About the Authors – Seth Goldman is President and TeaEO of Honest Tea, the company he co-founded in 1998 with  Professor Barry Nalebuff of the Yale School of Management, which was acquired by The CocaCola Company in March 2011. Today, Honest Tea is the nation’s top selling ready-to-drink organic bottled tea, and is carried in more than 100,000 outlets.  Over the past fifteen years the company has thrived as consumers have shifted toward healthier and more sustainable diets.  Mission in a Bottle, the Story of Honest Tea, written by Seth and Barry, will be published by Crown Business Books in September, 2013.

About the Book – Mission in a Bottle, written by Honest Tea co-founders Seth Goldman and Barry Nalebuff, shares what happens when two outsiders to the beverage industry – a student and his professor – decide to make bottled tea that actually tastes like tea.  In an engaging illustrated comic format, Seth and Barry explain how they built their business from five thermoses to more than 100 million bottles a year. Offering a wealth of insights and advice for idealists, entrepreneurs, and would-be entrepreneurs, the book shows how economic theory helped them to get the big picture right and how they trusted their passion for transforming the American diet to keep them on course.