Control states can feel like one of the most confusing parts of the drinks business — even for experienced operators.

They represent 17 states and roughly a quarter of U.S. spirits sales, but they don’t all work the same way. Some states own the retail stores. Some operate through agency stores. Some act more like wholesalers. Each model changes how brands need to think about listings, pricing, store count, broker relationships, data, cash flow, and growth.

In this episode, we’re decoding the control state playbook with Ashley Glickman, Founder & CEO of Control States Consulting Partners. Ashley has worked across all 17 control markets, from brokerage and supplier roles to control board meetings, sales strategy, and data analysis. Today, she helps brands understand where they can win — and what they need to do before they enter.

For founders and sales leaders, one of the biggest takeaways is that control states are not simply another version of open markets. You are entering a structured partnership, with defined expectations and performance metrics.

Ashley explains why shipments don’t equal sales in bailment states, why velocity matters more than broad distribution, and why going into too many stores too early can hurt your brand. She also breaks down how to use state-level data, prepare for a control board pitch, and follow through after getting listed.

The conversation also gets into the upside. Control states can create leverage: centralized buyers, consistent pricing, statewide marketing programs, auto-replenishment, and data that helps brands make better decisions faster.

If you’ve ever looked at terms like bailment, agency stores, listings, control boards, or special orders and wondered what they mean for your business, this episode is for you.

You’ll learn:

- How retail, agency, and wholesale control states differ

- Why velocity is the metric control boards care about most

- How to avoid the cash-flow trap of bailment inventory

- Why “more stores” is not always the right growth strategy

- What a strong control board pitch needs to include

- How brokers, suppliers, and state boards really work together

- How to compete more effectively — and profitably — in control markets

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Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

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Instagram @ericaduecy

Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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Caroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.

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Instagram @borkaline

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