Business of Drinks

Sara Harmelin, Vice President of Portfolio Development at Allied Beverage Group, discusses the ins and outs of beverage distribution. She reveals why Allied is investing in hemp-derived THC and how that shapes category expansion. Harmelin emphasizes the importance of timing and cross-functional collaboration in product launches. She also points out the necessity of lengthy vetting processes and the significance of understanding consumer preferences. Plus, she highlights how smart pricing and authentic branding are game-changers in the evolving beverage landscape.

Tablas Creek Vineyard isn’t just a winery — it’s a masterclass in how to lead with values and still grow. In this episode, we sit down with proprietor Jason Haas, one of the most respected voices in American wine, to explore how his team has scaled a brand that stands for integrity, innovation, and environmental stewardship.Co-founded in 1989 by the Haas and Perrin families (of Château de Beaucastel fame), Tablas Creek pioneered Rhône varieties in Paso Robles and today remains at the forefront of sustainable winemaking. It was the first winery in the world to receive Regenerative Organic Certification. It’s also a powerful case study in direct-to-consumer success: Tablas Creek produces 30,000–35,000 cases annually, with 80% of its revenue coming from DTC sales.In this episode, Jason shares:How they built Tablas Creek’s category leadership from an unsung region and grape portfolioThe marketing shift that led to a 20% increase in DTC sales in 2024Why white wines are now driving growthHow a single blog post led to a boxed rosé launch that sold out in four hoursWhat it takes to maintain team culture and creative freedom in a growing 50-person organizationHis advice to founders on staying true to your brand—even when market trends tempt you to strayJason also explains why the $25–$40 price tier is outperforming other segments, and how Tablas Creek doubled its export business with just five well-timed market visits.If you’re a founder or operator looking to build a brand that endures — while staying nimble and connected to your customer — this episode is packed with insights you won’t want to miss.Last Call:Co-hosts Erica Duecy and Scott Rosenbaum break down the most important takeaways from Bar Convent Brooklyn. A few highlights:🍸 RNDC’s impending CA closure shook the room — and the distributors on stage didn’t sugarcoat what’s ahead.🚨 New reality: Every initial sale is a liability — unless your product moves fast.🧊 Coffee spirits everywhere. We’re still not done with espresso martinis, apparently.💰 Launching a spirits brand in 2025? Hope you have $1M.Don’t miss our next episode, dropping on July 9.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!

On this episode of Business of Drinks, we sit down with Nick Papanicolaou, the founder and CEO of No Sleep Beverage, one of the most dynamic early-stage strategic investment platforms in the beverage alcohol space. Nick has deployed millions in capital across brands like Madre Mezcal, Barr Hill Gin, and Artet — and in this candid conversation, he outlines exactly what founders need to know to secure funding, navigate investor relationships, and build a beverage brand with staying power.Before launching No Sleep, Nick built his expertise from both sides of the table — first as a founder of a brand, then as the architect of Pernod Ricard’s New Brand Ventures division. With No Sleep, he’s developed an investment and acceleration model that prioritizes deep engagement with just 8–10 brands at a time, helping them optimize everything from brand positioning to sales strategy to compliance and legal.Nick doesn’t just hand out checks — he and his team roll up their sleeves and work side-by-side with founders to turn smart brand into scalable businesses. In today’s tight funding environment, that kind of partnership is increasingly rare — and invaluable.We cover:The No Sleep criteria: What revenue thresholds, margin profiles, and market presence VCs are really looking forWhat founders get wrong when pitching for investment — and how to stand outThe death of “growth for growth’s sake” and what sustainable scaling actually looks likeWhy No Sleep takes a “slow and steady wins the race” approach to expansionHow founders should think about valuation and and share of equity as they bring on funding partnersWhether you’re just starting out or navigating a critical growth stage, this episode delivers a rare look behind the scenes of what top beverage VCs really want — and how to prepare your brand to succeed.Last Call: Are celebrity spirits past their prime? In our latest Last Call segment, we dig into a new report from 3 Tier Beverages showing that only 16 of the top 50 celebrity-backed brands are still growing. It’s a candid convo for any drinks founder or marketer asking: Is celebrity still a smart strategy? Or has the novelty worn off?Link to 3 Tier Beverages report recap. Don’t miss our next episode, dropping on July 2.For the latest updates, follow us:Business of Drinks:LinkedInInstagram @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. He currently serves as Head of Search at Distill Ventures. He was formerly 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!

