Alcohol Innovation Strategies: Reinventing Drink Personalization with Paul Wolchuk

The Growth Class with Phil Masiello · May 20, 2026 · 29m · transcript

In this episode of The Growth Class, host Phil Masiello interviews Paul Wolchuk, founder of iiCiNG, a Canadian beverage flavor enhancement company. They explore how Icing evolved from an initial focus on beer flavoring into a versatile product used across vodka sodas, tequila, wine, cocktails, sparkling water, juices, and even non-traditional applications, highlighting the challenges and opportunities of building an entirely new beverage category.

Paul shares insights into the realities of retail distribution, including the long process of entering major chains like Loblaws, and explains how…