BevNET Live NYC 2026 is underway with several insightful interviews with entrepreneurs both early in their business journeys as well as well-seasoned in the beverage game. Ben Weiss, the founder of Bai, Crook & Marker and hard soda brand Crooked Pop, took to the stage early on Wednesday to discuss why he keeps coming back to the industry despite the “love-pain relationship” dynamic he feels for it. What He Said: “Every time you do this, it takes a bit of your soul. You're giving your soul, you're giving your time, you're giving your resources, you're giving your ability to make more money elsewhere – and it's sacrifice. But on the other side of that, find a Bai bottle in the garbage, you’re really reminded how special it is.” Later in the day, Athletic Brewing CEO Bill Shufelt shared how he believes timing contributed to the success of his non-alcoholic beer brand, with its launch riding an upward trend of health and wellness at the forefront of consumers’ minds. Bill’s Take: “I think if we had launched like 10 years ago, that probably was too early. We've set this up really well with the health and wellness boom [and] the popularity of moderation – that I'm just feeling in my own life and seeking to have – out in the broader world.” Culture Pop CEO Tom First sat down to share his strategies for keeping brands nimble and lean, and Dirty Shirley founder Adam Kost discussed the brand’s proof-of-concept strategy that allowed it to connect deeply with consumers. Read the full recap and analysis on BevNET Tune into the livestream of Day 2 here | 
