Business of Drinks

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Episodes

124

Latest episode

Jun 2026

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EN-US

About the show

Welcome to the Business of Drinks, where we go behind the bottle, interviewing beverage innovators and icons about how they built their businesses. We take a data-driven approach, analyzing the brands, products, and categories that get consumers excited. And we cover many drinks categories — from wine, beer, and spirits to non-alcohol drinks — as well as THC, adaptogen, and functional beverages. So whether you’re working in drinks — or just interested in the stories behind your favorite brands — join us each week as we explore how companies are unlocking growth at every stage in the game.

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60 recent

June 10, 202648 min

120: How Moët Hennessy Builds Demand – with SVP Carlos Zepeda - Business of Drinks

What makes a drinks brand truly desirable — and how do you know when it’s ready to scale?In this episode of Business of Drinks, we talk with Carlos Zepeda, SVP of Strategy & Marketing - Wine & Spirits at Moët Hennessy USA. Carlos helps shape growth strategy across a portfolio that includes Belvedere, Glenmorangie, Ardbeg, Whispering Angel, Hennessy, Veuve Clicquot, Dom Pérignon, Krug, and Moët & Chandon.Carlos brings a CPG-trained lens to luxury wine and spirits, starting with what he calls “demand moments”: the role a brand plays in the consumer’s life. Is it built for a country club, a dinner party, a milestone celebration, a poolside bar, a fine-dining account, or a grocery delivery add-on? That answer shapes everything — distribution, content, partnerships, pricing, and activation.The big takeaway is that desirability comes before scale. Carlos defines desirability as both emotional and behavioral. Consumers have to want the brand, feel proud to be associated with it, talk about it, buy it, and refer it to others. And there’s an easy business test to measure desirability: If you have velocity without heavy discounting, that’s a sign of real demand. If you need promotions to move inventory, that tells you something else.We also dig into selective distribution, and why “being available” does not mean being everywhere. Carlos explains how a brand like Whispering Angel has to show up where consumers expect it — from restaurants and hotels to Instacart and Uber Eats — while a brand like Dom Pérignon requires a much more surgical account strategy.Plus, Carlos shares how luxury experiential marketing is changing, why the old influencer-driven FOMO model feels tired, how brands should think about creator-led content, and how he uses AI as a practical “thinking partner” while keeping human judgment at the center.For emerging brands, his advice is blunt: Less is more. Pick fewer markets, fewer programs, and fewer channels. Being small is not the problem. Acting too big too soon is.This episode is a deep dive into how drinks brands earn relevance: By understanding the occasion, building desirability, choosing the right accounts, listening for consumer signals, and staying focused on where growth is really coming from.For the latest updates, follow us:Business of Drinks website (sign up for our newsletter!)Business of Drinks YouTubeBusiness 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.Erica Duecy 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.Scott Rosenbaum 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.Caroline Lamb 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!

June 3, 202646 min

119: Mid-Year M&A Update: The Deals Reshaping Drinks with Matt Rice - Business of Drinks

The beverage alcohol business is in a curve.That’s the phrase Matt Rice, founder and principal of Thirsty Insights, uses to describe the first half of 2026: a volatile, high-stakes moment where consolidation, consumer shifts, distributor disruption, and M&A are changing the race order in real time.In this episode, Matt joins Erica and Scott for a mid-year M&A update on the deals, category shifts, and distributor moves reshaping the drinks industry.We dig into the surge of activity across wine, spirits, RTDs, beer, and non-alc — from Gallo’s move to acquire Four Roses, to Molson Coors buying Atomic Brands, to The Wine Group stepping into non-alc cocktails with Saint Agrestis’ Phony Negroni line. Matt explains why buyers are still active, but far more disciplined, looking for growth vehicles, scarce assets, synergies, and route-to-market leverage.The conversation also tackles one of the biggest distributor shakeups in years: RNDC’s market exits, Reyes’ expansion beyond beer into wine and spirits, Martignetti’s move into control states, Columbia Distributing’s Oregon and Washington opportunity, and Southern Glazer’s continued push into beer-aligned assets.For emerging brands, the implications are significant. Matt explains why distributor attention can materially affect performance, why smaller suppliers have to be easier to sell, and why brands now need to show up with tighter market plans, better data, clear target accounts, and a willingness to do the hand-selling themselves.We also explore why independent RTD brands like BeatBox, Surfside, and Carbliss have outpaced many incumbent launches, why “born-in-category” brands often win, and why Matt would put a hypothetical $1 million angel investment into Wine 2.0 — not because wine is winning today, but because he believes the next cycle may reward those building for where the puck is going.For drinks entrepreneurs, this episode is a masterclass in how to think about M&A, distribution, category timing, investor signals, and the strategic discipline required to survive the curve — and come out stronger on the straightaway.For the latest updates, follow us:Business of Drinks website (sign up for our newsletter!)Business of Drinks YouTubeBusiness 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.Erica Duecy 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.Scott Rosenbaum 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.Caroline Lamb LinkedInInstagram @borkalineSubscribe to the Business of Drinks channel for more insights on how brands, retailers, and operators are unlocking growth across beverages. And please rate and review us. Your support helps us reach new listeners. Thank you!

