In this episode of Proof University, host Justin Obey sits down with Steve Myers, one of the key figures behind Ilegal Mezcal and now co-founder of Dynamic Beverage Consultants. Steve shares his journey—from his early career in the corporate world to his time in Latin America, where a series of unexpected events led him to build one of the most recognized mezcal brands in the industry.

He opens up about the challenges of launching and scaling a spirits brand, the importance of brand storytelling, and why he believes in a "narrow and deep" approach to business. Steve also discusses his current work helping brands navigate the complexities of distribution, market expansion, and strategic growth in the beverage industry.

If you're an entrepreneur, brand builder, or just curious about the world of spirits, this episode is packed with valuable insights.

🔹 How Ilegal Mezcal started and expanded globally

Tune in to hear Steve’s candid take on the business of spirits and his perspective on what it really takes to build a lasting brand!

Timestamps:

01:40 Building a Brand: Challenges and Successes

02:35 Entrepreneurship Realities

04:00 Brand Consistency and Sales Strategy

06:46 Expanding Markets and Common Pitfalls

10:28 Consulting and Dynamic Beverage Consultants

15:24 Community Building and Events

22:41 Navigating Brand Success

23:24 Cash Flow and Investment Strategies

24:46 Trends in Consumer Drinking Habits

26:09 The Rise of Non-Alcoholic Beverages

30:41 Learning from Failures

36:56 Maintaining Balance and Health

40:16 Final Thoughts and Recommendations

-----------------------------------

👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.

If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy.

👉 Follow Justin Obey on Linkedin⁠ https://www.linkedin.com/in/justinobey

👉 Follow Justin Obey on Instagram⁠ https://instagram.com/justinobey

👉 Follow Justin Obey on Youtube⁠ https://www.youtube.com/justinobey

In this episode of Proof University, we sit down with Ryan Provost, co-founder of Booz Box Cocktails, to talk about how he turned a simple idea into a disruptive ready-to-drink cocktail brand.

What started as a casual dinner conversation led to the creation of Booz Box, a unique take on premium cocktails—served in a bag-in-box format. With no prior experience in the alcohol industry, Ryan and his business partner, Norman, took a leap of faith and built something truly different.

In this episode, we cover:

Ryan opens up about the challenges of breaking into the alcohol industry, the lessons he’s learned along the way, and what’s next for Booz Box. If you’re into entrepreneurship, branding, or just love a good founder story, this episode is for you.

🔊 Listen now on Spotify, YouTube, and Apple Podcasts.

00:00 - Welcome & Intro to Booz Box Cocktails

-----------------------------------

👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.

If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy.

👉 Follow Justin Obey on Linkedin⁠ https://www.linkedin.com/in/justinobey

👉 Follow Justin Obey on Instagram⁠ https://instagram.com/justinobey

👉 Follow Justin Obey on Youtube⁠ https://www.youtube.com/justinobey

In this episode of Proof University we’re joined by Draga Culic, the founder of Blacklisted Brandy, to uncover her inspiring journey from corporate powerhouse to boutique spirits innovator. 

With a career spanning industry giants like Diageo, Bacardi, and Jim Beam, Draga reflects on how her extensive experience laid the foundation for her leap into entrepreneurship. But it was a personal trip to Serbia in 2018 that truly ignited her passion for bringing “Rakia”—a traditional Serbian fruit brandy—into the modern craft spirits world.

Draga talks about:

If you love stories of risk-taking, cultural connection, and innovation, this episode is for you. Draga’s passion for celebrating her heritage while creating something fresh and modern is a powerful reminder of how tradition and creativity can come together to shape something extraordinary.

 Tune in to hear how she’s redefining the spirits industry with vision, heart, and a taste of Serbia in every bottle.

Timestamps:

01:30 Discovering Serbian Brandy

03:41 Launching & Challenges of Entrepreneurship

08:15 The Meaning Behind the Name

18:06 Expanding Distribution & Market Growth

26:39 Consumer Response & Transparency

35:56 Future Vision & Closing Thoughts

-----------------------------------

👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.

If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy.

👉 Follow Justin Obey on Linkedin⁠ https://www.linkedin.com/in/justinobey

👉 Follow Justin Obey on Instagram⁠ https://instagram.com/justinobey

👉 Follow Justin Obey on Youtube⁠ https://www.youtube.com/justinobey

In this episode of the Proof University Show, we’re joined by Shea Coakley, a visionary entrepreneur and co-founder of Green Street Beverage, a company leading the charge in the THC-infused beverage industry.

