Business of Drinks

Welcome to the Business of Drinks, where we go behind the bottle, interviewing beverage innovators and icons about how they built their businesses.

We take a data-driven approach, analyzing the brands, products, and categories that get consumers excited. And we cover many drinks categories — from wine, beer, and spirits to non-alcohol drinks — as well as THC, adaptogen, and functional beverages.

So whether you’re working in drinks — or just interested in the stories behind your favorite brands — join us each week as we explore how companies are unlocking growth at every stage in the game.

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20 episodes
Updated Wednesday

Episodes20

Newest first

Wednesday · 43 min
128: How Yes Way Rosé Grew to 167K Cases as Wine Declined With Erica Small
Yes Way Rosé is growing while wine is shrinking. The brand closed 2025 at roughly 167,000 cases and, in the first half of 2026, grew depletions 16% over the prior year — notable performance in a market where both rosé and wine overall have been declining. So how is Yes Way Rosé taking share? In this episode, we talk with co-founder Erica Small about the playbook behind the brand’s growth — and why there isn’t one silver bullet. Instead, Yes Way Rosé has built momentum by combining strong national-account relationships, consistent retail execution, cultural relevance, approachable pricing, and a product that keeps consumers coming back. National accounts have become the brand’s “bread and butter,” with Yes Way Rosé earning and retaining shelf space at major retailers including Target, Walmart, Publix, Albertsons, and Total Wine. But getting onto the shelf is only the beginning. Erica explains why velocity, reorders, seasonal programming, and ongoing marketing support determine whether a brand actually gets to stay there. We also get into the importance of winning the cold box, how Yes Way Rosé uses shipment, depletion, and retail data to understand brand health, and why maintaining relevance matters even after a brand reaches meaningful scale. Plus, Erica shares the unconventional story behind Yes Way Rosé’s launch: She and co-founder Nikki Huganir built the lifestyle brand and community years before there was ever wine in the bottle. And when they finally launched the wine nationally in 2018, they knew the liquid had to over-deliver. For drinks entrepreneurs navigating a slower-growth market, this episode is a case study in an increasingly important reality: When the category isn’t growing, the brands that outperform have to win share. For the latest updates, follow us: Business of Drinks website (sign up for our newsletter!) Business of Drinks YouTube 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. Erica Duecy 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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. Scott Rosenbaum LinkedIn Subscribe to the Business of Drinks channel for more insights on how brands, retailers, and operators are unlocking growth across beverages. And please rate and review us. Your support helps us reach new listeners. Thank you!
July 29 · 49 min
127: How Trail Magic Grew to 100K Cases and Diversified Ahead of a Possible Ban With Jason Dayton
How do you scale a THC beverage brand to 100K cases while preparing for the possibility that the category could be disrupted by federal regulation? Jason Dayton and his co-founders launched Trail Magic just 19 days after Minnesota opened the door to hemp-derived THC beverages. The brand quickly grew from one wholesaler to more than 60, reached roughly 5,000 retail doors, and closed last year at about 100,000 cases, with approximately 25% year-over-year growth. In this episode, Jason explains what enabled that early momentum and what became harder as the business expanded. He shares how Trail Magic moved from racing into every available market to launching more deliberately, supporting distributors more closely, and focusing on the accounts most likely to drive sustainable velocity. We also explore what actually works at retail. Jason discusses the importance of sampling, displays, consumer education, and consistent account follow-up, along with why Trail Magic performs best in stores where shoppers value flavor and quality rather than simply seeking the most THC for the lowest price. Jason also takes us inside the company’s relationship with Target and explains what it takes to earn the trust of a major retailer in a category with significant compliance and reputational risk. With hemp-derived THC facing the possibility of a federal ban, Trail Magic is now preparing for multiple outcomes. Jason shares how the company is protecting cash, managing inventory, and diversifying beyond THC with a new line of Trail Magic Cocktails in 2.9% and 8% ABV formats. This is a candid conversation about first-mover advantage, the operational strain of rapid growth, and how to protect a brand when the rules governing its fastest-growing category may change. For the latest updates, follow us: Business of Drinks website (sign up for our newsletter!) Business of Drinks YouTube 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. Erica Duecy 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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. Scott Rosenbaum LinkedIn Subscribe to the Business of Drinks channel for more insights on how brands, retailers, and operators are unlocking growth across beverages. And please rate and review us. Your support helps us reach new listeners. Thank you!
July 22 · 54 min
126: How Drinks Brands Can Survive the Structural Reset With Jon and Matt Moramarco
Beverage alcohol is not simply in a downturn. It is undergoing a structural reset, according to Jon and Matt Moramarco of bw166. In this episode of Business of Drinks, we talk with Jon, Managing Partner of bw166, and Matt, Chief Data Scientist, about what the total market data says is really happening across wine, beer, and spirits, and what founders and operators need to do differently as a result. Their argument is that the industry can’t wait for the old market to return. Demographic change, affordability pressure, health concerns, changing social occasions, and new competition for consumers’ time and money are reshaping demand. The question is no longer simply, “When will the market recover?” It’s, “Where is demand moving, and how should brands respond?” Jon and Matt also explain why beverage alcohol should be viewed as one market. Consumers move across categories, formats, occasions, and price points constantly. Every growth story is ultimately a fight for market share. Wine may face the biggest challenge. Since 1994, overall consumer prices have roughly doubled and median household income has risen about 2.5X. But the average price of wine has climbed about 3.4X, while Napa Cabernet pricing has risen roughly 5.7X. Premiumization created significant value, but it also made wine more expensive, complicated, and risky for new consumers to explore. In this episode, Jon and Matt unpack: • Why the current slowdown looks structural, not cyclical• Why the industry may be losing drinking occasions more than drinkers• How single-serve formats and personalization are reshaping consumption• Why health messaging has become a public-relations challenge• The difference between shipments, depletions, and scan data• Why distribution gains mean little without reorders• The “black holes” in industry data, from on-premise to private label• Which metrics belong in investor decks, buyer pitches, and founder dashboards For brands, the takeaway is clear: Stop chasing breadth for its own sake. Build depth where the product works, measure reorder and churn, improve the value proposition, and use data to understand what is actually happening, not just what the latest headline says. For the latest updates, follow us: Business of Drinks website (sign up for our newsletter!) Business of Drinks YouTube 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. Erica Duecy 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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. Scott Rosenbaum 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. Caroline Lamb LinkedIn Instagram @borkaline Subscribe to the Business of Drinks channel for more insights on how brands, retailers, and operators are unlocking growth across beverages. And please rate and review us. Your support helps us reach new listeners. Thank you!
