Jared Drinkwater, a seasoned brand marketer with two decades of experience at major corporations like Frito-Lay, has successfully parlayed his deep understanding of consumer packaged goods and a personal passion for authentic barbecue into a thriving snack food empire. In 2019, alongside former Frito-Lay colleague Mike Zbuchalski, Drinkwater co-founded Low and Slow, a pioneering brand that reimagines snack foods by infusing them with the rich, complex flavors of wood smoke, a stark departure from the sauce-centric approach that dominates the market. This venture, born from a casual dinner conversation, has rapidly ascended from a garage-based experiment to a national retail presence, gracing the shelves of over 4,000 stores, including major players like Walmart and Costco.

The Genesis of a Smoky Idea

The inspiration for Low and Slow struck Drinkwater in 2019 during a dinner where the conversation turned to the nuances of barbecue. Having spent 22 years in Dallas, a city renowned for its barbecue culture, Drinkwater possessed an intimate knowledge of what truly defines an authentic barbecue experience. He articulated a crucial insight: traditional barbecue snacks heavily rely on barbecue sauce, often masking the more fundamental elements of slow-cooked, wood-smoked meats. He asserted, "BBQ sauce, while great, is the least important aspect of an authentic BBQ experience. It’s all about the wood, the smoke and lots of patience." This conviction sparked an immediate experiment. The very next day, Drinkwater coated a tray of chips with a rub typically used for ribs and placed them in his backyard smoker. The enthusiastic reception from his family confirmed the potential of his idea, and after a cursory market scan revealed no existing products that truly captured the essence of smoked snacks, Low and Slow was conceived.

Bridging the Gap: From Backyard to Scalable Production

A significant hurdle for any nascent food business, particularly one with a novel production method, is scaling operations. Drinkwater, a marketer by trade, recognized his limitations in engineering a manufacturing process capable of producing smoked snacks on a commercial scale. This led him to seek out Mike Zbuchalski, a former Frito-Lay colleague and a distinguished figure in snack innovation. Zbuchalski, who had served as the head of global research and development for PepsiCo Foods before retiring, possessed the technical acumen to transform Drinkwater’s backyard concept into a viable commercial product. The initial stages of collaboration involved extensive experimentation in Zbuchalski’s backyard, utilizing copious amounts of hickory wood. This period of trial and error, spanning nearly two years, was dedicated to perfecting a process that could yield shelf-stable, smoked snacks without compromising the integrity of the smoke flavor. This intensive R&D phase was foundational, laying the groundwork for the brand’s unique value proposition.

Crafting an Authentic Brand Identity

Concurrent with the development of the manufacturing process, Drinkwater and Zbuchalski focused on building a brand that authentically reflected the spirit of a traditional barbecue joint. Recognizing that conventional snack packaging expertise might not capture the desired aesthetic, Drinkwater strategically engaged White Unicorn, a Dallas-based branding firm with extensive experience in hospitality and restaurant design. This decision proved to be a critical early investment, costing approximately $30,000. The agency’s ability to translate the essence of barbecue culture into compelling visual branding was instrumental in establishing Low and Slow’s distinct identity. The branding aimed to evoke the sensory experience of a smoky, authentic barbecue establishment, differentiating it from the often-generic branding found in the salty snack aisle. This strategic branding choice was a significant driver of early consumer interest and market validation.

To further validate the product and brand, the duo conducted a successful proof-of-concept by hand-smoking small batches of snacks. These were then packaged in custom-printed bags and sold at a local farmers market in Plano, Texas. This direct consumer interaction provided invaluable feedback and demonstrated a tangible market demand for their unique product.

Leveraging Networks and Emerging Technologies

Drinkwater emphasizes the paramount importance of his professional network as a free, yet incredibly valuable, resource during the initial stages of Low and Slow. His 20-plus years in brand marketing afforded him connections with individuals across the retail, packaging, and agency sectors. Upon learning of his venture, former colleagues, now holding positions at major corporations, offered their expertise and support, significantly accelerating the business’s progress. This illustrates the adage that in business, relationships are often as crucial as capital.

