The spirits business can look incredibly attractive from the outside: premium bottles, celebrity acquisitions, major distribution deals and billion-dollar brands. But underneath the glamour is a capital-intensive business built on inventory, patience, regulation, distribution and relationships.

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We like to believe what ends up in our glass is completely our choice—but taste is influenced long before the first pour. From social media and cocktail menus to bartenders, cultural moments, packaging and changing consumer habits, Dee and NG examine the invisible forces shaping what America drinks. Then, in The Booze Room, LoveLuvv Sparkling Wines founder Samantha Danielle Herbert joins the conversation to discuss entrepreneurship, champagne culture, Black ownership, building a luxury brand and creating a product consumers choose in an intensely competitive marketplace.

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Today's spirits consumer doesn't think like yesterday's. They value experiences over excess, authenticity over advertising, and quality over quantity. Dee and NG explore how changing consumer behavior is reshaping everything from product development to marketing and hospitality. Research shows younger adult consumers are increasingly "sober curious," drinking more intentionally, and spending on premium experiences rather than simply buying more alcohol.

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