July 15 · 48 min
125: Bootstrapping Saint Spritz to 55K Cases With CEO Ben Patton
How do you become a top RTD spritz brand without raising outside capital? That’s the story behind Saint Spritz, the wine-based canned spritz brand inspired by Italian aperitivo culture. In this episode of Business of Drinks, we talk with Ben Patton, CEO and co-founder of Saint Spritz, about how the brand reached 55,000 nine-liter cases in 2025, grew triple digits, expanded into 43 states, and became the number-one RTD spritz — while remaining fully bootstrapped. For Ben, that constraint became a discipline. Without VC money or growth-fund capital, Saint Spritz had to measure every dollar, test small, kill what didn’t work, and scale what did. The team couldn’t afford to “buy” growth. They had to prove velocity. That mindset shaped everything: The early DTC launch through co-founder (The Bachelorette) JoJo Fletcher’s audience, the move into national retail with Target, the buildout of a 100-person brand ambassador team, and the focus on turning shelf placement into repeat purchase. One of the biggest lessons? Getting on shelf is not the same as getting found. Because Saint Spritz is made with wine, retailers often place it in the wine aisle. But consumers shop it like an RTD canned cocktail — near High Noon, Surfside, White Claw, cold boxes, and grab-and-go occasions. Ben calls that problem “wine jail,” and says better placement can drive a 3x to 5x lift in velocity. In this episode, Ben breaks down: — How Saint Spritz used DTC demand as an early signal for retail — Why Target became the brand’s first major national growth driver — What retailers need to see before expanding a brand nationally — How a bootstrapped team decides which marketing bets deserve money — Why Saint Spritz built its own ambassador team instead of relying only on third-party tasting companies — How in-store tastings can move five to six cases when the team is trained and incentivized properly — Why “accessible premium” works when the liquid, packaging, and occasion all line up — How the brand’s non-alcoholic line quietly launched on Amazon and quickly became a major growth signal — Why cold-box placement may be the next big unlock as Saint Spritz expands through beer-distributor networks This is a tactical episode for any drinks founder trying to scale without unlimited capital. Saint Spritz shows what happens when a brand combines a clear consumer occasion with disciplined spending, strong retail execution, and a relentless focus on velocity. For the latest updates, follow us: Business of Drinks website (sign up for our newsletter!) Business of Drinks YouTube 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. Erica Duecy 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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. Scott Rosenbaum 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. Caroline Lamb LinkedIn Instagram @borkaline Subscribe to the Business of Drinks channel for more insights on how brands, retailers, and operators are unlocking growth across beverages. And please rate and review us. Your support helps us reach new listeners. Thank you!
July 8 · 47 min
124: Taking on Big Beer With Outlaw Light CEO Ari Opsahl
What does it take to challenge the giants of domestic light beer? In this episode of Business of Drinks, we talk with Ari Opsahl, CEO of Tivoli Brewing and Outlaw Light, about building a new light beer brand in one of the most entrenched categories in beverage alcohol. Outlaw Light is taking aim at the biggest names in beer — Bud Light, Coors Light, Busch Light, Natty Light — with a strategy that runs counter to much of the industry’s premiumization playbook. Instead of asking consumers to trade up, Ari argues that light beer needed to get back to what made the category powerful in the first place: affordability, drinkability, and mass appeal. That pricing story is at the center of Outlaw’s David-and-Goliath strategy. While the macro brewers have continued to raise prices, Ari saw an opening for a brand that could deliver a quality light beer at a price that felt fair to consumers. But as he explains, competing with big beer is not just about liquid or price. It means taking on decades of distributor relationships, chain-store influence, stadium sponsorships, planogram control, and what he calls the “golden handcuffs” that protect incumbent brands. Ari also gets into the unglamorous realities of scaling fast. In just a few years, Outlaw has grown from a Colorado launch to more than 1 million case equivalents annually, with ambitions to reach roughly 3 million cases in 2026. But getting there means executing across chain resets, distributor alignment, pricing, scanning, floor displays, sampling, and field sales — the operational details that often determine whether a brand actually wins at retail. We discuss: • Why affordability can be a disruptive strategy in a category dominated by legacy brands • How Outlaw Light is trying to win without a Super Bowl-sized marketing budget • Why distributor “golden handcuffs” make challenging big beer so difficult • How chain placements only matter if the brand can execute at store level • Why Outlaw invested in field sales and sampling while many brands pulled back • Why persistence — hearing “no” again and again — may be the most important founder skill of all For anyone building, scaling, or trying to disrupt a legacy drinks category, this episode is a sharp look at how a smaller brand can find an opening against giants — and what it really takes to turn that opening into growth. For the latest updates, follow us: Business of Drinks website (sign up for our newsletter!) Business of Drinks YouTube 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. Erica Duecy 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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. Scott Rosenbaum 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. Caroline Lamb LinkedIn Instagram @borkaline Subscribe to the Business of Drinks channel for more insights on how brands, retailers, and operators are unlocking growth across beverages. And please rate and review us. Your support helps us reach new listeners. Thank you!
