I was once told I was too nice to win.

A manager looked me dead in the eye and said, “You’re like George Bailey from It’s a Wonderful Life… and that’s not a compliment in this business.” Her advice? Toughen up. Be harder. Stop caring so much.

At the time, I drank the Kool-Aid. Or maybe something stronger.

Because in the beverage world, we’re taught early: it’s a knife fight for shelf space, tap handles, and mindshare. Margins are tight. Competitors are loud. And “nice” doesn’t exactly scream “closer.”

But here’s the twist nobody tells you when you’re young and trying to prove yourself:

Nice guys might finish last in the short term, but they win the whole thing in the long run.

And today? That’s not just philosophy, it’s playing out in real time across our industry.

Consumers have changed. Over 70% say they’re more likely to support brands that are authentic and transparent. Translation: people can smell fake from a mile away and they’re done buying it.

Look at where the growth is happening:

• Non-alcoholic and low-ABV beverages are booming as consumers prioritize wellness and moderation

• Functional drinks (think adaptogens, energy alternatives, hydration-focused products) are scaling fast

• Brands that lead with purpose and story are outperforming those that just push product

This isn’t a coincidence. It’s a shift.

The winners today aren’t just the loudest or the toughest, they’re the ones who connect. Who listen. Who actually give a damn.

And inside companies? Same story.

You can build a culture on pressure and ego, and you might even win a few quarters. But long term? People burn out, trust erodes, and turnover becomes your most consistent KPI.

Or, you build a culture where people feel respected, heard, and valued. Where accountability exists, but so does humanity.

That’s not soft. That’s sustainable.

Kindness, it turns out, is a competitive advantage.

It builds relationships that last longer than contracts. It earns trust that no promotion can buy. And in an industry that runs on partnerships, from distributors to retailers to consumers, that matters more than ever.

Now don’t get it twisted, this isn’t about being passive or avoiding hard conversations. You still need standards. You still need urgency. You still need to win.

But you don’t have to be a jerk to get there.

That was the part I had to unlearn.

Because looking back, being “too nice” was never my weakness. It was the foundation I just hadn’t learned how to use yet.

So yeah, maybe I was George Bailey.

But here’s the thing about George Bailey…

He won in the end.

And in this industry, just like in life, how you win is the only thing people remember.

Resources & Industry Insights:

• https://www.mordorintelligence.com/industry-reports/non-alcoholic-beverages-market

• https://www.statista.com/topics/1704/non-alcoholic-beverages/

• https://www.beveragedaily.com/

• https://www.nielseniq.com/global/en/insights/

Truthfully,

Sam