Real-World Data and the Future of Functional Beverages

About this episode

This episode explores how real-world data is shaping the future of functional beverages with insights from Kevin Provost, CEO of Greenhouse Ventures and Co-Founder of More Better.

What happens when beverage innovation meets real-world data? In this episode of Free Spirits , hosts Lars Miller and David Gonzalez sit down with Kevin Provost, CEO of Greenhouse Ventures and Co-Founder of More Better, to explore how real-world data is shaping the future of functional beverages, adult beverages, and consumer trust. Kevin shares how his background in sales, accelerators, and startup operations led to launching More Better , a data and research company behind one of the largest formula-to-outcome databases in the beverage industry. With over 3,000 participants in their most recent longitudinal study, More Better is bringing hard data to a space that has traditionally relied on anecdote. This episode breaks down: Why most beverage brands struggle to differentiate without real data How consumer research drives trust, repeat purchases, and shelf conversion What the “Infused: Better” study revealed about alcohol substitution, sleep, stress, and consumer behavior How to use research-backed insights in business operations, marketing, and distributor conversations The growing role of data in retail, DTC, and on-premise strategy Whether you’re a founder, investor, or…

People in this episode

Hosts: Lars Miller, David Gonzalez

Guest: Kevin Provost

Topics covered

• functional beverages
• real-world data
• consumer trust
• beverage innovation
• market strategy

Keywords

• functional beverages
• real-world data
• consumer research
• beverage industry
• data-driven insights

Mentioned in this episode

Organizations: Greenhouse Ventures, More Better

More episodes of Free Spirits: Insights on Functional Beverages

• Inside the Growth Strategy of a Premium Functional Beverage Brand · January 5, 2026 · 32 min
• Building a Functional Beverage Brand with Retail Strategy and Plant-Based Innovation | Peter Olander · December 4, 2025 · 24 min
• Emergency Podcast: What the Federal Crackdown Means for Functional Beverages · November 13, 2025 · 23 min
• Building Functional Beverage Brands Through Creative Partnerships · November 6, 2025 · 44 min
• Scaling a Multi-Brand Functional Beverage Platform with Evan Eneman of Iconic Tonics · October 3, 2025 · 43 min
• Inside Boston Beer’s THC Beverage Play: Innovation, Operations, and the Future of Adult Drinks · September 16, 2025 · 37 min