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  • 73: How CEO Chris Watt Is Growing Branca USA in a Challenging Market - Business of Drinks

    73: How CEO Chris Watt Is Growing Branca USA in a Challenging Market - Business of Drinks
    2025/07/16
    Branca USA may steward some of the most iconic names in spirits — Fernet-Branca, Carpano Antica, Borghetti — but under Chris Watt’s leadership, this 180-year-old company is showing how heritage can be a springboard for modern growth.Since taking the helm as CEO in 2022, Chris has built a lean, data-focused team of just 48 people to deliver outsized results: Selling more than 3 million bottles annually and growing faster than the overall spirits category — showing an 8% increase in both volume and value so far this year.In this episode, Chris shares how his team is using sharp analytics, disciplined focus, and creative execution to transform Branca’s brands for today’s consumers — while staying true to the bartender culture that built them.We discuss:The strategic shift that turned Borghetti into the fastest-growing coffee liqueur in the U.S., up 81% in volume in 2024Why Fernet-Branca’s biggest growth now comes from college towns and neighborhood bars, and how the brand has expanded beyond its trade-darling originsHow Carpano Antica Formula became the gold standard for home and bar Manhattans — and why that traction was largely organicThe “pilot fish” strategy: How Branca partners with the biggest brands in its distributors’ portfolios to drive sales, creating a “win-win” for the distributorHow a Total Wine March Madness display and on-premise activations worked hand-in-hand to deliver a 40% sales spike in that monthWhy Chris believes data and focus — not massive budgets — are the keys to smart brand building todayChris also opens up about the challenges of executing at speed with a small team, why he sets aside daily time for strategic planning, and the mindset he brings to building culture and growth simultaneously.If you’re a drinks founder or operator looking to understand how to modernize a heritage brand — or grow in a tough market with limited resources — this episode offers practical, actionable insights you won’t want to miss.Last Call: Caroline Lamb, Erica Duecy, and Scott Rosenbaum dig into surprising data from Brightfield Group and Sightlines about THC beverage consumption — and why higher dosage drinks are on the rise. Did you know: Some 60% of hemp-derived THC drinkers now reach for the 10mg dose, up ~18% in just two years?Don’t miss our next episode, dropping on July 23.For the latest updates, follow us:For the latest updates, follow us:Business of Drinks:LinkedInInstagram @bizofdrinksErica 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.LinkedInInstagram @ericaduecyScott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as Head of Search at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.LinkedInCaroline 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.LinkedInInstagram @borkalineSPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinksIf 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!
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    1 時間 1 分
  • 72: What Distributors Really Want: A Candid Guide for Founders with Sara Harmelin of Allied Beverage - Business of Drinks

    72: What Distributors Really Want: A Candid Guide for Founders with Sara Harmelin of Allied Beverage - Business of Drinks
    2025/07/09
    If you’ve ever wondered what it takes to get your brand into a top distributor — and actually stay there — this episode is essential listening.We sit down with Sara Harmelin, Vice President of Portfolio Development at Allied Beverage Group, one of the largest single-state alcohol distributors in the U.S. Operating exclusively in New Jersey, Allied works with virtually every major supplier — from Diageo and Bacardi to Heaven Hill and Pernod Ricard — and moves more than 15,000 SKUs across the state. Sara is the gatekeeper of innovation: every new brand, line extension, and emerging category goes through her team first.In this episode, Sara pulls back the curtain on the realities of portfolio building in a high-volume, high-stakes environment. She shares what works, what doesn’t, and how brands can avoid being lost in the warehouse shuffle.You’ll hear:Why Allied is betting big on hemp-derived THC — and what it means for the future of category expansionWhat founders need to know about timing, incentives, and sales buy-in to make a successful launch stickThe portfolio committee process: how Sara brought in cross-functional decision-makers (including Gen Z) to vet brands from every angleHow Allied uses reorder rates and “rep touches” to decide if a new brand is worth the shelf spaceWhy 90-day launch plans — not splashy debuts — are the new industry standard for serious distributorsThe one thing Sara wants every founder to leave at the door — and what you should bring insteadThis episode also hits on the deeper shifts shaping the future of drinks distribution — from how generational change is influencing category preferences, to why flexibility, empathy, and brand authenticity are more important than ever.Whether you’re launching a brand or scaling one, Sara’s insights will help you position your product for long-term success inside the distributor system.Link from the interview: WSWA Access Resource LibraryLast Call:🚨 What’s next in beverage? We went to BevNET Live 2025 to find out.In this Last Call segment of Business of Drinks, co-host Erica Duecy breaks down her top takeaways from one of the industry’s most future-focused events:🔸 Functional and low/no alcohol drinks? No longer niche. They’re the expectation.🔸 Premiumization is alive and well — but only if you’ve got the product education and social proof to back it.🔸 + More takeaways!Don’t miss our next episode, dropping on July 16.For the latest updates, follow us:Business of Drinks:LinkedInInstagram @bizofdrinksErica 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.LinkedInInstagram @ericaduecyScott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as Head of Search at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.LinkedInCaroline 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.LinkedInInstagram @borkalineSPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinksIf 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!
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  • 71: Leading with Purpose: Jason Haas on Scaling Tablas Creek Without Compromise - Business of Drinks

