Business of Drinks 79: How Tip Top Became the #1 High-Proof RTD With CEO Nick Reely - Business of Drinks
Tip Top Proper Cocktails is rewriting the rules of RTDs. In just a few years, the brand has gone from a scrappy airline partnership to a Top 30 RTD brand in Nielsen — and #1 in the high-proof RTD segment, outpacing competitors with 72% year-over-year growth. The brand also hit a new sales benchmark, surpassing $10 million in revenue in the last 12 months.
In this episode, Tip Top CEO Nick Reely shares how the company has scaled while staying disciplined about strategy — and why the fundamentals of growth still matter, even in one of the most dynamic beverage categories.
Why listen? Get the inside scoop on:
The growth drivers behind Tip Top’s rise — and why distribution alone isn’t enough.
How to pick the right distributors — ones with a growth mentality and a willingness to give your brand real share of voice.
Channel strategy that works — from grocery and liquor to airlines and hotels.
Why earned media beats paid campaigns — and how innovation and bartender collaborations create “talk value.”
Key brand health metrics every entrepreneur should track, including velocity, rebuy rate, and retailer satisfaction.
This conversation is a playbook for any founder or operator looking to break through in RTDs — or any crowded drinks category.
Last Call:
Fundraising before you hit $1M in sales? It’s one of the toughest hurdles for drinks founders. We break down the real options for brands too small for venture capital, from friends and family to grants and angels (yes, they’re still active). And more!
Don’t miss our next episode, dropping on September 3.
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Business of Drinks:
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.
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.
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.
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
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