Open Road Ahead
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Hence interviews the founders of Rambler Sparkling Water
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Barreling down a Texas highway, the wind howls through cracked windows as something electric hums on the radio. The vastness of the Lone Star state stretches ahead like a sunning feline—and it’s otherworldly. Mesquite and scrub transform to prairies and lakes, then rugged mountainscapes reaching toward the oversized Texas sky. There’s a certain untamed quality to this place. The earth itself seems to pulse.
Deep in the heart of this republic, in Austin that Rambler founders Dave Mead, James Moody, and Jeff Trucksess would meet. Since they were boys, they’ve piled into seat-belt-optional back seats and rolled down moonlit highways in humming American-made machinery en route to hidden-gem hideaways. It’s in these memories of historic landmarks, dusty roadside attractions, and untamed Texas wilderness that the founders share their roots.
Deep in the heart of this republic, in Austin that Rambler founders Dave Mead, James Moody, and Jeff Trucksess would meet. Since they were boys, they’ve piled into seat-belt-optional back seats and rolled down moonlit highways in humming American-made machinery en route to hidden-gem hideaways. It’s in these memories of historic landmarks, dusty roadside attractions, and untamed Texas wilderness that the founders share their roots.
I’m one of five kids. Growing up in Texas, we were often crammed into a wood-paneled station wagon—we usually had a pop-up camper or a boat in tow. My parents were always looking for the next adventure. Some of my fondest memories involved trips to Big Bend. Those wide open roads that went on forever, those majestic Chisos Mountains of West Texas, and those insanely starry nights by the campfire. [Dave Mead]
From their kindred experiences of exploration and adventure evolved an accompanying love of music. Perhaps stemming from long stretches of darkness filled with the crackle-snap radio searches until, landing on just the right tune, the night takes on its third wave. Whether it was a parent’s affinity for 80s rock or whatever-we-can-get-in-this-part-of-nowhere that permeated the shared space between travel companions, music embedded into memories deep within the psyche.
I remember listening to Casey Kasem’s American Top 40—and those long distance dedications. Gordon Lightfoot, Elton John, James Taylor, The Eagles, Hall & Oates, Ronnie Milsap, Kenny & Dolly, Linda Ronstadt. So many great songs of the 70s and 80s. Country, rock, easy listening. We listened to all of it. [Dave Mead]
Through “listening to all of it”—the travel, music, and freedom from the mundane blended together to create a commonality. They were rambling before they, as young men, knew what the word meant. But the people behind those jams on the radio, the singer-songwriters, they knew:
Musicians clearly understand the need to get out and ramble long before we are born. Everyone can probably name a few songs about ramblin’, be it Bob Seger or Led Zeppelin. It’s pervasive. It’s core to what it means to be an adventurer, and I’ve always done all I can to support, facilitate, and encourage that in everyone. [Jeff Trucksess]
And then, of course, just as the land and soundscapes created footage embedded in memory, the travel companions shaped their stories too. For Dave and Jeff, it was their fathers who guided the young men—and the students, business owners, and fathers they would become.
My father. He was a family man. Light-hearted and with such a great sense of humor. Always smiling or laughing. He sucked the marrow out of life. He was a business owner, but I don’t really ever remember work pulling him away from family time. I don’t know how he made time to run a business, vacation, parent, coach, etc. He never slept. [Dave]
My dad and I were definitely wired differently—he joined the military, and I became a ski bum. But once we got over the typical father/son battles, I really came to appreciate his perspectives. I remember one conversation that really stuck with me, wherein he confided, “Jeff, you may not like your job now, you might not find the job you like until you are 50, or you may never find it. So the key is, don’t let your job define your happiness.” It really stuck with me and freed me up to pursue my passions rather than pursue the perfect job. [Jeff]
Shepherded by their past experiences and personal mentors, their foundations began to settle, and they forged the individual paths that would come to a crossroads in their not-so-distant future. Their journeys shaped each of them into the roots-based freethinkers they would become.
I had my mid-life crisis early. As a senior in college, I thought I would follow in my dad’s footsteps and become a banker in NYC. After one particularly grueling and boring interview, I realized that the suit didn’t fit me. I needed to see more of the world, so I canceled the rest of my interviews and contacted a friend who lived in Vail, CO. He let me crash on his couch until I could find a place to live. I worked my ass off to make ends meet, but the sense of freedom and adventure intrinsic in the mountains still resonates to this day. [Jeff]
Jeff moved from his treasured mountain lifestyle to the world of finance and conservation, driven by his stoke for the outdoors and sustainability.With youthful exuberance, and a little naivete, Jeff set out to DC to “save the world” working in international development or managing conservation projects in Africa. But, as his passion for conservation grew, his frustration with government bureaucracy administering these projects boiled over. Following his gut, and a penchant for talking to strangers, he ended up in Austin, TX as a renewable energy lobbyist. Meanwhile, James was keeping himself and his creative ambitions busy. He opened the doors to the Austin-based Mohawk club and music venue in 2006, founded Transmission Events in 2007, and co-founded Austin’s beloved Fun Fun Fun Fest in the same year—and it was because of the fun and the creative needs of these events that he became co-founder of the local creative agency, Guerilla Suit. Dave, the third of the would-be trio, was making a name for himself as a GSD&M commercial producer turned professional photographer.
Then Jeff met the love of his life, Courtney, an Austin local whose close friends (and fellow Austin locals) Dave and James shared his penchant for music, nature, conservation, and Topo Chico. (Austin, it turns out, is not a bad little spot to immerse yourself in nature during the day riding the Greenbelt or paddling Lady Bird Lake, and then catch a show or two at night). Says Dave, “The spark [for Rambler], really, was Topo Chico. We were drinking copious amounts. As were all Austinites. We saw that the American market was uncontested”.Then in 2018, after much conversation and a few Topos, the three fates nodded in their direction, and Jeff, Dave, and James set sail on their collective venture.
