In 1998 Jeffery Adler had an epiphany to launch a youth-market beverage joint. At the time, not a single retail beverage brand was speaking the language of American teens, all 70+ million of them. With a Georgetown law degree and budding retail consultant career in place, Adler decided instead to paradigm-bust the tired bricks and mortar beverage sector. He took his idea west to youth market haven, sunny San Diego, and recruited a top-talent team, including culinary consultants and brand developers. Alder hooked their participation wit his passion for a razor-edge brand. D*lush went live on July 1, 2001. The result of Adler’s work is a zebra of a very different stripe: Provocative, Hip and Fun.