How do you become a top RTD spritz brand without raising outside capital?

That’s the story behind Saint Spritz, the wine-based canned spritz brand inspired by Italian aperitivo culture. In this episode of Business of Drinks, we talk with Ben Patton, CEO and co-founder of Saint Spritz, about how the brand reached 55,000 nine-liter cases in 2025, grew triple digits, expanded into 43 states, and became the number-one RTD spritz — while remaining fully bootstrapped.

For Ben, that constraint became a discipline.

Without VC money or growth-fund capital, Saint Spritz had to measure every dollar, test small, kill what didn’t work, and scale what did. The team couldn’t afford to “buy” growth. They had to prove velocity.

That mindset shaped everything: The early DTC launch through co-founder (The Bachelorette) JoJo Fletcher’s audience, the move into national retail with Target, the buildout of a 100-person brand ambassador team, and the focus on turning shelf placement into repeat purchase.

One of the biggest lessons? Getting on shelf is not the same as getting found.

Because Saint Spritz is made with wine, retailers often place it in the wine aisle. But consumers shop it like an RTD canned cocktail — near High Noon, Surfside, White Claw, cold boxes, and grab-and-go occasions. Ben calls that problem “wine jail,” and says better placement can drive a 3x to 5x lift in velocity.

In this episode, Ben breaks down:

— How Saint Spritz used DTC demand as an early signal for retail

— Why Target became the brand’s first major national growth driver

— What retailers need to see before expanding a brand nationally

— How a bootstrapped team decides which marketing bets deserve money

— Why Saint Spritz built its own ambassador team instead of relying only on third-party tasting companies

— How in-store tastings can move five to six cases when the team is trained and incentivized properly

— Why “accessible premium” works when the liquid, packaging, and occasion all line up

— How the brand’s non-alcoholic line quietly launched on Amazon and quickly became a major growth signal

— Why cold-box placement may be the next big unlock as Saint Spritz expands through beer-distributor networks

This is a tactical episode for any drinks founder trying to scale without unlimited capital. Saint Spritz shows what happens when a brand combines a clear consumer occasion with disciplined spending, strong retail execution, and a relentless focus on velocity.

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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.

Scott Rosenbaum LinkedIn

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.

Caroline Lamb LinkedIn

Instagram @borkaline

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