July 1 · 49 min
123: Inside Southern Glazer’s: How Distribution Really Works With Mark Chaplin
For many drinks brands, distribution can feel like the big unlock. Get the right distributor. Win the right placements. Add more doors. But inside the distributor tier, the math is more complicated. In this episode of Business of Drinks, Mark Chaplin, President, Commercial Sales at Southern Glazer’s Wines & Spirits, takes us inside how one of the most important companies in U.S. beverage alcohol thinks about growth, velocity, account strategy, data, and execution. Southern Glazer’s is the largest wine and spirits distributor in the United States. Shanken’s Market Watch estimates the company generates $25.2 billion in annual sales revenue, servicing more than 250,000 on- and off-premise accounts across 47 states. That scale makes this conversation especially useful for founders and commercial teams trying to understand what happens after a brand gets into distribution — and why more accounts do not always mean a stronger business. Mark explains why adding doors can lower sales per point of distribution, why not every placement creates the same value, and why suppliers need to think carefully about the tradeoff between expansion and velocity. We also get into the parts of distribution that are easy to underestimate: • The hidden costs of returns, wrong orders, stockouts, and poor program timing • Why trade spend gets wasted when brands are slow to decide where to focus • Why targeted “liquid to lips” often beats broad sampling for emerging brands • What makes a strong annual plan with a distributor — and why it has to start before the year begins • Why chain placements require long lead times, authorization strategy, and follow-through after the win • How the distributor salesperson’s job is shifting from order-taking to consultation as data, B2B platforms, and e-commerce change the sales call We also talk about pricing strategy, on-premise economics, convenience channel authorizations, Southern Glazer’s Proof platform, and the broader changes reshaping the distributor landscape. For anyone trying to build a drinks brand inside the three-tier system, this is a practical look at how distribution really works — and what brands need to understand before they chase the next door. For the latest updates, follow us: Business of Drinks website (sign up for our newsletter!) Business of Drinks YouTube 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. Erica Duecy 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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. Scott Rosenbaum 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. Caroline Lamb 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!
June 25 · 33 min
How SpeedKeg Turns a Draft Line Into a High-Volume Cocktail Placement With Chase Brooks
Cocktails are one of the biggest opportunities in the on-premise — but also one of the hardest drinks to scale. In this sponsored episode of Business of Drinks, we talk with Chase Brooks, founder of SpeedKeg, a draft cocktail system built to help high-volume bars, restaurants, venues, clubs and stadiums serve more cocktails, faster. SpeedKeg’s model is simple: the kegs come filled with the non-alcoholic ingredients for cocktails like margaritas, espresso martinis, mango daiquiris and barrel-aged tea. The operator adds the spirit they want — tequila, vodka, whiskey, rum or anything else that fits their program — then uses SpeedKeg’s Kinect system to mix and prep about 160 cocktails in around five minutes. That flexibility is key. SpeedKeg isn’t asking operators to give up control of their cocktail program, and it isn’t asking spirits brands to step aside. Instead, Chase argues that draft cocktails can become a powerful new kind of on-premise placement — one that can help accounts move more volume while making service easier for the team behind the bar. In this episode, Chase breaks down: Why cocktail demand has outpaced the ability of many operators to serve cocktails efficiently How slow service can cap revenue, especially in high-volume environments Why operators should think less about shaving pennies off pour cost and more about getting more drinks across the bar How SpeedKeg evolved from a ready-to-pour kegged cocktail into a more flexible B2B system Why letting venues choose their own spirits brand was essential to the model How draft lines may become an underused growth opportunity for spirits suppliers The Gillette Stadium case study, where draft cocktails became one of the top alcohol sellers by revenue during major events For drinks entrepreneurs, this is a smart look at what happens when a founder solves a real operational bottleneck — and then redesigns the business model around how the trade actually buys, sells and serves. Because in today’s on-premise, the next big growth lever may not be another cocktail trend. It may be getting the drinks people already want into their hands faster. For the latest updates, follow us: Business of Drinks website (sign up for our newsletter!) Business of Drinks YouTube 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. Erica Duecy 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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. Scott Rosenbaum 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. Caroline Lamb LinkedIn Instagram @borkaline Subscribe to the Business of Drinks channel for more insights on how brands, retailers, and operators are unlocking growth across beverages. And please rate and review us. Your support helps us reach new listeners. Thank you!
