When everyone else sees a mature category, founder and entrepreneur Ben Weiss sees room to reinvent it. From building Bai into a billion-dollar brand to launching Crook & Marker, Crooked Tea, and Crooked Pop, Weiss has built his career by challenging the assumptions that define the beverage aisle. Hear how he identifies untapped opportunities, develops products consumers didn't know they wanted, and builds brands that rewrite the rules instead of following them. Dial in and crack a can to experience Crooked Pop's fresh take on hard soda and see why this category is anything but finished.