What does it take to build a breakout non-alcoholic beverage brand in today’s ultra-competitive drinks market? For George Youmans, co-founder and Chief Revenue Officer of Hiyo, it starts with a crystal-clear brand promise: a stress-relieving, mood-boosting sensation they call “the float.”

In just three years, Hiyo has grown into a category leader, selling over 500,000 cases annually, with +212% year-over-year retail sales growth — making it the #1 contributor to growth in the functional-other beverage category, according to SPINS. With its USDA Organic formulation, a national rollout in 946 Target stores, and a recent minority investment from Constellation Brands, Hiyo is cementing its place as a top player in the fast-rising functional non-alc space.

In this episode, George shares:

• How Hiyo went from a bootstrapped pandemic idea to tripling retail revenue last year
  

• The role of e-commerce in Hiyo’s early success, including a 10X sales leap in year two and 3X in year three
  

• Why the “floaty feeling” — not just functional ingredients — became the emotional core of the brand
  

• How the team leverages its 500K+ DTC customer base to drive velocity at retail with targeted geo campaigns
  

• Why Hiyo prioritizes rate of sale over door count, aiming for sustainable growth over splashy expansion
  

• How packaging design — based on Californian sunset palettes — became a brand differentiator
  

• The importance of staying operationally lean while growing fast — and what George learned from early forecasting mistakes
  

• How event partnerships with EDC, HARD Summer, and Breakaway Music Festival support liquid-to-lips trial with over 300,000 festivalgoers
  

• Why George believes Hiyo can be for hard seltzers and RTDs what Athletic Brewing is for beer

Last Call: 

On Last Call, we dive into a new per-capita wine consumption map from Visual Capitalist and the NIAAA — and what it reveals about:

• Why wine consumption is lowest in the Midwest and South

• How D.C. became the nation’s most wine-loving "state"

• The surprising disconnect between income, control states, and wine sales

• Why tasting room visitation may be dropping in California — but rising in states like Michigan and Virginia

Don’t miss our next episode, dropping on June 4.

For the latest updates, follow us:

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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.

LinkedIn

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. He currently serves as Portfolio Development Director at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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.

LinkedIn

Instagram @borkaline

SPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinks

If you enjoyed today’s conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Your support helps us reach new listeners passionate about the drinks industry. Thank you!

In a wine retail landscape where most businesses are flat or declining, Benchmark Wine Group continues to post steady growth — reaching $45 million in revenue in 2024, up more than 12% from $40 million a year prior. And they’re tracking to break that record in 2025! 

So how are they doing it?! Benchmark is more than a high-end wine shop. Under the leadership of CEO/Owner David Parker, the company has evolved into a multi-pronged wine and spirits ecosystem, with a data and tech backbone that rivals Silicon Valley startups.

Benchmark is setting a new standard for what a modern drinks retailer can look like, with operations spanning from BenchmarkWine.com, to Brentwood Auctions, Benchmark Wine & Spirits in Washington, D.C., Wine Spectrum in Napa, and a powerful technology division — First Growth Technologies, which powers Wine Market Journal and Spirits Market Journal.

In this episode, David shares:

• How Benchmark’s rare wine focus, data infrastructure, and high-touch customer service helped it thrive while others contracted
  

• Why the company built five complementary businesses and how each arm — from tech to retail to auctions — supports the others
  

• How First Growth Technologies’ data fuels pricing strategy, inventory decisions, and trade relationships in real time
  

• Why Benchmark’s customer base is rapidly diversifying, with 30% of sales now coming from millennial collectors (!!)
  

• How the company sources inventory from well-documented private cellars, and what goes into its renowned “provenance guarantee”
  

• What’s behind the rise in interest for rare spirits, and why Benchmark’s D.C. location has become a critical growth engine
  

• How automation, APIs, and AI-driven personalization are shaping the next phase of digital growth — and giving customers better tools to discover and collect
  

• Why David says the company is constantly optimizing for efficiency, trust, and staying power in a complex regulatory and logistical environment

Last Call:

This week, we’re talking AI, automation, and a radically smarter sales funnel. Alexis Beechen, founder of agave wine brand Ola Sol, is reimagining drinks industry sales using tech tactics that feel more Silicon Valley than traditional beverage. She shares: How AI is helping qualify leads before her sales team walks in the door — with off-the-shelf tools that built a 51% email open rate and 10% meeting conversion. 

Don’t miss our next episode, dropping on May 28.

For the latest updates, follow us:

Business of Drinks:

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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.