June 24 · 1 hr
122: Selling Smarter in a Tough Drinks Market With Ben Salisbury + BCB Recap
In this episode, we talk with Ben Salisbury, Founder and President of Salisbury Creative Group, about why beverage sales needs a reset. Ben has been selling wine and spirits since 1984, with leadership roles at Fetzer, Ste. Michelle Wine Estates, Constellation Brands, and Glazer’s. Today, he advises beverage companies on how to sell more effectively in a market that looks nothing like it did 10 or 15 years ago. His core argument: The old “more is more” playbook — more accounts, more markets, more points of distribution — does not work the way it used to. Distributors are overwhelmed. Buyers have more information than ever. And suppliers can no longer expect the middle tier to build demand for them. Instead, Ben makes the case for a narrower, deeper, more disciplined approach to growth. Brands need to know who their highest-value accounts really are, how those accounts make money, and what their product can do for the customer’s business — whether that means driving revenue, controlling costs, or improving guest satisfaction. We also get into one of Ben’s biggest themes: product knowledge is table stakes. What differentiates great salespeople now is business acumen, customer empathy, and flawless follow-up. In this episode, you’ll hear why “less is more” may be the smarter growth strategy in a down market; how the supplier-distributor relationship has changed; why sales should be treated as a customer journey, not a one-time pitch; how CRM can drive trust, follow-up, and reorder velocity; and how AI can help sales teams research buyers, sharpen messaging, and make their pitches more customer-focused. Plus, we open the episode with a Bar Convent Brooklyn recap: A few things stood out this year: The energy on the floor was strong, even in a tough market. Non-alc felt much more integrated into the broader drinks conversation. And flavor and function are continuing to evolve, from yuzu everywhere to electrolyte-positioned mixers and matcha liqueur. We also talk about rum momentum, the surprising uptick in gin and vodka producers, the lighter-than-expected RTD presence, and why sessions on retail and distributor strategy felt more urgent than conversations about M&A. For founders, sales leaders, and anyone trying to grow in today’s beverage market, this episode is a sharp, practical reminder: selling is no longer about pushing product. It’s about creating value for the customer. For the latest updates, follow us: Business of Drinks website (sign up for our newsletter!) Business of Drinks YouTube 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. Erica Duecy 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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. Scott Rosenbaum 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. Caroline Lamb LinkedIn Instagram @borkaline Subscribe to the Business of Drinks channel for more insights on how brands, retailers, and operators are unlocking growth across beverages. And please rate and review us. Your support helps us reach new listeners. Thank you!
June 17 · 53 min
121: How Bodega Garzón Built a Global Wine Brand With Christian Wylie
How does a winery help change the way the world sees an entire country? In this episode of Business of Drinks, we talk with Christian Wylie, Managing Director of Bodega Garzón, one of the most ambitious winery projects in the world — and a case study in building belief in an unfamiliar category. Garzón is not just selling wine. It is helping create the modern market for premium Uruguayan wine. That means overcoming several layers of friction at once: a small country most consumers don’t associate with fine wine, a signature red grape — Tannat — that often needs context, and a white grape, Albariño, that buyers know from Spain and Portugal, but not necessarily South America. And yet, Garzón is growing quickly. Christian walks us through how the winery scaled from 2,000 bottles to 2 million bottles in roughly a decade, expanded from one market to about 60, and grew U.S. depletions by 40% in 2025 vs. 2024. Even more surprising: Albariño has become the growth engine, with on-premise sales up 90% in the U.S. For drinks entrepreneurs, the episode is packed with lessons on category creation, premium positioning, and market-building when demand is not already waiting for you. Christian gets into: 🔶 Why Garzón is positioning Uruguay through freshness, drinkability, and Atlantic Ocean influence 🔶 How 1,200 microparcels create complexity in the vineyard — and opportunity in the winery 🔶 Why Albariño has become such a powerful commercial vehicle for the brand 🔶 How hospitality, trade visits, and the Francis Mallmann restaurant help convert buyers into believers 🔶 Why the team focuses on the fundamentals: show up, pour the wine, make the placement, follow up, and keep going We also talk about the scale of the investment behind Garzón: the LEED-certified winery, the sustainable vineyard program, the olive oil, the golf course, the proximity to José Ignacio, and the broader ecosystem that makes the place itself part of the brand. At a time when the wine market is under real pressure, Garzón offers a different kind of wine growth story — one built on patience, precision, and a willingness to do the hard work of education market by market. This is a conversation about Uruguay. But more than that, it’s about what it takes to make the unfamiliar feel inevitable. For the latest updates, follow us: Business of Drinks website (sign up for our newsletter!) Business of Drinks YouTube 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. Erica Duecy 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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. Scott Rosenbaum 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. Caroline Lamb LinkedIn Instagram @borkaline Subscribe to the Business of Drinks channel for more insights on how brands, retailers, and operators are unlocking growth across beverages. And please rate and review us. Your support helps us reach new listeners. Thank you!
June 10 · 48 min
120: How Moët Hennessy Builds Demand – with SVP Carlos Zepeda - Business of Drinks
What makes a drinks brand truly desirable — and how do you know when it’s ready to scale? In this episode of Business of Drinks, we talk with Carlos Zepeda, SVP of Strategy & Marketing - Wine & Spirits at Moët Hennessy USA. Carlos helps shape growth strategy across a portfolio that includes Belvedere, Glenmorangie, Ardbeg, Whispering Angel, Hennessy, Veuve Clicquot, Dom Pérignon, Krug, and Moët & Chandon. Carlos brings a CPG-trained lens to luxury wine and spirits, starting with what he calls “demand moments”: the role a brand plays in the consumer’s life. Is it built for a country club, a dinner party, a milestone celebration, a poolside bar, a fine-dining account, or a grocery delivery add-on? That answer shapes everything — distribution, content, partnerships, pricing, and activation. The big takeaway is that desirability comes before scale. Carlos defines desirability as both emotional and behavioral. Consumers have to want the brand, feel proud to be associated with it, talk about it, buy it, and refer it to others. And there’s an easy business test to measure desirability: If you have velocity without heavy discounting, that’s a sign of real demand. If you need promotions to move inventory, that tells you something else. We also dig into selective distribution, and why “being available” does not mean being everywhere. Carlos explains how a brand like Whispering Angel has to show up where consumers expect it — from restaurants and hotels to Instacart and Uber Eats — while a brand like Dom Pérignon requires a much more surgical account strategy. Plus, Carlos shares how luxury experiential marketing is changing, why the old influencer-driven FOMO model feels tired, how brands should think about creator-led content, and how he uses AI as a practical “thinking partner” while keeping human judgment at the center. For emerging brands, his advice is blunt: Less is more. Pick fewer markets, fewer programs, and fewer channels. Being small is not the problem. Acting too big too soon is. This episode is a deep dive into how drinks brands earn relevance: By understanding the occasion, building desirability, choosing the right accounts, listening for consumer signals, and staying focused on where growth is really coming from. For the latest updates, follow us: Business of Drinks website (sign up for our newsletter!) Business of Drinks YouTube 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. Erica Duecy 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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. Scott Rosenbaum 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. Caroline Lamb 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!
