There he was, Benjamin Gott, in the belly of the beverage beast’s warehouse. Utterly surrounded by 160,000 sq feet of empty, name-brand plastic bottles. A weaker man might have cried.

OK, so Challenger Brands are working to bring their companies to the forefront, pushing aside the big guys and promoting their own brands to steal the market and grow profits. Right? In the case of Tappening, the answer is an unqualified sort of.