LinkedIn

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. He currently serves as Head of Search at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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.

LinkedIn

Instagram @borkaline

SPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinks

If you enjoyed today’s conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Your support helps us reach new listeners passionate about the drinks industry.

Thank you!

What does it take to create a spirits brand that’s irresistible to both consumers and potential acquirers? 

For Elwyn Gladstone, the answer lies in big ideas, bold packaging, and global hustle. Elwyn is the founder of Biggar & Leith, the spirits company behind hits like Malfy Gin, acquired by Pernod Ricard in just four years, and Shanky’s Whip, a black Irish whiskey liqueur now sold in 80+ countries and tracking toward 130,000 cases in 2025.

In this episode, Elwyn unpacks his approach to building globally resonant brands — from his roots on the teams that launched Hendrick’s Gin and Kraken Rum, to creating one of the most original and fastest-scaling brands in Irish whiskey today. With no outside capital and a lean team, he’s showing just how far smart storytelling and standout design can take a brand.

Elwyn shares:

• Why differentiation is everything — from liquid to packaging to positioning

• How Malfy Gin was built to stand out at shelf with color, Italian provenance, and flavor innovation — and why “lemon gin from Italy” worked everywhere

• How Shanky’s Whip won over skeptics with a unique flavor (vanilla + caramel + Irish whiskey) and a product story that was fun, not intimidating

• Why Biggar & Leith ignored the “go deep before wide” rule — and built brands in dozens of countries from Day One

• How the team uses a plug-and-play playbook for each market, with toolkits, pricing, and targeted channel strategies

• How Elwyn keeps his team lean (fewer than 10 FT hires), yet executes in 80+ countries

• What most drinks founders misunderstand about scale, distributor relationships, and brand-building priorities

Last Call:

On Last Call, we’re commemorating the 20th anniversary of Granholm, which was decided on May 16, 2005. On Last Call, we’re joined by Sean O’Leary of O’Leary Group, one of the country’s leading liquor lawyers, to break it all down:

• Why Granholm helped wineries — but left retailers and spirits brands behind

• The legal trends that could reshape shipping again

• Where producers are still blocked — and what states to watch

• What smart founders should know about future DTC expansion

Don’t miss our next episode, dropping on May 21.

For the latest updates, follow us:

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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.

LinkedIn

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. He currently serves as Head of Search at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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.

LinkedIn

Instagram @borkaline

SPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinks

If you enjoyed today’s conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Your support helps us reach new listeners passionate about the drinks industry. Thank you!

At a time when much of the wine industry is flat or in decline, Avaline — founded by Cameron Diaz and Katherine Power — is breaking sales records. In 2024, Avaline crossed 213,000 cases sold, generated $33.2 million in tracked retail sales, and saw 48.8% year-over-year growth.

In this episode, we speak with Jen Purcell, Avaline’s CEO, who has led the company to retail dominance. Under her leadership, Avaline has dialled in its retail strategy, becoming a top-selling wine at key retailers like Sprouts, Whole Foods, and Total Wine. They’ve expanded to all 50 U.S. states, and built a loyal DTC and affiliate customer base — all while disrupting wine norms with a transparent, health-conscious, and lifestyle-forward approach.

In this episode, Jen shares:

• How Avaline built traction with consumers by emphasizing organic ingredients, clean labels, and simplicity over terroir

• Why Avaline launched in retail first, grew DTC later, and is only now expanding into on-premise

• The thinking behind early SKUs like “White” and “Rosé,” and why the brand later expanded into varietals like Cabernet, Chardonnay, and Sauvignon Blanc

• How the team grew an affiliate network of 700+ brand fans who drive sales through community-based storytelling

• Why Avaline’s marketing team is built with talent from fashion, beauty, and lifestyle — not wine

• What’s working in paid ads, social, and influencer marketing — including a focus on UGC and lifestyle content over traditional product shots

Last Call:

Do wine writers need formal wine certifications? That’s the provocative question we’re tackling on this week’s Last Call on the Business of Drinks podcast — sparked by a viral Substack post from author Henry Jeffreys. With 134,000 people taking WSET exams in the past year alone, wine education is booming. But is it necessary to be a great communicator? We’ve got thoughts.

Don’t miss our next episode, dropping on May 14.

For the latest updates, follow us:

Business of Drinks:

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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.

LinkedIn

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. He currently serves as Head of Search at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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.

LinkedIn

Instagram @borkaline

SPONSORS: 

This episode is brought to you by eBev 2025 — the premier forum for beverage marketing leaders, happening May 28–30 at The Conrad in Indianapolis. Visit bevmarketing.org for more info.