May 27, 202647 min

118: The U.S. Import Playbook for Drinks Brands With Chelsea Andreozzi - Business of Drinks

The first mistake many drinks brands make when entering the U.S. market? Thinking that distributor procurement is the first big step.In reality, the importer layer is more significant than many realize. It’s where compliance, taxes, customs, cash flow, and route-to-market decisions collide, and where expensive missteps often trip brands up.In this episode of Business of Drinks, Scott Rosenbaum talks with Chelsea Andreozzi, founder of First Call Imports Consulting, about what it really takes to bring a wine or spirits brand into the U.S. market.Chelsea has spent 15 years across nearly every side of the bottle: Bartending, beverage directing, distilling, brand development, importing, and now consulting. Today, she helps wine and spirits brands, importers, and distributors build the systems they need to scale with more confidence.This conversation gets into the practical mechanics of importing: Federal permits, COLA approvals, FDA registrations, customs paperwork, CBMA tax credits, tariff refunds, brokers, and the details that determine whether a shipment clears smoothly or gets stuck at port.And the costs can add up quick. Chelsea has seen paperwork issues delay shipments for weeks, with fees climbing into the thousands — and in some cases, $25,000 on a single container.We also dig into why CBMA refunds can become a powerful cash-flow tool (IYKYK), what importers should be doing now to prepare for potential tariff refunds, where brokers fit into route-to-market strategy, and why self-distribution can be valuable early but rarely holds up as a long-term growth plan.The bigger lesson here is that import operations are not back-office housekeeping. For brands, they can be the difference between scaling with confidence and burning through time, money, and momentum before the first case ever sells.For the latest updates, follow us:Business of Drinks website (sign up for our newsletter!)Business of Drinks YouTubeBusiness 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.Erica Duecy 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.Scott Rosenbaum 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.Caroline Lamb 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!

May 20, 202644 min

117: The Control State Playbook For Bev-Alc Brands With Ashley Glickman - Business of Drinks

Control states can feel like one of the most confusing parts of the drinks business — even for experienced operators.They represent 17 states and roughly a quarter of U.S. spirits sales, but they don’t all work the same way. Some states own the retail stores. Some operate through agency stores. Some act more like wholesalers. Each model changes how brands need to think about listings, pricing, store count, broker relationships, data, cash flow, and growth.In this episode, we’re decoding the control state playbook with Ashley Glickman, Founder & CEO of Control States Consulting Partners. Ashley has worked across all 17 control markets, from brokerage and supplier roles to control board meetings, sales strategy, and data analysis. Today, she helps brands understand where they can win — and what they need to do before they enter.For founders and sales leaders, one of the biggest takeaways is that control states are not simply another version of open markets. You are entering a structured partnership, with defined expectations and performance metrics.Ashley explains why shipments don’t equal sales in bailment states, why velocity matters more than broad distribution, and why going into too many stores too early can hurt your brand. She also breaks down how to use state-level data, prepare for a control board pitch, and follow through after getting listed.The conversation also gets into the upside. Control states can create leverage: centralized buyers, consistent pricing, statewide marketing programs, auto-replenishment, and data that helps brands make better decisions faster.If you’ve ever looked at terms like bailment, agency stores, listings, control boards, or special orders and wondered what they mean for your business, this episode is for you.You’ll learn:- How retail, agency, and wholesale control states differ- Why velocity is the metric control boards care about most- How to avoid the cash-flow trap of bailment inventory- Why “more stores” is not always the right growth strategy- What a strong control board pitch needs to include- How brokers, suppliers, and state boards really work together- How to compete more effectively — and profitably — in control marketsFor the latest updates, follow us:Business of Drinks website (sign up for our newsletter!)Business of Drinks YouTubeBusiness 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.Erica Duecy 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.Scott Rosenbaum 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.Caroline Lamb 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!

