Breaking Barriers in Beverage: Brenna Turner’s Journey with Sake High!
Brenna Turner, Co-Founder at Sake High
Q: Brenna, tell us about your background and how you got into beverage?
A: My background is in marketing, sales, and partnerships, having worked with major sports teams like the Los Angeles Lakers, LA Clippers, and Los Angeles Rams. I’ve always loved working with major brands and seeing the creativity of their activations and marketing efforts. This experience, combined with my “life of the party” energy, made beverage a natural fit for me to get creative and bring attention to the sake category.
A pivotal moment in my journey was my time at Summit Series, where I was surrounded by inspiring founders. This experience opened my eyes to the possibility of entrepreneurship and showed me that starting a business was something I could do.
Now, I’m pursuing my MBA at UCLA Anderson to learn how to scale and manage Sake High! with all the chaos that comes with a startup. My educational background includes a BS in Sports Science and Business Administration from the University of Michigan, which has provided a solid foundation (and strong network) for my entrepreneurial journey!
Q: What is it about Sake and the RTD alcoholic space that interests you?
A: I’m fascinated by the untapped potential of sake beyond its traditional sushi restaurant setting. The RTD alcoholic space allows us to make sake more accessible and convenient. With Sake High!, we’re breaking new ground by introducing sake to diverse venues like bars, stadiums, and concert venues. It’s exciting to challenge the status quo while still embracing the culture and history of sake - we‘re reimagining sake for a new generation of drinkers.
Q: What is your take on the massive rise in consumer demand around NA and how do you think that will affect Sake High?
A: The rise in NA demand and the “damp” lifestyle trend actually presents an exciting opportunity for Sake High!. Our product naturally aligns with this movement towards moderation. Sake’s lower alcohol content (typically 15-20% ABV; Sake High! is 14% ABV) positions us perfectly for consumers looking to reduce their alcohol intake without abstaining completely.
We’ve embraced this trend with our “Damp January” campaign, promoting mindful sipping and balanced consumption. By offering sake-based cocktail recipes and food pairings, we’re showcasing sake’s versatility while catering to health-conscious consumers who still want to enjoy social drinking experiences.
This shift in consumer preferences allows us to highlight sake as a mindful, moderate alternative in the alcoholic beverage market. It’s not just about selling a product; it’s about promoting a lifestyle that resonates with today’s consumers. We’re excited to continue innovating and adapting to meet these evolving preferences, seeing the NA trend as an opportunity to introduce more people to the unique benefits of sake.
Q: What do you love about running your business? What inspires you and makes you tick? What do you dislike?
A: As a strong female cofounder, I love leading Sake High! and leaning on my network of female founder friends for support and resources. Most importantly, I cherish the opportunity to build this business alongside my life partner, Joey Labes. While it’s challenged us more than ever, we’ve experienced tremendous growth both personally and professionally.
I’m passionate about the creativity and innovation involved in revolutionizing how people perceive and enjoy sake. Bringing our product to unexpected places and creating unique experiences is incredibly rewarding. The challenges of navigating the beverage industry and managing a startup are real, but they’re outweighed by the excitement of seeing our vision come to life.
What truly makes me tick is the potential to bridge cultures and create something uniquely “global but local.” Despite the stresses of inventory management and financial constraints, the thrill of building a brand we’re passionate about keeps us motivated and inspired every day. The opportunities are endless!
Q: You are a first time founder in CPG and beverage. What are some lessons that you’ve learned during this process of growing and scaling a beverage brand?
A: As a first-time founder in CPG and beverage, the biggest lesson I’ve learned is the importance of vulnerability and asking for help. I’ve leaned heavily on my network of female founders and startup friends, and their support has been invaluable. It’s okay not to have all the answers – in fact, it’s crucial to recognize when you need guidance.
I’ve also learned that continuous learning is essential. Every day brings new challenges, from mastering AI and marketing integrations to improving our SEO and sales strategies. I’m not an expert in everything, but I wear many hats, so staying curious and adaptable is key.
Other critical (but less fun) lessons:
The importance of strong distribution relationships (they’re an extension of your brand and it’s important to treat them like they are on your team)
Agile financial management (you can’t grow without strong numbers :p)
Quick adaptation to market needs (like rebranding and adapting to customer feedback - no market research can prepare you for real time reactions)
Educating consumers about sake’s versatility (it doesn’t happen over night!)
Building lasting relationships with accounts (relationships are everything!!)
Ultimately, I’ve learned that success in this industry is about balancing growth with sustainability, and never being afraid to ask for help or learn something new. Our 85% re-order rate in new accounts shows that this approach is working, but there’s always more to learn and improve upon.