The next wave of beverage design is here! Check out Studio Garces at martigarces.es Reach out at [email protected] and mention Business of Drinks for a free 30 minute consultation. 

SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinks

If you enjoyed today’s conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Your support helps us reach new listeners passionate about the drinks industry. Thank you!

In just five years, The Finnish Long Drink has grown from a quirky imported concept to one of the fastest-scaling RTD brands in the U.S.—crossing 2.7 million 9L cases in 2024, up from just 33,000 cases in 2019.

In this episode, Evan Burns, co-founder and CEO, shares the story of how he and three Finnish co-founders turned a legacy Finnish beverage — originally invented for the 1952 Helsinki Olympics — into a U.S. juggernaut. 

With 52,000 retail doors across 46 states, investors like Jay-Z’s Marcy Ventures, and a growing fanbase that spans demographics, Long Drink has become one of the biggest breakout hits in spirits-based RTDs.

In this episode, Evan shares:

• How The Finnish Long Drink grew 50%+ year-over-year through focused execution and simple, consistent branding

• Why “availability and awareness” are the two metrics that drive every business decision — and how the team measures cold box placement, displays, and social tags daily

• Why Long Drink keeps it SKU set small — and why Evan believes "flavor isn’t innovation"

• The origin and impact of viral marketing moments — like the #PantsDrunk campaign during COVID and $5 Venmo bar activations

• How organic celebrity interest from actor Miles Teller, DJ Kygo, and golfer Ricky Fowler led to authentic, long-term brand ambassadorship

• Why Long Drink turned down multiple VC offers and focused on velocity-driven growth with strategic capital partners

• How the team grew to 110 employees, prioritizing on-the-ground brand ambassadors and salespeople over corporate hires

• The real reason Evan says they’ll never make a pumpkin spice Long Drink

Last Call: 

This week, we explore the overlooked (and often underestimated) world of fruit wines — and why smart wineries should be paying close attention. States like Michigan, New York, Virginia, and North Carolina are growing incredible fruit beyond grapes, and making some pretty compelling fruit wines. Should they lean into it? We discuss.

Don’t miss our next episode, dropping on May 7.

For the latest updates, follow us:

Business of Drinks:

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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.

LinkedIn

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. He currently serves as Head of Search at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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.

LinkedIn

Instagram @borkaline

SPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinks

If you enjoyed today’s conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Your support helps us reach new listeners passionate about the drinks industry. Thank you!

While much of the wine industry is flat or declining, Archer Roose is bucking the trend in a big way. The canned wine brand, founded by Marian Leitner-Waldman, has more than tripled production since 2021, surpassed 100,000 9-liter case equivalents, and is on track to double again in 2025. 

With its distinct format, irreverent branding, and placement in non-traditional channels like JetBlue, Dave & Buster’s, Vail Resorts, and Regal Cinemas, Archer Roose is proving that smart strategy and sharp storytelling can rewrite the wine sales playbook.

In this episode, Marian shares how she built Archer Roose into one of the most innovative and fast-growing wine brands in the U.S. — a company that’s not only thriving but helping reshape how, where, and why consumers enjoy wine today.

Listen for these insights:

• How Marian built a premium wine brand that’s grown every year since launch and now sells 70,000 cases annually on JetBlue alone
  

• Why partnering with beer distributors was the key to breaking into non-traditional channels like ski resorts, arcades, and movie theaters
  

• The technical innovations that enabled Archer Roose to achieve a 2-year shelf life in cans, thanks to R&D with Cornell University
  

• Why Archer Roose focuses on 7 tightly curated SKUs and builds winemaker partnerships for each varietal and region
  

• How celebrity co-owner Elizabeth Banks became Chief Creative Officer and helped the brand go viral — while also keeping the focus on the end consumer
  

• How controlled pours, waste reduction, and high-margin glass sales have made Archer Roose a profit-driving partner for on-premise operators
  

• Why Marian structured her sales team like a tech company, with dedicated roles for business development, key accounts, and regional wholesale management
  

• How the brand uses humor and performance marketing to build mindshare across DTC, retail, and on-premise accounts

Last Call: This week, we talk about seasonal selling. Are limited time offers or holiday promotions — like margaritas for Cinco de Mayo or Negroni Week in summer — good, bad, or indifferent? Caroline, Scott, and Erica share their perspectives.

Don’t miss our next episode, dropping on 4/30.