June 3 · 46 min
119: Mid-Year M&A Update: The Deals Reshaping Drinks with Matt Rice - Business of Drinks
The beverage alcohol business is in a curve. That’s the phrase Matt Rice, founder and principal of Thirsty Insights, uses to describe the first half of 2026: a volatile, high-stakes moment where consolidation, consumer shifts, distributor disruption, and M&A are changing the race order in real time. In this episode, Matt joins Erica and Scott for a mid-year M&A update on the deals, category shifts, and distributor moves reshaping the drinks industry. We dig into the surge of activity across wine, spirits, RTDs, beer, and non-alc — from Gallo’s move to acquire Four Roses, to Molson Coors buying Atomic Brands, to The Wine Group stepping into non-alc cocktails with Saint Agrestis’ Phony Negroni line. Matt explains why buyers are still active, but far more disciplined, looking for growth vehicles, scarce assets, synergies, and route-to-market leverage. The conversation also tackles one of the biggest distributor shakeups in years: RNDC’s market exits, Reyes’ expansion beyond beer into wine and spirits, Martignetti’s move into control states, Columbia Distributing’s Oregon and Washington opportunity, and Southern Glazer’s continued push into beer-aligned assets. For emerging brands, the implications are significant. Matt explains why distributor attention can materially affect performance, why smaller suppliers have to be easier to sell, and why brands now need to show up with tighter market plans, better data, clear target accounts, and a willingness to do the hand-selling themselves. We also explore why independent RTD brands like BeatBox, Surfside, and Carbliss have outpaced many incumbent launches, why “born-in-category” brands often win, and why Matt would put a hypothetical $1 million angel investment into Wine 2.0 — not because wine is winning today, but because he believes the next cycle may reward those building for where the puck is going. For drinks entrepreneurs, this episode is a masterclass in how to think about M&A, distribution, category timing, investor signals, and the strategic discipline required to survive the curve — and come out stronger on the straightaway. For the latest updates, follow us: Business of Drinks website (sign up for our newsletter!) Business of Drinks YouTube 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. Erica Duecy 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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. Scott Rosenbaum 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. Caroline Lamb LinkedIn Instagram @borkaline Subscribe to the Business of Drinks channel for more insights on how brands, retailers, and operators are unlocking growth across beverages. And please rate and review us. Your support helps us reach new listeners. Thank you!
May 27 · 47 min
118: The U.S. Import Playbook for Drinks Brands With Chelsea Andreozzi - Business of Drinks
The first mistake many drinks brands make when entering the U.S. market? Thinking that distributor procurement is the first big step. In reality, the importer layer is more significant than many realize. It’s where compliance, taxes, customs, cash flow, and route-to-market decisions collide, and where expensive missteps often trip brands up. In this episode of Business of Drinks, Scott Rosenbaum talks with Chelsea Andreozzi, founder of First Call Imports Consulting, about what it really takes to bring a wine or spirits brand into the U.S. market. Chelsea has spent 15 years across nearly every side of the bottle: Bartending, beverage directing, distilling, brand development, importing, and now consulting. Today, she helps wine and spirits brands, importers, and distributors build the systems they need to scale with more confidence. This conversation gets into the practical mechanics of importing: Federal permits, COLA approvals, FDA registrations, customs paperwork, CBMA tax credits, tariff refunds, brokers, and the details that determine whether a shipment clears smoothly or gets stuck at port. And the costs can add up quick. Chelsea has seen paperwork issues delay shipments for weeks, with fees climbing into the thousands — and in some cases, $25,000 on a single container. We also dig into why CBMA refunds can become a powerful cash-flow tool (IYKYK), what importers should be doing now to prepare for potential tariff refunds, where brokers fit into route-to-market strategy, and why self-distribution can be valuable early but rarely holds up as a long-term growth plan. The bigger lesson here is that import operations are not back-office housekeeping. For brands, they can be the difference between scaling with confidence and burning through time, money, and momentum before the first case ever sells. For the latest updates, follow us: Business of Drinks website (sign up for our newsletter!) Business of Drinks YouTube 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. Erica Duecy 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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. Scott Rosenbaum 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. Caroline Lamb 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!
