When Jay Williams started out, he didn’t know a single person in the beverage industry. This is the story of how he networked from scratch, found his people, and slowly built real credibility without a name badge or a shortcut.
When he decided to launch Free Bird Southern Spring Water, Jay didn’t know a single person in the beverage world.
Not one.
He had spent over two decades in real estate, where he could walk into a conference and recognize half the room. He knew the language, the players, the playbook.
Then one day, he decided, “You know what sounds like a good idea? Let’s start selling water in a can.” Totally normal move, right?
But within a year, he was sitting across from industry veterans, signing real distribution deals, and building real momentum, with a brand that looked nothing like the rest of the shelf.
No shortcuts. No name badge. Just hustle, curiosity, and a willingness to be the new kid again.
Here’s how he pulled it off, and how others can, too.
- Lead With Curiosity, Not Credentials
In real estate, Williams was the guy people called for answers. In beverage? He was the guy Googling, what even is a co-packer?
So he leaned into it. He asked questions. A lot of them. Some smart. Some dumb. All honest.
And something funny happened. People didn’t mind. In fact, they appreciated it.
It turns out, being curious and coachable beats faking expertise any day. No one wants another “expert.” They want someone who’s actually listening.
- Show Up Anyway
Williams went to every event he could: BevNET, Expo East, small panels, giant conferences. He even wandered into one event where he wasn’t entirely sure he belonged. (Spoiler: he stayed.)
It was at one of those events where he met Eric Schnell, founder of BeyondBrands. Eric got excited about what Free Bird was building and eventually became a partner. That never would’ve happened if Williams had stayed home waiting to “feel ready.”
Pro tip: No one ever feels ready.
- Build Something First
Here’s the thing: people are more willing to help when someone is already in motion.
Before Jay reached out to anyone, he had something to show them. Not a perfect brand. But a real one. A can. A look. A vibe.
He didn’t go asking for mentorship or partnerships without putting skin in the game. He built first. Asked second. It changed everything.
- Be the Person Who Follows Up
This sounds basic, but it’s wild how often people drop the ball. If someone gives even a sliver of their time, following up matters. Be kind. Show up again.
Sometimes Williams got ignored. Sometimes he got lucky. Sometimes he sent emails into the void and six months later, got a reply like nothing ever happened.
It’s all part of it. Be persistent without being annoying.
- Turn Cold Introductions Into Real Relationships
The goal isn’t to collect business cards. It’s to build trust. The kind where people reply to texts. The kind where they introduce someone because they believe in them.
That takes time. And showing up with good energy. And not simply being transactional about everything.
In a new industry, a name starts out as nothing. It’s built by how someone shows up, over and over again.
Final Thoughts
Breaking into a new industry mid-career is somewhat like switching high schools as a senior. Everyone already knows each other. The newcomer is just trying to figure out where the bathrooms are.
But here’s the upside: if someone is willing to be the new kid for a while, if they stay curious, stay kind, and stay in the game, things start to click.
That’s how Jay hacked his way in. No cheat codes. Just a lot of reps and a little belief that he’d eventually find his people.
About Free Bird
Free Bird is a premium non-alcoholic beverage brand redefining how we socialize and celebrate—without the hangover. Crafted for the bold and mindful, Free Bird offers an elevated drinking experience that blends clean ingredients, bold flavor, and functional benefits. Whether you’re sober, sober-curious, or simply seeking balance, Free Bird is your go-to alternative for feeling good in the moment and the morning after.
For more information, visit drinkfreebird.com or follow along on Instagram at @drinkfreebird.
Media Contact:
Larissa Hrabec
mediainquiries@drinkfreebird.com