    71: Leading with Purpose: Jason Haas on Scaling Tablas Creek Without Compromise - Business of Drinks
    2025/07/02
    Tablas Creek Vineyard isn’t just a winery — it’s a masterclass in how to lead with values and still grow. In this episode, we sit down with proprietor Jason Haas, one of the most respected voices in American wine, to explore how his team has scaled a brand that stands for integrity, innovation, and environmental stewardship.Co-founded in 1989 by the Haas and Perrin families (of Château de Beaucastel fame), Tablas Creek pioneered Rhône varieties in Paso Robles and today remains at the forefront of sustainable winemaking. It was the first winery in the world to receive Regenerative Organic Certification. It’s also a powerful case study in direct-to-consumer success: Tablas Creek produces 30,000–35,000 cases annually, with 80% of its revenue coming from DTC sales.In this episode, Jason shares:How they built Tablas Creek’s category leadership from an unsung region and grape portfolioThe marketing shift that led to a 20% increase in DTC sales in 2024Why white wines are now driving growthHow a single blog post led to a boxed rosé launch that sold out in four hoursWhat it takes to maintain team culture and creative freedom in a growing 50-person organizationHis advice to founders on staying true to your brand—even when market trends tempt you to strayJason also explains why the $25–$40 price tier is outperforming other segments, and how Tablas Creek doubled its export business with just five well-timed market visits.If you’re a founder or operator looking to build a brand that endures — while staying nimble and connected to your customer — this episode is packed with insights you won’t want to miss.Last Call:Co-hosts Erica Duecy and Scott Rosenbaum break down the most important takeaways from Bar Convent Brooklyn. A few highlights:🍸 RNDC’s impending CA closure shook the room — and the distributors on stage didn’t sugarcoat what’s ahead.🚨 New reality: Every initial sale is a liability — unless your product moves fast.🧊 Coffee spirits everywhere. We’re still not done with espresso martinis, apparently.💰 Launching a spirits brand in 2025? Hope you have $1M.Don’t miss our next episode, dropping on July 9.For the latest updates, follow us:Business of Drinks:YouTubeLinkedInInstagram @bizofdrinksErica 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.LinkedInInstagram @ericaduecyScott 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.LinkedInCaroline 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.LinkedInInstagram @borkalineSPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinksIf 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!
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    1 時間 13 分
  • 70: How to Get Funded With Nick Papanicolaou of No Sleep Beverage - Business of Drinks

    70: How to Get Funded With Nick Papanicolaou of No Sleep Beverage - Business of Drinks
    2025/06/25

    On this episode of Business of Drinks, we sit down with Nick Papanicolaou, the founder and CEO of No Sleep Beverage, one of the most dynamic early-stage strategic investment platforms in the beverage alcohol space. Nick has deployed millions in capital across brands like Madre Mezcal, Barr Hill Gin, and Artet — and in this candid conversation, he outlines exactly what founders need to know to secure funding, navigate investor relationships, and build a beverage brand with staying power.