May 20 · 44 min
117: The Control State Playbook For Bev-Alc Brands With Ashley Glickman - Business of Drinks
Control states can feel like one of the most confusing parts of the drinks business — even for experienced operators. They represent 17 states and roughly a quarter of U.S. spirits sales, but they don’t all work the same way. Some states own the retail stores. Some operate through agency stores. Some act more like wholesalers. Each model changes how brands need to think about listings, pricing, store count, broker relationships, data, cash flow, and growth. In this episode, we’re decoding the control state playbook with Ashley Glickman, Founder & CEO of Control States Consulting Partners. Ashley has worked across all 17 control markets, from brokerage and supplier roles to control board meetings, sales strategy, and data analysis. Today, she helps brands understand where they can win — and what they need to do before they enter. For founders and sales leaders, one of the biggest takeaways is that control states are not simply another version of open markets. You are entering a structured partnership, with defined expectations and performance metrics. Ashley explains why shipments don’t equal sales in bailment states, why velocity matters more than broad distribution, and why going into too many stores too early can hurt your brand. She also breaks down how to use state-level data, prepare for a control board pitch, and follow through after getting listed. The conversation also gets into the upside. Control states can create leverage: centralized buyers, consistent pricing, statewide marketing programs, auto-replenishment, and data that helps brands make better decisions faster. If you’ve ever looked at terms like bailment, agency stores, listings, control boards, or special orders and wondered what they mean for your business, this episode is for you. You’ll learn: - How retail, agency, and wholesale control states differ - Why velocity is the metric control boards care about most - How to avoid the cash-flow trap of bailment inventory - Why “more stores” is not always the right growth strategy - What a strong control board pitch needs to include - How brokers, suppliers, and state boards really work together - How to compete more effectively — and profitably — in control markets For the latest updates, follow us: Business of Drinks website (sign up for our newsletter!) Business of Drinks YouTube 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. Erica Duecy 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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. Scott Rosenbaum 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. Caroline Lamb 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!
May 13 · 44 min
116: How Chinola Built a 55K-Case Liqueur Brand With CEO Andrew Merinoff - Business of Drinks
Chinola Fresh Fruit Liqueurs has grown by doing something that sounds simple, but is much harder to execute: Building a brand around one very specific trade problem, then proving that solution account by account. The brand has racked up double-digit growth every year since its founding, ending 2025 at 40K cases, and projecting +37% growth in 2026 to 55K cases. But the more interesting part is how Chinola has built that momentum. Chinola didn’t grow by chasing every account, every market, or every flavor trend. It grew by giving bartenders a fresh-fruit liqueur that could deliver acidity, consistency, and real fruit flavor without the operational headaches of fresh prep. That focus shaped the entire business. Chinola started with passion fruit, spent five years and 2,000 test batches getting the liquid right, and built its early momentum in the on-premise — where bartenders could understand the use case, put it on menus, and reorder. Today, roughly 60% of the brand’s sales still come from on-premise, which tells you a lot about how Chinola has built its credibility. In this episode, Andrew Merinoff, Co-Founder and CEO of Chinola, breaks down what it really takes to grow inside the three-tier system. The real work happens account by account, earning menu placements, supporting the trade, following up at the right moment, and proving that the product can sell through again and again. That’s why Andrew pushes back on the idea that more points of distribution automatically equal progress. Andrew says he would rather have 30 accounts that move 300 cases than 300 accounts that barely move product at all. For Chinola, the growth equation has been about volume, visibility, and velocity — and knowing which accounts can actually deliver one or more of those things. The conversation also gets into the realities of expansion. The addition of new mango and pineapple SKUs presented new challenges, with the products requiring years of development, and facing consistency and supply chain issues. Andrew discusses how the brand overcame those problems and continues to scale. For founders and sales teams, this is a useful case study in focused growth. Chinola’s rise shows how a brand can use the on-premise not just for awareness, but as a proving ground — and how disciplined execution can turn a single clear use case into a scalable business. For the latest updates, follow us: Business of Drinks website (sign up for our newsletter!) Business of Drinks YouTube 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. Erica Duecy 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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. Scott Rosenbaum 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. Caroline Lamb 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!
May 6 · 58 min
115: How to Sell Smarter in a Tough Drinks Market With Ryan Looper - Business of Drinks
In this week’s episode, we’re joined by Ryan Looper, Chief Growth Officer at De Maison Selections, for a tactical conversation about how to sell better in today’s drinks market. Ryan has seen the business from multiple angles: restaurant service, top-performing New York sales rep, distributor leader, and now national growth strategist for a leading importer. His central thesis is this: sales are not the goal; sales are the result. The real work is building ongoing, useful dialogue with accounts. Ryan breaks down what separates average reps from the ones who consistently win placements. His advice: • Think like a buyer. Taste like a buyer. Great reps don’t just taste for quality. They taste for fit: where a product belongs, what problem it solves, and which buyer will respond to it. • Track the person, not just the activity. Calls, samples, and follow-ups matter. But the real advantage comes from understanding who the buyer is, what they say they like, what they actually buy, and how they run their program. • Treat accounts like a portfolio. Ryan’s advice is to keep building a diverse account base — because restaurants close, buyers move, programs shift, and placements turn over. His shorthand: “Always be opening.” • Move beyond features. Organic farming, native yeast, small production, and place-based stories may matter. But in top accounts, those cues are often table stakes. The harder question is why a product matters to this buyer, in this program, right now. • Use objections to deepen the conversation. When a buyer says they already have too much Champagne, that may be true in the moment. But it won’t be true forever. Ryan explains how to keep the dialogue alive without forcing the sale. • Know when to say no. Saying yes to everything does not scale. Ryan makes the case that boundaries can build trust — and that a well-placed “no” can sometimes lead to better business. For founders trying to gain traction, distributors building stronger teams, or salespeople looking to improve their craft, this episode is packed with practical guidance on how to build better relationships, smarter account strategies, and more durable sales. For the latest updates, follow us: Business of Drinks website (sign up for our newsletter!) Business of Drinks YouTube 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. Erica Duecy 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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. Scott Rosenbaum 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. Caroline Lamb 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!