Bourcard Nesin, VP of Beverage Research at Rabobank, and Jim Watson, Senior Beverage Analyst at Rabobank, dive into the pressing issues plaguing the alcohol industry. They explore the Joe Rogan Effect and its influence on health perceptions, revealing a significant culture shift among young drinkers. The duo debates whether inflation or evolving consumer preferences are the actual causes of declining sales. They also touch on the challenges faced by smaller brands in a consolidating market and the rise of THC drinks, illustrating the complex landscape of modern alcohol consumption.

Ben Branson is one of the most creative minds in beverages today. As the founder of Seedlip — the world’s first distilled non-alcoholic spirit — he didn’t just launch a product, he pioneered an entire category. That category, once niche and unproven, is now valued at more than $11 billion, and Seedlip was acquired by Diageo in 2019, just five years after its launch.Now, Ben’s back with a new venture: Pollen Projects, a drinks innovation studio creating a range of unconventional non-alcoholic products. The two early standouts? Sylva — a non-alcoholic sipping spirit distilled and matured from trees (yes, trees!) — and Seasn, a duo of cocktail bitters designed to flavor everything from seltzer to cocktails.In this conversation, Ben takes us inside his product development process — from cold-calling 500 top bars to obsessively studying 17th-century distillation texts — to assess white space for Seedlip. He also shares what’s next for Sylva, including a new distillery in upstate New York to make spirits from American trees. That operation will accompany Sylva’s existing UK distillery, which is already producing spirits made from British Hazel and African Padauk wood.In this conversation, Ben shares the research, philosophy, and creative rigor behind his brands — and what he’s doing differently this time around. You’ll hear about the early days of Seedlip, how Sylva’s distillation and aging process borrows from perfumery and traditional spirits, and why simplicity — not trend-chasing — is the secret to building lasting brands.We discuss:Why Ben isn’t just making non-alc alternatives, but rather inventing a new class of liquidsHis methodical, data-driven approach to product innovationThe surprising reason he chose to launch Seedlip into high-end, on-premise accounts rather than DTCThe innovative techniques used to produce Sylva’s non-alcoholic sipping spiritsWhy Ben emphasizes clarity above all — whether in product design or brand strategyWhat he learned from early product missteps — and how he’s applying those lessons to Sylva and SeasnWhy Ben doesn’t build brands for himself — he builds them to meet real consumer needs with standout experiencesLast Call:In this Last Call update, we reconnect with Issamu Kamide, co-founder of Wonderwerk, to hear what’s driving growth for one of the most innovative brands in wine.We first featured Wonderwerk last fall in Ep. 36 Since that time, Wonderwerk has grown its revenue 30%. We discuss:🔸 National Whole Foods rollout🔸 Wildly successful flavors like Pink Lemonade and Yuzu🔸 A “CPG-first” mindset that ditches tradition and centers the consumerDon’t miss our next episode, dropping on June 18.For the latest updates, follow us:Business of Drinks:YouTubeInstagram @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. He currently serves as Portfolio Development Director at Distill Ventures. He was formerly 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/businessofdrinks

