How Sipsy Took Alcohol Delivery From Markups to Value with Hala Shamas

Hala Shamas did not set out to join the liquor business. Her family had been in it for 40 years and she was building her own path in tech, startups, and scaling digital businesses. Then she spotted a gap no one was solving. Alcohol delivery was charging consumers a 30 to 50 percent premium, without delivering real value back to the customer or the store.In this episode, Hala shares how she turned an analog legacy business into Sipsy, built demand before having the perfect setup, and scaled based on customer feedback. She breaks down why founders waste time over planning, how she learned directly from customers by doing deliveries herself, and why her content strategy is built on education and trust, not constant selling. We also talk about building a business with her brother, navigating partnership dynamics that are never truly 50 50, and what it is like being a female founder in a male dominated spirits industry.Listen on YouTube, Spotify, or Apple Podcasts.