He Started a Smoky Side Hustle in His Backyard — It Hit Mid-6 Figures a Month and Is Now Sold in Costco: ‘Created Out of Thin Air’

Key Takeaways In 2019, Jared Drinkwater set out to develop the perfect BBQ chip.

Drinkwater partnered with his friend Mike Zbuchalski to bring the vision to life.

Now, Drinkwater is eyeing a $20 million business within the next 18 months.

This Side Hustle Spotlight Q&A features Jared Drinkwater, 50, of Dallas, Texas. Drinkwater co-founded wood-smoked snack brand Low and Slow with Mike Zbuchalski in 2019. Responses have been edited for length and clarity.

Image Credit: Low and Slow. Jared Drinkwater.

What was your day job or primary occupation when you started your side hustle?

I was a brand marketer at big companies for 20 years prior to starting Low and Slow, including seven at Frito-Lay. Most recently, I was the CMO of a portfolio company owned by Varsity Brands, the largest supplier of team sports gear in the U.S. I left that role in 2022 to work full-time on Low and Slow.

Starting a BBQ-inspired side hustle

When did you start your side hustle, and where did you find the inspiration for it?

While I’ve spent much of my career in the corporate world, starting a business has always been on my bucket list. Back in 2019, while at dinner with a good friend, the topic of how to create the perfect BBQ chip came up. It led to the insight that all BBQ snacks revolve around BBQ sauce seasoning.

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