The Los Angeles-based company, founded in 2005, invests in seed-stage, early-stage, growth-stage, and later-stage beverage companies through buyouts. The firm seeks to invest in consumer products, consumer services, and manufacturing sectors in the United States. The First Beverage team is made up of senior beverage executives with over 200 years of industry experience, and they work to provide growth solutions to their clients through operational and strategic advice, direct investments, and investment banking. They challenge industry conventions, support new trends and segments, and embrace and drive change.