SHUT IT ALL DOWN, RIGHT NOW: The Challenge of Building a Brand That’s Ahead of Its Time.

How we built one of the most sought-after RTD brands while I navigated fatherhood, grief, and the fight for every inch.

Intro:
There are moments, usually around 3 a.m., when I ask myself if this is still worth it. Building Phreshly has been one of my life's most rewarding, painful, lonely, and beautiful experiences. We created something special—a brand rooted in culture, flavor, and real community. But getting people to see it, believe in it, and invest in it? That’s been a different kind of fight. This is the story I’ve never fully told—until now.

Fundraising as a Black Founder

We’ve some cash: one source was from an institution, and the other two sources were from angel investors. Each cash source came with hurdles. As a Black founder, I had to show up with data and storytelling, traction and proof of concept, cultural cachet, and commercial viability. Ama, my co-founder, has built a profitable business (Airfordable). She’s a YC alum, worked for companies like Discover, Sony, and Anthem.

Equally, I had experience with some big names in Silicon Valley as an early employee. Yammer, Chime, Settle, UserTesting, and many more. The expectations with your own company, which has been invested in by different sources, are different.

There’s no Plan B.

Family and the trade-offs

I got married in 2019. We have two beautiful kids. And yet, I’ve missed first steps and other milestones —because I was in a market fighting to make sure Phreshly showed up on a shelf or sitting across from investors pitching to keep the lights on. There’s guilt. There’s grief. But there’s also a lot of love. My wife is a powerhouse (and a kick ass lawyer) who keeps us grounded. We’re raising and believing in our family in the middle of this chaos. Together.

The Emotional Burnout

It’s not just exhaustion. It’s a quiet, persistent anger that eventually becomes something heavier. I’ve been in rooms pitching investors with a smile while feeling nothing inside. The emotional labor of building a brand, especially one born from culture and intention, is heavy. I’m still learning how to carry it without breaking.

The Distribution Dance

Distributors are both the plug and the problem. Without millions in incentives for the distributor and boots on the ground, launching in a new market can feel like setting your product adrift and hoping it swims. Still, our relationships with individual sales reps—people who believe in Phreshly—have made all the difference. That human connection is what sells cans, not spreadsheets.

Grief Doesn’t Pause for Business

I’ve had to pitch with tears still fresh in my eyes. I’ve buried people I love and then gone right back to work. That’s the reality of being a founder. You don’t get time to grieve properly. You just keep moving. But it catches up. And when it does, you realize how important it is to let yourself feel, even when the business says otherwise.

Tariffs and the $1.8M Delay

We had over $1.8M in purchase orders lined up for our AGAVE series. We were ready to roll. Then tariffs threw everything off. It was a gut punch. But we didn’t fold. We held the line. We focused on pull-through, supported our accounts, and stayed nimble on COGS. It hasn’t been easy. But we’re still here.

The Light That Keeps Us Going

There’s movement. High-end accounts are calling. Major airlines want to partner. We’re having conversations across sports, leisure, and lifestyle that would’ve been unthinkable two years ago. The vision is catching up with the world. And we’re ready for it.

What’s Next

We’re taking it day by day. Building with intention. Protecting our peace. And staying focused on what matters, creating something that reflects us and uplifts our people. The dream hasn’t changed. But the way we carry it has.

If you made it this far, thank you. Thank you for rooting for us. For buying from us. For believing in something that the world is just starting to see. We’re just getting started! Phreshly will be 5 years 🎉, this July. So stay tuned for some exciting announcements.

Love & Gratitude,

-Paul