While much of the wine industry is softening, Treasury Wine Estates — home to brands like DAOU, Penfolds, Frank Family, Matua, and 19 Crimes — is experiencing double-digit gains. In this episode, we speak with Ben Dollard, President of Treasury Americas, who shares “the how” behind one of the wine world’s most compelling growth stories.Under Ben’s leadership, Treasury Americas grew net revenue more than 22% in 2024, scaling to 6 million cases annually across North and South America. That growth has been powered by a two-pronged strategy: One focused on culture-forward, accessible brands like 19 Crimes (with partnerships like Snoop Dogg and the UFC), and another dedicated to luxury, estate-driven wines like DAOU and Penfolds.In this episode, Ben shares:Why DAOU has become the #1 U.S. luxury wine brand — and what makes it stand out in a sea of premium competitorsHow Treasury successfully integrates acquired brands without losing their magicWhy the company is leaning into consumer experience at the tasting room level — not just as a sales tool, but as a source of insightHow Treasury is using AI to tell brand stories and simplify wine discovery in a fragmented retail environmentWhat other drinks entrepreneurs can learn from building brand pillars and maintaining authenticity at scaleBen also talks about how he’s future-proofing the company through a focus on innovation and team culture. Treasury Americas was recently named a finalist in Fast Company’s “Best Workplaces for Innovators,” and Ben shares how that same creative energy is helping build a more connected, purpose-led portfolio.If you’re looking to build a brand that can scale across channels, price points, and countries — without losing its soul — this episode is packed with insights that matter now.Last Call:In this Last Call segment, your Business of Drinks co-hosts spill on the most jaw-dropping drink they’ve had this year.Caroline found a tiny importer sourcing neoclassical French & Italian wines with pure electricityScott discovered a Negroni remix in Denver that left him speechlessErica brought a rare Cretan wine to a collector dinner — and stole the showDon’t miss our next episode, dropping on June 11.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. He currently serves as Portfolio Development Director at Distill Ventures. He was formerly 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!

What does it take to build a breakout non-alcoholic beverage brand in today’s ultra-competitive drinks market? For George Youmans, co-founder and Chief Revenue Officer of Hiyo, it starts with a crystal-clear brand promise: a stress-relieving, mood-boosting sensation they call “the float.”In just three years, Hiyo has grown into a category leader, selling over 500,000 cases annually, with +212% year-over-year retail sales growth — making it the #1 contributor to growth in the functional-other beverage category, according to SPINS. With its USDA Organic formulation, a national rollout in 946 Target stores, and a recent minority investment from Constellation Brands, Hiyo is cementing its place as a top player in the fast-rising functional non-alc space.In this episode, George shares:How Hiyo went from a bootstrapped pandemic idea to tripling retail revenue last yearThe role of e-commerce in Hiyo’s early success, including a 10X sales leap in year two and 3X in year threeWhy the “floaty feeling” — not just functional ingredients — became the emotional core of the brandHow the team leverages its 500K+ DTC customer base to drive velocity at retail with targeted geo campaignsWhy Hiyo prioritizes rate of sale over door count, aiming for sustainable growth over splashy expansionHow packaging design — based on Californian sunset palettes — became a brand differentiatorThe importance of staying operationally lean while growing fast — and what George learned from early forecasting mistakesHow event partnerships with EDC, HARD Summer, and Breakaway Music Festival support liquid-to-lips trial with over 300,000 festivalgoersWhy George believes Hiyo can be for hard seltzers and RTDs what Athletic Brewing is for beerLast Call: On Last Call, we dive into a new per-capita wine consumption map from Visual Capitalist and the NIAAA — and what it reveals about:Why wine consumption is lowest in the Midwest and SouthHow D.C. became the nation’s most wine-loving "state"The surprising disconnect between income, control states, and wine salesWhy tasting room visitation may be dropping in California — but rising in states like Michigan and VirginiaDon’t miss our next episode, dropping on June 4.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. He currently serves as Portfolio Development Director at Distill Ventures. He was formerly 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!