    Before launching No Sleep, Nick built his expertise from both sides of the table — first as a founder of a brand, then as the architect of Pernod Ricard’s New Brand Ventures division. With No Sleep, he’s developed an investment and acceleration model that prioritizes deep engagement with just 8–10 brands at a time, helping them optimize everything from brand positioning to sales strategy to compliance and legal.

    Nick doesn’t just hand out checks — he and his team roll up their sleeves and work side-by-side with founders to turn smart brand into scalable businesses. In today’s tight funding environment, that kind of partnership is increasingly rare — and invaluable.

    We cover:

    • The No Sleep criteria: What revenue thresholds, margin profiles, and market presence VCs are really looking for

    • What founders get wrong when pitching for investment — and how to stand out

    • The death of “growth for growth’s sake” and what sustainable scaling actually looks like

    • Why No Sleep takes a “slow and steady wins the race” approach to expansion

    • How founders should think about valuation and and share of equity as they bring on funding partners

    Whether you’re just starting out or navigating a critical growth stage, this episode delivers a rare look behind the scenes of what top beverage VCs really want — and how to prepare your brand to succeed.

    Last Call:

    Are celebrity spirits past their prime? In our latest Last Call segment, we dig into a new report from 3 Tier Beverages showing that only 16 of the top 50 celebrity-backed brands are still growing. It’s a candid convo for any drinks founder or marketer asking: Is celebrity still a smart strategy? Or has the novelty worn off?

    Link to 3 Tier Beverages report recap.

    Don’t miss our next episode, dropping on July 2.

    For the latest updates, follow us:

    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.

    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. He currently serves as Head of Search at Distill Ventures. He was formerly 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

    SPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinks

    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!
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    1 時間
  • 69: Bev-Alc Debate Club: What’s Wrong With the Alcohol Industry? - Business of Drinks

    69: Bev-Alc Debate Club: What’s Wrong With the Alcohol Industry? - Business of Drinks
    2025/06/18
    Welcome to a very special edition of Business of Drinks. In this episode, co-hosts Erica Duecy and Scott Rosenbaum team up with Rabobank’s Liquid Assets podcast hosts — VP of Beverage Research Bourcard Nesin and Senior Beverage Analyst Jim Watson — for the first-ever Bev-Alc Debate Club.Today’s topic? The question that’s haunting boardrooms and bottling lines across the country: What’s wrong with the alcohol industry?To unpack it, we went head-to-head in a spirited draft format. Each of us chose what we believe is the biggest force behind Bev-Alc’s current decline — and then we debated the heck out of it.What followed was a lively, insightful, and at times contrarian conversation that spanned:🚨 The Joe Rogan Effect: How anti-alcohol messages from influencers like Rogan and Andrew Huberman — and warnings from the WHO and Surgeon General — are changing perceptions of health and drinking.🧠 The Culture Shift: 65% of 18–34-year-olds now say even a drink or two a day is bad for their health, according to Gallup. That’s more than double the rate in 2000.🛒 Economic Drag: Is inflation the real culprit behind alcohol’s decline — or are consumers simply moving on?🏪 The Distribution Bottleneck: Fewer distributors, more producers, and how small brands are being squeezed out of market access and innovation.🥂 Post-Pandemic Hangover: How loneliness, digital substitution, and behavioral shifts may be eroding alcohol’s social role.🌱 Rise of THC Drinks: Hemp-derived beverages are showing up in bars, liquor stores, and homes — with strong demand. Brands like BRĒZ hit $28 million in revenue and 8 million cans in just two years.📉 Demographic Realities: Baby Boomers drank more and are aging out. Gen Z drinks less. What happens when your best customers are literally dying off?📱 New Hits, Same High: Gambling, doomscrolling, and a million digital dopamine-stimulating sources are competing for the same brainspace alcohol once dominated.This episode is a must-listen for anyone in the beverage business — whether you’re trying to understand the shifting terrain or figure out how to future-proof your brand.🎧 Tune in for sharp insights, bold takes, and the kind of data-backed banter that only happens when Rabobank meets Business of Drinks. Don’t miss our next episode, dropping on June 25.For the latest updates, follow us:Business of Drinks:YouTubeLinkedInInstagram @bizofdrinksErica 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.LinkedInInstagram @ericaduecyScott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as Portfolio Development Director at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.LinkedInCaroline 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.LinkedInInstagram @borkalineSPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinksIf 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!
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    1 時間 11 分
  • 68: Inventing the Future of Drinks: Ben Branson on Seedlip, Sylva, and What’s Next - Business of Drinks

