Vital Stats:Peter van Stolk, 38, founder
Company: Juice and soda manufacturer started in 1996
2001 Sales: $33 million
Strange Brew: "The concept for the flavors comes from consumers, but we test them out. Every Friday, everybody in the company drinks soda and juice."
Indie Soda Wars: "Without SoBe tea being bought out [by Pepsico], we wouldn't have been able to move the brand as fast as we have. Independent distributors [were looking for a new line of alternative beverages], because a big piece of their business was gone. We go to launches where distributors take sledgehammers to SoBe's coolers. It's personal. It's passionate. You can't buy that enthusiasm."
Office Space: "When people come into my office, they see a big painting by [pop artist] ManWoman of a guy in a little gray outfit juggling skulls. It's whacked out."
What a Trip: "I was a 22-year-old ski instructor, and I sold my car and bought some orange juice from Florida and sold that [in Canada]. You get on this journey, and it's just one crazy ride after the next. It's pretty exciting."