Business of Drinks

Nihilo is a rare creative agency in beverage that treats branding as a business discipline, not a design exercise.In this sponsored episode of Business of Drinks, co-founders Margaret Kerr-Jarrett and Emunah Winer join us to unpack their newly released 2026 New Rules Report and what it reveals about how the most effective drinks brands are actually being built right now.The New Rules Report is the centerpiece of this conversation. Based on deep discussions with founders, operators, and investors across beverage alcohol and non-alc, it offers a practical framework for understanding how brand, distribution, fundraising, and operating choices intersect. This isn’t a list of trends or a lookbook. It’s an operating lens for founders navigating saturation, slower capital, and changing consumer behavior.In the episode, Margaret and Emunah explain why “looking good” is now table stakes, not a growth strategy — and why clarity of perspective matters more than polish. They share why many brands are intentionally simplifying their stories instead of over-educating consumers, how packaging and distribution choices function as brand strategy, and why real-world, IRL activation is once again becoming a primary growth lever.They also break down several of the core “rules” from the 2026 report, including why one strong idea beats a complicated narrative, how contrarian positioning can unlock whitespace when categories crowd, and why profitability, production decisions, and funding paths quietly shape brand meaning just as much as marketing does.If you’re a drinks founder, operator, or investor trying to understand how brands are winning in a noisy, capital-constrained environment — and how to apply those lessons to your own business — this episode offers a grounded, strategic playbook.To access the 2026 New Rules Report, visit www.newrulesbev.com.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 @borkalineIf 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!

Wölffer Estate Vineyard is an example of a legacy winery that has managed to stay culturally relevant and financially healthy through one of the most challenging periods in wine.The Hamptons-based, family-owned winery now produces roughly 250,000 cases annually and finished 2025 up single digits in both dollar sales and volume, outperforming much of the broader category. In this episode, CEO Max Rohn explains how Wölffer evolved from a local estate into a nationally recognized lifestyle brand — without outside capital, without chasing volume, and without abandoning quality.Key takeaways for drinks founders:🔶 Build around how people actually live and drinkWölffer anchored its growth to occasion and lifestyle, not demographics. That strategy helped Summer in a Bottle become the #3 luxury rosé in the U.S., alongside Whispering Angel and Miraval, even as the rosé category cooled overall.🔶 Scarcity and discipline can be strategic advantagesRather than scaling as fast as demand allowed, Wölffer grew slowly and organically, constrained by vineyard supply and intentional distribution. That restraint protected brand equity and supported strong velocity at shelf.🔶 Expansion works when it fits real occasionsWölffer’s portfolio now spans traditional wine, cider, low-ABV, and non-alcoholic — but every extension connects back to the same brand DNA. Its non-alcoholic Spring in a Bottle is now the #1 luxury NA wine in the U.S., growing roughly 100% year over year with category-leading dollars per store.🔶 Profitability first, alwaysWith no outside investors, Wölffer focused on margin discipline, conservative production, and testing new ideas in small runs — sometimes just a few hundred cases — before scaling.🔶 Experiences drive the brand flywheelWölffer’s Hamptons estate draws about 150,000 visitors annually, turning direct-to-consumer traffic into long-term brand loyalty that fuels off-premise and national growth.This episode offers a playbook for wine and beverage alcohol leaders navigating today’s market: Stay focused on velocity over volume, build brands that mean something beyond the bottle, and grow in ways that reinforce — rather than dilute — what made you relevant in the first place. Listen in for more insights.Don’t miss our next episode, dropping on January 21.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 @borkalineIf 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!

Mike Solow, Co-founder and Partner at 99 Proof Partners, brings a wealth of experience in fundraising for beverage alcohol brands. He sheds light on the shifting landscape, revealing why equity is tougher to secure and why venture debt is on the rise. Mike shares his insights on what investors look for—clarity, grit, and creativity in founders. He also emphasizes the importance of a polished investment deck and provides a 40-item diligence checklist for success. Real-world examples illustrate these principles, offering valuable advice for aspiring founders.

