Business of Drinks How MHW Became the Infrastructure Behind Breakout Drinks Brands - Business of Drinks
This episode of Business of Drinks is supported by MHW, Ltd., a company that has quietly shaped the beverage alcohol industry for more than 30 years — often behind the scenes of brands that went on to become category leaders or major acquisitions.
MHW is a nationally licensed importer, distributor, and service provider with licenses across all 50 U.S. states and the EU. In this conversation, CEO Ryan O’Hara, EVP Scott Saul, and Senior Advisor (and former CRO) MaryAnn Pisani break down how MHW’s service-provider model helps brands navigate one of the most complex operating environments in consumer goods — without giving up control of their brand or strategy.
Key takeaways for drinks founders and operators:
🔶 Why the service-provider model matters more than everWith an estimated 75% fewer distributors than the early 2000s, consolidation has created a bottleneck that makes market access harder — even for proven brands. MHW was built to solve that structural problem, giving brands a compliant, scalable path to market while maintaining control.
🔶 Control vs. convenience in importingUnlike traditional importers, MHW doesn’t run sales or marketing. Instead, it handles compliance, logistics, fulfillment, accounting, and reporting — allowing founders to focus on brand, demand, and customer relationships without building costly infrastructure too early.
🔶 Compliance as a growth unlock, not a taxFrom helping establish categories like absinthe and cachaça to navigating FDA and TTB approvals for unconventional ingredients, MHW has repeatedly enabled innovation that otherwise wouldn’t reach market. Lesson: Getting compliance right early creates speed later.
🔶 Why MHW shows up in acquisition storiesBrands like Casamigos, Avión Tequila, Hypnotiq, and Blue Chair Bay Rum all relied on MHW during critical growth or transition phases. For acquirers, MHW’s platform allows brands to scale quickly — and decide later what to bring in-house.
🔶 What’s changed for foundersLiquid still has to get to lips — but data, digital engagement, and modern supply chains now allow brands to scale smarter. MHW’s newer offerings, including BrandArc, outsourced compliance services, and EU/UK market access, reflect how infrastructure itself has become a strategic lever.
The hidden lesson: Many of the most successful brands didn’t win by doing everything themselves — they won by knowing what to own, and what to outsource, at each stage of growth.
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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.
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