Evian
To Whom It May Concern,
It is with great pleasure that I write this letter of recommendation for Bill Sipper and Cascadia Managing Brands. Having known Bill for over 35 years-first as his CEO at Evian, then as a competitor and lifelong industry peer-I can confidently say that he and his firm are among the most knowledgeable, strategic, and results-driven professionals in the food and beverage industry. Bill’s career began in the early 1980s when I hired him as Evian’s first Retail Sales Manager.
Coming from a successful family-run water distribution business, Bill already had an instinct for the beverage market, but it was his work ethic, ability to build meaningful relationships, and relentless drive that made him stand out. As he rose through the ranks-first to District Sales Manager and later to Regional Sales Manager-Bill played a key role in Evian’s early success in the U.S., working closely with distributors, restaurants, and independent accounts to establish the brand. His contributions were particularly instrumental during one of our most pivotal moments: transitioning Evian to Coca-Cola as its national exclusive distributor. That shift required not just deep industry expertise but also a strong ability to navigate complex relationships at every level of the business.
Bill executed it seamlessly.
Since then, Bill has gone on to become a leading force in the industry, holding executive roles at some of the most respected beverage companies, including:Vice President of Marketing at Ultimate Juice Company (Naked Juice, Zeigler’s Apple Cider, Natalie’s Orange Juice). In 2010, Bill co-founded Cascadia Managing Brands with his brother, another accomplished beverage executive. Over the past 14 years, Cascadia has become one of the most effective brand management and consulting firms in the industry, helping food and beverage brands develop, launch, and scale their businesses in an increasingly competitive landscape.
Cascadia’s track record speaks for itself, having worked with both startups and established brands, including Liquid Death, Hint Water, Zico Coconut Water, PathWater, C2O Coconut Water, Franklin and Sons, Dirty Potato Chips, Poshi, Mooosh Not Cotton Candy, Lindt, and Droste Chocolates, among others, including Too Good Gourmet Cookies. The firm has also provided strategic guidance to major corporations and organizations such as InBev, Coca-Cola, Deloitte, Bain & Company, and the United States Department of Commerce.
What makes Bill and Cascadia Managing Brands unique is their ability to bridge strategy with execution. They don’t just offer advice-they roll up their sleeves and get the job done. Whether it’s developing go-to-market strategies, securing distribution, building brand equity, managing sales teams, or navigating the complexities of scaling a brand, they have the expertise and industry relationships to make it happen.
I have watched Bill evolve from a young, ambitious sales professional into one of the most respected and sought-after brand strategists in the business. I can say with absolute confidence that any company looking to grow in the food and beverage space would be lucky to work with him and his team at Cascadia Managing Brands. Their experience, insight, and dedication to their clients set them apart.
I would be more than happy to speak further about Bill’s qualifications and the outstanding work Cascadia does.
Sincerely,
Jack Maguire