Real-World Data and the Future of Functional Beverages

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 operator in the beverage business, this conversation will change how you think about data—not as a luxury, but as a necessity.

🎧 Listen and learn how the smartest players in the space are using consumer research to gain an edge in product design, compliance, and go-to-market execution.