Shea’s journey is a testament to innovation and resilience, starting with Leanbox, a smart refrigerator business, and evolving into the creation of High Tide, a groundbreaking THC beverage brand. Now, with Green Street Beverage, Shea is at the forefront of a rapidly growing market, blending wellness and fun with products like High F and Boundary Waters.

In this episode, Shea dives into the exciting world of THC beverages, sharing insights on how these products are reshaping social drinking and wellness trends. From navigating the evolving regulatory landscape to building authentic brands that resonate with consumers, Shea offers practical advice for entrepreneurs looking to make their mark in emerging industries. The conversation also explores Minnesota’s leadership in THC regulation, the rise of health-conscious consumer habits, and the challenges and opportunities unique to this space.

Tune in now to learn from Shea’s expertise, and don’t forget to like, comment, and subscribe for more episodes of the Proof University Show!

Timestamps:

00:22 Shay Coakley's Entrepreneurial Journey

02:04 First Steps into Entrepreneurship

03:55 The Leanbox Story

05:56 Diversifying Business Ventures

08:03 Reflections on Entrepreneurship

09:23 Family Influence and Early Inspirations

18:22 High Tide and THC Beverages

27:33 Discovering Phony Negroni

28:02 Moderation and Alcohol Alternatives

28:59 The Rise of THC Beverages

31:09 Founding High Tide and Green Street

32:28 Navigating Regulations and Market Challenges

34:04 Health and Wellness in THC Beverages

38:42 Branding and Market Strategy

41:12 Future of THC Beverages and Industry Insights

47:01 Balancing Life and Entrepreneurship

50:28 Book Recommendations and Final Thoughts

-----------------------------------

👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.

If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy.

👉 Follow Justin Obey on Linkedin⁠ https://www.linkedin.com/in/justinobey

👉 Follow Justin Obey on Instagram⁠ https://instagram.com/justinobey

👉 Follow Justin Obey on Youtube⁠ https://www.youtube.com/justinobey

In this episode of the Proof University Show, we’re joined by Ryan Malkin, founder of Malkin Law, and a legal powerhouse in the alcohol and cannabis industries. 

Ryan’s career journey is truly remarkable—starting as a journalist, transitioning to a Manhattan prosecutor, and then serving as corporate counsel at Pernod Ricard, one of the largest names in spirits, before founding his own law firm dedicated to guiding brands through the intricate legalities of the beverage industry.

In this episode, Ryan shares his invaluable insights into building a successful brand in this highly regulated space. From creating robust contracts to steering clear of costly marketing missteps, he offers practical advice that every entrepreneur in the spirits industry needs. The conversation also explores the rise of non-alcoholic beverages, the complexities of cannabis-infused drinks, and the critical dos and don’ts of co-packer and distributor agreements. Additionally, Ryan introduces his innovative app, Set the Bar, which helps sales teams navigate compliance across all 50 states.

Founders, this episode is for you! You’ll gain actionable tips and essential guidance from Ryan’s expertise. This discussion is brimming with insights, making it as valuable and refreshing as a perfectly crafted cocktail.

Tune in now to get expert advice and elevate your brand, and don’t forget to like, comment, and subscribe for more episodes of the Proof University Show

Timestamps:

00:54 Ryan Malkin's Background and Career Journey

02:02 Transition to Alcohol Beverage and Cannabis Law

07:37 Starting Malkin Law and Craft Spirits Movement

10:05 Challenges and Insights in the Spirits Industry

11:03 Legal Services for Startups and Common Pitfalls

18:15 Specialized Legal Advice and Industry Regulations

20:23 Key Agreements in Beverage Industry

20:47 Marketing Challenges and Regulations

23:35 Trends in Cannabis and Non-Alcoholic Beverages

25:46 Legal Nuances in Beverage Marketing

30:36 Advice for New Alcohol Beverage Brands

34:44 Innovative Beverage Stories

36:45 Balancing Professional and Personal Life

38:33 Conclusion and Contact Information

-----------------------------------

👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.

If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy.

👉 Follow Justin Obey on Linkedin⁠ https://www.linkedin.com/in/justinobey

👉 Follow Justin Obey on Instagram⁠ https://instagram.com/justinobey

👉 Follow Justin Obey on Youtube⁠ https://www.youtube.com/justinobey

In this episode of the Proof University Show, we’re joined by Ryan Malkin, founder of Malkin Law, and a legal powerhouse in the alcohol and cannabis industries. 

