The ready-to-drink cocktail market just got a major shake-up. Lake Hour, the award-winning RTD brand co-founded by Marvel actor Wyatt Russell and film producer Richard Peete, has appointed industry veteran Michelle Ivey as its first Chief Executive Officer. This strategic move signals a new chapter for the lakeside-inspired brand that’s been making waves since its 2023 launch.
For food and beverage industry professionals watching the RTD space, this appointment represents more than just a personnel change: it’s a masterclass in how emerging brands can scale while maintaining authenticity. Ivey’s appointment comes at a crucial time when the ready-to-drink cocktail segment is experiencing unprecedented growth, with consumers increasingly seeking premium, convenient beverage options.
A Seasoned Leader Takes the Helm
Michelle Ivey brings over 20 years of beverage industry expertise to Lake Hour, with a track record that reads like a blueprint for modern brand building. Her most notable achievement was her 11-year tenure as Chief Operating Officer of Ilegal Mezcal, where she played an instrumental role in transforming the brand from a niche independent label into one of the world’s most recognized mezcals. The journey culminated in Bacardi International’s acquisition of the brand in 2023: a testament to the value creation Ivey helped drive.
But Ivey’s influence extends far beyond traditional spirits. As Co-founder of 11C & Co, a commercial strategy and lifestyle marketing agency, she’s been at the forefront of developing culturally resonant beverage brands. Her recent collaborations include working with Roc Nation and Megan Thee Stallion on the launch of Chicas Divertidas Tequila and co-founding Cómo No, a caffeinated sparkling water brand operating in the functional beverage space.
“Michelle brings exactly what we need to the table: serious industry experience and zero corporate stiffness. She instantly got what makes this brand special, and that’s what really resonated from the start. We’re thrilled to have her steering the ship,” said Richard Peete, Co-founder of Lake Hour.
This appointment reflects a broader trend in the food and beverage industry where brands are prioritizing leaders who understand both traditional business fundamentals and contemporary consumer culture.
The Lake Hour Story: From Passion Project to National Brand
Lake Hour’s origin story embodies the entrepreneurial spirit that defines many successful food and beverage companies today. What began as a true passion project between Russell, Peete, and their wives has evolved into a thriving beverage company with 10 employees, expanded retail distribution, and a rapidly growing national presence.
The brand’s foundation in New York’s scenic Finger Lakes region isn’t just geographic: it’s philosophical. Lake Hour draws inspiration from the nostalgic, carefree spirit of lakeside living, creating products that transport consumers to those golden hour moments by the water. This emotional connection has proven to be a powerful differentiator in an increasingly crowded RTD market.
The hands-on approach taken by the founding team: experimenting with flavor profiles, crafting the brand identity, and developing the lakeside-inspired aesthetic: demonstrates the level of attention to detail that resonates with today’s discerning consumers. Each cocktail is crafted with real spirits, real juice, and pure cane sugar, without artificial ingredients: a commitment that aligns with broader food and beverage trends toward transparency and quality.
Navigating the RTD Revolution
The ready-to-drink cocktail category has experienced explosive growth, with market research indicating double-digit increases year over year. For hospitality industry professionals, understanding the RTD trend is crucial as these products increasingly compete with traditional bar offerings and complement restaurant beverage programs.
Lake Hour’s approach to this market demonstrates several key strategies that other food and beverage companies can learn from:
Premium Positioning: Rather than competing solely on price, Lake Hour has focused on quality ingredients and authentic flavors that justify premium pricing.
Authentic Storytelling: The brand’s connection to lakeside culture and founders’ personal involvement creates genuine emotional resonance with consumers.
Flavor Innovation: With offerings like Honeysuckle Ginger, Watermelon Cucumber, and Earl Grey Tea, Lake Hour demonstrates how unique flavor profiles can create market differentiation.
Multi-Channel Distribution: The brand’s presence in retail stores across eight states plus nationwide online availability shows a sophisticated go-to-market strategy.
Strategic Vision Under New Leadership
Ivey’s appointment comes with clear mandates: guide Lake Hour’s expansion into new markets, lead commercial and brand strategy, and strengthen operational growth. Her experience scaling brands from early-stage concepts to global recognition positions her uniquely for this challenge.
“I’m thrilled to join Lake Hour at such an exciting stage in its growth. The brand’s commitment to quality, creativity, and authenticity resonates deeply with me, and I look forward to carrying Lake Hour’s feel-good, welcoming spirit to an even wider community,” said Ivey.
For beverage industry professionals, Ivey’s approach to brand building offers valuable insights. Her work with Ilegal Mezcal demonstrated how premium spirits brands can maintain authenticity while achieving mainstream success. Her involvement in culturally relevant projects like Chicas Divertidas Tequila shows understanding of how celebrity partnerships and cultural moments can drive brand awareness without compromising brand integrity.
What This Means for the Food and Beverage Industry
Lake Hour’s evolution from startup to CEO-led company reflects broader trends in the food and beverage sector. The appointment of a seasoned industry executive signals the brand’s readiness to compete at a national level while maintaining the authenticity that drove initial success.
For restaurant owners and foodservice executives, Lake Hour’s growth trajectory offers insights into consumer preferences driving the RTD market:
- Convenience Without Compromise: Consumers want premium experiences in convenient formats
- Authentic Storytelling: Brands that connect emotionally outperform purely functional competitors
- Quality Ingredients: Transparency about ingredients and production methods builds consumer trust
- Cultural Relevance: Understanding and reflecting contemporary culture drives brand affinity
The brand’s success also highlights opportunities for hospitality businesses to partner with emerging beverage brands, potentially offering exclusive flavors or co-branded experiences that differentiate their offerings.
Looking Ahead: Growth in a Competitive Market
With Ivey at the helm, Lake Hour is positioned to accelerate national distribution and commercial growth while staying true to the nostalgic, high-quality cocktails that define the brand. Her track record of scaling beverage brands suggests strategic initiatives that will likely include:
- Expanded Retail Presence: Building on current eight-state availability
- Strategic Partnerships: Leveraging industry relationships for distribution and marketing
- Product Innovation: Developing new flavors that maintain brand authenticity
- Operational Excellence: Strengthening supply chain and production capabilities
For food and beverage management professionals, Lake Hour’s approach under Ivey’s leadership will be worth watching as a case study in how premium RTD brands can scale without losing their core identity.
The appointment represents more than just an executive hire: it’s a signal that Lake Hour is serious about competing in the major leagues of the beverage industry while maintaining the lakeside charm that made it special in the first place.
As the ready-to-drink market continues to evolve, Lake Hour’s combination of authentic brand storytelling, quality ingredients, and experienced leadership positions it as a brand to watch in the coming years. For industry professionals, it offers valuable lessons in how to build and scale beverage brands in today’s competitive marketplace.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
