Ethan Hirshberg, 31, took his own interest in apple cider vinegar, combined it with a background in the organic industry, and created a fast-growing functional beverage business that has veered in unexpected directions.
After launching his eponymous company, Ethan’s, in 2017 with an apple cider vinegar shot, Hirshberg soon realized that there was a “glaring void” in the energy-shot space—a lack of healthy, organic options that provide a caffeine kick. He and his partner, Sebastian Schell, head of research and development, went to work trying to find a solution.
“The biggest challenge is getting enough caffeine and vitamins in there to deliver, without going over the top and making you jittery and then crash, and still make it taste good,” Hirshberg says. “It’s a delicate balance.”
Ethan’s Energy Shots are made from organic juices, with no artificial flavoring or preservatives, and with caffeine from guayusa extract, green tea extract, and other sources. Sales of the products took off when the company introduced them in Whole Foods, which had already been carrying Ethan’s other functional shot drinks and has long been a strong supporter of the brand, Hirshberg says.
Ethan’s now generates about 70 percent of its revenues from its energy shots line, he says. The company’s products recently began rolling out to 6,000 CVS locations, and it also has distribution in convenience stores and through Amazon.com. Ethan’s also has expanded into drink powders, which are available across its Clean Energy, Daily Detox, and Immune Boost product lines.
Hirshberg, whose father, Gary, is the chairman and former CEO of organic industry pioneer Stonyfield Farm, says that a key lesson he learned from growing up in that environment was to remain focused.
“What ended up separating them was their commitment to quality and organics, and setting those pillars from the beginning,” he says. “That made the difference with the consumer. The big lesson was that it is worth it to stick to your values, no matter what happens."
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