Lake Hour hires first CEO
Ready-to-drink (RTD) brand Lake Hour, co-founded by Marvel actor Wyatt Russell, has named industry veteran Michelle Ivey as its first CEO.
Lake Hour was co-founded by Russell, his wife Meredith Hagner, film producer Richard Peete, and his wife Tracy Peete, as a passion project in 2023. Together, they developed the brand from the ground up, experimenting with flavour profiles and brand identity to eventually shape the ‘lakeside-inspired vibe’ that is said to define Lake Hour.
Now Ivey, a seasoned beverage industry founder, operator, and advisor who brings more than 20 years of experience in scaling brands, has become the company’s first CEO, marking an ‘exciting milestone’ in Lake Hour’s evolution.
“I’m thrilled to join Lake Hour at such an exciting stage in its growth,” Ivey said. “The brand’s commitment to quality, creativity, and authenticity resonates deeply with me, and I look forward to carrying Lake Hour’s feel-good, welcoming spirit to an even wider community.”
Before joining Lake Hour, Ivey served 11 years as chief operating officer of Ilegal Mezcal, where she played a key role in transforming the brand from a ‘niche’ independent label into one of the world’s most recognised mezcals, culminating in its 2023 acquisition by Bacardi International.
Ivey is also co-founder of 11C & Co, a commercial strategy and lifestyle marketing agency that partners with founders, investors, and entertainment groups to develop culturally resonant beverage brands.
“Michelle brings exactly what we need to the table – serious industry experience and zero corporate stiffness,” explained Peete. “She instantly got what makes this brand special, and that’s what really resonated from the start. We’re thrilled to have her steering the ship.”
Lake Hour said it is now poised to enter its next phase of growth under Ivey’s leadership, as the brand continues to ‘redefine’ the RTD cocktail category while accelerating its national distribution and commercial growth.
Drawing inspiration from the ‘nostalgic, carefree spirit’ of lakeside living, each RTD cocktail in the portfolio is crafted with real spirits, real juice, and pure cane sugar, without artificial ingredients.
It is available in-store in select markets and online across the US.
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