This was a year of contradictions in drinks. Structural headwinds collided with real momentum — and the brands that grew weren’t following old rules. They were aligning with how people actually drink, shop, and spend today.In this special year-end episode, Erica Duecy, Scott Rosenbaum, and Caroline Lamb break down the biggest forces reshaping the drinks industry — across alcohol, non-alc, functional, and THC — and what they signal for growth heading into 2026.🔶 Functional is now foundational Functional beverages — from prebiotic sodas and adaptogenic spirits to THC drinks — moved firmly into the mainstream. It’s now a $9B+ category growing at double-digit rates. Brands winning here aren’t just selling benefits; they’re anchoring products to rituals, occasions, and repeatable habits.🔶 THC beverages hit an inflection point Low-dose THC drinks crossed a legitimacy threshold, with major retailers and alcohol distributors testing the category. Regulatory uncertainty remains, but consumer demand is clear — and early movers are scaling at real volume.🔶 Wine isn’t broken — demand is shifting While total wine declined, several segments outperformed: White blends, alternative whites, premium rosé, non-alcoholic wine, and innovative formats like cans. The common thread is accessibility, clarity, and occasion-fit — not prestige or tradition.🔶 Gen Z is drinking — just differently Roughly 70% of legal-age Gen Z consumers in the U.S. drank alcohol in the past six months, bringing them in line with older generations. What’s changed is how they drink: Flavor-first, value-driven, and highly occasion-specific — with easy switching between alcohol and non-alc.🔶 Economic pressure is the biggest headwind Trade-downs, format shifts, and tighter budgets shaped every category. Premium still works, but only when tied to intentional consumption: fewer drinks, better quality.🔶 Culture matters again Savory and umami flavors gained traction in cocktails, while nostalgia-driven branding resonated across categories. Comfort, familiarity, and emotional connection beat novelty.Why listen? Because the brands winning in 2025 didn’t chase hype — they aligned with real consumer behavior. This episode delivers a clear, data-driven look at where growth is actually happening, and what drinks brands need to rethink going into 2026.Don’t miss our next episode, dropping on January 7.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!

This holiday re-broadcast brings back one of our most downloaded episodes — and one of the clearest real-world playbooks for how a traditional winery can modernize its marketing without spending more money.In this episode, Aly Wente, fifth-generation vintner and SVP of Marketing and Customer Experience at Wente Family Vineyards, breaks down how America’s oldest continuously operated family-owned winery (founded in 1883) successfully reoriented its marketing toward Millennials and Gen Z — while keeping its legacy consumers and staying true to its heritage.The headline insight for winery leaders: Wente didn’t increase its marketing budget. It reallocated it — away from low-ROI tactics and toward channels, content, and messages that could be measured and optimized.🔶 Stop marketing to the trade when you think you’re marketing to consumers Wente made a clean distinction between what distributors and gatekeepers need versus what actual buyers care about. For consumers, technical language like clones, appellations, and scores created friction — not confidence.🔶 Three-second shelf ruleIf a message can’t be understood in three seconds at retail, it doesn’t belong on shelf or POS. Wente shifted from insider language to cues centered on flavor, lifestyle, and trust.🔶 Reallocate, don’t inflate, the budgetWhen Aly arrived, roughly $500K a year was going into printed POS — much of it sitting unused in distributor warehouses. That spend was redirected into digital, where performance could be tracked and optimized in real time.🔶 Authenticity beats polish Wente replaced stock photography with real people, real places, and real moments — family members, winemakers, vineyard teams, tasting room life. 🔶 Lifestyle is not fluff — it’s strategyWine was repositioned as part of everyday life: recipes, casual occasions, behind-the-scenes videos, and even imperfect, playful content. Engagement surged — including thousands of views on zero-budget Instagram Lives during COVID.🔶 Consumer voices outperform criticsA simple paid ad using a real Vivino review delivered a ~10% purchase intent rate, compared to ~2% on typical awareness campaigns — a powerful signal that peer validation now drives trial.🔶 The results were measurableIn just a few years, Wente flipped its consumer base. Today, roughly 60% of its buyers are ages 21–45, compared to a majority 55+ audience in 2020 — without abandoning its core brand identity.This episode is essential listening for any traditional winery asking:How do we modernize our marketing, speak to new consumers, and prove ROI — without losing who we are?For the latest updates, follow us: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.Instagram @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. Thank you!

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.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 @borkalineIf 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!

