Over 11 years and 28 seasons, Hot Ones has become a massive cult hit, helping spread the gospel of hot wings and celebrity conversation across the internet and around the globe.

But behind the scenes, Heatonist, a specialty hot sauce store in Brooklyn, has been a crucial part of the Hot Ones formula, curating independent, natural hot sauces for each season, developing blends in partnership with the franchise, and creating a small window for small, craft producers to receive critical organic exposure.

Heatonist’s ability to give brands an opportunity to develop and amplify a cult media bonanza is why Nosh Live reached out to the store’s founder and CEO, Noah Chaimberg, to join us at the event on December 4+5 in Los Angeles, CA. Brands who are able to work with stores, outlets, or platforms that can lead to widespread discovery have an advantage when it comes to creating and energizing consumer audiences. But even more goes on behind the scenes, to ensure these brands succeed under the spotlight.

In the long-tail consumer environment, it’s good to own a story – just as an appearance on Shark Tank or a key media hit during a sporting event can be a catalyzing event for a brand. Chaimberg will discuss the partnership, and the ways he evaluates sauce candidates for the show, as well as discussing the opportunities that accompany the attention that have come for those brands – and his own.

It’s a sneak peek into a fascinating niche, as well as a case study in how brands can find propulsion from within the strangest of places, if you look at them right.

Nosh Live 2025 is less than two weeks away! Register today to secure your spot.

About Nosh Live

Nosh Live, taking place December 4–5, 2025, in Marina del Rey, CA, is the flagship CPG food event from BevNET CPG Media. Known for its highly curated programming and loyal community, Nosh Live brings together founders, investors, buyers, and service providers in a setting that sparks real partnerships and lasting momentum for food brands.

Attendees consistently describe Nosh Live as “unlike any other conference… the intimate setting gives you the chance to truly connect” and as “hands down the best event I’ve attended for both learning and networking.” It’s an event where sampling reveals what’s coming down the pipeline, conversations with industry leaders feel authentic, and connections with investors, retailers, and influencers translate directly into collaboration and growth.