A cooler backpack, a New England winter, and a lot of rejection—that’s how Todd Simon started selling his own beer. The Hero95 founder and former Boston Beer Company brand strategist joins Ian Brownhill to talk about building a light beer brand, winning space in local stores, and why a good product still needs a story people remember.

Todd shares the thinking behind Hero95’s 95-calorie lager, its $95 donations to individual fundraisers, and a can design inspired by colorful sneakers. Plus, the Massachusetts founder explains why Rhode Island punches above its weight.

Follow So New England for more conversations with the people and businesses shaping the region.

What makes you give a new local brand a chance? Leave your answer in the comments.

Hero95 and beer finder: https://drinkhero95.com/
Instagram: https://www.instagram.com/drinkhero95/
Life’s Bettah: https://www.lifesbettah.com/

So New England Business Spotlight #13
Hosted by Ian Brownhill, featuring Todd Simon.

Please drink responsibly.

He drove a U-Haul 32 hours from Alabama to Rhode Island expecting cold, rude, unwelcoming people. Four years later he's one of New England's most-followed creators — and he says everything he'd been told about us was a lie.

This week, Ian and RJ sit down with Brad Porch, better known as Honestly Brad. Brad opens up about the 2017 collapse that led him north, getting sober, and rebuilding from nothing — then gets into the culture shock of the move, why "you f***ing idiot" is a term of endearment in New England, and the one thing nobody warned him about (none of his furniture fit through the door of his Pawtucket apartment). Then he takes on the So New England segment and ranks all six states, putting Massachusetts dead last and immediately apologizing for it.

Follow Brad at @honestlybrad. Follow So New England for new episodes every week — life's better in New England.

She never went to design school. Eight years later, her work has been on Tom Brady's family, Nikki Glaser's tour, and the shelves at Fenway and TD Garden.

This week, Ian and RJ sit down with Melissa Stern — the designer behind Mel the Clothing, the rhinestone-covered Boston sports line you've probably seen all over your feed. Mel shares how a rhinestone champagne bottle jacket accidentally launched a business, the nightmare of navigating sports licensing across four different leagues, and the moment she made jackets for Tom Brady's Hall of Fame induction. She's honest about the grind too — getting ripped off, the projects that never see daylight, and why she thinks if you can make it in Boston fashion, you can make it anywhere. Then she takes on the So New England segment, designing a bedazzled outfit for every state and every season. Find her at meltheclothing.com and @mel_the_clothing. Follow So New England for new episodes every week — life's better in New England.