Building Bold Brands: Transparency, Risk, & Reinvention with The Original Southside
About this Episode
What does it take to disrupt an industry built on tradition and regulation?
In this episode, Ashley sits down with Meredith Mills-Merritt, Founder and CEO of The Original Southside and Clean Alcohol Collective, to talk about building a modern CPG brand rooted in transparency, intuition, and bold decision-making.
From leaving the beauty industry to launching a spirits company, Meredith shares the realities of entrepreneurship inside one of the most regulated industries in the world. She breaks down what founders really face behind the scenes - from distribution hurdles to investor setbacks - and why trusting your instincts can be your greatest competitive advantage.
This conversation is for founders, brand builders, and leaders who want to understand what it actually takes to create something category-defining in a crowded market.
They talk about
Why Meredith saw a coming renaissance in gin - and acted on it
How beauty-industry transparency shaped her alcohol brand strategy
What most people don’t understand about the three-tier distribution system
The surprising regulatory realities of selling alcohol across states
The financial and personal risks founders rarely talk about
Why “clean alcohol” is about transparency, not health claims
How ingredient quality impacts margins - and brand trust
Building a brand people love or hate (and why that’s powerful)
How she evaluates partnerships that actually drive growth
Filtering feedback and knowing which advice to ignore
Resilience and patience as leadership superpowers
Unleashing your inner queen by trusting your intuition
Show Notes
Spotting Opportunity Before the Market Does: Meredith recognized early signals that gin was poised for renewed popularity and paired that insight with her family’s recipe and a modern brand vision.
Transparency as a Competitive Advantage: Coming from beauty, she was shocked by the lack of ingredient disclosure in alcohol. She built her company around clear labeling and consumer education.
The Reality of Regulated Industries: Alcohol isn’t a typical startup category. Distribution laws, state-by-state rules, and ABV restrictions create constant operational complexity founders must master.
Entrepreneurship Requires Real Risk: From investors backing out to covering costs personally, Meredith shares the unfiltered truth: building a company often demands sacrifice, patience, and resilience.
Strong Brands Aren’t Neutral: Meredith believes the best brands evoke strong reactions. Clear identity, bold visuals, and confident messaging create loyalty - even if not everyone loves you.
Unleashing Your Inner Queen: For Meredith, it means fully trusting her intuition as a founder and leader — especially when navigating uncertainty or criticism.
Guest Appearing in This Episode
Meredith Mills-Merrit: Founder & CEO of The Original Southside and Clean Alcohol Collective, building modern beverage brands centered on transparency, quality, and bold identity.
Know a founder, operator, or brand builder navigating risk and big decisions? Share this episode with them. It might change how they think about leadership and growth.
