Drink Up

Most founders think the finance person is a luxury.Something you hire once you've made it.After the sales hire. After the marketing hire. After thecool stuff.Here's the part nobody tells you:The finance seat is the last one most brands fill, andthe first one that pays for itself.Skip it too long and you don't run out of ideas. You runout of cash.This week we sat down with the person who fixes that fora living.

Most people think building a beverage brand looks likethis:Raise a round. Chase the hot category. Blow up on social.Exit in five years.Clean. Fast. Fundable.Reality?Make the same drink for eight years. Switch yourpackaging. Switch your copacker. Then switch back.Pull your own salary and watch the cash flow pinch.And then, one random week, sell out of everything youhave.Yeah. That part does not make the pitch deck.

In this episode, Mara shares her journey from corporate law to founding Inspiro Tequila, emphasizing the importance of authenticity, community building, and strategic marketing in the competitive spirits industry.

In this episode, Ella Parlor shares her extensive experience in the beverage industry, from Red Bull to consulting, and discusses strategies for brand growth, industry insights, and the importance of authentic leadership.

In this episode, Halley Turner from Per Se shares her journey as a multi-passionate entrepreneur in the non-alcoholic beverage industry, emphasizing the importance of persistence, relationship-building, and clear messaging in a rapidly evolving market.

In this episode, Jeff Roslund shares his journey of creating a low-sugar, keto-friendly liqueur brand, navigating distribution challenges, and innovative marketing strategies to grow his business in a complex industry.

In this episode, Katy O'Donnell shares her inspiring journey from aspiring Broadway actress to a leading figure in the tequila industry. Discover how her passion, community engagement, and innovative strategies are shaping the future of premium spirits.

Given the challenges of importing, Chelsea shared three key strategies for businesses looking to navigate this complex landscape successfully.

This episode features a deep dive into beverage industry strategies, focusing on formulation, distribution, pricing, and brand growth. Experts share insights on navigating market challenges, optimizing costs, and building successful brands in a competitive landscape.keywords

Join us for an insightful discussion with Morgan Salzman, a young whiskey investor and entrepreneur, as she shares her journey into the bourbon industry, the business behind barrels, and the current state of American whiskey. Discover valuable tips on brand development, sourcing, and navigating industry challenges.

Join us as Neal Dresner shares his journey from banking to creating Rocka Matcha, a clean, functional beverage. Discover the science behind matcha, the challenges of building a brand in a crowded market, and insights into sustainable packaging and growth strategies.

Ben Salisbury joins Sam Anderson on the DrinkUp Podcast for a master class in modern beverage selling. A 42 year veteran who started with Gallo in 1983, served as a VP at Ste. Michelle Wine Estates, and worked at Constellation Brands, Ben now runs Wine Sales Stimulator and gives away most of his knowledge for free. In this episode he dismantles the biggest myth in the business: that getting picked up by a distributor is the win. With 175,000 wine brands for sale in the US and a shrinking pool of distributors, the burden of sell through has shifted back to the supplier. Ben and Sam dig into ghost distribution, why the only KPI that matters is reorder rate, the five times rule for real distribution, making the buyer the hero instead of your product, protecting against out of stocks on premise, and an AI powered outreach system that earned a 60% reply rate on cold email. If you build, sell, or distribute a wine, spirits, or RTD brand, this one will change how you spend your week. Narrow and deep, buyer first, reorders over doors.Learn more about Ben at Wine Sales Stimulator: https://www.winesalesstimulator.com/Want help with go to market, pricing, distribution, or talent? Learn more about BevAssets services: https://calendly.com/d/cn2n-r3x-hfx

Chris Wolstenholme shares his journey of creating a unique vodka protein water, navigating the challenges of product development, distribution, and marketing in the competitive beverage industry. Learn practical insights on building demand, working with distributors, and scaling a brand from a small startup to national recognition.

Join us as Marcel Diels, founder of Cooley, shares his journey from entertainment to beverage entrepreneurship, focusing on the unique challenges and opportunities in launching a Peruvian purple corn drink. Learn about supply chain strategies, brand building, and navigating the early stages of CPG success.

Join us for an insightful conversation with Priya Dua from Archive PR as we explore the nuances of media relations, brand storytelling, and effective marketing strategies in today's dynamic landscape. Discover how to craft compelling narratives, leverage media for brand growth, and navigate the challenges of client collaboration.

In this engaging interview, Chris Siconolfi shares his extensive expertise in the beverage industry, focusing on data-driven brand growth, distribution strategies, and demand creation. Discover how to leverage data, optimize distribution, and build demand to accelerate your brand’s success.

