Liquid Agency doesn’t usually take college students as clients. But when Scott Gardner, Liquid Agency’s CEO got a call from a Santa Clara University undergrad who wanted help bringing a new beverage product to market, Gardner couldn’t refuse. “I started a business in college,” says Gardner, “and I love entrepreneurs.” Gardner offered the student and his two business partners, all college mates, the opportunity to participate in Liquid’s streamlined brand development solution for start-ups and small companies, Liquid Express. The result of the collaboration is Ficks, a first-in-its-category cocktail fortifier that’s hitting the shelves of bars, restaurants, and retailers including Urban Outfitters. So how did three college kids create and launch an innovative beverage product, an appealing brand, and a wholly new product category? We’ll tell you.

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