In a time when much of the wine industry is seeing declining sales, La Crema is growing its audience and strengthening its brand by tapping into new communities and leveraging data-driven marketing strategies. The 1.4 million-case winery, part of Jackson Family Wines, has become a case study in how to connect with modern consumers, thanks to bold marketing initiatives, strategic partnerships, and a long-term approach to brand building.

Shilah Salmon, SVP of Marketing at Jackson Family Wines, joins us to break down the real data behind wine’s challenges—and opportunities. She shares how La Crema continues to expand its reach, including through partnerships like the WNBA sponsorship, highly effective experiential marketing activations, and a focus on under-targeted audiences with real conversion potential.

In this episode, Shilah shares:

• How La Crema has grown to 1.4 million cases annually and why it continues to resonate with consumers

• How the brand is attracting younger, more diverse audiences through events, digital marketing, and non-traditional wine activations

• The "leaky bucket" problem in wine — why the industry is losing more drinkers than it gains, and how La Crema is countering this trend

• Why marketing campaigns should be built over months and years — not weeks, and how brands that pivot too quickly risk losing their audience

• What wine brands need to do to optimize digital marketing in the era of AI-powered search tools — ensuring SEO, earned media, and branding are working in sync

• Why La Crema focuses on lifestyle moments rather than traditional wine-drinking occasions, and how this shift has driven growth

Last Call: This week, we discuss a listener question: “Should a mid-sized wine distributor embrace non-alc, or stay focused on fine wine?”

It’s a BIG question, and one that many distributors are asking as non-alcoholic and THC beverages gain traction. Hear us talk through the pros and cons.

Don’t miss our next episode, dropping on March 26.

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 North America Search Manager 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

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 if you could get the buzz without the booze? That’s the promise of Nowadays, a THC drinks brand whose growth has been off the charts. Co-founded by Justin Tidwell in 2023, Nowadays has already hit an estimated $15 million in revenue, and Justin says it’s on track to double that in 2025. 

The brand started with a simple but radical idea: a THC-infused spirit that mimics vodka or tequila, giving people the ability to mix their own THC cocktails at home. Now, they’re in 5,000 retail doors across 25 states, partnering with top alcohol distributors to bring THC drinks into bars, liquor stores, and even hotels.

In this episode, we get into the nitty-gritty of how Nowadays went from a viral TikTok hit to a full-blown beverage powerhouse. Justin shares his playbook for launching a category-defining brand, scaling through social media without paid influencers, and tackling the unique challenges of building a THC drinks business in a world designed for alcohol.

We discuss:

- From zero to $1 million in 90 days: How a single TikTok post turned Nowadays into an overnight success.- Cracking the THC spirits market: The formula behind their best-selling 750-ml bottled spirit and its tiered dosing system (2 mg, 5 mg, and 10 mg THC).- Retail expansion: The strategy behind Nowadays’ 400% growth in retail doors and why partnering with alcohol distributors is a game-changer.- Social media without paid influencers? Why Nowadays bets on organic content and lets consumers drive the conversation.- Funding and profitability: How they raised capital after proving demand and built a high-growth, profitable business at the same time.- The future of THC beverages: Justin’s vision for making THC drinks as common as beer and wine in bars, restaurants, and liquor stores.

Last Call:

Don’t miss our next episode, dropping on March 12.

A recent study from Oregon State University and researchers in New Zealand found that some consumers actually like the taste of smoke tainted wines. As you might expect, we have opinions about this! Listen in as we debate.

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!

The non-alcoholic cocktail space is booming, and Mocktail Club is one of the brands leading the charge. Founded by Pauline Idogho, Mocktail Club is redefining the way people experience sophisticated, alcohol-free drinks. Since launching in 2019, the brand has expanded into 1,300 retail locations, including Whole Foods, Sprouts, Kings, and Target, and is on track to produce 2 million cans this year.

Pauline didn’t come from the drinks world — her background is in investment banking and private equity, where she closed some $10 billion in transactions before pivoting to entrepreneurship. That financial acumen has fueled Mocktail Club’s smart growth strategy, taking the brand from small-batch startup to a nationally recognized player in the rapidly expanding non-alcoholic beverage market.

In this episode, Pauline shares:

• How a closing dinner while pregnant sparked the idea for Mocktail Club — and why she knew the market was underserved.

