Samantha Catalina, Global Chief Marketing Officer at Phusion Projects

Samantha Catalina is brand builder and marketing powerhouse behind some of the most iconic names in the beverage industry. At Phusion Projects , she has played a pivotal role in the evolution of Four Loko and spearheaded the creation of Mamitas , the first tequila seltzer on the market.?

With a background in shopper marketing, digital strategy, and experience at major beverage companies like Pabst Blue Ribbon and Anheuser-Busch, Samantha thrives on innovation and connection. Her curious nature, passion for storytelling, and ability to bring people together have shaped her dynamic career.?

?? Lottie's Pub, Chicago, IL

?? Ian Vecchiotti

Tell us about Phusion Projects…

Phusion started almost 20 years ago with Four Loko. It's really a remarkable story. It started with three friends from Ohio State who saw the trend of people ordering Red Bull and vodka and realized there was a market for alcoholic energy drinks. So they got to work developing a version of their own. For the first few years they had many iterations. Four, Four Max, etc. It wasn't until they transitioned into Four Loko that it started flying. So they put it in the biggest can they could at a high ABV and it just went crazy. That's when the Four Loko phenomenon really began.

Then in 2011, as many people know, every state sued them. It became illegal to mix non-naturally occurring caffeine and alcohol. You can mix naturally occurring caffeine, like coffee, but nothing artificial. They were forced to offload millions of dollars of product and yes, we turned it into jet fuel, no joke, and revamped the product. Luckily the love for Four Loko remained and this year will show how the brand continues to grow and thrive.

What's the story with Mamitas?

Mamitas is technically the first tequila seltzer on the market. When we had the concept for Mamitas we knew what seltzers were doing to the market. Vodka seltzers were gaining traction and we knew tequila wouldn't be far behind. We launched Mamtias to be the best tasting ready-to-drink (RTD) tequila drink under 100 calories and at 5% ABV. I'd say we did a damn good job.?

We recently launched our newest iteration, an RTD tequila espresso martini. It's been fun concepting the flavors around it. We tried probably 50 iterations.

What's the one thing you think everyone should try?

Public speaking. It makes you so vulnerable which helps you understand and trust yourself more. Ultimately helping you grow and become more confident.

What do you love about the CPG beverage business?

I love connecting people and bringing joy. That's my whole kind of mantra and goal. The fact that we can put something in people's hands that I know tastes good and helps them enjoy the experience a little bit more, it's a cool thing to do and see. I want to do more of that.

If you were a kitchen appliance, what would you be and why?

A refrigerator. Because I always keep it cool and it brings everything together. It's a safe space that can hold pretty much anything.

?? Learn more about Samantha by reading the complete interview at...

https://www.teamcornett.com/behind-the-brand/samantha-catalina