How We Bottled Nicotine: The Drink Nobody Saw Coming

What happens when two founders, a mad-genius formulator, and a rebellious idea collide?

You get a legal, fully functional, nicotine-infused beverage—and the story behind it is just as wild as the product itself.

In the latest episode of the Nic & Jet Fuel Podcast, Jayme and Brett are joined by BJ McCaslin—the master beverage scientist behind the cult-favorite brand Holy! Water—to unpack the creation of a drink that does what most wouldn’t dare: infuse clean nicotine into ready-to-drink coffee.

That’s right—we bottled nicotine. And we did it on purpose.

🎙️ In This Episode:

⚡ Why nicotine?
Why we chose one of the most misunderstood (yet effective) compounds on the planet.

🧪 How we formulated it safely
The science behind the system, and how we made it clean, controlled, and consistent.

🚀 The brand and business strategy
From Beach Weekend Coffee to bold packaging, we talk how to launch something this big (without playing it safe).

🥤 What it actually feels like to drink it
Real feedback, real clarity, and no crash.

💥 The reactions we're getting
Spoiler: it’s everything from “Wait, is this legal?” to “Where has this been all my life?”

🧠 For the Creators, Builders & Brand Nerds

If you’re into branding, startups, product innovation—or just wild ideas that actually make it to market—this one’s for you.

We break down the psychology of bold branding, the risk of doing something truly new, and what it takes to get attention in a world drowning in sameness.

No fluff. Just real stories, real risks, and a drink that’s changing the game.

📌 Subscribe for More:
We’re talking entrepreneurship, performance, clarity, and aviation-fueled brand strategy every week.
→ @nicandjetfuel on YouTube
🎧 Also available on Spotify, Apple, and everywhere you listen to podcasts.