Limited Supply S13 E12: From 4/20 Launch to $70M: BRĒZ’s Bootstrapped Playbook (with Aaron Nosbisch, Founder and CEO of BRĒZ)
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Sep 24, 2025 Aaron Nosbisch, the founder and CEO of BRĒZ, a hemp THC beverage brand, discusses his journey from a successful 4/20 launch to achieving nearly $70M in revenue. He reveals how direct-to-consumer strategies fueled demand, while retail channels provided scaling. Aaron shares insights on leveraging TikTok Shop, creating viral content with a raw approach, and the importance of rotating offers over discounts. He reflects on lessons learned from a Black Friday misstep and emphasizes the necessity of authenticity in brand-building.
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Design The Effect Curve First
- Aaron built a beverage that feels like alcohol but without its downsides by combining hemp THC, CBD, and lion's mane.
- He prioritized a fast-onset, short-duration effect that bypasses the liver to avoid the edible lag.
DTC Creates Demand; Retail Provides Scale
- DTC drove awareness and demand but most beverage buyers still want retail experiences.
- Aaron used DTC as the demand engine and retail for scale because people prefer buying drinks in-store.
Test New Channels Quickly
- Monitor new platforms and test if the shift applies to your brand before committing.
- Hire creators early and put ad spend behind successful creator content to accelerate reach.
