How Bing Fueled the Startup Mountain Summit
Every startup event I’ve ever attended runs on one thing: caffeine. The Startup Mountain Summit is no different, and it’s rare to see founders walking around without a cup of coffee or an energy drink to boost them through the day. Last year, we casually introduced one of our favorite caffeinated beverages at the Summit in front of 150+ founders— Bing.
Disclaimer: Bing didn’t sponsor the Startup Mountain Summit. In fact, they had no idea they were about to become the most photographed brand of the entire event. This was a result of a customer’s genuine love for the brand. If you take away anything from this article, let it be a reminder of the importance of authentic brand ambassadorship and the impact loyal customers can have when they are enthusiastic about a product.
If you aren’t familiar with the brand, Bing is a Colorado-based beverage brand known for its caffeinated cherry drinks and it’s become a staple at the Startup Mountain Summit and just about every FoundersForge event since.
Over the past few years, I’ve had the privilege of helping build the Startup Mountain Summit with David Nelson , an avid cherry Bing lover who eventually passed that trait down to me. If you walked into our office on any given day, you’d likely find a fridge stocked full of Bings and a half-empty can on David’s desk. He loves the drink so much, he once carried a week’s supply with him on a kayaking trip through the Grand Canyon. Don’t believe me? His Instagram profile picture is the proof. To this day, David will tell you, “Bing is a good investment for any company.” Looking back, the Startup Mountain Summit planning phase was a lot more productive with Bing on hand.
If you’ve ever met David, you know Bing is part of who he is—so much so that his energy reminds you of the brand itself. That’s why I didn’t think twice about ordering Bing-branded stickers for conference attendees to decorate their name badges, or when when David left his Bing on stage for the entire Day 2 session. So it only made sense that Bing saved the day once again during one of the most chaotic moments of the Summit.
On the first night of the ’24 Summit, we threw an event called the Startup Showcase: a space for founders to show off their products, test ideas, and connect with other attendees. I remember scrambling to set up tables, grabbing bags of ice, and organizing the room just minutes before it started. In the chaos, I realized most of the drinks were still at the office, and I had no time to go back. I had almost given up until I randomly spotted a box under the welcome table loaded with cherry Bings. Without hesitation, I threw them on ice as founders started piling in the room.
I’ll never forget one founder walking up to me during the event, tapping me on the shoulder, holding up a Bing, saying: “Where. Did. You. Find. This,” like I had handed him the answer to life itself. From that moment on, I knew the Summit wouldn’t be the same without it. After looking through the photos, it didn’t even surprise me to see that familiar red can showing up in most of the shots from the night.
I think it’s safe to say that Bing is now a part of the Startup Mountain Summit. It brought energy to our sessions, showed up to events on stage, and somehow always ended up in the background. If you spot one at this year’s Summit, just know you’re in good company.