For the latest updates, follow us:

Business of Drinks:

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Instagram @bizofdrinks

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.

LinkedIn

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. He currently serves as Head of Search at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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.

LinkedIn

Instagram @borkaline

SPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinks

If you enjoyed today’s conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Your support helps us reach new listeners passionate about the drinks industry. Thank you!

In this episode of Business of Drinks, we sit down with Harmon Skurnik, president of Skurnik Wines & Spirits, one of the most influential importers and distributors in the U.S. With more than $200 million in annual revenue, a wholesale presence in nine states, and import reach across the nation, Skurnik has grown into a powerhouse while holding tight to its roots as a family-run, quality-first business.

Unlike many peers, the Skurnik team has never chased scale for scale’s sake. Instead, their approach has been defined by thoughtful, organic growth — expanding only when the opportunity was right. From rescuing a struggling Ohio distributor to launching what would become their top-selling brand, The Pinot Project, Harmon shares how Skurnik’s strategy has delivered both scale and staying power. In fact, Skurnik’s sales were up in 2024, while much of the wine industry contracted — a testament to their effective operations and strategic growth path.

In this episode, Harmon shares:

• How Skurnik Wines & Spirits grew from a two-man operation in NYC to a national player with 270+ employees

• Why they still personally taste every wine and interview every employee — even with operations in nine states

• The story behind The Pinot Project, now their #1 SKU, selling 65,000 cases and $6 million annually

• How the team turned around a failing Ohio distributor into a thriving business in Ohio, Kentucky, and Indiana

• Why the company avoids expansion for expansion’s sake, and only grows where it can add true value

• How Skurnik positions itself as a marketing partner, not just a logistics provider, for its suppliers

• What makes a good distributor in today’s market — and why asking "how many reps do you have?" misses the point

Last Call: We dig into a provocative piece by cocktail historian and author David Wondrich: “Why Is My Drink So Damn Weird?” (via Punch). Erica, Scott, and Caroline debate:

🔸 Has the cocktail world gone too far with obscure ingredients and 7-step prep techniques?

🔸 Are we losing sight of flavor in the pursuit of Michelin-style cheffy flair?

🔸 Where’s the line between innovation and accessibility on modern cocktail menus?

Listen in to hear our thoughts!

Don’t miss our next episode, dropping on April 23.

For the latest updates, follow us:

For the latest updates, follow us:

Business of Drinks:

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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.

LinkedIn

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. He currently serves as Head of Search at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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.

LinkedIn

Instagram @borkaline

SPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinks

If you enjoyed today’s conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Your support helps us reach new listeners passionate about the drinks industry. Thank you!

If you want to understand how to build a breakout brand at warp speed, this is the episode for you.

In just two years, Aaron Nosbisch, founder and CEO of BRĒZ, has scaled his functional THC beverage company from zero to a projected $50M+ in revenue for 2025. The results so far are remarkable: BRĒZ sold $28 million in product in 2024, largely DTC and via a quickly expanding retail footprint of some 2,000 retail doors nationwide — and the company was profitable after just 6 months.

In this conversation, we unpack how BRĒZ became a rocket ship in the functional drinks space, combining hemp-derived THC, CBD, lion’s mane mushrooms, and adaptogens to create a new class of social beverages that’s resonating with audiences young and old.

Even more remarkable? Aaron has built BRĒZ in public, posting monthly breakdowns of the company’s financials, subscriber counts, customer acquisition costs, and more.

In this episode, Aaron shares:

• Why BRĒZ is a functional platform, not just a THC beverage — and why that distinction matters

• How the brand scaled to 8 million cans and achieved $28M in revenue in less than 24 months

• Why DTC was the launchpad — but retail is now the growth engine

• The inside story behind BRĒZ’s formulation, branding, and “ancient-future” design

• How Aaron uses his background as founder of Lucyd, the largest cannabis advertising agency, to win on Meta, TikTok Shop, and Amazon

• Why audience psychographics > demographics — and how BRĒZ appeals across generations

• The playbook behind Total Wine sellouts, 87% DTC revenue, and hitting 10,000+ subscribers

Last Call: Join Caroline, Scott, and Erica as we dive into the Areni Global report, Rethinking Wine Education, to unpack the massive gap between what’s taught in formal wine certifications — and what the modern wine industry actually needs.

Don’t miss our next episode, dropping on April 16.

For the latest updates, follow us:

For the latest updates, follow us:

Business of Drinks:

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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.

LinkedIn

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. He currently serves as Head of Search at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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.

