Ep 475: Anatomy of the World's Fastest Growing Beverage Brand with BRĒZ Founder Aaron Nosbisch

Jan 20, 2025

Aaron Nosbisch, founder of BRĒZ, discusses his journey in creating a successful cannabis-infused beverage brand that has captured the market. He reveals how they tackled strict advertising regulations on platforms like Meta by crafting educational campaigns. The conversation highlights BRĒZ's unique formula as a healthier alternative to alcohol, combining euphoria and relaxation without hangovers. Nosbisch also shares effective DTC strategies, such as optimizing pricing and implementing subscription models, to ensure customer retention and long-term success.

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ANECDOTE

Early DTC Experience

Aaron Nosbisch started in DTC by selling t-shirts online, sponsoring bands on MySpace.
He then created Brand Monk, a portable aromatherapy diffuser, scaling it to $15M/year.

INSIGHT

Two Ways to Innovate

There are two ways to innovate: disregard all rules or understand them precisely and build new ones on top.
Brand Monk succeeded by understanding Meta's rules and finding a loophole.

ANECDOTE

CBD Advertising Challenges

After Brand Monk, Nosbisch started a CBD brand but faced advertising challenges on Meta.
He eventually found success through educational campaigns, a strategy now used by his agency, Lucid.

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Welcome to the DTC Podcast! In this episode, we sit down with Aaron Nosbisch, founder of BRĒZ, the fastest-growing cannabis-infused beverage brand on the market. BRĒZ is at the forefront of a new wave in social drinking, offering a functional alternative to alcohol with none of its downsides. By combining innovative product design, strategic DTC-first approaches, and a deep understanding of compliance in restricted categories, BRĒZ has scaled to $25M in revenue in just 18 months.

https://Drinkbrez.com

@AaronJNosbisch

Here’s what you’ll learn:

🚀 How BRĒZ Scaled in a Highly Regulated Industry

BRĒZ cracked the code for advertising cannabis beverages on Meta by understanding compliance rules and creating educational campaigns.

The brand leveraged its knowledge of restricted categories to navigate policies and pioneer in regulated markets.

🌱 Why Cannabis Beverages Are the Future of Social Drinking

Alcohol alternatives are gaining traction as consumers seek wellness-focused options.

BRĒZ’s formula mimics alcohol’s social effects—euphoria, relaxation, and upliftment—but without the hangovers or negative health consequences.

📈 DTC Strategies That Work for Consumables

BRĒZ optimized pricing to create a high AOV, making paid acquisition viable.

Subscription models with 20–25% discounts boost customer retention and long-term profitability.

🔑 The Role of Innovation and Clarity in Marketing

BRĒZ focuses on clear, authentic messaging that resonates with consumers.

Its marketing doesn’t rely on gimmicks—it educates and informs while showcasing the product’s benefits.

🎧 Why Listen?

This episode is packed with tactical insights for brand builders navigating regulated categories or looking to scale rapidly in DTC. Whether you’re interested in compliance strategies, growth marketing, or category-defining innovation, this conversation is a masterclass in modern entrepreneurship.

Listen now and learn how BRĒZ is shaping the future of functional beverages and paving the way for the next generation of alcohol alternatives.

Timestamps

0:00 Introduction to Aaron J. Nosbisch and Breeze

2:10 Innovating within restrictions in DTC and cannabis advertising

4:30 The journey of launching Breeze and achieving rapid growth

7:00 Scaling Breeze through direct-to-consumer (DTC) strategies

9:15 Challenges in navigating alcohol and cannabis distribution systems

11:30 The rise of functional beverages as a new category

13:45 Building a brand with authenticity and innovation

16:20 Future opportunities in the cannabis and beverage industries

18:50 Closing thoughts and where to find Breeze

Hashtags

#DTC #BeverageInnovation #CannabisBusiness #FunctionalDrinks #DirectToConsumer #Breeze #Entrepreneurship #MarketingStrategies #BusinessGrowth #Ecommerce

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