Recipe for Greatness
Recipe for Greatness
Jay Greenwood
Building a New Beverage Category: CANS | Dominic Rice
42 minutes Posted Aug 1, 2025 at 5:00 am.
Introducing Dom Rice of Cans
Creating a Non-Sweet Drink Formula
Building a New Beverage Category
First-Year Success: 500,000 Cans Sold
Lessons From Red Bull to Startup
Fundraising and Learning From Mistakes
Leadership and Managing Self-Doubt
UK Launch and Where to Find Cans
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Dominic Rice, co-founder and CEO of CANS, is on a mission to build a new category of non-sweet, no-sugar, no-sweetener soft drinks. After 16 years at Red Bull, Dom is applying his beverage industry expertise to create a genuinely healthy alternative that doesn't compromise on taste. The idea came over a steak dinner in Prague, where three friends shared the frustration of living sugar- and sweetener-free and finding their only drink options were water, tea, or coffee. CANS is built on radica...