    68: Inventing the Future of Drinks: Ben Branson on Seedlip, Sylva, and What’s Next - Business of Drinks
    2025/06/11
    Ben Branson is one of the most creative minds in beverages today. As the founder of Seedlip — the world’s first distilled non-alcoholic spirit — he didn’t just launch a product, he pioneered an entire category. That category, once niche and unproven, is now valued at more than $11 billion, and Seedlip was acquired by Diageo in 2019, just five years after its launch.Now, Ben’s back with a new venture: Pollen Projects, a drinks innovation studio creating a range of unconventional non-alcoholic products. The two early standouts? Sylva — a non-alcoholic sipping spirit distilled and matured from trees (yes, trees!) — and Seasn, a duo of cocktail bitters designed to flavor everything from seltzer to cocktails.In this conversation, Ben takes us inside his product development process — from cold-calling 500 top bars to obsessively studying 17th-century distillation texts — to assess white space for Seedlip. He also shares what’s next for Sylva, including a new distillery in upstate New York to make spirits from American trees. That operation will accompany Sylva’s existing UK distillery, which is already producing spirits made from British Hazel and African Padauk wood.In this conversation, Ben shares the research, philosophy, and creative rigor behind his brands — and what he’s doing differently this time around. You’ll hear about the early days of Seedlip, how Sylva’s distillation and aging process borrows from perfumery and traditional spirits, and why simplicity — not trend-chasing — is the secret to building lasting brands.We discuss:Why Ben isn’t just making non-alc alternatives, but rather inventing a new class of liquidsHis methodical, data-driven approach to product innovationThe surprising reason he chose to launch Seedlip into high-end, on-premise accounts rather than DTCThe innovative techniques used to produce Sylva’s non-alcoholic sipping spiritsWhy Ben emphasizes clarity above all — whether in product design or brand strategyWhat he learned from early product missteps — and how he’s applying those lessons to Sylva and SeasnWhy Ben doesn’t build brands for himself — he builds them to meet real consumer needs with standout experiencesLast Call:In this Last Call update, we reconnect with Issamu Kamide, co-founder of Wonderwerk, to hear what’s driving growth for one of the most innovative brands in wine.We first featured Wonderwerk last fall in Ep. 36 Since that time, Wonderwerk has grown its revenue 30%. We discuss:🔸 National Whole Foods rollout🔸 Wildly successful flavors like Pink Lemonade and Yuzu🔸 A “CPG-first” mindset that ditches tradition and centers the consumerDon’t miss our next episode, dropping on June 18.For the latest updates, follow us:Business of Drinks:YouTubeInstagram @bizofdrinksErica 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.LinkedInInstagram @ericaduecyScott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as Portfolio Development Director at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.LinkedInCaroline 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.LinkedInInstagram @borkalineSPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinks
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    1 時間 16 分
  • 67: Inside Treasury Wine Estates’ Playbook for Growth and Innovation with Ben Dollard - Business of Drinks

    67: Inside Treasury Wine Estates’ Playbook for Growth and Innovation with Ben Dollard - Business of Drinks
    2025/06/04

    While much of the wine industry is softening, Treasury Wine Estates — home to brands like DAOU, Penfolds, Frank Family, Matua, and 19 Crimes — is experiencing double-digit gains. In this episode, we speak with Ben Dollard, President of Treasury Americas, who shares “the how” behind one of the wine world’s most compelling growth stories.