Une Femme Wines didn’t scale the way most wine brands do — and that’s exactly why its story matters.What began as the house wine at Jen Pelka’s two Champagne bars — The Riddler in San Francisco and New York — has scaled into a national brand selling more than 300,000 cases annually, with wines poured everywhere from Delta Airlines to Marriott, Kimpton, stadiums, cruise lines, and even space.In this episode, Jen breaks down how Une Femme unlocked scale by saying yes to the right opportunities — and then rebuilding the business to support them.The turning point came when a chance meeting led to a Delta Airlines trial that required Une Femme to ramp from 1,500 cases over two years to 6,000 cases in three months, a feat that seemed impossible at the time. But they persevered and that single partnership didn’t just change volume — it reshaped the company’s format strategy, pushing the brand into cans for sustainability, operational efficiency, and national reach.From there, Une Femme scaled differently than most wine brands: Prioritizing national accounts and high-velocity venues over slow regional rollouts, and focusing relentlessly on freshness, tight SKUs, and operational reliability.🔶 Format as a growth leverWhy canned wine — not bottles — became Une Femme’s primary scaling vehicle, and what founders need to understand about liners, pH, acidity, and freshness when launching cans.🔶 Operational discipline at scaleHow monthly canning runs, zero stock-outs, and a lean 10-person team support partnerships with Delta, Marriott, Levy, and Virgin Voyages.🔶 SKU restraintWhy Une Femme has resisted SKU sprawl, phased out expensive formats, and focused on a core set of high-velocity products — while growing 70%+ YOY in a down wine market.🔶 Channel strategy that actually worksHow Jen evaluates where consumers are most open to drinking — planes, stadiums, hotels, museums — and why not every brand needs fine-dining placements.🔶 Funding lessons to scale rapidlyHow Une Femme raised roughly $16M across multiple tranches, built strong investor trust through monthly updates, and shifted focus from fundraising to sustainable profitability.🔶 Mission with teethHow Une Femme embedded its women-focused mission into sourcing, partnerships, and give-back — without letting purpose dilute operational rigor.For founders navigating format innovation, national accounts, capital intensity, or the realities of scaling in a declining category, this episode is a case study in unlocking outsized growth.Don’t miss our next episode, dropping on Dec. 24.For the latest updates, follow us: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 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. Thank you!

Modern soda isn’t a trend — it’s one of the fastest-growing segments in beverage. Now a $1.8B U.S. category, up 83% YOY, according to Circana, modern soda is redefining the carbonated space with functional benefits, low sugar, and health-forward positioning.Two brands were instrumental in creating this market: OLIPOP and Poppi. Together, they introduced consumers to gut-health sodas long before the category had a name — and they helped transform what was once a stagnant soft drink landscape into one of the hottest growth stories in CPG.Today, OLIPOP stands as the category’s largest independent player, following Poppi’s 2025 acquisition by PepsiCo for roughly $1.95B. OLIPOP is now sold in 50,000+ doors, staffed with 200+ employees, and approaching a $2B valuation. In this episode, OLIPOP Co-Founder, CEO and Formulator Ben Goodwin breaks down how OLIPOP carved out its own lane with a deeper scientific foundation and a product-first ethos that helped propel the entire modern soda movement.🔶 Why modern soda emergedConsumers are shifting away from traditional soda toward gut-health rituals and low-calorie indulgence. OLIPOP meets those needs with 2–5g sugar, 6–9g fiber, and a proprietary microbiome-focused blend developed long before mainstream awareness caught up.🔶 A scientific moat that drives real differentiationEvery OLIPOP formula goes through an in-vitro validation pipeline with academic partners, measuring fermentation, microbial shifts, and short-chain fatty acid production. The brand’s first human trial showed meaningful glucose stability versus full-sugar sodas — a cornerstone of its credibility.🔶 Nostalgia as an acquisition strategyOLIPOP’s “modern nostalgia” flavors—root beer, grape, vintage cola—tap into emotional memory pathways, bringing lapsed soda drinkers back into the category with healthier versions of flavors they love.🔶 Takeaways for all beverage founders• Why science is the ultimate competitive moat in beverage, creating defensibility that competitors can’t copy • How to tap into emotional relevance to unlock staying power• Why it’s essential to lead without ego, and how to do it so your organization can scale quicklyThis is an essential listen for founders building in functional beverage, better-for-you categories, or the next wave of drinks.Don’t miss our next episode, dropping on Dec. 17.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!

