WYATT RUSSELL AND RICHARD PEETE
Co-Founders, Lake Hour
Ages: 39 First Industry Job: Russell: Lake Hour! But I grew up around people starting businesses. My dad has a wine brand, and a lot of my family has built things from the ground up, so the risk-taking part felt familiar, even if the category was new. Once we got into it, we realized it’ s not that different from film. Peete: I run a production company, and we work with a lot of food, beverage and CPG brands, so I’ ve been close to the industry for a while. Lake Hour was the first time I was actually responsible for building and running a brand. Coming from film helped. Co-packers feel a lot like production vendors, distributors are relationships you build over time, and everything depends on communication and trust. We joke that what gave us the confidence to start was not being scared. Favorite Drink: Russell: Lake Hour Green Vodka Iced Tea Peete: Lake Hour Rosemary Yuzu Vodka Seltzer
As co-founders of Lake Hour, Wyatt Russell and Richard Peete have built a premium canned cocktail company rooted in authenticity, craftsmanship, and an understanding of consumers. Both founders dove into the industry with no prior beverage experience, learning every facet by doing the work themselves, including distribution, pricing, production, trade shows, flavor development and more.
Russell is a successful actor and former professional ice hockey goaltender. Since 2021, he has portrayed John Walker / U. S. Agent in the Marvel Cinematic Universe. Pette is an established filmmaker and producer, known for works such as The Legend of“ Ochi”( 2025),“ Blue Ruin”( 2013) and“ Killer Sally”( 2022).
Their complementary backgrounds in film bring creativity and storytelling to the brand, helping Lake Hour resonate emotionally with consumers while standing out on the shelf. Founded in 2023, Lake Hour now boasts 10 employees, a newly appointed CEO and is online nationwide and in select retailers across eight states.
In terms of challenges, Russell says,“ Understanding how much patience and consistency it takes to build something real. You can’ t rush it. We were new to the space, which meant a steep learning curve, but we’ re both all-in and quick studies. We overcame it by committing fully, day in and day out.”
Adds Peete, on career challenges,“ Shifting from project-based work to something that never turns off. A brand is always live. Once I recognized how similar it is to film, it clicked. Team building and creative problem-solving come naturally to us, and that realization was a real breakthrough.”
Looking ahead, Russel wants to“ build something that feels authentic and lasts. Storytelling is what I know, and team building, like in film, and Lake Hour is really about creating moments people want to come back to.”
Peete agrees. He hopes to“ build a brand that’ s thoughtful and intentional in a crowded space. We try to stay focused, trust our taste, and grow in a way that makes sense for the product.”
INEZ GOODWINE
Lead mixologist, St. Julep at The Kimpton Sylvan Atlanta-Buckhead
Age: 34 First industry job: Legal Seafood Favorite drink: A Last Word but with mezcal
The unlimited amount of creativity is what first drew Inez Goodwine to the beverage alcohol industry.“ My palate may be completely different from the next, but we can both create a master piece,” she says.
The beverage industry is one of the few spaces where creativity, passion and community collide in real time, says Goodwine.“ This industry will push your limits, but also help shape you.”
Mentors have helped influence her career. Chris Wolstenholme, Goodwine’ s first general manager at a craft bar,“ saw my light before I fully believed in myself; he even gave me time to shine on the Food Network,” she notes.“ Still to this day, he is one of my biggest supporters and confidants.”
Another cheerleader is Krystal Garner, agave master with Patron tequila.“ She is a powerful source and girls’ girl in my industry,” Goodwine says.“ Also, she was the first person to get me to Mexico to deep dive into my passionate love for agave spirits.”
This past October, Goodwine made the top three for a competition in Hollywood, CA, sponsored by Gran Coramino Tequila. She was the only woman to make it to the final stage.
That’ s been a reoccurring theme for Goodwine, who is one of the co-chairs for the U. S. Bartenders’ Guild in Atlanta.“ The biggest challenge I’ ve faced in this industry is that most of the time, I am the only woman,” she explains.
“ In my very first live competition, I was the ONLY girl, and I went last. Guess who won? ME. I keep believing in myself and showing up!”
Goodwine tries to give back by sharing her wins, losses, travel and full experiences through her socials.“ I hope to inspire others in the beverage industry by being living proof that even our wildest dreams are attainable.”
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