Four things are moving the bev-alc map this week — andthey're not pointing in the same direction.Spirits are still pulling the cart.RNDC is rewriting route-to-market in real time.Illinois wants to tax cocktails like luxury goods.Bourbon's export halo is cracking abroad.Here's what each one means — and what to do about itbefore your competitors figure it out.

In this engaging conversation, Samuel Anderson, Kirk Parsons, and Will Parsons delve into the rich history and unique characteristics of Georgian wines. They discuss the significance of Georgia as the birthplace of wine, the traditional winemaking techniques that have been preserved for over 8,000 years, and the diverse range of grape varieties that the country offers. The conversation also highlights the accessibility and affordability of Georgian wines, making them appealing to a broader audience. As the U.S. market begins to embrace these wines, the Parsons aim to introduce high-quality options that reflect the authenticity and heritage of Georgian winemaking.

In this conversation, Amy Yanzer, founder of Forward Beverage, shares her journey of creating a non-alcoholic functional beverage company. She discusses the unique concept of their taproom, the challenges of distribution, and the innovative production techniques they employ. The conversation also delves into consumer trends, community engagement, and future expansion plans, highlighting the importance of adaptability and understanding the market.

With 25 Year of entrepreneurial experience and focus on brand building and scaling brands. He is the guy the revived New York Seltzer. Give this a listen if you are thinking about building a brand.

In this engaging conversation, attorneys UJ Paradise and Sean Smallwood share their journeys to law, emphasizing the importance of legal counsel for businesses. They discuss the necessity of forming legal entities, the significance of clear agreements in partnerships, and the complexities of intellectual property rights. The conversation also delves into the challenges of litigation, particularly class action lawsuits, and the importance of understanding risk tolerance in legal matters. Ultimately, they reflect on personal definitions of success, highlighting the value of personal growth and meaningful connections in both law and life.

In this conversation, the founders of Delta Vine, Morgan and Alex, share their journey of creating a THC-infused wine beverage. They discuss the challenges they faced in formulating their product, navigating the regulatory landscape, and building brand awareness. The conversation highlights the importance of consumer education, direct-to-consumer sales, and resilience in entrepreneurship. Delta Vine aims to innovate within the THC beverage space while maintaining a focus on quality and customer experience

Join us for an insightful discussion with Charlotte Mizrahi and Matthias Laudico of Leyline Labs as they share their expertise in product development, formulation, and the complexities of bringing wellness products to market. Learn about the importance of holistic thinking, the role of formulation in brand success, and practical advice for startups in the CPG space.

In this episode, Chris Slanga shares his journey in the beverage industry, discussing his experiences from starting as a musician to becoming the Vice President of Revenue at Red Boot Beverage. The conversation delves into the complexities of co-packing, the importance of grit and marketing in building a successful beverage brand, and the significance of relationships within the industry. Chris emphasizes the need for proper funding, strategic planning, and the reality of navigating the beverage market. The episode concludes with insights on measuring success and the value of community in the beverage world.

In this engaging interview, Gregory shares his unconventional journey from small-town Wisconsin to the forefront of the food and alternative protein industry. Discover insights on market trends, the importance of curiosity, patience in brand building, and how to succeed in the competitive CPG space.

In this engaging conversation, Victor Harvey shares his unique journey from sports and entertainment to the beverage industry. He discusses the challenges and successes he faced while building his liquor brand, emphasizing the importance of relationships, authenticity, and preparation in achieving success. Victor also reflects on the changing landscape of celebrity brands and the need for entrepreneurs to prove their concepts before scaling their businesses.

Lu Duma — Director of Sales at Circle Beverage(Indianapolis-based beverage co-packer), co-founder of Robots One (custompackaging consulting for emerging brands), and a man with printing-industrytattoos to prove he means it.He's been on a printing press since he was 19. He spent15 years in commercial printing before he ever touched a beverage label. He'slaunched three companies. Two were money pits.The third one is the one that's working — and it'sworking precisely because of what the first two taught him.

In this episode, Anthony Domenici from Basecamp Consulting shares insights on startup finance, cash flow management, and building a resilient brand in the competitive beverage industry. Learn practical strategies for managing cash flow, raising capital, and avoiding common financial pitfalls.

Maletto's been at it since 1994. Started in Indiana.Moved to Eau Claire, Wisconsin specifically to handle Leinenkugel's glasspackaging at the front edge of the craft beer wave.Today they're variety pack specialists running four lines(one fully automated) for Molson Coors, Costco, Sam's Club, and a growing bookof THC, RTD, soft drink, and non-alcoholic brands.Also: Rich is a former Georgia Tech swimmer, a fantasysports columnist for an XM Radio show, and one of the most relentlessly honestsales people we've had on the show.