April 29 · 1 hr 1 min
114: How Hampton Water Hit 150K Cases With Jesse Bongiovi - Business of Drinks
In this episode, we sit down with Jesse Bongiovi, Founder of Hampton Water Wine Company and Lily Pond Group, to unpack how a brand that could have been written off as “celebrity wine” — backed by his father, Jon Bon Jovi — turned into a durable growth engine that’s bucking industry trends. Hampton Water is now at ~150,000 cases globally, growing ~20% year-over-year, distributed in 60+ countries, and built on a model that looks very different from how wine brands are typically scaled. During the pandemic, it became the #1 selling rosé on Wine.com, while also building one of the largest digital footprints in the category — now the most-followed alcohol brand on TikTok (~400K+ followers), according to Bongiovi — with some ~600,000 followers across platforms. But the real story is how that growth was built — and what it indicates about how wine is actually selling today. 🔶 Demand-first, not distribution-firstHampton Water didn’t start by chasing placements. It built consumer pull first — through digital, DTC, and community — then used that demand to unlock distribution. 🔶 Awareness doesn’t scale — repeat purchase doesEarly visibility (including the Bon Jovi name) opened doors, but it didn’t drive the business. Growth came once the product earned credibility and consumers came back for a second and third bottle. 🔶 Most consumers aren’t buying wine the way the industry thinksWith ~86% of buyers choosing based on label alone (and another ~10% factoring in price), according to Bongiovi, the strategy shifted toward reducing friction — making the product easy to recognize, choose, and bring into any occasion. 🔶 Sell the occasion, not the categoryHampton Water isn’t positioned around varietal or region. It’s built around moments — what you’re drinking, where you are, and who you’re with — making wine easier to engage with for a broader audience. This episode is a case study in how a modern wine brand scales — by aligning with how consumers actually behave, not how the industry expects them to. For the latest updates, follow us: Business of Drinks website (sign up for our newsletter!) Business of Drinks YouTube 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. Erica Duecy 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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. Scott Rosenbaum 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. Caroline Lamb 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!
April 22 · 1 hr 10 min
113: What Buyers Actually Want: How to Sharpen Your Sales Strategy With Erik Segelbaum - Business of Drinks
What actually makes a buyer say yes? In this episode of Business of Drinks, we sit down with Erik Segelbaum, founder of Amalfi Beverage Company and creator of Certo Cocktails, to break down how sales actually happen in the drinks industry when you’ve been responsible for a $100M+ beverage program across nearly 50 venues, trained top-tier sommeliers, and now have your own product on the line. This is a look at selling from the buyer’s seat — how decisions get made, what gets ignored, and why so many pitches never land. His starting point challenges how most people approach sales: “It is not about your product strengths. It is about understanding the buyer’s needs.” From there, Erik walks through how strong reps approach accounts differently — often long before they ever introduce a product. Why top performers spend time in accounts first, observing how they operate before ever asking for a meeting How buyers evaluate products in terms of time, revenue, and ease of execution — not just taste or story Why leading with discounts or accolades can weaken your position instead of strengthening it The conversation also gets into how relationships actually work in this business. As Erik explains, a single order is one thing. Being the person a buyer calls first — and keeps coming back to — is something else entirely. That difference is what determines who gets placements, and who keeps them. Erik also pushes on how the industry thinks about pricing and profitability: “You don’t put percentage points in the bank.” He explains how buyers think about total dollars, repeat orders, and turnover — and why those factors often matter more than hitting a target margin on a single sale. One of the most memorable moments comes from a stadium example. Watching a bar take minutes to produce each drink, Erik calculated how much revenue was being left behind simply due to speed of service. The gap ran into the tens of thousands of dollars over a 20-minute window. Throughout the episode, Erik returns to a simple idea: Strong salespeople make themselves useful to the buyer. “Make the case for why this makes sense for them.” Resources mentioned in the episode: Improving Revenue Through Transactional Psychology, Part 1 (p 14) Improving Revenue Through Transactional Psychology, Part 2 (p 14) Improving Revenue Through Transactional Psychology, Part 3 (p 14) Improving Revenue Through Transactional Psychology, Part 4 (p 16) Improving Revenue Through Transactional Psychology, Part 5 (p 16) Tips to Maximize the Profitability of Your By-The-Glass Program (p 20) How to Price Pours and Control Costs by The Glass (p 16) Understanding Blended Cost of Goods and Sales Frequency (p 16) For the latest updates, follow us: Business of Drinks website (sign up for our newsletter!) Business of Drinks YouTube 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. Erica Duecy 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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. Scott Rosenbaum 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. Caroline Lamb LinkedIn Instagram @borkaline
April 15 · 48 min
112: How Decoy Built a 1M+ Case Platform With CGO Jeff Ngo of The Duckhorn Portfolio - Business of Drinks
Wine may be under pressure — but some brands are still growing. The question is how. In this episode of Business of Drinks, we sit down with Jeff Ngo, EVP, Chief Growth Officer at The Duckhorn Portfolio, to break down how Decoy has scaled into a multi-tier platform brand — and why it continues to gain share in a flat category. The numbers tell the story. For the 52 weeks ending January 25, 2026 (Circana): Decoy Core: ~1M cases, +4.6% volume, +3.5% dollars Decoy Limited: ~144K cases, +24% volume, +18.7% dollars Decoy Featherweight: ~28.6K cases, +80% volume, +74.7% dollars Impressive results by any measure — but this isn’t incremental growth. It’s a case study in how to build a platform inside a mature category, with each tier playing a defined role: Core ($15–$20): Scale, consistency, and national distribution Limited ($25–$30): Premium trade-up and margin expansion Featherweight ($20–$25): Moderation and new consumer entry Jeff explains how this was built intentionally — not as SKU expansion, but as consumer-led architecture. Each line targets a distinct audience and occasion, from socially influential “tastemakers” to younger consumers seeking lower-calorie options that still deliver on taste. Key takeaways for operators: Scaling requires saying no — to discounting, SKU sprawl, and short-term volume grabs that erode brand equity At 1M+ cases, consistency becomes the brand; sourcing, production, and execution must align across every channel Platform thinking beats product thinking; growth comes from structure, not just innovation Premiumization still works, but only when brands clearly overdeliver on value Distribution follows demand; brands that pull win more support than those that push Jeff also shares how private equity ownership has shifted the focus toward long-term value creation, and how cross-category learnings are shaping digital and growth strategy. For founders, this is a clear look at what changes when you move from early traction to true scale — and why most brands struggle to make that leap. For the latest updates, follow us: Business of Drinks: YouTube 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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was 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!