In addition to human capital, Drinkwater highlights the transformative impact of Artificial Intelligence (AI) as another readily accessible, free resource. AI has become an indispensable tool for Low and Slow, assisting with financial modeling, social media content creation, and serving as a sounding board for strategic branding decisions. This integration of AI underscores the evolving landscape of entrepreneurship, where technology can democratize access to sophisticated business support functions.

A Rethink on Market Entry: The TikTok Advantage

Reflecting on his entrepreneurial journey, Drinkwater identifies a key strategic pivot he would make if given the chance: prioritizing TikTok as the primary sales channel from the outset. He posits that an aggressive focus on TikTok, rather than initial retail placements or trade shows, would have provided a more efficient path to market penetration. He states, "TikTok is the most powerful discovery engine on the planet for emerging brands. Getting millions of views before you earn a spot on a shelf is a much easier path to success than sitting in aisle seven hoping someone notices you." This perspective highlights the burgeoning power of social commerce and influencer marketing in the modern consumer goods landscape, suggesting that building a strong online community and generating viral awareness can precede or even circumvent traditional retail gatekeepers.

The Unseen Physical Demands of CPG

A surprising challenge that Drinkwater consistently underestimated was the sheer volume of physical labor involved in launching a Consumer Packaged Goods (CPG) business from the ground up. The demands extend far beyond product development and marketing. He recounts experiences such as manually transporting cases of product to events, assembling trade show displays, enduring long hours standing at sampling booths, and personally fulfilling thousands of online orders. This hands-on involvement, while crucial for understanding the operational intricacies, places a significant physical toll on entrepreneurs. Drinkwater’s advice to aspiring CPG entrepreneurs is to prioritize physical fitness, acknowledging that the journey is often more physically taxing than anticipated.

From Humble Beginnings to Multi-Million Dollar Growth

The path to consistent revenue for Low and Slow involved approximately 12 months post-launch, a milestone significantly accelerated by the strategic hiring of Randy Kruse as Vice President of Sales. Kruse, a veteran of the snack industry with prior experience at Dots Pretzels, brought invaluable industry relationships and sales expertise. His contributions were pivotal in securing distribution agreements and fostering repeat customer business.

The growth trajectory of Low and Slow has been nothing short of remarkable. Within 18 months of its initial launch in a few Texas stores in July 2023, the company has seen its monthly revenue surge from under $20,000 to mid-six figures. This expansion is directly linked to the increasing number of retail doors stocking the product and robust repeat purchase rates. Drinkwater projects a clear path toward tripling the business in the near future, with an ambitious target of achieving $20 million in revenue within the next 18 months. This rapid ascent signifies the strong consumer appetite for their innovative product.

National Footprint and Future Ambitions

Currently, Low and Slow products are available in over 4,000 retail locations across the United States. This impressive footprint includes placements in Walmart Texas, Sam’s Club Texas, Home Depot, Home Goods, and a vast network of independent grocery and convenience stores. A significant recent development is the brand’s debut rotation in over 70 Costco warehouse locations in the Northeast, with further expansion anticipated. Beyond these major retailers, the brand has secured a special placement in the World Barbecue Hall of Fame gift shop in Kansas City, a testament to the brand’s authentic connection to barbecue culture.

The Entrepreneurial Drive and Family Legacy

What Drinkwater cherishes most about running Low and Slow is the profound satisfaction of seeing a concept born in his backyard evolve into a nationally recognized brand found on the shelves of major retailers. The autonomy of being his own boss and the agility in bringing new products and ideas to market are significant perks. However, the most rewarding aspect is the active involvement of his children in the business. From contributing to flavor development and working at barbecue festivals and Costco sampling events to offering candid feedback on social media content, his children have been deeply engaged. This familial involvement fosters a powerful understanding of entrepreneurship, demonstrating that with hard work and creativity, any aspiration can be transformed into reality.

Drinkwater’s most impactful business advice centers on clarity and differentiation. He advocates for the ability to describe a product or service’s unique selling proposition in three words or less. For Low and Slow, this concise articulation is "We Smoke Snacks." He argues that in an information-saturated market, particularly within the CPG sector, an easily digestible message is crucial for capturing consumer attention, especially when packaging must communicate value in mere seconds. This principle of concise communication is fundamental to cutting through the noise and establishing a strong brand presence.