May 13, 202644 min

116: How Chinola Built a 55K-Case Liqueur Brand With CEO Andrew Merinoff - Business of Drinks

Chinola Fresh Fruit Liqueurs has grown by doing something that sounds simple, but is much harder to execute: Building a brand around one very specific trade problem, then proving that solution account by account. The brand has racked up double-digit growth every year since its founding, ending 2025 at 40K cases, and projecting +37% growth in 2026 to 55K cases. But the more interesting part is how Chinola has built that momentum.Chinola didn’t grow by chasing every account, every market, or every flavor trend. It grew by giving bartenders a fresh-fruit liqueur that could deliver acidity, consistency, and real fruit flavor without the operational headaches of fresh prep.That focus shaped the entire business. Chinola started with passion fruit, spent five years and 2,000 test batches getting the liquid right, and built its early momentum in the on-premise — where bartenders could understand the use case, put it on menus, and reorder. Today, roughly 60% of the brand’s sales still come from on-premise, which tells you a lot about how Chinola has built its credibility.In this episode, Andrew Merinoff, Co-Founder and CEO of Chinola, breaks down what it really takes to grow inside the three-tier system. The real work happens account by account, earning menu placements, supporting the trade, following up at the right moment, and proving that the product can sell through again and again.That’s why Andrew pushes back on the idea that more points of distribution automatically equal progress. Andrew says he would rather have 30 accounts that move 300 cases than 300 accounts that barely move product at all. For Chinola, the growth equation has been about volume, visibility, and velocity — and knowing which accounts can actually deliver one or more of those things.The conversation also gets into the realities of expansion. The addition of new mango and pineapple SKUs presented new challenges, with the products requiring years of development, and facing consistency and supply chain issues. Andrew discusses how the brand overcame those problems and continues to scale.For founders and sales teams, this is a useful case study in focused growth. Chinola’s rise shows how a brand can use the on-premise not just for awareness, but as a proving ground — and how disciplined execution can turn a single clear use case into a scalable business.For the latest updates, follow us:Business of Drinks website (sign up for our newsletter!)Business of Drinks YouTubeBusiness 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.Erica Duecy 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.Scott Rosenbaum 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.Caroline Lamb 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!

May 6, 202658 min

115: How to Sell Smarter in a Tough Drinks Market With Ryan Looper - Business of Drinks

In this week’s episode, we’re joined by Ryan Looper, Chief Growth Officer at De Maison Selections, for a tactical conversation about how to sell better in today’s drinks market.Ryan has seen the business from multiple angles: restaurant service, top-performing New York sales rep, distributor leader, and now national growth strategist for a leading importer. His central thesis is this: sales are not the goal; sales are the result. The real work is building ongoing, useful dialogue with accounts.Ryan breaks down what separates average reps from the ones who consistently win placements. His advice:• Think like a buyer. Taste like a buyer. Great reps don’t just taste for quality. They taste for fit: where a product belongs, what problem it solves, and which buyer will respond to it.• Track the person, not just the activity. Calls, samples, and follow-ups matter. But the real advantage comes from understanding who the buyer is, what they say they like, what they actually buy, and how they run their program.• Treat accounts like a portfolio. Ryan’s advice is to keep building a diverse account base — because restaurants close, buyers move, programs shift, and placements turn over. His shorthand: “Always be opening.”• Move beyond features. Organic farming, native yeast, small production, and place-based stories may matter. But in top accounts, those cues are often table stakes. The harder question is why a product matters to this buyer, in this program, right now.• Use objections to deepen the conversation. When a buyer says they already have too much Champagne, that may be true in the moment. But it won’t be true forever. Ryan explains how to keep the dialogue alive without forcing the sale.• Know when to say no. Saying yes to everything does not scale. Ryan makes the case that boundaries can build trust — and that a well-placed “no” can sometimes lead to better business.For founders trying to gain traction, distributors building stronger teams, or salespeople looking to improve their craft, this episode is packed with practical guidance on how to build better relationships, smarter account strategies, and more durable sales.For the latest updates, follow us:Business of Drinks website (sign up for our newsletter!)Business of Drinks YouTubeBusiness 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.Erica Duecy 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.Scott Rosenbaum 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.Caroline Lamb 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!