• Why she chose globally inspired flavors with ingredients like shrub bases, teas, and spices instead of mimicking classic cocktails.

• Her strategy for breaking into Whole Foods, scaling her retail footprint, and now moving into alcohol distribution channels.

• How she built Mocktail Club as a mission-driven brand, donating 1% of sales to Water for People and committing to sustainability.

• What it takes to fundraise successfully in the drinks industry, including how she secured investment from the incubator Pronghorn.

• Why the non-alc consumer is a cross-category buyer, and how retailers are finally recognizing this growing segment.

Last Call:

Every month, another celebrity launches a non-alc brand. But does it really work? In Last Call, we break down a Punch article by Hannah Walhout that asks: Are you even famous if you don’t have a non-alc drink line?

We debate:- Wellness or virtue signaling? – Are celebrities jumping into non-alc for health reasons—or just to boost their luxury image?- Social media marketing – A photo of Bella Hadid in Target holding Kin Euphorics works…but does it build long-term brand loyalty?- Authenticity vs. cash grab – Some celebs have stakes in both alcoholic and non-alcoholic brands. Does that send mixed messages?

Don’t miss our next episode, dropping on March 12.

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 North America Search Manager 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’re diving into a new-to-world tequila product that’s shaking up the industry: Quintaliza, the world’s first coffee-aged tequila. Founder and CEO Michael Winters joins us to discuss how he took an unconventional idea — aging tequila in coffee-seasoned barrels — and turned it into a fast-growing brand that’s gaining traction with both consumers and industry insiders.

Michael isn’t just another spirits industry veteran launching an agave brand — he’s a serial entrepreneur who built Quintaliza from the ground up, first in his own kitchen and then with a world-class distillery in Jalisco. The brand has already won Wine & Spirits Wholesalers of America’s “Brand Battle” competition in 2024, and with a deep-not-wide distribution strategy, it’s set to sell 12,000 bottles in 2025 across four key markets: Florida, New Jersey, Tennessee, and South Carolina.

In this episode, Michael shares:

- The origins of Quintaliza – How his background in restaurants, branding, and coffee shops led to the creation of the world’s first coffee-aged tequila.

- Building a brand from scratch – Why he didn’t take the easy route of private labeling and instead developed a proprietary aging process in ex-bourbon and coffee-seasoned barrels.

- Going deep, not wide – Why he turned down multi-state distribution deals in favor of a strategic approach focused on building strong relationships in a few key markets.

- Winning over distributors and bartenders – The tactics he’s using to build awareness and pull-through in a competitive spirits category.

- The role of storytelling in brand-building – How Michael’s authenticity and hands-on leadership help differentiate Quintaliza in a crowded tequila space.

- Scaling smartly – Insights on when (and how) to expand without overextending resources or losing brand momentum.

Last Call:

The wine industry keeps saying “make wine more accessible” for younger consumers. But what if that’s not what they want? Contributor Caroline Lamb brings on Eater’s Southeast Regional Editor Henna Bakshi to discuss how private wine clubs in Atlanta are thriving with millennial members — who are paying up to $8K+ per year to join. Find out more about this emerging trend.

Don’t miss our next episode, dropping on March 5.

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, North America 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

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, Ryan Malkin, principal attorney at Malkin Law, returns to Business of Drinks to answer listener questions on essential legal topics, like: How far can you go with functional claims? Who needs D&O insurance? What’s happening with DTC spirits shipping? 

We discuss everything from THC beverages and functional ingredients to distribution contracts and risk management. With the beverage industry seeing rapid innovation, especially in functional and cannabis-infused drinks, Ryan’s insights are invaluable for ensuring your brand stays compliant and competitive in 2025.

In this episode, Ryan shares:

- Functional ingredients and health claims – Learn why alcohol and THC brands should avoid making direct health claims about ingredients like ginger, probiotics, or adaptogens to prevent lawsuits — and how to communicate ingredient benefits without crossing legal lines.

- The evolution of THC beverages – Ryan discusses the booming category, and explains the legal nuances between hemp-derived and marijuana-derived THC products and how brands can stay compliant as regulations evolve.

- FDA vs. TTB oversight – Ryan clarifies when brands need to engage with the FDA (non-alc and functional ingredients) versus the TTB (alcohol formulations and labeling), and how to work with each agency.

