JuneShine Heads into High Country With Willie Nelson

Dear Client: Several years back, the founders of JuneShine emphasized to us their goal to build not just a hard kombucha brand, but a “fourth wave” brand for the “Millennial and Gen Z generations.” It’s “one of the reasons we didn’t call our product BoochShine,” co-founder Forrest Dein told us at the time. True to their goal, they’ve gone on to do more than booch, having entered canned cocktails, gained footing in the FMB space through the acquisition of Flying