LinkedIn

Instagram @borkaline

SPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinks

If you enjoyed today’s conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Your support helps us reach new listeners passionate about the drinks industry. Thank you!

If you want a real-world blueprint for explosive growth in the drinks industry, look no further than Carbliss — an independently owned RTD brand that scaled from a home kitchen experiment to 2.7 million cases in 2024 — in just five years.

In this episode, we sit down with Adam Kroener, co-founder and president of Carbliss, to break down how he’s disrupting the RTD category with a product-first, regionally focused strategy. Rather than going national too soon, Adam and his team have taken a “narrow and deep” approach, flooding targeted markets with retail and on-premise placements to build velocity and pull-through demand — a playbook that’s landed Carbliss among the fastest-growing RTD brands in America.

In this episode, Adam shares:

• How Carbliss grew from 400K cases in 2022 to 2.7 million in 2024 — and why he’s not in a rush to go national
  

• Why flavor is everything — how Carbliss wins at “liquid-to-lips” and drives high velocity per outlet
  

• The brand’s unique on/off-premise playbook — focusing 50% of the year on each channel for maximum impact
  

• How they hold distributors accountable to performance targets before expanding into adjacent markets
  

• How Carbliss built a 35-person sales team to support deep regional distribution and prevent product from sitting on shelves
  

• Adam’s journey from cheese co-packer to beverage CEO, and why his lack of beverage industry experience turned out to be a competitive advantage
  

• How a combination of bootstrapping, smart credit, and one key angel investor allowed them to scale without giving up control
  

• Why Carbliss appeals to a broad range of drinkers — from 21-year-olds to 80-year-olds at the VFW, and what that means for their brand strategy

Listen in to get Carbliss’ growth playbook!

Last Call: This week, we unpack an eye-opening chart from the American Association of Wine Economics. Did you know that one supplier controls a full third of the market? And the top 10? They’re responsible for about 70% of total case volume. We break down what this means for the wine aisle, and how that’s changed over time (we refer to a 2011 study). And we discuss why indie brands struggle to break through; how the biggest players keep growing; and the one strategy that’s working for small brands right now.

Don’t miss our next episode, dropping on April 9.

For the latest updates, follow us:

For the latest updates, follow us:

Business of Drinks:

LinkedIn

Instagram @bizofdrinks

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.

LinkedIn

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. He currently serves as Head of Search at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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.

LinkedIn

Instagram @borkaline

SPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinks

If you enjoyed today’s conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Your support helps us reach new listeners passionate about the drinks industry. Thank you!

In this episode, co-host Scott Rosenbaum sits down with Vishal Patel, CEO of James Gin, one of the fastest-growing and most unconventional spirits brands on the market. Founded in the UK by Top Gear’s James May and master distiller Hugh Anderson, James Gin has already surpassed $2 million in revenue, with 50% of sales coming from the U.S. — a market not traditionally known for embracing gin.

Vishal shares how the brand is flipping the traditional playbook on its head, building a media-first business with over 1 million followers across social platforms, and driving sales through digital-first, DTC strategies (!!). His insights are essential for any drinks entrepreneur navigating today’s saturated and highly competitive landscape.

In this episode, Vishal shares:

• How James Gin scaled past $2M in revenue while launching in both the UK and U.S. markets within its first four years.
  

• Why the team operates more like a content studio than a traditional spirits brand — and how its "anti-celebrity" tone sets it apart.
  

• The data-driven rationale behind going DTC-first in the U.S., and how James Gin expanded from 15 to nearly 40 Total Wine stores in California.
  

• The importance of conversion metrics, and how improving the site’s 0.75% conversion rate is central to doubling the business.
  

• How the brand’s flavor innovation and storytelling — with SKUs like Asian Parsnip, London Drizzle, and California Dreamgin’ — create buzz and drive sales.
  

• Why 95% of James Gin’s social media followers are male, but 40% of purchasers are women — and what they’re doing to bridge that gap.
  

• Why Vishal believes founders must be clear about their end goal before taking investment, and how overextending can derail brand building.

Last Call: We discuss the DISCUS 2024 Annual Economic Briefing report — quiz style! Scott challenges Erica and Caroline on the latest stats including which category grew the most in 2024; which category claimed the top market share spot; and, whether hospitality employment has really bounced back?

Don’t miss our next episode, dropping on 4/2.

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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. He currently serves as Head of Search at Distill Ventures. He was formerly 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

SPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinks

If you enjoyed today’s conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Your support helps us reach new listeners passionate about the drinks industry. Thank you!