Former IDEO Global Marketing Director Joins Riff To Drive Nationwide Launch Of Its Alter Ego All-Natural Energy Drink Brand
BEND, OR, January 13, 2020— Seeking to catapult the upcoming nationwide expansion of its Alter Ego line of upcycled all-natural energy drinks, Riff Cold Brewed has hired CPG marketing veteran Julie Galbraith as its new Chief Marketing Officer. Julie brings nearly 20 years of consumer marketing and general management leadership experience with some of the world’s biggest beverage brands including Campari, Mumm Napa, and with global design consultancy IDEO. Julie will lead all of Riff marketing, laser-focused on building brand awareness and driving consumer demand at scale for the unique product upcycled from coffee fruit (cascara) along with supporting the continued growth of Riff’s cold-brewed coffee line.
“With the retail distribution of Alter Ego expanding at a rapid pace across the West, it was time for us to bring in a marketing heavy hitter to tell our story across the country and around the world,” said Paul Evers, Riff Co-Founder and CEO. “As an all-natural energy drink cold brewed from upcycled coffee fruit, Alter Ego presents new exciting challenges with consumer education and awareness and we’re ecstatic to have Julie’s level of expertise and experience leading the way.”
Alter Ego: Cold Brewed from the Fruit of the Coffee Plant
Alter Ego (named for being coffee’s lesser-known counterpart) is brewed from dried upcycled coffee fruit (cascara)— the naturally sweet, naturally caffeinated fruity pulp, or “cherry,” that surrounds the green coffee bean prior to harvest. Coffee fruit has been a wasted byproduct of coffee harvesting and processing at the source across the globe for generations.
Alter Ego tastes nothing like coffee and instead features surprising notes of apricot and lemon. Designed to meet the hyper-growth demand for all-natural energy drink options, each 12 oz sleek can delivers 100mg of caffeine, is low in sugar and low in calories with an SRP of $2.99.
About Julie Galbraith:
A new resident of Bend, Oregon, Julie has led a highly successful marketing career, working for multinational organizations such as Pernod Ricard, Campari, IDEO, and most recently, Take Two Foods, an AB/InBev corporate venture. Throughout her tenure, she has been responsible for global brand strategies; major brand turnarounds; positioning strategies and consumer segmentation; new product development and innovation; strategic partnerships; direct-to-consumer retail platforms; human-centered design and high impact physical/digital consumer campaigns.
“I couldn’t be more thrilled to join the team at Riff at such a significant moment for the organization; not only helping to build Alter Ego into a world-class energy brand but creating positive social, environmental and economic impact for the planet by upcycling as much coffee fruit as possible,” said Galbraith. “I am incredibly grateful to build a consumer-centered business, brand and organization from scratch alongside a team of inspiring and purpose-driven industry veterans.”
ABOUT RIFF COLD BREWED COFFEE: Riff is Paul Evers, co-founder of Crux Fermentation Project; Nate Armbrust, former head of product development and cold brew operations at Stumptown; Steve Barham, former senior director at LinkedIn; and Bobby Evers and Kevin Smyth, both with deep experience in craft beer branding and operations. And Riff is so much more— an enthusiastic and diverse tribe of investors, employees, partners, and you. For more information visit letsriff.com or call 458-206-0825.
