Alex Pratt of Good Boy Vodka on Regulatory Mazes, Distribution Hurdles, and Scaling a Mission-Driven Beverage Brand

Starting a business from the ground up comes with its own set of challenges — limited resources, building a customer base from nothing, and navigating the uncertainty of uncharted territory. What does it take to succeed as a first-time founder? What lessons can new entrepreneurs learn from those who have been through the process? In this interview series, we are talking with startup founders who can share insights on the unique challenges of launching a business from scratch. As part of this series, I had the pleasure of interviewing Alex Pratt.

Alex Pratt is the CEO and Founder of Good Boy Vodka, a rapidly growing ready-to-drink (RTD) beverage brand recognized for its bold vision and mission-driven approach. Before launching the company, Pratt played a key role in his family’s manufacturing business. Through The Good Boy Foundation, which he co-founded, Pratt supports causes close to his heart, including veterans, rescue dogs, and cancer research.

Thank you so much for joining us in this interview series! Can you tell us a story about what brought you to this specific career path?

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

When I first started Good Boy Vodka, one of the funniest mistakes I made was not realizing how different the go-to-market strategies are between alcohol and non-alcohol brands, especially with all the regulatory hoops you have to jump through. I was in over my head pretty quickly, diving into state-by-state laws and trying to get up to speed on an entirely new industry overnight. It was humbling, but also super interesting and, honestly, kind of fun.

Taking calls and pitching to distributors when I barely knew what I was doing made for some very entertaining early conversations.

Can you tell us a story about the hard times that you faced when you first started your journey?

Some of the toughest moments I faced early on in the beverage alcohol space, aside from figuring out the regulatory maze across all 50 states, came down to finding distribution partners. It’s incredibly hard to convince a distributor to take a chance on a new brand with no sales history. Most of the time, they’ll just laugh and say, “Get in line,” because everyone thinks they’re the next big thing.

When a few distributors finally gave us a shot during COVID, we knew we had to go all in. There was no room for half-measures. We had to show up at the highest level to make the launch a success. It was full throttle from day one.

Where did you get the drive to continue even though things were so hard?

When I first started Good Boy Vodka, I was still working at my family’s trailer manufacturing company. After we sold it to private equity, I stayed on with the new owners for about three years, right up until Good Boy Vodka landed a national distribution opportunity. That was the moment I decided to go all in.

Once I left, I got serious about the business and buckled down. Every day was a grind. We had a tiny team, barely any capital, and came close to going out of business more than once. But we kept pushing. To go from that point to now having a profitable company on track for nine figures in revenue next year has been an incredible journey.

So, how are things going today? How did grit and resilience lead to your eventual success?

Growing up in a family-owned business, we were taught that hard work wasn’t optional, it was just the way things were. My dad made it clear early on that there are no handouts in life, and if you want to succeed, you have to be the best.

We saw our family’s company go through plenty of ups and downs, including industry recessions, and we watched firsthand how hard he worked. He never stopped, never gave up, and that kind of relentless mindset became a core value for us. Seeing that every day really ingrained it into who we are.

What do you think makes your company stand out? Can you share a story?

Good Boy Vodka stands out in many ways. One of the things we’re most proud of at Good Boy Vodka is our commitment to giving back. Our mission, “Every Pour Helps a Pup,” reflects our core dedication to supporting military working dogs and American veterans.

We took that commitment a step further by launching our own nonprofit, The Good Boy Foundation, a 100% pass-through organization where every dollar goes directly to supporting our charitable efforts. That includes everything from veteran causes to canine welfare and more. Giving back isn’t a marketing angle for us, it’s part of who we are. While we’ve seen other companies try to copy the model, this comes from our foundation. Our father always taught us that doing good matters and that karma eventually finds its way back to you. That principle has shaped who we are and how we operate.

Beyond our mission, our product lineup gives us a true edge. We’re the exclusive producers of the official John Daly Cocktail, a drink that already had cultural traction long before we partnered with John himself. Now we own the name, likeness, and beverage rights, giving us the ability to build a true legacy product much like what the Arnold Palmer became.

We also have an exclusive product with our partner Travis Pastrana: Citrus Circus. It’s based on his favorite drink, the Maryland Orange Crush, where he’s from. We’re excited to grow this cocktail into another signature offering with long-term potential.

We believe Good Boy Vodka is positioned to become a legacy brand, built on mission, innovation, and authenticity.

Can you share a tough decision you had to make as a founder that had a lasting impact on your business?

One of the toughest parts of my role as Founder and CEO of Good Boy Vodka is staffing. I genuinely care about our team and the families we support, so making hard decisions, like letting someone go or bringing in new talent, is never easy. It’s a constant and evolving challenge.

In business, not every hire ends up being the right fit. And it’s not always anyone’s fault. People just need to be passionate about what we’re building and fully aligned with the mission. I think one big reason we’ve had very little turnover is because our team truly believes in Good Boy Vodka and what it stands for. That shared commitment really makes a difference.

What marketing or sales strategies were most effective in getting your first customers?

