a beverage brand to life. Listen now!

👉 Try Holy! Water at enjoyholywater.com with code ALWAYS30 for 30% off!

Listen in as they share about:

• Holy! Water Overview
• Product Line & Unique Ingredients
• Distribution & Partnerships
• R&D Process & Challenges
• Marketing & Sales Strategy
• Positioning & Category Insight
• Brand Philosophy & Culture

Episode Links:

Website: https://enjoyholywater.com/
LinkedIn: https://www.linkedin.com/in/bjmccaslin/

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 (20K+ members and growing!)
• Follow @startupcpg
• Visit host Grace's Linkedin
• Questions or comments about the episode? Email Daniel at [email protected]
• Episode music by Super Fantastics