April 29, 20261 hr 1 min

114: How Hampton Water Hit 150K Cases With Jesse Bongiovi - Business of Drinks

In this episode, we sit down with Jesse Bongiovi, Founder of Hampton Water Wine Company and Lily Pond Group, to unpack how a brand that could have been written off as “celebrity wine” — backed by his father, Jon Bon Jovi — turned into a durable growth engine that’s bucking industry trends.Hampton Water is now at ~150,000 cases globally, growing ~20% year-over-year, distributed in 60+ countries, and built on a model that looks very different from how wine brands are typically scaled. During the pandemic, it became the #1 selling rosé on Wine.com, while also building one of the largest digital footprints in the category — now the most-followed alcohol brand on TikTok (~400K+ followers), according to Bongiovi — with some ~600,000 followers across platforms.But the real story is how that growth was built — and what it indicates about how wine is actually selling today.🔶 Demand-first, not distribution-firstHampton Water didn’t start by chasing placements. It built consumer pull first — through digital, DTC, and community — then used that demand to unlock distribution.🔶 Awareness doesn’t scale — repeat purchase doesEarly visibility (including the Bon Jovi name) opened doors, but it didn’t drive the business. Growth came once the product earned credibility and consumers came back for a second and third bottle.🔶 Most consumers aren’t buying wine the way the industry thinksWith ~86% of buyers choosing based on label alone (and another ~10% factoring in price), according to Bongiovi, the strategy shifted toward reducing friction — making the product easy to recognize, choose, and bring into any occasion.🔶 Sell the occasion, not the categoryHampton Water isn’t positioned around varietal or region. It’s built around moments — what you’re drinking, where you are, and who you’re with — making wine easier to engage with for a broader audience.This episode is a case study in how a modern wine brand scales — by aligning with how consumers actually behave, not how the industry expects them to.For the latest updates, follow us:Business of Drinks website (sign up for our newsletter!)Business of Drinks YouTubeBusiness 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.Erica Duecy 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.Scott Rosenbaum 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.Caroline Lamb 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!

April 22, 20261 hr 10 min

113: What Buyers Actually Want: How to Sharpen Your Sales Strategy With Erik Segelbaum - Business of Drinks

What actually makes a buyer say yes?In this episode of Business of Drinks, we sit down with Erik Segelbaum, founder of Amalfi Beverage Company and creator of Certo Cocktails, to break down how sales actually happen in the drinks industry when you’ve been responsible for a $100M+ beverage program across nearly 50 venues, trained top-tier sommeliers, and now have your own product on the line.This is a look at selling from the buyer’s seat — how decisions get made, what gets ignored, and why so many pitches never land.His starting point challenges how most people approach sales: “It is not about your product strengths. It is about understanding the buyer’s needs.”From there, Erik walks through how strong reps approach accounts differently — often long before they ever introduce a product.Why top performers spend time in accounts first, observing how they operate before ever asking for a meetingHow buyers evaluate products in terms of time, revenue, and ease of execution — not just taste or storyWhy leading with discounts or accolades can weaken your position instead of strengthening itThe conversation also gets into how relationships actually work in this business. As Erik explains, a single order is one thing. Being the person a buyer calls first — and keeps coming back to — is something else entirely. That difference is what determines who gets placements, and who keeps them.Erik also pushes on how the industry thinks about pricing and profitability: “You don’t put percentage points in the bank.” He explains how buyers think about total dollars, repeat orders, and turnover — and why those factors often matter more than hitting a target margin on a single sale.One of the most memorable moments comes from a stadium example. Watching a bar take minutes to produce each drink, Erik calculated how much revenue was being left behind simply due to speed of service. The gap ran into the tens of thousands of dollars over a 20-minute window. Throughout the episode, Erik returns to a simple idea: Strong salespeople make themselves useful to the buyer. “Make the case for why this makes sense for them.” Resources mentioned in the episode:Improving Revenue Through Transactional Psychology, Part 1 (p 14) Improving Revenue Through Transactional Psychology, Part 2 (p 14) Improving Revenue Through Transactional Psychology, Part 3 (p 14) Improving Revenue Through Transactional Psychology, Part 4 (p 16) Improving Revenue Through Transactional Psychology, Part 5 (p 16) Tips to Maximize the Profitability of Your By-The-Glass Program (p 20) How to Price Pours and Control Costs by The Glass (p 16)Understanding Blended Cost of Goods and Sales Frequency (p 16)For the latest updates, follow us:Business of Drinks website (sign up for our newsletter!)Business of Drinks YouTubeBusiness 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.Erica Duecy 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.Scott Rosenbaum 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.Caroline Lamb LinkedInInstagram @borkaline

