Ep102: Building a Better Beverage Brand with Brandon Joldersma

Brandon shares how Surely became a leader in non-alcoholic wine and why nearly 90 percent of its customers still drink alcohol. Rather than targeting only those who are sober, the brand connects with people who want to enjoy wine on their own terms. He also introduces Arlow, the first legally recognized low-alcohol wine brand in the United States, offering half the calories and zero sugar while maintaining the full-bodied experience wine lovers expect.Listeners will learn how Arlow’s concept grew from Brandon’s deep understanding of consumer behavior and his curiosity about where the market was heading. He explains the technical challenges of dealcoholization, how his California-based team perfected the process, and what it takes to create a wine that meets both taste and quality standards in this emerging space.Beyond product development, Brandon discusses how Surely and Arlow have scaled from direct-to-consumer beginnings to major retail success. Today, Surely can be found in Target, Sprouts, Total Wine & More, and Spec’s. He explains how the company’s focus on profitability and sustainable growth has allowed it to thrive in a changing industry where investors now value lean operations over rapid expansion.As the conversation continues, Brandon shares leadership lessons from two distinct growth phases: one centered on fast-paced scaling and another built around operational discipline. He offers insights into the importance of communication, team alignment, and company culture, noting that even high-performing employees can hold a business back if they are not the right cultural fit.Brandon also reflects on his journey as a leader, emphasizing the need for transparency and collaboration, both with his team and with his investors. His approach to management highlights how curiosity, accountability, and clear communication can drive consistent results without compromising values.Now rooted in Austin with his family, Brandon talks about what makes Texas the perfect home for entrepreneurs like him. From the state’s unique energy to its strong business community and culinary culture, he shares why Texas has become the ideal place to grow both personally and professionally.Whether you are interested in brand strategy, leadership, or the evolving world of consumer products, this episode offers a thoughtful look at how clarity of purpose and innovative thinking can build a business that lasts.LINKSShow NotesPrevious EpisodesAbout BoyarMillerAbout Surely WineAbout Arlow Wine