Venture investor Noah Sanborn Friedman has built Top Shelf Ventures into one of the fastest-growing funds focused on alcohol and adjacent vice categories. In this episode, he discusses creator-led RTDs, nicotine pouches, THC regulation, DTC wine strategy, and why consumers are increasingly moving toward new alcohol alternatives and emerging category brands.

Jose Rivas, CEO of Premium Extracts, explains how cannabis extracts are made and how his company evolved into an ingredients supplier focused on terpenes. He shares his journey from early startup failure to building a licensed extraction facility, and discusses industry trends including price compression, THC beverages, and regulatory challenges shaping the cannabis market.

Most conversations about wine focus on brand, marketing, or experience. This one starts in the vineyard. 

Cameron Smith, co-owner of Loma Del Sol Farming, manages over 350 acres across Napa and Sonoma. He breaks down what it actually takes to run a vineyard today, from long-term planting decisions to cost pressures, labor constraints, and shifting demand. A clear look at how decisions at the source shape the entire wine business.

Survival in wine isn’t guaranteed. Paul Mabray joins Wine Country Business to break down “digital Darwinism” in alcohol. From WineDirect and VinTank to the rise and collapse of Pix, he explains how decades of wins and failures reshaped his view on what it takes to last.

Napa Valley is entering a new phase of hospitality. In this episode, Napa Valley Bike Tours CEO Mackenzie Magro breaks down how experience design, expanded access, and new offerings are reshaping the region. From e-bikes to non-wine experiences, she explains how broader engagement drives resilience and long-term demand.

Legacy models aren’t broken - but they are outdated. Michael Cann discusses why Wine Country’s real opportunity lies in courage, creativity, and rethinking how value is created.