#190 - Paul Voge, Aura Bora: Sparkling Water. Shark Tank, & Bootstrapping Retail to 5k+ Stores

April 27, 2022
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Guest Name:
Paul Voge
Co-Founder & CEO
Company Name:
Aura Bora
Revenue Stage:
Guest Bio
Paul Voge is the Co-Founder & CEO of popular sparkling water brand, Aura Bora. Aura Bora has been featured on Shark Tank and is available in grocers including Sprouts, Whole Foods, Pavillions and more nationally.


Aura Bora makes one-of-a-kind sparkling waters with bold, refreshing flavors like cactus rose and lavender cucumber.


Paul Voge speaks with Blaine & Ramon about how creating DIY flavors with his soda stream led to a full-fledge sparkling water business.
Paul discusses the challenges of building a CPG brand, being on Sharktank during the height of COVID, Aura Bora’s path into retail stores, why he prefers retail over DTC orders, and more.


4:17- 6:06 Starting a CPG brand

9:08 - 15:34 Co-packers and distributor

15:50 - 17:04 Family & friend investors

17:12 - 23:04 Filming Sharktank in COVID

24:57 - 29:26 Creating new flavors

29:48 - 35:29 Retail over DTC

35:37 - 38:29 Watchout for chargebacks

43:55 - 49:19 Retail stores that carry Aura Bora

This episode is brought to you by OpenStore:

Visit https://open.store to get a free, no-obligation offer for your e-commerce business from OpenStore in 24 hours.

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Paul Voge - Co-Founder of Aura Bora

Ramon Berrios - CEO of Trend.io

Blaine Bolus - COO of OmniPanel

Episode Transcript

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

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Ramon Berrios
Founder and CEO at Trend
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Ramon has Co-Founded Trend. It is a curated marketplace of creators and brands. We help brands source high quality custom content. We love working with new, innovative companies that are changing the game.

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Co-Founded Seated,COO at Omnipanel
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Blaine Bolus is the Co-Founder of OmniPanel, the first software platform connecting CX & Internal teams.OmniPanel, backed by top Silicon Valley VCs, is building software infrastructure that powers cross-functional work, in an industry projected to be a $641 Billion Market in 2022.