The $9 Million Question: How Milan Martin Transformed Social Sobriety into a Beverage Empire
In 2019, entrepreneur Milan Martin launched his beverage company, Recess, in New York City, driven by a singular, provocative question: why do we feel the need to consume alcohol to relax in social settings? By challenging the cultural necessity of intoxication, Martin successfully pivoted consumer behavior, building a hemp-infused and adaptogen-based sparkling water brand that…