Ryan’s career journey is truly remarkable—starting as a journalist, transitioning to a Manhattan prosecutor, and then serving as corporate counsel at Pernod Ricard, one of the largest names in spirits, before founding his own law firm dedicated to guiding brands through the intricate legalities of the beverage industry.

In this episode, Ryan shares his invaluable insights into building a successful brand in this highly regulated space. From creating robust contracts to steering clear of costly marketing missteps, he offers practical advice that every entrepreneur in the spirits industry needs. The conversation also explores the rise of non-alcoholic beverages, the complexities of cannabis-infused drinks, and the critical dos and don’ts of co-packer and distributor agreements. Additionally, Ryan introduces his innovative app, Set the Bar, which helps sales teams navigate compliance across all 50 states.

Founders, this episode is for you! You’ll gain actionable tips and essential guidance from Ryan’s expertise. This discussion is brimming with insights, making it as valuable and refreshing as a perfectly crafted cocktail.

Tune in now to get expert advice and elevate your brand, and don’t forget to like, comment, and subscribe for more episodes of the Proof University Show

Timestamps:

00:54 Ryan Malkin's Background and Career Journey

02:02 Transition to Alcohol Beverage and Cannabis Law

07:37 Starting Malkin Law and Craft Spirits Movement

10:05 Challenges and Insights in the Spirits Industry

11:03 Legal Services for Startups and Common Pitfalls

18:15 Specialized Legal Advice and Industry Regulations

20:23 Key Agreements in Beverage Industry

20:47 Marketing Challenges and Regulations

23:35 Trends in Cannabis and Non-Alcoholic Beverages

25:46 Legal Nuances in Beverage Marketing

30:36 Advice for New Alcohol Beverage Brands

34:44 Innovative Beverage Stories

36:45 Balancing Professional and Personal Life

38:33 Conclusion and Contact Information

-----------------------------------

👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.

If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy.

👉 Follow Justin Obey on Linkedin⁠ https://www.linkedin.com/in/justinobey

👉 Follow Justin Obey on Instagram⁠ https://instagram.com/justinobey

👉 Follow Justin Obey on Youtube⁠ https://www.youtube.com/justinobey

In this episode of the Proof University Show, we dive into the unique journey of Kyle Poole, CEO and co-founder of New Motion Beverages and Emboldened Beer Company. 

Kyle explains how his passion for San Diego’s craft beer scene led him to create New Motion Beverages—a company that offers a range of artisan drinks, from hard kombucha to sparkling tea. 

Key points from the episode:

• Kyle’s Leap of Faith: Leaving his engineering career to follow his passion for craft beverages

00:00 Introduction 

00:53 Kyle Poole's Background and Journey into Beverages

02:55 Starting New Motion Beverages

05:48 Navigating COVID-19 and Business Expansion

08:37 Brand Strategy and Product Innovation

12:29 Community Engagement and Events

14:32 Distribution and Retail Footprint

21:13 Future Plans and Industry Insights

28:39 Final Thoughts and Closing Remarks

In this episode of the Proof University Show, host Justin Obey sits down with Ann Marshall, co-founder of High Wire Distilling Co., a Charleston-based distillery known for its dedication to local ingredients and innovative craft spirits. Ann takes us on a journey from her and her husband Scott’s beginnings in craft brewing to founding a celebrated distillery in 2012.

Together, Ann and Justin explore High Wire's commitment to reviving the heritage Jimmy Red corn, working alongside renowned experts like master distiller Dave Pickerel, and balancing the demands of a family-run business. They also dive into the challenges of navigating e-commerce in the whiskey world, the importance of community engagement, and how High Wire blends tradition with a forward-thinking approach to craft distilling.

This episode offers a rich exploration of building a brand that respects Southern culture and history while staying at the cutting edge of the spirits industry. Ann also gives a sneak peek into their exciting upcoming whiskey releases and discusses the broader trends shaping the future of natural products.

Whether you're a whiskey aficionado, a fan of craft spirits, or curious about the business behind the bottle, this conversation is full of insights into the art and innovation of distilling.

Listen now to hear Ann’s inspiring story and learn more about High Wire Distilling Co., only on the Proof University Show. Don't forget to like, comment, and subscribe for more episodes!

Key Takeaways:

The story of transitioning from craft brewing to distilling.

The importance of using local ingredients and reviving heirloom crops.

Challenges and rewards of running a family-owned business.

How staying true to your roots can lead to long-term success.

An exclusive look into High Wire’s upcoming whiskey releases and their exciting future.