Our charity mission helped get us in the door, but it was the taste and packaging that really won buyers over. We backed it up with strong social media momentum, thanks to national icons like John Daly and Travis Pastrana. From there, the brand took off, and we’ve been doubling down ever since.

Which tips would you recommend to other Fresh Founders about how to develop the relentlessness and “stick-to-it-ness” needed to keep a new business going?

People say building a business is like jumping off a cliff and building a plane on the way down, and I couldn’t agree more. It’s incredibly hard to get a new idea off the ground. The one thing I’d say is this: whatever you’re doing, you have to be relentlessly passionate about it and never give up. That mindset is the difference between making it and falling short.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?

I’ve been lucky to have two incredible people by my side from the beginning: my Chief Strategy Officer, Laura Meyer, and my Chief Operating Officer, Siva Masetty. They were the first to jump in and fully dedicate themselves to what we’re building at Good Boy Vodka.

Since then, we’ve brought on some amazing talent to help drive this momentum, but Laura and Siva were truly there from day one. Siva, in particular, has shown unmatched loyalty. He worked with my father for 15 years before spending the last 3 years with me at Good Boy Vodka. That’s 18 years of unwavering commitment and hard work. He’s been absolutely instrumental in everything we’ve built.

Can you share a few ideas or stories from your experience about how to successfully ride the emotional highs & lows of being a founder?

The highs and lows of owning a business are unlike anything else in life. When you pour your heart and soul into building something, the highs feel incredible, but the lows hit even harder. I always say: high highs and even lower lows.

No one wants to lose, and some days it feels like the business is moving backward. But I remind myself that a few steps back can actually set you up to leap forward, if you learn quickly from your mistakes and apply those lessons to future decisions.

I believe a good CEO needs to have a crystal-clear vision of what they want. If you can’t answer that with complete clarity, you need to go back to the drawing board and reconnect with your purpose. Knowing your “why” is everything.

What are the 5 biggest lessons you’ve learned on this journey, and how did you learn them? Please share a specific experience or challenge that shaped each lesson

Great people are everything.

If you want to scale, focus on hiring the best team possible. I made major changes to the leadership at Good Boy Vodka, stepping away from my original plan, and it led to faster, more significant growth. Surrounding yourself with the right talent changes everything.

Know your business inside and out.

Build it from the ground up so that no one can ever mislead you. Deep knowledge gives you control and confidence in every decision.

Create a culture of urgency.

Everyone wants to be the next big brand, but even with the best product, it won’t matter if another team is outworking you. If your company culture doesn’t prioritize urgency and execution, you’ll fall behind.

Invest in relationships.

Strong, authentic relationships matter. When you invest in people, the brand grows naturally alongside those connections.

Stay ahead of the curve.

Don’t copy others. Think outside the box, lead with innovation, and let the big brands chase you. Build something better and always find ways to stand out.

How did you approach funding your business in the early days? Did you bootstrap, seek investors, or take another approach? Please explain why you took that course of action.

We self-funded the business and focused on driving revenue through large-format retailers across the U.S. before investing precious dollars into on-premise and marketing programs.

What advice would you give to someone who is thinking about starting a business but is afraid to take the leap?

Don’t. Just kidding! Honestly, life is short. I always tell people to chase their dreams, because if you don’t, you’ll end up living with regret. The younger you are, the more room you have to take risks, so go for it. Try, fail, and try again.

Once you start a family and have kids, risking it all to start a business becomes a lot harder. So take the shot while you can. Do what feels right, treat people well, work hard, and stay passionate. That’s really all any of us can do.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be?

I’d keep building The Good Boy Foundation, our charity that works alongside Good Boy Vodka, and stay focused on our mission. The bigger our brand gets, the better we can do in the world. Our goal is simple: leave the world better than we found it.

How can our readers further follow your work online?

Please follow us online at www.goodboyvodka.com and check out our charity at www.thegoodboyfoundation.com. We’re active on all major social platforms under Good Boy Vodka.

You can also follow my personal journey on Instagram at @alexprattracing, where I share my passion for racing, from motorcycles to offshore powerboats, and most recently, Porsche racing across the U.S. and internationally.

This was really meaningful! Thank you so much for your time.

About The Interviewer: Dr. Bharat Sangani is a cardiologist and entrepreneur with over 35 years of experience, practicing in Gulfport, Mississippi, and Dallas, Texas. Board-certified in Internal Medicine and Cardiology, he specializes in diagnosing, treating, and preventing cardiovascular diseases, including heart disease and hypertension. In 1999, Dr. Sangani founded Encore Enterprises, a national real estate investment firm. Under his leadership, the company has executed transactions exceeding $2 billion, with a portfolio spanning residential, retail, hotel, and office developments. Known for his emphasis on integrity and fairness, Dr. Sangani has built Encore into a major player in the commercial real estate sector. Blending his medical and business expertise, Dr. Sangani created the Life is a Business mentorship program. The initiative offers guidance on achieving balance in health, wealth, and relationships, helping participants align personal and professional goals. Now based in Dallas, Texas, Dr. Sangani continues to practice cardiology while leading Encore Enterprises and mentoring others. His career reflects a unique blend of medical expertise, entrepreneurial spirit, and dedication to helping others thrive.