VANCOUVER, B.C. — December 9, 2025 — We are pleased to share that Triple X.O.G. has been featured by Early Stage Journal in a dedicated episode and write-up that unpacks our founder's story—"Inside Triple X.O.G.’s origin story: From zero experience to 35 iterations and a Dragons’ Den deal."
The story behind the can: from concept to category creation
Early Stage Journal spotlights how co-founders Felix Chen and Rudy Pham pressure-tested an idea born from a cultural staple and identified a clear whitespace in the RTD market—then committed to the long game of building something shelf-ready.
At the center is our product thesis: a cognac-based ready-to-drink cocktail designed to bridge East and West—blending French cognac, jasmine green tea, and Canadian honey with light carbonation at 5% ABV. The piece also outlines the cultural backbone of the brand and how Triple X.O.G. is intended to represent heritage, connection, and community—not just a “new flavor” in a crowded category.
What resonated: iteration discipline and founder conviction
One of the most operationally relevant themes is the execution reality behind “overnight success.” The feature details the early R&D phase—months of self-directed learning, kitchen experimentation, then formal support via a formulator and production partners—culminating in the team’s decision to trust internal alignment after 35 iterations, even when external feedback varied widely.
This is a key signal for builders and operators: data matters, but conviction and clarity of vision remain decisive advantages when you are creating a new lane rather than optimizing an existing one.
Go-to-market: momentum built through community and persistence
Early Stage Journal also highlights the “do the work” playbook: sampling, storytelling, and persistent in-market presence. The founders describe how community flywheels were created through events and tastings—turning early customers into vocal advocates and accelerating brand trust at the point of trial.
The article tracks early retail breakpoints as well—from initial introductions to meaningful placement opportunities—showing how consistent field execution can convert a single trial moment into a scalable retail relationship.
Dragons’ Den: multiple offers and a high-leverage inflection point
A major milestone covered in the feature is Triple X.O.G.’s Dragons’ Den journey—resulting in multiple offers, including from Wes Hall and Manjit Minhas, with the founders partnering with Minhas and moving through due diligence (with final terms continuing post-show, as is standard).
Importantly, the coverage does not treat Dragons’ Den as “the strategy,” but as an amplifier for years of operational grind—followed by measurable market response. After the episode went live, the brand reportedly drove roughly 20% of overall online sales within four days, alongside inbound demand from across Canada and internationally.
What’s next
The feature also previews our forward roadmap: expanding the lineup with new flavours, developing a non-alcoholic option, and exploring a 7% version alongside the core 5% product—while continuing to build distribution nationally and preparing for the next phase of fundraising.
Appreciation and call to action
We appreciate Early Stage Journal and Lisa Tanh for capturing the nuance of what it takes to build: the cultural context, the operational learning curve, and the founder mindset required to execute through ambiguity.
If you have supported Triple X.O.G.—by trying a can, bringing friends to tastings, or sharing our story—thank you. You are not just buying a beverage; you are helping scale a community-driven brand that is intentionally building a category with purpose.
