Startup Beverage Company Taps Former Top Music Executive as New Xaiko Hard Cider Brand Executive

June 22 06:19 2019
Startup Beverage Company Taps Former Top Music Executive as New Xaiko Hard Cider Brand Executive

PLEASANTON, CA – Xaiko Beverages, Inc. has named Tobin “TC” Costen, who is known as former head of entertainment companies, No Limit Records, Me & Mine Entertainment and business partner of Master P, as Chief Growth Officer for its Xaiko Hard Cider line.

“I have a passion for hard cider and this is an incredible opportunity for me to have a tremendous impact on the beverage industry overall, as well as be in the forefront of the cider community,” Costen stated.

In this role, Costen — who led San Francisco’s online delivery company Goodeggs operations through a period of rapid growth and expansion through 2017 – will be tasked with driving growth, education, engagement and strategic partnerships for Xaiko’s upstart organization.

According to Forbes Magazine, off-premise sales of hard cider declined to $470 million in 2017.

But Costen, who has been active in sales, marketing and operations, is hopeful that Xaiko Beverages’ innovation efforts with Hidden Star Orchards in San Leandro, California, will not only help invigorate growth but also help introduce new drinkers to the cider category.

“Xaiko, pronounced psycho, has developed unique flavors and I am certain that we will be well known in a short amount of time in the industry.  I have some well-known platinum recording artists who are interested in being brand ambassadors and I have my eye on a large company to acquire, so I expect extremely rapid growth for the organization,” Costen stated.

“Our number one priority is growth through continued packaging, innovation, promotion and brand communication initiatives, along with a rather significant acquisition,” he said.

Costen, who will be based in Pleasanton and work to “stimulate growth”, said he believes products like Raspberry Dragonfruit and Orange Lime will help bridge the gap between wine drinkers, cider drinkers, and spirit drinkers while simultaneously creating new opportunities for drinking occasions.

To Learn More:

Cider lovers can explore Xaiko online at

Media Contact
Company Name: Xaiko Beverages, Inc.
Contact Person: Taylor Krouse
Email: Send Email
Phone: +1 (415) 766-8116
State: California
Country: United States

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