Call it fate. Call it women’s intuition. But long before Wyatt Russell and Rich Peete struck up a friendship, their wives already knew.
Meredith Hagner, an actress married to Wyatt, and Traci Carlson, a producer married to Rich, met on a movie set nearly two decades ago. Their friendship blossomed quickly, and so did their certainty that their husbands were destined to get along. For years, they tried to convince Wyatt and Rich to hang out, but the guys just weren’t buying in—not yet. They would see each other at weddings and gatherings, but it was always just in passing.
And then, one summer day on a lake changed everything. Rich was out on a boat with a cold IPA in hand. As he drank, he realized how quickly it made him feel tired and full. So, he started exploring hard seltzers. The problem? Nothing on the market suited his taste—or his personality.
It wasn’t too long after, during a trip to California with their families, that Wyatt and Rich were able to spend some quality time together. They clicked instantly, bonding over their mutual love of hockey, movies, and, of course, lake life.
One evening while hanging out, Rich casually mentioned he wanted to make his own hard seltzer, one that actually tastes good. He’d call it “Lake Water.” Wyatt, who had never even had a hard seltzer before, was instantly intrigued. That summer, the two started experimenting with making their own by the pool, looking for an alternative to beer—something refreshing, light, and made with real ingredients. That effortless, unexpected conversation was the spark for what would become Lake Hour: a premium canned cocktail brand rooted in friendship, authenticity, and the timeless magic of lake life.
From Friendship to Partnership
From that moment on, they dove headfirst into learning every aspect of the business from the ground up. They weren’t just the faces behind the brand. They were the brand—assembling booths with Cousin Will at trade shows, figuring out distribution strategies, navigating pricing models, and putting in the work day after day.
“We wanted to be involved on a real level,” Wyatt said. “Rich and I committed to creating something authentic. We’re not just selling drinks—we’re 100% committed to developing a brand that represents a lifestyle we know and love.”
Through it all, Rich and Wyatt have proven to be a uniquely dynamic founding team. Both come from careers in the film industry, where creativity isn’t just a skill, it’s a way of life. Rich lives on Conesus Lake in Western New York, where the reward at the end of a hard day’s work is time on the water, catching up with neighbors, and making memories with his young sons and family. He’s a natural problem solver, a talent shaped by years spent in the film world, from working in the art department to launching his own production company.
Wyatt, an actor with a gift for storytelling, brings a strong narrative lens to everything he touches. His ability to shape emotional connection and bring ideas to life is at the heart of Lake Hour’s brand and voice. Together, their complementary talents are what make Lake Hour truly unique—something born from a deeply personal, authentic place, but grown into a relatable and accessible state of mind.
“It’s crucial that we trust each other and genuinely enjoy working together,” Wyatt said. “The fact that we were friends first makes it all feel less like work and more like an adventure.”
An Entrepreneurial Path Less Traveled
Creating a great-tasting hard seltzer might sound simple, but Rich and Wyatt quickly learned that building a premium beverage brand is anything but. Tired of the heavy feeling of beer and the overly sweet, artificial seltzers on the market, they set out to create something different—a spirits-based drink with crisp, unexpected flavors and a refreshing taste people would actually look forward to.
The first bump in the road started with the name. As it turned out, “Lake Water” was already trademarked by a small Ohio vineyard for a table wine. The duo tried to negotiate, but it wasn’t meant to be. What felt like a frustrating setback eventually became a creative breakthrough.
“We went through thousands of name ideas,” Wyatt said. “It taught us not to get too emotionally attached to any one part of the process.”
The winning name came from Meredith, who threw “Lake Hour” into the mix during one of their many brainstorming sessions. It struck the perfect chord. It had the right cadence and charm. Most importantly, it captured what the brand was about: a vibe, a culture, a frame of mind.
In reality, “Lake Water” had some questionable connotations. After talking to friends, family, and strangers alike, they realized it made people think of seaweed and murky docks—not exactly the image you want for a refreshing drink. On the other hand, the name Lake Hour resonated, defining the universal bliss of winding down, unplugging, and soaking in lakeside leisure. In hindsight, everything worked out for the best.
“To be honest, our superpower has always been our naivety,” Rich said with a laugh. “If we’d known how hard it was going to be, we might have never taken the leap. But I’m so glad we did.”
