CraftX

In 2016, I co-founded CraftX with partners from my MBA program. The premise was straightforward: the craft beer industry was growing at nearly 20% annually, producing thousands of exceptional beers that most drinkers could never access beyond their local market. We built a platform to change that.

CraftX was a subscription eCommerce company that partnered directly with independent craft breweries to produce exclusive 16oz cans for our members. Each month, subscribers received 12 cans from two hand-selected breweries — original styles, brewed specifically for CraftX. We managed the full pipeline: brewery partnerships, TTB compliance, custom label design, co-packing, cold storage, and last-mile shipping to ~35 states.

We raised seed funding, assembled a network of 20+ craft brewery partners, and sold out our initial 500-box subscription run. The company wound down in 2017. I returned to television — but building CraftX from concept through operations gave me a fundamentally different lens on brand, consumer experience, and what it takes to ship a physical product at scale.