Jason Westplate’s Journey with Greenweaver Consulting

Jason Westplate’s career is a journey of creativity and community. Raised in Wisconsin, a state steeped in beer tradition, Jason grew up surrounded by stories of brewers who turned passion into legacy. Over time, that same passion drove him to leave behind a music career and dive headfirst into the world of beverages. Today, he stands as a respected figure in the industry, having influenced notable ventures like Five Watt Coffee, Big Watt Beverage Co., and Three Dad’s Recreation and Leisure.

What sets Jason apart is his ability to combine artistry with strategy. His work isn’t just about creating products—it’s about fostering connections and giving brands the tools they need to tell their stories. With decades of experience, he continues to leave a mark on the beverage industry, helping shape its future one idea at a time.

Blending Creativity and Business in the Beverage Industry

Jason’s path into beverages was born out of necessity. As a musician, he cherished the creative process, but the financial realities of the industry were hard to ignore. Food and drink became an unexpected outlet—one where he could channel his passion for shared experiences into something lasting.

Growing up in the Midwest, Jason was deeply influenced by the beer culture of Milwaukee. Beyond the drink itself, he was fascinated by the history, innovation, and community behind it. This curiosity became the foundation of his career, sparking a journey that would take him from crafting drinks in small batches to consulting on large-scale projects.

“We didn’t have formal training,” Jason recalls, “but we had an incredible amount of curiosity and the willingness to figure things out.”

With each step, Jason and his partners learned the intricacies of beverage manufacturing, from sourcing ingredients to building relationships with distributors. Despite the challenges, they built something meaningful by leaning on their creativity and the support of those around them.

Jason’s background in music production played a significant role in shaping his approach to beverage innovation. He saw parallels between producing a song and crafting a product—both required a blend of vision, technical skill, and the ability to connect with an audience.

The Philosophy Behind Greenweaver Consulting

For Jason, success in this space is about more than just creating a great product, it’s about authenticity. Through Greenweaver Consulting, Jason has built a reputation for helping brands not only launch successful products but also maintain their core identity throughout the process. His approach emphasizes collaboration, transparency, and understanding the deeper motivations behind a brand’s vision.

“A product isn’t just something you sell; it’s a representation of who you are as a company,” Jason explains. “If a founder doesn’t see themselves in the product, it’s hard to maintain the drive needed to make it succeed.”

One of Jason’s guiding principles is ensuring that every product he helps create reflects the values of the people behind it. He spends time understanding why a client is entering the beverage space, what differentiates them, and how their product can connect with consumers on a deeper level.

This philosophy stems from his own experience as an entrepreneur. Jason remembers the early days of working long hours on shoestring budgets, fueled by little more than peanut butter sandwiches and a relentless belief in the products he was creating. That personal connection to the product became the foundation for his consulting work—he knows firsthand how critical it is for founders to feel personally invested in their brand.

Empowering Brands Through Transparency

One of the challenges Jason frequently encounters is the lack of accessible information for new beverage entrepreneurs. Terms like “slotting fees,” “3PL,” and “co-manufacturing agreements” can be overwhelming for those entering the industry without prior experience. Jason’s goal is to demystify these processes, giving brands the knowledge and tools they need to navigate the complexities of the market.

“There’s so much about this industry that feels like a closed-door conversation,” Jason says. “My role is to open those doors and provide a roadmap, whether that’s understanding distribution relationships or navigating the intricacies of product development.”

Jason emphasizes that the beverage industry isn’t just about creating something new; it’s about understanding where your product fits within the market. From sourcing ingredients to building relationships with distributors, every decision plays a role in shaping a brand’s long-term success.

Insights into Beverage Trends: Clean Labeling and Consumer Demand

Jason has witnessed countless shifts in the beverage industry, but one of the most exciting developments he sees today is the growing consumer demand for clean labeling. While the term “clean label” has been discussed for decades, the industry is finally making meaningful progress toward true transparency and accountability.

“Consumers are smarter now. They’re asking better questions and demanding more from the products they consume,” Jason shares. “It’s not just about marketing anymore, it’s about being honest about what’s inside the can.”

Historically, the focus in beverage production has been on extending shelf life and maintaining product stability. While these are essential, the methods used often relied on additives and practices that consumers are now rejecting. The push for cleaner ingredients and simplified processes has created an exciting opportunity for brands to rethink their approach.

Building Brands That Last

While trends like clean labeling are exciting, creating a successful beverage brand requires more than just following what’s popular. Longevity comes down to authenticity, adaptability, and a deep understanding of the market.

“Trends come and go,” Jason says. “If your product doesn’t have a strong foundation—if it doesn’t represent who you are as a brand—it won’t last.”

Jason encourages entrepreneurs to think beyond the initial launch. From understanding distribution relationships to engaging with consumers on a personal level, every aspect of a brand’s journey requires attention to detail. He often advises clients to focus on owning their local market before attempting to expand, emphasizing the importance of building a loyal customer base.

Looking Ahead: Building a Better Industry

Jason’s ultimate hope is for the beverage industry to continue moving toward greater transparency, sustainability, and innovation. He believes that brands have a responsibility to their consumers—not just to create craveable products but to ensure they are made with care and integrity.

“The best brands are the ones that genuinely care about the people they’re serving,” Jason reflects. “If you can build a product that’s authentic, transparent, and meaningful, you’re setting yourself up for long-term success.”

As he continues his work with Greenweaver Consulting, Jason remains committed to helping brands find their voice and thrive in a competitive market. For him, it’s not just about creating beverages—it’s about creating connections and making a lasting impact.