Q&A with Pepin Young, Member of Board of Directors, Bent Paddle Brewing

Tell me about how you came to Bent Paddle Brewing, and your journey to joining the Board of Directors?

Pepin: That's quite a long story, so I'll keep it brief. Whether you call it luck, fate, or the law of attraction, I believe our paths were destined to cross. Before entering the craft beverage industry, I spent many years in various executive roles, ranging from retail to construction. In these positions, I was challenged to think creatively, develop efficient systems, create effective sales strategies, and see innovative ideas through to completion. These skills became particularly well-suited to the rapidly growing craft beer industry.

With a passion for small, local, and sustainable initiatives, I knew I needed a change and wanted to contribute to a business where I could connect directly with both the ownership and the community it served. Bent Paddle Brewing Co. was in its early stages, and its values including community elevation, crafting a culture of coopetition vs competition, sustainability, and prioritizing family all resonated deeply with me. Fortunately for me, Bryon/Karen Tonnis & Laura/Colin Mullen had also established one of the fastest-growing breweries in the Midwest at the time, with these four co-founders managing all day-to-day operations across multiple departments with just a few staff members to help ease the pressure. I reached out to Laura Mullen through a DM and said hello. While my role has morphed and shifted over the years, I was invited to join the big-picture decision-making team six years ago and haven’t looked back. Timing really is everything.

What was the process for Bent Paddle to make the move into Cannabis?

Pepin: We ventured into the Hemp-Derived Cannabinoid Beverage space in mid-2020, well before the significant changes in Minnesota legislation, by producing our first full-spectrum CBD water using our pilot system. Recognizing the benefits of this remarkable plant and the demand for alternative beverages, we only create products we enjoy ourselves. This led to the creation of Lucent CBD Water, which quickly became a popular offering in our Taproom and for takeout.

Customers loved it, and at the time, the Minnesota Department of Agriculture hadn't yet taken an official stance, allowing us to explore this new avenue. Our product gained significant attention, including from the Duluth News Tribune. We felt a responsibility to educate, advocate, and support local farmers and emulsifiers. However, as cannabinoids entered the ingestible market, the state implemented regulations, asking licensed beverage producers to halt production and sales as they weighed in on these ebbing waters. We respected this request, and the rest of the story is now, a part of Minnesota's well-documented path to legalization.

How does your background influence the mission and products at Bent Paddle Brewing?

Pepin: I've had the privilege of being an intrapreneur, contributing to the buildout of our Taproom and Canna Lounge, developing retail merchandise lines, and helping shape our company's direction with the EOS Board of Directors. My background in executive roles in retail and construction has honed my ability to think creatively, streamline processes, and implement effective strategies. These experiences are invaluable in my current leadership role, advocating for our brand and industry.

As an innovative and results-driven leader, I focus on achieving exceptional results in competitive environments that demand continuous innovation. I excel in driving strategy, product development, process optimization, sales, and customer engagement, while building lasting partnerships with staff, customers, business partners, and the community.

I lead initiatives that align with our co-founders' mission, serving on the MNCBG legislative committee and the MN Cannabis Beverage Association Board (now disbanded) during legalization efforts. I've worked with MN Is Ready, hemp farmers, emulsifiers, and advocates to advance quality products, sound policy, and profitability.

Storytelling can be a powerful tool in branding. How do you use it at Bent Paddle Brewing?

Pepin: At Bent Paddle, storytelling isn't just a part of what we do – it's our heartbeat. Whether we're forging connections with our customers or rallying our team around our mission, it all hinges on the power of our narrative. From our origin tale, championing community and craftsmanship, to the unique stories behind every beverage, we weave tales that endure. We're more than just a business; we're a dynamic force in our community, deeply rooted in our customers' lives. It's a legacy the Mullens & Tonnis families (Co-Founders) ingrained early on, ensuring our business has a soul. It's pretty darn cool, if you ask me, and you did.

Can you talk about the process and challenges of creating a new beverage at Bent Paddle Brewing?

Pepin: Developing a new beverage or brand is very challenging, but venturing into the realm of THC beverages takes it to a whole new level. From navigating regulations to ensuring consumer safety guidelines are in place, marketing, banking, and insurance, we had to address it all, often before the other industries caught up with what we were trying to achieve. And let's not forget, at the end of the day, the product must be exceptional and sell well. While I could delve into the complexities endlessly, I'll spare you. It's not a pursuit for the faint-hearted or casual opportunist. It's a demanding market, and it's only becoming more competitive. However, if you're truly passionate about it, roll up your sleeves and dive in. Remarkable achievements await those who dare to dream and act upon them.

How do you stay informed and adapt to current events in the THC industry?

Pepin: Staying alert to current events in the industry requires a multifaceted approach. I actively engage with industry news on platforms like LinkedIn, delve into extensive legal literature, and analyze industry trends. Moreover, I maintain open communication channels with various industry stakeholders, including farmers, advocates, and other key players, ensuring we are as informed as possible and adaptable at every stage of the process.

What advice would you give to someone wanting to start a THC-infused beverage company?

Pepin: Do it because you love the community and be ready to put in the work to be both compliant and innovative. There is no quick buck in this arena, it’s a hard-fought battle at every level of entry. You need to love the work.

Besides Bent Paddle Brewing, what other brands do you enjoy and why?

Pepin: Great question! I love trying new products and experiencing what others are doing and innovating in their sphere.

That said, what kind of marketer would I be if I didn’t hype our brands a little at this point? If you haven’t tried our line of Heightened (THC Mocktails), PUFF Dragon fruit and Cloudberry Seltzers as well as our THC+ line of enhanced CBD seltzers, you really need to get your hands on them. They are special and provide the most consistent and clean buzz using only the best locally grown THC. Learn more: Bent Paddle Canna

Some that I’ve been very impressed with:

• Utopia Borealis Maple Clean Soda – So tasty and what’s more MN than Maple Syrup!?

• Smazey by Lupulin Lemonade – This always hits the spot and has a super consistent feel and vibe I like.

• Modist MELT – All styles, all the time great flavor profile and consistency. Tangerine is absolutely delish

• Cantrip Blackberry Lav really stuck with me as a standout product

• Cann obviously makes some real bangers and is owed proper due, and I love they have a range of MG per serving from 2-10MG

• Brez is my cheater bevy as I love the way the blend of lions mane, THC, and flavors all work together to create a very unique vibe.

• Trail Magic, Birdi, Gigli, Take 5 and so many more, I can’t list them all.