In a wine retail landscape where most businesses are flat or declining, Benchmark Wine Group continues to post steady growth — reaching $45 million in revenue in 2024, up more than 12% from $40 million a year prior. And they’re tracking to break that record in 2025! So how are they doing it?! Benchmark is more than a high-end wine shop. Under the leadership of CEO/Owner David Parker, the company has evolved into a multi-pronged wine and spirits ecosystem, with a data and tech backbone that rivals Silicon Valley startups.Benchmark is setting a new standard for what a modern drinks retailer can look like, with operations spanning from BenchmarkWine.com, to Brentwood Auctions, Benchmark Wine & Spirits in Washington, D.C., Wine Spectrum in Napa, and a powerful technology division — First Growth Technologies, which powers Wine Market Journal and Spirits Market Journal.In this episode, David shares:How Benchmark’s rare wine focus, data infrastructure, and high-touch customer service helped it thrive while others contractedWhy the company built five complementary businesses and how each arm — from tech to retail to auctions — supports the othersHow First Growth Technologies’ data fuels pricing strategy, inventory decisions, and trade relationships in real timeWhy Benchmark’s customer base is rapidly diversifying, with 30% of sales now coming from millennial collectors (!!)How the company sources inventory from well-documented private cellars, and what goes into its renowned “provenance guarantee”What’s behind the rise in interest for rare spirits, and why Benchmark’s D.C. location has become a critical growth engineHow automation, APIs, and AI-driven personalization are shaping the next phase of digital growth — and giving customers better tools to discover and collectWhy David says the company is constantly optimizing for efficiency, trust, and staying power in a complex regulatory and logistical environmentLast Call:This week, we’re talking AI, automation, and a radically smarter sales funnel. Alexis Beechen, founder of agave wine brand Ola Sol, is reimagining drinks industry sales using tech tactics that feel more Silicon Valley than traditional beverage. She shares: How AI is helping qualify leads before her sales team walks in the door — with off-the-shelf tools that built a 51% email open rate and 10% meeting conversion. Don’t miss our next episode, dropping on May 28.For the latest updates, follow us:Business of Drinks:LinkedInInstagram @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. He currently serves as Head of Search at Distill Ventures. He was formerly 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!

Elwyn Gladstone, founder of Biggar & Leith, has a rich history in spirits, having helped launch brands like Hendrick’s Gin. Alongside liquor lawyer Sean O'Leary, they dive into what makes a spirits brand irresistible. Elwyn discusses using bold packaging and unique flavors, like Malfy Gin’s lemon-infused Italian charm. He reveals how Shanky’s Whip overcame initial skepticism with its fun story and distinct taste. They explore global strategies for brand expansion, emphasizing adaptability without a large team.

At a time when much of the wine industry is flat or in decline, Avaline — founded by Cameron Diaz and Katherine Power — is breaking sales records. In 2024, Avaline crossed 213,000 cases sold, generated $33.2 million in tracked retail sales, and saw 48.8% year-over-year growth.In this episode, we speak with Jen Purcell, Avaline’s CEO, who has led the company to retail dominance. Under her leadership, Avaline has dialled in its retail strategy, becoming a top-selling wine at key retailers like Sprouts, Whole Foods, and Total Wine. They’ve expanded to all 50 U.S. states, and built a loyal DTC and affiliate customer base — all while disrupting wine norms with a transparent, health-conscious, and lifestyle-forward approach.In this episode, Jen shares:How Avaline built traction with consumers by emphasizing organic ingredients, clean labels, and simplicity over terroirWhy Avaline launched in retail first, grew DTC later, and is only now expanding into on-premiseThe thinking behind early SKUs like “White” and “Rosé,” and why the brand later expanded into varietals like Cabernet, Chardonnay, and Sauvignon BlancHow the team grew an affiliate network of 700+ brand fans who drive sales through community-based storytellingWhy Avaline’s marketing team is built with talent from fashion, beauty, and lifestyle — not wineWhat’s working in paid ads, social, and influencer marketing — including a focus on UGC and lifestyle content over traditional product shotsLast Call:Do wine writers need formal wine certifications? That’s the provocative question we’re tackling on this week’s Last Call on the Business of Drinks podcast — sparked by a viral Substack post from author Henry Jeffreys. With 134,000 people taking WSET exams in the past year alone, wine education is booming. But is it necessary to be a great communicator? We’ve got thoughts.Don’t miss our next episode, dropping on May 14.For the latest updates, follow us:Business of Drinks:LinkedInInstagram @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. He currently serves as Head of Search at Distill Ventures. He was formerly 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 @borkalineSPONSORS: This episode is brought to you by eBev 2025 — the premier forum for beverage marketing leaders, happening May 28–30 at The Conrad in Indianapolis. Visit bevmarketing.org for more info.The next wave of beverage design is here! Check out Studio Garces at martigarces.es Reach out at hola@martigaces.es and mention Business of Drinks for a free 30 minute consultation. 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!