- Key contract considerations – From co-packing agreements to distribution contracts, Ryan highlights why clear legal contracts are your first line of defense, ensuring accountability when things go wrong and protecting founders and directors from litigation.

- Emerging legal issues – Ryan discusses new regulations on standards of fill, direct-to-consumer shipping for craft distilleries, and why THC brands are creating their own distribution models instead of relying on big distributors.

Last Call: 

Caroline Lamb interviews wine influencer Pilar Brito (@BarPilarr). Pilar's rapid rise to 140K+ followers on Instagram and TikTok in just over a year(!!) offers valuable lessons for wine brands looking to leverage influencer marketing. Pilar shares insights on creating engaging content, building community, and forming authentic partnerships.

Don’t miss our next episode, dropping on 2/26.

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 North America Search Manager 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

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!

This is an essential episode for any drinks brand founder looking to break through the noise and build something truly disruptive. Contributor Caroline Lamb sits down with Aaron Trotman, founder of NON, who has not only pioneered the non-alcoholic wine alternative category — he’s redefining what premium non-alcoholic beverages can be. With a chef-driven approach, meticulous ingredient sourcing, and a relentless focus on quality, NON has earned a place on the menus of the world’s top restaurants and is now scaling globally.

In this episode, Aaron shares:

• Creating a new category – How NON was inspired by fine dining NA pairings and built with a culinary mindset, not as a wine mimic but as an entirely new premium experience.

• How to win over sommeliers – The strategy behind launching NON directly into top-tier restaurants before expanding into retail.

• Breaking into the U.S. market – The challenges and advantages of setting up NON as its own importer and signing a major distribution deal with Southern Glazer’s.

• Why transparency matters – Aaron’s commitment to using real, traceable ingredients, and how this transparency has helped build credibility in the natural wine space.

• Bootstrapping, then scaling – NON started as a self-funded project before raising investment capital to scale production to more than 500,000 bottles a year.

• Staying premium in a crowded category – NON refuses to chase volume at the expense of brand integrity, avoiding mass retail and instead focusing on independent and regional chains.

Last Call:

In this week’s Last Call segment, co-hosts Scott Rosenbaum and Erica Duecy discuss new products on their radar, from non-alcoholic innovators like Van Sha and Winderton Citrus Aperitivo to unexpected entrants like Sango African Agave, an Tequila-like spirit from South Africa and Cheramie Rum, a new agricole-style cane spirit made in Louisiana.

Don’t miss our next episode, dropping on 2/19.

For the latest updates, follow us:

Business of Drinks:

• LinkedIn

• Instagram @bizofdrinks

Erica Duecy, co-host:Erica Duecy is founder and co-host ofBusiness of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm ofBusiness 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 ofBusiness of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as North America Search Manager 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 atBusiness of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.

• LinkedIn

• Instagram @borkaline

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

In the latest episode of Business of Drinks, we sit down with David Duncan, second-generation proprietor and CEO of Silver Oak, one of Napa’s most iconic and beloved wine brands. While many wine businesses have struggled, Silver Oak remains a category leader — balancing legacy with innovation, exclusivity with accessibility, and deep tradition with modern engagement.

David shares how Silver Oak has grown its devoted following, cultivated multigenerational brand loyalty, and stayed relevant across evolving consumer preferences. Whether you're building a new beverage brand or strengthening an existing one, this conversation is filled with valuable insights on staying power, strategic growth, and community-building.

In this episode, David shares:

Last Call:

With the U.S. Surgeon General’s new advisory warning linking alcohol consumption to cancer risk, many in the industry are asking: Is this a turning point for beverage alcohol? Erica and Scott unpack the implications of this advisory — and discuss why the sky is NOT falling for the alcohol industry.

Don’t miss our next episode, dropping on February 12.

For the latest updates, follow us:

Business of Drinks:

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.

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 North America Search Manager at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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.

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

In this episode of Business of Drinks, Scott Rosenbaum sits down with Monique Huston, Vice President of the Spirits Portfolio at Winebow, one of the country’s leading wine and spirits distributors. Monique has been leading the charge in the spirits world for over a decade, having quietly developed one of the most impressive spirits portfolios in the country, especially when it comes to agave spirits. Winebow represents brands like Fortaleza, David Suro’s Simebra Spirits, ArteNom, El Buho, and Siete Leguas.

