Dave Lukas Chats with Josh Landon
284: From Filmmaker to Selling St. Archer Brewing for Over $100 million and Doing it Again with Josh Landon
This week’s Misfit Entrepreneur is Josh Landon. You may not have heard of Josh and his holding company, Wings and Arrow. But you’ve certainly heard of his products such as Ashland Hard Seltzer, Voyage Hard Lemonade, and several others.
Josh is a serial entrepreneur. He sold his first business, St. Archer, to Coors for over $100 million and built Wings & Arrow’s portfolio to millions in revenue from the ground up. In fact, he was given a hefty offer from Anheuser-Busch after only 11 months of building Ashland Hard Seltzer, but he decided to hold on and keep growing the brand.
Through it all, Josh hasn’t compromised his passion for his craft and mission to create unparalleled products for customers. I'm excited to unpack his journey and his lessons lessons learned on the way.
Josh took an unconventional path to becoming an entrepreneur. He started out as a filmmaker and still is. He still does all the film for the brands. He was documentary filmmaker making surf films. He won a number of film festivals and was a working filmmaker.
How did you go from film making to building St. Archer and selling it?
What are you doing different from your experience with St. Archer with Ashland? Anything you learned that made it easier?
At the 13 min mark, Josh talks about the life of the entrepreneur and putting his family through everything over the years.
You’ve raised $50+ million with no venture money and giving up big chunks of the business?
At the 17 min mark, Josh talks about when he made the decision to go all in on St. Archer and move from Ventura to San Diego with his family. He had nothing and had to win and that was part of the story and why people invested. He was all in and had to make it happen.
What have you learned about building a successful brand and community?
How do you market and sell it once you’ve built the brand?
Did anything from your time as a filmmaker cross over to help you as an entrepreneur?
What has surprised you most on your entrepreneur journey to date?
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