In this engaging conversation, the hosts discuss the latest health concerns regarding alcohol labeling, introduce guest Dave Moore, and delve into his extensive experience in the alcohol industry. They explore the complexities of launching an alcohol brand in the US, emphasizing the importance of understanding the three-tier distribution system, building relationships, and navigating pricing strategies. Dave shares insights from his newly published book, highlighting the challenges and opportunities for new brands in the market. In this engaging conversation, industry veterans discuss the complexities of the alcohol industry, focusing on the three-tier distribution system, the importance of building authentic brands, and the necessity of strong relationships between suppliers and distributors. They emphasize the need for proof of concept and the evolving landscape of brand building, particularly in the context of new entrants in the market. The discussion culminates in key takeaways for aspiring entrepreneurs in the alcohol sector.