00:00 Introduction and Guest Welcome

00:58 The Beginnings of High Wire Distilling

02:39 Transition from Brewing to Distilling

03:33 Choosing Craft Spirits Over Brewing

03:59 Establishing the Distillery in Charleston

06:12 Commitment to Craft and Local Sourcing

14:37 The Jimmy Red Corn Story

19:40 Building the Brand and Overcoming Challenges

23:12 The Long Journey to Success

25:56 The Power of Authenticity in Small Business

26:53 The Importance of Patience and Longevity

27:57 Navigating Economic Challenges

29:12 Creating a Community Experience

34:22 The Role of E-commerce in Growth

38:17 Building a Strong Brand Community

44:34 Balancing Business and Personal Life

50:10 Exciting New Developments

52:42 Reflecting on the Journey

55:23 Conclusion and Final Thoughts

👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.

👉 ⁠⁠Follow Justin Obey on ⁠⁠Linkedin⁠⁠⁠⁠

👉 ⁠⁠Follow Justin Obey on ⁠⁠Instagram⁠⁠⁠⁠

👉 ⁠⁠Follow Justin Obey on ⁠⁠Youtube⁠

In this episode of the Proof University Show, host Justin Obey sits down with Finian Sedgwick, COO of BAXUS, a groundbreaking blockchain-based platform transforming how high-end collectible wines and spirits are traded. Finian shares his journey from the corporate world at Pernod Ricard to becoming a driving force behind BAXUS, offering a fresh perspective on combining cutting-edge technology with the rich traditions of the spirits industry.

Finian and Justin discuss how BAXUS is using blockchain to create transparency and accessibility in the collectible spirits market, making the process of buying, selling, and trading rare bottles more seamless than ever. They also explore the role of BoozApp, a powerful tool that empowers consumers by providing real-time price discovery and insights into fair market value across the world of alcoholic beverages.

This episode offers a deep dive into the challenges faced by independent brands, particularly within the complex three-tier distribution system of the United States, and how BAXUS is helping level the playing field for collectors and enthusiasts. Finian's insights shed light on the power of community in building a more connected spirits industry, where passionate consumers can access the bottles they love, from the everyday to the most exclusive vintages.

Whether you're a whiskey lover, a tech enthusiast, or curious about the future of the spirits industry, this conversation is packed with valuable insights on digital transformation and the evolving landscape of collectible spirits.

 Listen now to learn how blockchain is shaping the future of spirits trading, only on the Proof University Show. Don't forget to like, comment, and subscribe for more episodes!

00:00 Introduction and Guest Welcome

01:12 Finian's Background and Career Journey

03:59 Discovering Blockchain and Joining Baxus

06:08 How Baxus Works and Its Unique Features

11:01 Challenges and Opportunities in the Spirits Market

18:23 BoozApp and Community Engagement

25:01 Technical Difficulties and Apologies

25:21 Introduction to Boozapp and Baxas

26:22 Whiskey Market Insights

28:32 Industry Challenges and Opportunities

32:40 Capital and Investment in Whiskey

37:23 Reconnecting and Final Thoughts

40:29 Balancing Work and Life

42:03 Favorite Books and Maintaining Balance

45:39 Closing Remarks and Future Plans

👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Brand Advantage Blueprint. Within 60 days, you'll have the foundation necessary to build an iconic brand, boost sales, and build a community of fans!

👉 ⁠⁠Follow Justin Obey on Linkedin⁠⁠

👉 ⁠⁠Follow Justin Obey on Instagram⁠⁠

👉 ⁠⁠Follow Justin Obey on Youtube⁠

For an inside look at how he’s shaking up the ready-to-drink (RTD) cocktail industry, tune into this episode of the Proof University Show with Aaron Polsky, the founder and CEO of Livewire.

Launched in the thick of the COVID-19 pandemic, Aaron opens up about navigating those early challenges, the importance of killer branding that jumps off the shelf, and why Livewire is more than just another cocktail in a can.

From pricing and distribution strategies to the power of in-person demos and tastings, Aaron breaks down how he's built a brand that’s as creative as it is authentic.

Plus, hear his thoughts on the future of the spirits industry and why staying true to quality and profitability is the secret to long-term success.

Don’t miss it—listen now on Apple Podcasts, Spotify, and YouTube!

#ReadyToDrinkCocktails #CraftCocktails #BartenderCrafted #LivewireCocktails #BrandCommunity #MarketStrategy #TheProofUniversityShow #ObeyCreative #MarketingAgency

👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.

👉 ⁠Follow Justin Obey on Linkedin⁠

👉 ⁠Follow Justin Obey on Instagram⁠

👉 ⁠Follow Justin Obey on Youtube