In today's fast-paced world, the intersection of food science and entrepreneurship is more relevant than ever. Many aspiring food entrepreneurs wonder: how do you transform a delicious idea into a successful product on the shelf? In this blog post, we dive into an insightful conversation with Dan Levison, a certified food scientist and the founder of Viable Energy Tea. He shares his journey, the challenges he faced, and the lessons learned along the way.

In this episode, beverage founder Jayla Siciliano shares her 10-year journey from launching a beverage brand to appearing on Shark Tank, including the challenges of fundraising, product development, and market timing. She offers valuable insights for entrepreneurs on resilience, strategic pivots, and building a successful brand in the competitive beverage industry.

Oakwell Beer Spa blends the comfort of a cozy day spa with the fun of a craft taproom, offering private spa suites with infrared saunas, rain showers, and warm herbal “beer baths” infused with hops and barley for deep relaxation. Guests sip curated local beers, ciders, wines, and nonalcoholic options while they soak, then unwind further in zero‑gravity massage chairs or browse beer‑infused bath and body products from Oakwell’s own cosmetics line, all designed to make wellness feel social, playful, and approachable.

In this episode of the Drink Up Live podcast, hosts Samuel Anderson and Adam Smith discuss the complexities of building and scaling beverage brands. They explore the unrealistic expectations many brands have regarding rapid growth, the importance of operational efficiency, and the necessity of establishing strong relationships with brokers and distributors. The conversation also touches on innovative trends in the industry, such as alcoholic confectionery, and emphasizes the need for realistic sales metrics and strategies. Throughout the discussion, the hosts share personal anecdotes and insights from their experiences in the beverage industry, providing valuable advice for aspiring brand owners.

In this episode, Adam Smith and Sam Anderson welcome Dan Koukol, co-founder and CEO of Digit, a software company focused on streamlining supply chain management for manufacturers. Dan shares his extensive background in manufacturing, including his experience as a consultant and operator, which led him to create Digit. The conversation delves into the challenges small and mid-sized manufacturers face with traditional ERP systems and how Digit aims to provide an accessible, user-friendly solution that integrates various operational needs without the prohibitive costs associated with legacy systems. Dan emphasizes the importance of making data-driven decisions and how Digit's tools can help businesses optimize their operations and unlock their potential.

In this conversation, Dr. Ebru Karpuzoglu shares her journey from immunology research to creating a skincare line that emphasizes the importance of science in beauty products. She discusses the challenges of being a founder, the lessons learned from failures, and the significance of understanding the science behind skincare. Dr. Karpuzoglu emphasizes the need for acute inflammation in the body and encourages individuals to not compare themselves to others in their journeys.

Daily Industry Brief on what is happening in beverages.

In this conversation, Eric Ranks shares his inspiring journey from facing personal health challenges to founding 22 Salute, a social enterprise aimed at supporting veterans and first responders. He discusses the importance of mental health awareness, the challenges of entrepreneurship, and the mission behind his products, which include unique spirits and coffee. Eric emphasizes the need for community support and resilience in the face of adversity, encouraging listeners to reach out for help and pursue their dreams.

In this episode, Adam Smith and Samuel Anderson engage with Joey Gamer from Gamer Packaging to discuss the critical role of packaging in the beverage industry. They explore the history of Gamer Packaging, the importance of packaging design, and the challenges new brands face in bringing their products to market. The conversation delves into market trends, consumer feedback, and the financial considerations necessary for launching a beverage brand. Joey shares success stories from the industry, insights on navigating the complexities of packaging, and the impact of tariffs on costs. The episode concludes with key takeaways on resilience, adaptability, and the importance of partnerships in achieving success in the beverage market.

“Welcome to the DrinkUp Podcast – Daily Industry Brief, where we break down what’s happening in the beverage business and what it actually means for brands, distributors, and operators.”On January 2, 2026, the story isn’t alcohol versus non-alc—it’s who owns the whole drinking repertoire. Big light lagers are still lagging the beer category, bourbon production is getting trimmed, and mainstream media is calling this “a year with fewer hangovers.” At the same time, Dry January is now a real season, with brands like Athletic Brewing driving traffic to NA-friendly bars and restaurants, while brewers push low-ABV, flavored, and even THC options to stay relevant.If you’re a brand or distributor, the play this year is simple: build a portfolio that keeps people in your ecosystem on every occasion—full-strength, low-ABV, or zero-proof—because share of occasions is the new share of market.

Welcome to the DrinkUp Podcast , Daily Industry Brief, where we break down what’s happening in the beverage business and what it actually means for brands, distributors, and operators.”The headline today: regulators and consumers are teaming up, intentionally or not, to push the industry toward lower sugar, more moderation, and more direct connections with drinkers. California’s new spirits shipping pilot opens the DtC door for distilleries, while front-of-pack nutrition labels and sugar-driven price hikes make full-calorie soft drinks and heavy RTDs a tougher sell. Meanwhile, Gen Z’s “zebra striping” and Dry January momentum keep fueling non-alcoholic and functional beverage growth well into 2026. The move now is clear: trim the sugar, build a serious NA and functional bench, and treat direct consumer access as a strategic asset, not a side project.

