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Martinelli cider is a staple at so many dinner tables. it was founded in 1868 by steven g. martinelli. this non-alcoholic drink is the number one selling product. we sat down with steven's great grandson at the company's headquarters in watsonville, california. he tells us why all entrepreneurs must expect the unexpected, challenge assumptions and plan for succession in this learning from the pros. build upon the the past. often in a family business the next generation rests on its laurels and more interested in distribution checks and not investing in the business for the future. when i joi...

Anticipate and innovate. prior to 1920 when prohibition was just about to be passed, my grandfather developed a past dl eurization process. when hard cider was made illegal, we were able to convert that into a nonalcoholic version which is our sparkling cider which is what we're most known for. if he hadn't anticipated that law obsoleting our number one product and developed a solution, we might not have made it through prohibition. plan for succession. over the last four generations there's been a martinelli ready to take the helm. generation five is not quite ready. we've found a professiona...

>> shep, thank you for coming on and giving your tips. martinelli's sparkling cider say staple at so many tables. it was founded in 1868 by steven g. martinelli. this nonalcoholic drink is the company's number one selling drink. we sat down with the company's great grandson at their headquarters. he tells us why all entrepreneurs must expect the unexpected, challenge assumptions and plan for a succession in this "learning from the pros." ♪ >> build upon the past. often in a family business the next generation rests on its laurels and they are more interests in distribution checks and not i...