Finding The Flavor
With a name finally in place, it was time to focus on what mattered most: the product. That’s when Rich’s wife, Traci, stepped in to take charge of flavor development. From the start, they all agreed, nothing on the market tasted quite right. Everything had that artificial, lingering aftertaste, like aspartame or stevia. They craved something clean, crisp, and actually refreshing. A drink you’d want to keep going back to.
One of their early ideas, a sea salt and lime flavor meant to taste like a melted margarita, sounded perfect, but missed the mark. It was a reminder that getting it right would take time, patience, and a lot of trial and error. They kept testing and refining, always using real ingredients and leaning on honest feedback from friends and family.
Slowly, the lineup came together: Watermelon Cucumber, Rosemary Yuzu, Peach Jasmine, and Honeysuckle Ginger. Unexpected, elevated flavors that were bright, clean, and seriously drinkable.
When Lake Hour finally hit shelves, the reaction said it all. Again and again, people would crack a can, take a sip, pause, and say: “Oh, actually… this is really good.” Rich and Wyatt called it the “Oh Actually Effect.” It became a badge of honor, proof they’d created something different. No fake sweeteners, no syrupy aftertaste—just real ingredients, refreshing flavor, and a quality you can taste.
New Opportunities Are On The Horizon
As Lake Hour grew, Wyatt and Rich were eager to expand, listening closely to consumers who craved an alternative to bubbles.
Years earlier, Rich’s nieces Hannah and Peyton had raved about the refreshing quality of Twisted Tea, particularly its lack of carbonation. That insight came full circle as they developed a Lake Hour tea variety pack: Raspberry Tea, Earl Grey Tea, Blackberry Tea, and Green Tea. All vodka-based and no aspartame or stevia. Earl Grey was the wild card as it involved more of an educational component, but it’s quickly become a fan favorite. And as an added bonus, no one else is offering it. The response to this new line of teas has been overwhelmingly positive, and beyond consumers, venues are on the Lake Hour radar.
Lake Hour is not just branching into hard teas, but also sizing up with 16 oz. cans featuring exclusive flavors like Watermelon Cucumber and Passionfruit Tangerine. This way of packaging the product is ideal for venues and sports arenas, which is a real game changer for helping the brand break into new markets and experiences. Wyatt and Rich are actively working to form partnerships with stadiums and entertainment hubs, aligning Lake Hour with moments of celebration and connection. But they’re growing at their own pace, prioritizing product quality and brand integrity.
Serenity In Every Sip
At its core, Lake Hour is more than just a drink—it’s a state of mind. It’s the essence of slowing down and being present among family and friends. There is a certain stillness or echoing of laughter that only spending time on the lake can offer.
The brand has resonated with people because it’s authentic. No gimmicks. No overblown marketing spin. Just a sincere effort to bottle a feeling that so many people crave but rarely find in a product. Wyatt admits that Lake Hour is the most personal thing he’s ever done professionally. Unlike the wide array of characters he plays in a movie, this brand is a true representation of who he is at the core.
“Lake Hour invites people to reflect on good times while making new memories,” Wyatt said. “This venture has opened doors, sparked conversations, and inspired customers to share their own personal lake stories.”
Still in its early chapters, the vision for the future of Lake Hour is big. Wyatt and Rich are thrilled to see Lake Hour resonating with people who crave higher quality, better-tasting, and more exciting options, and want to build a community around the brand where the drink is just the beginning. That being said, Wyatt and Rich have seen firsthand the value of staying grounded and not letting fear get in the way. Entrepreneurship is filled with ebbs, flows, and plenty of rough waters to navigate. Having the ability to adapt and the self-control to not rush things is key for long-term success.
“Being patient is hard,” Wyatt added. “But it pays off. Stay true to your vision. Let people discover it for themselves—and the loyalty will follow.”
Everybody wants to start something, but Wyatt and Rich actually did. They’ve put their hearts into Lake Hour, allowing the brand to become a vessel for personal growth, connection, and creativity. For two guys who once barely knew each other, Lake Hour has become a testament to the power of acting on ideas, collaboration, and lakeside inspiration. It’s a toast to the quiet moments, the loud laughter, the good drinks, and the people you share them with.
Welcome to Lake Hour. Together, let’s drink to that.
Quench your desire to learn more about Lake Hour and where you can purchase their products.
For the coolest lake-inspired looks and vibes, check out Lake Hour’s General Store.
