He's particularly critical of products that lead with alcoholic terms like 'gin' or 'whiskey' in their marketing: "I find it really misleading, and I find it dangerous from an expectation-setting perspective."

That's on top of the Amazon issues with ingredients the selling giant wasn't quite so comfortable allowing them to list.

The brand's name comes from the ancient Greek philosopher Zeno, whose four virtues - moderation, wisdo...

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Carl's story involves innovation, passion, and a deep understanding of what makes a beverage enjoyable (as well as a few laughs!).