Media Kit
Bios, headshots, verified facts and talk topics for Jorge Olson. Everything here may be quoted as written.
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Who is Jorge Olson?
Jorge S. Olson has spent over twenty years on the operating side of the beverage business. He has owned distribution companies in the United States and Mexico, including the Miller Beer distributorship for Baja California, and held the 5-hour ENERGY exclusive for Mexico. He has created over a thousand consumer products and put a product into four thousand Walgreens stores, one manager at a time.
With his partner Sandro Piancone he co-founded two public companies. He manages CPG Life Fund I, founded the AI marketing laboratory Guz.ai, and is the author of Build Your Beverage Empire, taught in university business programs. He lives in San Diego.
One-line credit
Jorge S. Olson, co-founder of two public companies, manager of CPG Life Fund I and author of Build Your Beverage Empire.
50-word bio
Jorge S. Olson has owned beverage distribution companies in the United States and Mexico, including the Miller Beer distributorship for Baja California. He has created over a thousand consumer products and put a product into four thousand Walgreens stores. His Build Your Beverage Empire is taught in university business programs.
250-word bio
Jorge S. Olson is a beverage industry veteran, author, and consumer goods entrepreneur. He has spent over twenty years on the operating side of the beverage business, rather than describing it from the outside.
He has owned distribution companies in the United States and Mexico, including the Miller Beer distributorship for the state of Baja California, and held the exclusive for 5-hour ENERGY in Mexico. With his partner Sandro Piancone he grew a distribution and export company to one hundred million dollars in sales, carrying more than two thousand products to distributors, restaurants, bars, hotels, and supermarkets across Mexico. He has run beverage distribution from a van and a mini-storage unit, and he has run it across a country.
He has created more than a thousand consumer products, most of them during the years he owned his distribution business, and put a product into four thousand Walgreens stores without ever getting corporate approval, one manager at a time.
With Piancone he co-founded two public companies, Green Globe International and Hempacco. Today he manages CPG Life Fund I, a twenty-million-dollar private equity fund, and is a partner in a full-service beverage development and sales company.
He has mentored more than one hundred beverage founders one on one and over ten thousand through group coaching, webinars, and masterminds.
He is the author of Wholesale Distribution MBA, Marketing Karma, and Build Your Beverage Empire, which is taught in university business programs. He studied at San Diego State University and lives in San Diego.
Spoken introduction, for hosts to read aloud
My guest today has spent more than twenty years on the operating side of the beverage business. He's owned beverage distribution companies in the United States and Mexico, including the Miller Beer distributorship for Baja California. He's created more than a thousand consumer products, and he put a product into four thousand Walgreens stores, one manager at a time. He co-founded two public companies, he manages a twenty-million-dollar fund, and he wrote Build Your Beverage Empire, which is taught in university business programs. Please welcome Jorge Olson.
All bios as plain text: jorge-olson-bios.txt
Where are the headshots?
Headshot, square
Headshot, portrait
Book coverWhere has Jorge appeared?
Bloomberg’s New to The Street (November 2022, with Sandro Piancone, on Hempacco) and Authority Magazine on Medium. Other appearances are added here as they are verified, not before.
What can Jorge talk about?
For investor, fund and family office audiences. Every figure traces to his books or his own operating record.
- Consumer brands before they have a buyer. What a CPG brand is worth at the point a strategic cannot see it yet, and why the operator’s chair sees it first.
- The margin ladder from factory to shelf. Who takes what between a can’s cost and its price, and what that means for a brand’s capital needs. From owning the distributor.
- Selling into Mexico. Twenty years of distribution across the border, from a Miller Beer distributorship in Baja California to the 5-hour ENERGY exclusive, and what it teaches about investing there.
- Power as the constraint on nearshoring and AI data centers in Mexico. Why the grid, not labor or land, decides who builds next, and what rented generation changes.
- AI founders, judged from inside the tools. What building seven AI agents at Guz.ai taught him about which AI companies are real.
- Four thousand Walgreens without corporate approval. The story, and the lesson about distribution that investors keep paying to relearn.
What should I ask Jorge?
- You ran distribution before you managed money. What does that chair show you that a model does not?
- Where does a consumer brand’s value appear first, and how early can an investor see it?
- What did selling into Mexico for twenty years teach you about investing there now?
- Is power really the binding constraint on data centers in Mexico? What would change that?
- You build AI agents yourself. What does that change about how you judge an AI founder?
- How did a product get into four thousand Walgreens without corporate approval?
- What is the most expensive sequencing mistake you have seen an investor make in consumer goods?
- What are you working on now that you cannot talk about yet?
How do I request an interview or a talk?
Subscribe below and reply to the first email with your outlet or event, the date, and what you need. Replies reach Jorge directly.