They called it Rambler, named after the spirit of their homeland, the sung-along-to folk songs of downtown Austin clubs, and the summer road trip. A sparkling mineral water made in Austin, Texas, filtered using Texas limestone. A brand that avidly supports conservation and preservation. A product reflecting their personal history, their hometown, and their friendship.
I think what Austin has evolved to become is the context of work-life balance and the inspiration in the stuff that happens outside of your job… Any time I have time off I try to travel and see what others are doing and put it through a local lens… I just love what could be. [James]
Each of us has had an integral part in building the brand. And I’m proud of that. We’re a great team. I’m so proud of what we’re doing and that we’re doing it together. We’ve created a premium product that consumers love and one that gives back to the community. And that’s really what I’m most proud of. [Dave]
My appreciation of Dave and Moody’s talents has grown immensely. It was a lot simpler when we were just friends, but there is definitely more depth now. It takes a bit more intentionality to remember that we can actually just enjoy a beer or sparkling water together with no ulterior motive than just enjoying each other’s company. [Jeff]
When they set about testing their formula, they learned about and utilized the benefits of natural limestone filtration and remineralization. They then crafted a can that leaned into the nostalgia of American design—including antique beer cans, road signs, and their love of the outdoors—because, Dave says, ”it had to look and feel like it’s from the outdoors—we wanted to present ourselves .”
As such, preserving their home state’s land and waterways was built into the foundation of the company. Rambler joined forces with Texas Parks and Wildlife Foundation (and later, American Rivers) to give back to the community by supporting sustainability— including preserving and conserving wild places and vital waterways.
Rambler has been committed to conservation since day one. From the first can sold, we’ve proudly partnered with Texas Parks & Wildlife Foundation. Once we moved outside of Texas, we recognized we needed a national program, so we partnered with American Rivers. It was important for consumers to understand that we weren’t just interested in giving back to Texas. We were giving back in their backyards, too.
But it’s bigger than that. As we grow, Rambler will likely find bigger ways to give back. I have dreams of making an impact at the global level. Our oceans are a mess. We can do better. And we will.
Both my parents passed away right before we got to market; neither one saw us get Rambler to the shelf. And then for us to be running ads in Texas Monthly with photographs of me, my mom, and my dad, and my siblings was just powerful. I’m sure my siblings shed a tear every time they opened up Texas Monthly and saw a photograph of us camping in the 70s. [Dave]
The result of their efforts is a tasty beverage sipped between sets and post runs and rides, as refreshing as it is instantly familiar. It comes in an aluminum can (easy recycling) and gives back to protect the very vital resource it contains. It’s, according to Dave, “a sparkling water that looks like a beer and drinks like a beer.”
Next up was getting their product into the hands of consumers.
We knew we wanted to have a grocery presence, and so we reached out to HEB and just said, “We’ve got sparkling water that’s going to compete with Topo Chico. And that it’s a mineral water, it’s sustainable, and we package it in aluminum cans instead of heavy glass bottles. And we’ve got a partnership and giveback program with Texas Parks and Wildlife Foundation (TPWF).
They said, “We love the fact that you’ve got a partnership with TPWF. We’ll give it a go.” We were wheeling cases of water into the back of these 10 stores that they gave us. I was stocking the shelves and creating endcaps.
This nose-to-the-grindstone grit and good, old-fashioned hard work paid off. It didn’t hurt that the water was damn good. It probably helped that, in their quest to represent themselves, they hit a chord in the collective heart—the campfire memories made before and those yet to come. Soon Rambler went from 10 to 40 to 150 and, in 2023, 300 stores. And this year, they’re partnering with HEB and TPWF to celebrate 100 years of Texas State Parks.
From here, the quest is to get Rambler onto the shelves of grocery stores and into bars and sports venues across the country. It’s getting word out that there’s American-made sparkling mineral water that will make you feel good (conservation!) about feeling good (hydration!). Rambler also recently launched a new line of easy-to-drink, sparkling water-based energy drinks infused with Texas-grown Yaupon (yaupon is a close cousin to Yerba mate) sourced from a local certified regenerative organic source. As the Rambler guys see it, waking up or staying awake should never get in the way of that mind clearing early morning run, finding that legendary swimming hole, or discovery that killer band.
There’s optimism in the air. The company is growing. They have a new product. They’re celebrating a century of conservation. With the Rambler camper fully stocked and Dave at the wheel (he’s put in about 150k miles so far), the journey continues toward Arkansas, Oklahoma, or wherever the horizon beckons. Windows all the way down, radio all the way up. Barreling around the sometimes-lonesome highway, belting out showtunes like no one can hear (because they can’t). There’s nothing but open road ahead.
Cole Lehman
A little bit Dionysus, a little mad scientist. Escaped the east coast for the snowy mountains and a life in the sun. Kept by the high desert magic of the Escalante canyons. Snowboarder, desert rat, and mountain biker turned barefoot runner, contact improv dancer, writer. Still a desert rat. Studies human connection, music, dance, plant medicine, story, pleasure, and altered states. Eats too much chocolate.
Cole Lehman
A little bit Dionysus, a little mad scientist. Escaped the east coast for the snowy mountains and a life in the sun. Kept by the high desert magic of the Escalante canyons. Snowboarder, desert rat, and mountain biker turned barefoot runner, contact improv dancer, writer. Still a desert rat. Studies human connection, music, dance, plant medicine, story, pleasure, and altered states. Eats too much chocolate.