Aplós is one of the quickest-growing craft brands in the non-alc space — a premium functional spirit designed not to mimic tequila or gin, but to redefine what a cocktail experience can be without alcohol. Founded in 2018 and launched in 2020, the brand is now breaking out: Approaching 100K case sales annually, their wholesale is up more than 500% YOY, and they’re ​​on pace to double their wholesale volume in 2026. In the last 12 months, Aplós has added 1,300+ chain retail doors, and on-premise placements have climbed to 750+ cocktails across 550 accounts. The company also just announced a $5 million funding round to grow production and expand its hospitality and retail footprint.In this episode, David Fudge, Co-Founder & CEO of Aplós, shares how the company is scaling through long-game brand building, deep bartender collaboration, and disciplined distribution strategy.🔶 A new category, not a proxy: Aplós started with two original functional NA spirits — Ease for relaxation and Arise for social energy — each with meaningful levels of Lion’s mane and magnesium. Then they built out NA RTDs based on familiar cocktail templates. 🔶 Crafted with bartenders: Years of development with hundreds of bartenders (including mixology legend Lynette Marrero) ensured the spirits could perform like true leads in classic cocktails — neat, on the rocks, or mixed.🔶 Brand-first architecture: David invested early in a timeless aesthetic and distinctive tone, building a brand world meant to feel established from Day One. That foundation now fuels premium pricing and cultural relevance.🔶 Evolving from DTC to wholesale: Aplós began online to learn quickly, but its current breakout year comes from wholesale — and from learning that you cannot outsource your story. Even in non-alc, distributor management is table stakes.🔶 On-premise momentum: From Michelin-starred programs to luxury hotels, Aplós is winning multiple menu placements per account. One Miami restaurant sells 10 cases/month of a single Aplós cocktail — a model the team now replicates in key markets.🔶 Chain retail acceleration: Starting small with partners like Total Wine, Aplós refined velocity drivers — tastings, staff education, merchandising — before expanding nationally. Today, the brand sits in more than 1,300 chain doors and counting.🔶 Founder lessons: David talks about intuition vs. testing, navigating functional compliance, building a craveable product, and why conviction matters in a category still finding its identity.Don’t miss our next episode, dropping on December 10.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,Thank you!

FRE is one of the most quietly powerful brands in American wine. Launched in 1992, it now holds 48% dollar share of the U.S. non-alcoholic wine market, sells ~439,000 cases a year, and is growing nearly 16% in volume YOY — all while the broader wine category softens.In this episode, Brie Wohld, Vice President of Marketing at Trinchero Family Estates, breaks down how a 30-year-old NA brand is driving double-digit growth and helping keep wine culturally relevant for flexi-drinkers.🔶 Legacy innovation: Why Trinchero invested early in spinning cone technology in 1992, spending more than $1M to build a quality-first NA wine more than two decades before “sober curious” entered the cultural vocabulary.🔶 Strategic hedge: How FRE acts as both a business hedge against wine headwinds and a cultural hedge that keeps consumers walking the wine aisle and maintaining wine rituals — even on non-drinking days.🔶 Portfolio architecture: How the team maps varietals and formats (sparkling, reds/whites, minis, new Pinot Grigio) to specific occasions without overwhelming shoppers.🔶 Brand evolution for younger drinkers: Updating design, tone, and partnerships to speak to Millennial and Gen Z lifestyles, without alienating loyal Boomers.🔶 Data-driven growth: Expanding to 28,000+ accounts, adding 4,000 new points of distribution YOY, leaning into grocery and mass, and using social (especially TikTok) to deliver real value — recipes, pairings, and city guides, not just bottle shots.🔶 Moderation, not morality: Why 93% of NA buyers also purchase alcohol, and how FRE leads with a message of “choice over judgment” to support everything from Dry January to zebra striping.If you’re building a legacy brand — or trying to future-proof one — this episode is a playbook on staying relevant, expanding occasions, and using non-alc as a growth engine rather than a threat.Don’t miss our next episode, dropping on December 3.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!