April 15, 202648 min

112: How Decoy Built a 1M+ Case Platform With CGO Jeff Ngo of The Duckhorn Portfolio - Business of Drinks

Wine may be under pressure — but some brands are still growing. The question is how.In this episode of Business of Drinks, we sit down with Jeff Ngo, EVP, Chief Growth Officer at The Duckhorn Portfolio, to break down how Decoy has scaled into a multi-tier platform brand — and why it continues to gain share in a flat category.The numbers tell the story. For the 52 weeks ending January 25, 2026 (Circana):Decoy Core: ~1M cases, +4.6% volume, +3.5% dollarsDecoy Limited: ~144K cases, +24% volume, +18.7% dollarsDecoy Featherweight: ~28.6K cases, +80% volume, +74.7% dollarsImpressive results by any measure — but this isn’t incremental growth. It’s a case study in how to build a platform inside a mature category, with each tier playing a defined role:Core ($15–$20): Scale, consistency, and national distributionLimited ($25–$30): Premium trade-up and margin expansionFeatherweight ($20–$25): Moderation and new consumer entryJeff explains how this was built intentionally — not as SKU expansion, but as consumer-led architecture. Each line targets a distinct audience and occasion, from socially influential “tastemakers” to younger consumers seeking lower-calorie options that still deliver on taste.Key takeaways for operators:Scaling requires saying no — to discounting, SKU sprawl, and short-term volume grabs that erode brand equityAt 1M+ cases, consistency becomes the brand; sourcing, production, and execution must align across every channelPlatform thinking beats product thinking; growth comes from structure, not just innovationPremiumization still works, but only when brands clearly overdeliver on valueDistribution follows demand; brands that pull win more support than those that pushJeff also shares how private equity ownership has shifted the focus toward long-term value creation, and how cross-category learnings are shaping digital and growth strategy.For founders, this is a clear look at what changes when you move from early traction to true scale — and why most brands struggle to make that leap.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!

April 8, 202651 min

111: Inside Marriott’s Beverage Playbook With Gary Gruver, Global Beverage Strategy Director - Business of Drinks

What does it actually take to win — and keep — placement inside one of the largest hospitality systems in the world?In this episode, we sit down with Gary Gruver, Director of Global Beverage Strategy at Marriott International, who helps shape beverage programs across 30+ brands, 130+ countries, and a system approaching 10,000 hotels.If you’ve ever thought, “If we could just get into Marriott,” this conversation might change your thinking, because there is no single “Marriott.” There are fundamentally different business models — from luxury properties like Ritz-Carlton and St. Regis to high-volume select-service concepts — each with its own economics, velocity expectations, and operational constraints.And, as Gary shares, most brands underestimate what happens after placement.It turns out that getting on the menu is maybe 20% of the work. The rest is execution — distribution, inventory reliability, training, and boots-on-the-ground activation. Without that, even great liquid disappears.Key insights:🔶 Why “getting into Marriott” is the wrong goalEach tier — luxury, premium, select — requires a different product, story, and service model. In select-service, drinks need to be made in under 60 seconds. In luxury, it’s about theater and storytelling.🔶 The real KPIs are velocity and operational reliabilityOut-of-stocks, weak distributor alignment, or lack of sales support will kill a brand’s placement. If a product can’t be consistently ordered and sold, it becomes a liability.🔶 Placement does not equal success — activation doesMarriott doesn’t “sell your brand” for you. Without education, bartender engagement, and ongoing programming, even standout products stall.🔶 How emerging brands can break in (without scale)Start local, build traction at a single property, and over-communicate wins. Then expand regionally. Corporate programs follow proven demand — not the other way around.🔶 Back bar math: What gets cut (and why)Shelf space is finite. Slow movers get displaced. New products win only if they outperform on velocity or bring a compelling new POV.At its core, this episode is about operational excellence. Hospitality is one of the most demanding environments for a beverage brand. If you can win here, you’re not just visible, you’re viable.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 @borkalineSubscribe to the Business of Drinks channel for more insights on how brands, retailers, and operators are unlocking growth across beverages. And please rate and review us. Your support helps us reach new listeners. Thank you!