    Under Ben’s leadership, Treasury Americas grew net revenue more than 22% in 2024, scaling to 6 million cases annually across North and South America. That growth has been powered by a two-pronged strategy: One focused on culture-forward, accessible brands like 19 Crimes (with partnerships like Snoop Dogg and the UFC), and another dedicated to luxury, estate-driven wines like DAOU and Penfolds.

    In this episode, Ben shares:

    • Why DAOU has become the #1 U.S. luxury wine brand — and what makes it stand out in a sea of premium competitors

    • How Treasury successfully integrates acquired brands without losing their magic

    • Why the company is leaning into consumer experience at the tasting room level — not just as a sales tool, but as a source of insight

    • How Treasury is using AI to tell brand stories and simplify wine discovery in a fragmented retail environment

    • What other drinks entrepreneurs can learn from building brand pillars and maintaining authenticity at scale

    Ben also talks about how he’s future-proofing the company through a focus on innovation and team culture. Treasury Americas was recently named a finalist in Fast Company’s “Best Workplaces for Innovators,” and Ben shares how that same creative energy is helping build a more connected, purpose-led portfolio.

    If you’re looking to build a brand that can scale across channels, price points, and countries — without losing its soul — this episode is packed with insights that matter now.

    Last Call:

    Don’t miss our next episode, dropping on TK.

    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. He currently serves as Portfolio Development Director at Distill Ventures. He was formerly 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

    SPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinks

    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!
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    1 時間 2 分
  • 66: Inside Hiyo’s 500K-Case Growth Playbook with Co-Founder George Youmans - Business of Drinks

    66: Inside Hiyo’s 500K-Case Growth Playbook with Co-Founder George Youmans - Business of Drinks
    2025/05/28
    What does it take to build a breakout non-alcoholic beverage brand in today’s ultra-competitive drinks market? For George Youmans, co-founder and Chief Revenue Officer of Hiyo, it starts with a crystal-clear brand promise: a stress-relieving, mood-boosting sensation they call “the float.”In just three years, Hiyo has grown into a category leader, selling over 500,000 cases annually, with +212% year-over-year retail sales growth — making it the #1 contributor to growth in the functional-other beverage category, according to SPINS. With its USDA Organic formulation, a national rollout in 946 Target stores, and a recent minority investment from Constellation Brands, Hiyo is cementing its place as a top player in the fast-rising functional non-alc space.In this episode, George shares:How Hiyo went from a bootstrapped pandemic idea to tripling retail revenue last yearThe role of e-commerce in Hiyo’s early success, including a 10X sales leap in year two and 3X in year threeWhy the “floaty feeling” — not just functional ingredients — became the emotional core of the brandHow the team leverages its 500K+ DTC customer base to drive velocity at retail with targeted geo campaignsWhy Hiyo prioritizes rate of sale over door count, aiming for sustainable growth over splashy expansionHow packaging design — based on Californian sunset palettes — became a brand differentiatorThe importance of staying operationally lean while growing fast — and what George learned from early forecasting mistakesHow event partnerships with EDC, HARD Summer, and Breakaway Music Festival support liquid-to-lips trial with over 300,000 festivalgoersWhy George believes Hiyo can be for hard seltzers and RTDs what Athletic Brewing is for beerLast Call: On Last Call, we dive into a new per-capita wine consumption map from Visual Capitalist and the NIAAA — and what it reveals about:Why wine consumption is lowest in the Midwest and SouthHow D.C. became the nation’s most wine-loving "state"The surprising disconnect between income, control states, and wine salesWhy tasting room visitation may be dropping in California — but rising in states like Michigan and VirginiaDon’t miss our next episode, dropping on June 4.For the latest updates, follow us:Business of Drinks:YouTubeLinkedInInstagram @bizofdrinksErica 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.LinkedInInstagram @ericaduecyScott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as Portfolio Development Director at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.LinkedInCaroline 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.LinkedInInstagram @borkalineSPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinksIf 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!
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    1 時間 1 分