Monique talks about how she’s built a high-performing portfolio across multiple categories — and discusses how brands can work more effectively with their distributors. She shares the “dos” of landing and nurturing a distributor relationship, and perhaps more importantly, the “don’ts!” There are plenty of actionable insights and best practices in this episode — it’s an essential listen for any brand looking to grow their wholesale business.

In this episode, Monique shares:

- The keys to building — and maintaining — a strong spirits portfolio and brand relationships.

- Why brands should treat their distributor as a customer, fostering collaboration rather than friction.

- How incentives have evolved post-COVID and why authentic relationships and educational investments are more impactful than cash incentives.

- Why transparency and preparation are essential in pitching to distributors — don’t just send an email without pricing, packaging, or a compelling story.

- Why visiting markets and doing grassroots research is critical before launching a brand in a new region.

- What comes next? The emerging sub-categories and trends that should be on your radar in the spirits space. 

Stay tuned for our next episode dropping on Feb. 5. 

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 North America Search Manager 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

If you enjoyed today’s episode, 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!

Who’s up in a down wine market? Mary Taylor Wine — that’s who! This brand is a quiet disruptor, having transformed how Americans discover and enjoy European wines over the past several years. Mary Taylor, founder of the eponymous brand, identified a unique opportunity in the market: bridging the gap between big brands and small growers. 

By turning her import label into a trusted front-facing brand, Mary has made terroir-driven wines accessible, approachable, and affordable. In 2024, her brand achieved remarkable growth, up 16% to $20 million in global retail sales, bucking industry trends.

In this episode, Mary shares:

How Mary Taylor Wines simplifies European wine exploration with consistent, recognizable branding across 47 wine appellations

Her innovative approach to offering terroir-forward, low-intervention wines in the $12-$18 retail price point 

The key to developing long-lasting relationships with family-owned vineyards that practice organic and traditional winemaking methods

Why staying lean, avoiding outside investment, and maintaining direct relationships with her growers have been critical to her success

The strategic use of efficient logistics and creative marketing to operate sustainably and profitably 

The growing role of trust in wine retail and how her brand serves as a safety net for wine-curious consumers overwhelmed by retail options

Find out how Mary’s bold strategies helped her thrive while others have struggled. Click to listen and discover how you can apply these principles to your brand.

In today’s Last Call: 

Caroline, Scott, and Erica tackle drinks industry trends in a “two truths and a lie” quiz. What do drinks industry publications say they want to keep or kill in 2025? We take a wild guess.

Stay tuned for our next episode dropping on January 29. 

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 North America Search Manager 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

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, contributor Caroline Lamb interviews Jess Druey, founder of Whiny Baby, a wine brand that’s helping to redefine wine culture for Gen Z and new wine drinkers. In a market often seen as intimidating and exclusive, Whiny Baby brings a fresh, playful, and inclusive perspective. 

Since launching, Jess has scaled the brand to 6,000 cases in 2024, with plans to double production in 2025. Jess shares the story behind Whiny Baby, her bold approach to branding, and how she’s meeting new consumers where they are.

In this episode, Jess shares:

• The inspiration behind Whiny Baby: an awkward date and an overwhelming wine aisle experience led Jess to create a wine brand that’s accessible and approachable for beginners.

• How naiveté can be a strength: Jess credits her lack of experience for allowing her to reimagine how things "should" be done in the wine industry, from branding to distribution.

• Breaking the wine mold: Whiny Baby features bold, sticker-inspired labels, crown caps, and playful bottle beads that resonate with Gen Z’s nostalgic and irreverent aesthetic.

• How a strategic partnership enabled the brand to scale quickly: Jess’s joint venture with the McBride Sisters Wine Company got Whiny Baby onto shelves in 27 states in just a couple of years.

• Viral growth through TikTok: Whiny Baby’s success was boosted by early viral TikToks, helping Jess sell out her first batches of wine and reach a broad audience.

Last Call:

This week, we discuss brands that are cruising marketing. Join in as Scott, Caroline, and Erica talk about what they’re seeing in the marketplace, from La Crema’s inclusive activations to Fireball’s viral stunt to Firestone Walker’s mini-format beers. 

Stay tuned for our next episode dropping on Jan. 22. 

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 North America Search Manager 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.

• LinkedIn

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