From his role as VP of Artist Development and A&R at A&M Records, to managing Korn, The Offspring, Social Distortion, and Taking Back Sunday, to becoming the CEO and Co-Founder of Fanscape—and now serving as the CEO of Beckett’s, a non-alcoholic cocktails and spirits company, Larry Weintraub has lived a life shaped by his love for music and his passion for forging deeper connections between creators and fans.
In this interview, we explore the transformative power of music, the challenges of navigating career transitions, and what it looks, feels, and sounds like to build a career and legacy you can be proud of.
I build brands that customers obsess over and I’ve been doing it for more than 25 years. Today, I’m the CEO of Beckett’s Non-Alcoholic Cocktails & Spirits, a national brand available at Total Wine & More, Walmart.com, drinkbecketts.com, and many more retail outlets, bars, restaurants, and venues. We’re full-flavor non-alcoholic cocktails, built for the modern social ritual, proving you can celebrate without compromise because like you, our products are too good to be wasted. Alongside Beckett’s, I lead Great Gig Strategy, where I serve as a fractional CEO, CMO, and COO for founders of consumer and media companies. My focus is to sharpen the business model, map the customer journey, and design loyalty-driven growth systems that actually show up in the P&L. Previously, I co-founded and scaled Fanscape, one of the first social media marketing agencies, to 100+ employees and $10M+ in annual revenue before selling to Omnicom. We delivered 25% year-over-year growth with positive EBITDA and helped brands like GameStop, AT&T, and major entertainment companies harness fan communities long before “community-led growth” was a buzzword. At The Marketing Arm, I served as Chief Innovation Officer and President of Music Strategy, building a new division that transformed client engagement and generated a new 7-figure revenue stream with partners including State Farm, P&G, Uber, and Samsung. I’ve negotiated multi-million-dollar partnerships with Live Nation, iHeart, SiriusXM/Pandora, UMG, Sony, CAA, and more. My roots are in music artist development and management, working with acts like Offspring, Korn, Social Distortion, Taking Back Sunday, Gin Blossoms, and Sheryl Crow, where I learned how to build careers, not just campaigns. That same mindset now guides how I build long-term, customer-first, commercially sound brands. What I’m focused on now: • Scaling Beckett’s in retail, on-premise, and DTC as the go-to non-alcoholic cocktail experience. • Partnering with founders as a fractional C-suite to unlock growth, profitability, and operational clarity. • Exploring strategic partnerships and growth opportunities in non-alc and better-for-you consumer brands. If you’re building a consumer brand and want customers who stick around, talk about you, and bring their friends, I’d love to connect.
Previously Published on Own Your Truth
Welcome to the Own Your Truth Podcast, a show that highlights individuals who’ve embraced the dark lessons of life, and used these difficult moments as fuel for growth and success. These are the artists, entrepreneurs, creators, leaders, survivors, and thrivers who have made it to the other side of hardship with unique knowledge, and inspirational insights. I’m your host Ken Cervera, and I believe a good conversation can change your life. So if you’re curious to explore the gritty business of living your purpose, then I invite you to step into the present moment, remove the mask, and Own Your Truth.
FAQs – About The Good Men Project
What is The Good Men Project?
The Good Men Project is a mission-driven media platform founded in 2010 that explores modern masculinity, men’s mental health, relationships, fatherhood, identity, and social change through personal stories, expert insights, and cultural analysis.
What is The Good Men Project’s mission?
Our mission is to expand the conversation about what it means to be a good man in the 21st century — in ways that are inclusive, emotionally honest, and grounded in real human experience.
Why does The Good Men Project focus on masculinity?
Because masculinity shapes how men show up in relationships, families, workplaces, and communities. Examining it thoughtfully helps reduce harm, challenge stereotypes, and create healthier outcomes for everyone.
Is The Good Men Project inclusive?
Yes. GMP is committed to inclusive, progressive perspectives that challenge sexism, racism, homophobia, and narrow gender roles. We believe expanding masculinity benefits people of all genders.
What makes GMP different from other men’s lifestyle sites?
GMP is not a trend-driven content mill. It is a cultural platform built on depth, nuance, and long-term conversations about masculinity, identity, and human connection.
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