Most People Wouldn't Do This ft. Donald Short (Episode 19)

Donald Short on Leaving Coca-Cola, Building ROXOR, and Betting on Yourself This week on Brick & Brand, we sit down with Donald Short — former Coca-Cola executive turned founder of ROXOR Spirits. Donald shares what it really looks like to walk away from global scale and stability to start from scratch in one of the toughest industries out there. From navigating the brutal realities of distribution and retail to building a brand with intention from the ground up, this is an inside look at what it takes to actually get on the shelf—and stay there. We also put him in the hot seat: tough calls on capital, growth, and staying true to the vision when real money is on the table. If you're building anything—this one hits. ROXOR