April 8 · 51 min
111: Inside Marriott’s Beverage Playbook With Gary Gruver, Global Beverage Strategy Director - Business of Drinks
What does it actually take to win — and keep — placement inside one of the largest hospitality systems in the world? In this episode, we sit down with Gary Gruver, Director of Global Beverage Strategy at Marriott International, who helps shape beverage programs across 30+ brands, 130+ countries, and a system approaching 10,000 hotels. If you’ve ever thought, “If we could just get into Marriott,” this conversation might change your thinking, because there is no single “Marriott.” There are fundamentally different business models — from luxury properties like Ritz-Carlton and St. Regis to high-volume select-service concepts — each with its own economics, velocity expectations, and operational constraints. And, as Gary shares, most brands underestimate what happens after placement. It turns out that getting on the menu is maybe 20% of the work. The rest is execution — distribution, inventory reliability, training, and boots-on-the-ground activation. Without that, even great liquid disappears. Key insights: 🔶 Why “getting into Marriott” is the wrong goalEach tier — luxury, premium, select — requires a different product, story, and service model. In select-service, drinks need to be made in under 60 seconds. In luxury, it’s about theater and storytelling. 🔶 The real KPIs are velocity and operational reliabilityOut-of-stocks, weak distributor alignment, or lack of sales support will kill a brand’s placement. If a product can’t be consistently ordered and sold, it becomes a liability. 🔶 Placement does not equal success — activation doesMarriott doesn’t “sell your brand” for you. Without education, bartender engagement, and ongoing programming, even standout products stall. 🔶 How emerging brands can break in (without scale)Start local, build traction at a single property, and over-communicate wins. Then expand regionally. Corporate programs follow proven demand — not the other way around. 🔶 Back bar math: What gets cut (and why)Shelf space is finite. Slow movers get displaced. New products win only if they outperform on velocity or bring a compelling new POV. At its core, this episode is about operational excellence. Hospitality is one of the most demanding environments for a beverage brand. If you can win here, you’re not just visible, you’re viable. For the latest updates, follow us: Business of Drinks: YouTube 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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was 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 Subscribe to the Business of Drinks channel for more insights on how brands, retailers, and operators are unlocking growth across beverages. And please rate and review us. Your support helps us reach new listeners. Thank you!
April 1 · 58 min
110: How Pierre & Antonin Built a 400K-Bottle Brand on Hybrid Grapes With Antonin Bonnet - Business of Drinks
What happens when you rebuild French wine from scratch — without appellations, without traditional grapes, and without the assumption that younger consumers care about either? In this episode, we sit down with Antonin Bonnet, co-founder of Pierre & Antonin, a fast-growing French wine brand scaling a very specific idea: Natural wine at a true mass-premium price point. The numbers and positioning are what make this story compelling. Pierre & Antonin produced ~350,000 bottles last year and is targeting ~400,000 this year, expanding across 20+ export markets. But the real unlock is how they got there — by rethinking everything from grape selection to packaging to brand storytelling. At the core is a contrarian bet: Hybrid “resistant” grape varieties. Long dismissed by the traditional wine industry, these grapes dramatically reduce vineyard inputs — less spraying, lower labor, lower cost — enabling the brand to hit a $15–$20 price point while maintaining margins. That economic model is paired with a sharp read on the consumer. Their average drinker is 26–27 years old — a cohort that prioritizes taste, price, sustainability, and story over varietal pedigree or appellation. And critically, the business is built around velocity, not tradition: Product-market fit: Pet Nat was the breakout SKU, driving ~60% of volume globally Retail unlock: Landing Trader Joe’s doubled revenue and validated U.S. national demand Go-to-market: Instagram collaborations outperform paid ads for reaching urban Gen Z consumers Brand strategy: Simplified labels and back-label education reduce friction at shelf There’s also a deeper industry question running through this conversation: Is wine overbuilt for the next generation? While the trade debates appellations and varietal purity, Pierre & Antonin is building for accessibility — in price, in messaging, and in experience. The result is a brand that’s growing by aligning sustainability with economics, not just storytelling. For drinks founders, this episode is a case study in identifying white space, challenging category assumptions, and designing a business model that actually works at scale. For the latest updates, follow us: Business of Drinks: YouTube 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. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was 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!