Investing Beyond Alcohol - Noah Friedman, Top Shelf Ventu...

What this episode covers

Venture investor Noah Sanborn Friedman has built Top Shelf Ventures into one of the fastest-growing funds focused on alcohol and adjacent vice categories. In this episode, he discusses creator-led RTDs, nicotine pouches, THC regulation, DTC wine strategy, and why consumers are increasingly moving toward new alcohol alternatives and emerging category brands.

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Frequently Asked Questions

How long is this episode of Wine Country Business?

This episode is 19 minutes long.

When was this Wine Country Business episode published?

This episode was published on May 11, 2026.

What is this episode about?

Venture investor Noah Sanborn Friedman has built Top Shelf Ventures into one of the fastest-growing funds focused on alcohol and adjacent vice categories. In this episode, he discusses creator-led RTDs, nicotine pouches, THC regulation, DTC wine...

Can I download this Wine Country Business episode?

Yes, you can download this episode by clicking the download button on the episode player, or subscribe to the podcast in your preferred podcast app for automatic downloads.