In this episode of the Drink Up Podcast, Sam Anderson and Adam Smith welcome Dana Hork, co-founder of Beers with Friends, a creative marketing agency. Dana shares the inspiration behind the agency's name and its innovative approach to marketing, focusing on agility and creativity within constraints. The conversation delves into the agency's unique five-day sprint model, client engagement strategies, and the importance of feedback and continuous improvement. Dana also discusses her entrepreneurial journey, defining success and failure, and the significance of having a clear strategy for brands. The episode concludes with key takeaways for listeners looking to enhance their marketing efforts and build lasting client relationships.

n this conversation, Sam Anderson and Adam Smith discuss the challenges faced by founders in scaling their businesses, particularly in the beverage industry. They emphasize the importance of understanding cost structures, focusing on specific markets, and building brand awareness. The discussion also touches on strategies for engaging customers and navigating opportunities, as well as the pitfalls of rapid expansion without proper groundwork. The conversation concludes with key takeaways on the necessity of slowing down to ensure sustainable growth and the importance of utilizing available tools for brand management.

In this engaging episode of Drink Up, host Samuel Anderson welcomes Jay Williams, founder of Freebird, to discuss his journey from real estate to the beverage industry. They explore the challenges and triumphs of launching a new brand, the importance of personal branding, and the unique identity of Freebird. Jay shares insights on market strategy, distribution, and the significance of community engagement. The conversation highlights the joy of building a brand with purpose and the excitement of navigating the beverage landscape.

In this conversation, Amanda and Sebastian share their journey of creating immunity shots after facing challenges in their business. They discuss the benefits of adaptogens and their role in promoting health and wellness, particularly in relation to immunity, heart health, and energy levels.

In this engaging conversation, Robert shares his extensive journey through the beverage and real estate industries, emphasizing the importance of connection, teamwork, and patience in achieving success. The discussion covers various topics, including the dynamics of cash and carry businesses, the challenges of importing products, and the role of social media in brand growth. Robert's insights into the beverage industry and the significance of building relationships provide valuable lessons for entrepreneurs and business professionals alike.

In this conversation, Paulo Lacerda Sobral discusses the misconceptions surrounding cannabis, emphasizing its potential benefits when used thoughtfully. He advocates for education and destigmatization of cannabis, suggesting that it can help individuals reframe their problems and manage stress, rather than simply numbing their experiences. Sobral shares his personal insights on how cannabis has aided him in overcoming trauma and stresses the importance of understanding its role in mental health.

In this engaging conversation, Eric Martindale discusses his journey in the retail media landscape, sharing insights on the importance of digital marketing, the challenges of entrepreneurship, and the evolving nature of the retail market. He emphasizes the need for brands to adapt and pivot in response to market changes, particularly with the rise of AI and digital platforms. Eric also reflects on his personal motivations and the lessons learned from both successes and failures in his career.

In this conversation, James Warren emphasizes the importance of listening to consumers to understand their true needs and desires. He argues that effective brand differentiation and successful market execution stem from this deep understanding. Furthermore, he highlights the role of storytelling as a fundamental human element that engages customers and enhances brand connection, especially in an era dominated by data and AI.

🎙️ New Episode: Drink Up Live: Mastering Pricing Strategies for Beverage BrandsThis week, Samuel Anderson and Adam Smith sit down with Tom Harris (Ruby Pro Software) and Dave Moore to unpack the art and science of pricing in the alcohol industry.From understanding true costs and depletion allowances to negotiating with distributors and leveraging technology for smarter pricing, this episode is packed with insights for anyone building or scaling a beverage brand.💡 Key Takeaways:Pricing is the language of business.Technology can simplify pricing management.Market conditions shape smart strategies.Depletion allowances impact profitability.Negotiation and customer focus are everything.Small brands can win against big ones.🎧 Sound Bites:“Pricing is the language of business.”“Brokers can enhance market presence.”“Success requires focus on customer needs.”

In this engaging conversation, Mike Levinson, founder of FS Octopus, shares insights into the food service and beverage industry, emphasizing the importance of understanding target markets, building brand awareness, and setting realistic expectations for success. He discusses the challenges brands face in retail and food service, the role of social media and e-commerce, and the need for emotional connections with customers. The discussion highlights the significance of feedback and the necessity for brands to have a clear roadmap for growth.Contact Mike Levinson at [email protected]