What It Really Takes to Build a Business That Lasts with April Wachtel

This week, Betsy sits down with April Wachtel, founder of Cheeky Cocktails, to pull back the curtain on what it actually takes to build a consumer brand that lasts. 

No fluff, just the real reels.

They go deep on:

• Why distribution isn’t a sales channel (and how it can kill small brands)

• Surviving where 90% of beverage brands die in 2 years, cash, MOQs, and ruthless focus

• The DTC-first playbook and how to expand without over-leveraging

• Funding when you’re not “VC cute”: SBA loans, angels, equity crowdfunding, working capital (and what to avoid)

• Founder-led marketing on a tiny budget: hooks, thumbnails, events, community, and consistency

• Imposter syndrome vs. execution, and the power of the incremental pivot—stacking small wins into big momentum

• Building a business while protecting your energy (marathon, not sprint)

If you’re in the early days, you’ll feel seen. 

If you’re on the fence, you’ll feel sparked. If you’re scaling, you’ll get tactics you can deploy this week.