Warmack, 35, grew up in Detroit and spent about five years in brand management for The Coca-Cola Co. before striking out on his own. After evaluating the beverage market, Warmack decided to create lemonades because, he says, just about everybody likes lemonade, but it is vastly underserved. “All the lemonade brands that are out there right now are about grandma,” said Warmack, founder and CEO of United Beverage Group Inc.. “You’ve heard that story over and over.” During his time with Coca-Cola, Warmack enjoyed a pretty enviable career. Aside from the traditional trappings of success—high salary, international travel, rubbing shoulders with the jet set—he also got the chance to be involved in some highly visible branding projects.
Maybe you’ve heard of a couple of them…. the Nu Classic Soul Campaign featuring the Roots and Musiq Soulchild? How about lifting an obscure Powerade from the shadow of sports beverage giant Gatorade by repositioning it as a true ‘lifestyle’ brand? Warmack certainly found himself involved in some innovative projects, laying the groundwork for a promising career.