Business of Drinks

In this episode, co-host Scott Rosenbaum sits down with Vishal Patel, CEO of James Gin, one of the fastest-growing and most unconventional spirits brands on the market. Founded in the UK by Top Gear’s James May and master distiller Hugh Anderson, James Gin has already surpassed $2 million in revenue, with 50% of sales coming from the U.S. — a market not traditionally known for embracing gin.

Vishal shares how the brand is flipping the traditional playbook on its head, building a media-first business with over 1 million followers across social platforms, and driving sales through digital-first, DTC strategies (!!). His insights are essential for any drinks entrepreneur navigating today’s saturated and highly competitive landscape.

In this episode, Vishal shares:

• How James Gin scaled past $2M in revenue while launching in both the UK and U.S. markets within its first four years.
  

• Why the team operates more like a content studio than a traditional spirits brand — and how its "anti-celebrity" tone sets it apart.
  

• The data-driven rationale behind going DTC-first in the U.S., and how James Gin expanded from 15 to nearly 40 Total Wine stores in California.
  

• The importance of conversion metrics, and how improving the site’s 0.75% conversion rate is central to doubling the business.
  

• How the brand’s flavor innovation and storytelling — with SKUs like Asian Parsnip, London Drizzle, and California Dreamgin’ — create buzz and drive sales.
  

• Why 95% of James Gin’s social media followers are male, but 40% of purchasers are women — and what they’re doing to bridge that gap.
  

• Why Vishal believes founders must be clear about their end goal before taking investment, and how overextending can derail brand building.

In a time when much of the wine industry is seeing declining sales, La Crema is growing its audience and strengthening its brand by tapping into new communities and leveraging data-driven marketing strategies. The 1.4 million-case winery, part of Jackson Family Wines, has become a case study in how to connect with modern consumers, thanks to bold marketing initiatives, strategic partnerships, and a long-term approach to brand building.

Shilah Salmon, SVP of Marketing at Jackson Family Wines, joins us to break down the real data behind wine’s challenges—and opportunities. She shares how La Crema continues to expand its reach, including through partnerships like the WNBA sponsorship, highly effective experiential marketing activations, and a focus on under-targeted audiences with real conversion potential.

In this episode, Shilah shares:

• How La Crema has grown to 1.4 million cases annually and why it continues to resonate with consumers

• How the brand is attracting younger, more diverse audiences through events, digital marketing, and non-traditional wine activations

• The "leaky bucket" problem in wine — why the industry is losing more drinkers than it gains, and how La Crema is countering this trend

• Why marketing campaigns should be built over months and years — not weeks, and how brands that pivot too quickly risk losing their audience

• What wine brands need to do to optimize digital marketing in the era of AI-powered search tools — ensuring SEO, earned media, and branding are working in sync

• Why La Crema focuses on lifestyle moments rather than traditional wine-drinking occasions, and how this shift has driven growth

Last Call: This week, we discuss a listener question: “Should a mid-sized wine distributor embrace non-alc, or stay focused on fine wine?”

It’s a BIG question, and one that many distributors are asking as non-alcoholic and THC beverages gain traction. Hear us talk through the pros and cons.

Don’t miss our next episode, dropping on March 26.

For the latest updates, follow us:

Business of Drinks:

What if you could get the buzz without the booze? That’s the promise of Nowadays, a THC drinks brand whose growth has been off the charts. Co-founded by Justin Tidwell in 2023, Nowadays has already hit an estimated $15 million in revenue, and Justin says it’s on track to double that in 2025. 

The brand started with a simple but radical idea: a THC-infused spirit that mimics vodka or tequila, giving people the ability to mix their own THC cocktails at home. Now, they’re in 5,000 retail doors across 25 states, partnering with top alcohol distributors to bring THC drinks into bars, liquor stores, and even hotels.

In this episode, we get into the nitty-gritty of how Nowadays went from a viral TikTok hit to a full-blown beverage powerhouse. Justin shares his playbook for launching a category-defining brand, scaling through social media without paid influencers, and tackling the unique challenges of building a THC drinks business in a world designed for alcohol.

We discuss:

- From zero to $1 million in 90 days: How a single TikTok post turned Nowadays into an overnight success.- Cracking the THC spirits market: The formula behind their best-selling 750-ml bottled spirit and its tiered dosing system (2 mg, 5 mg, and 10 mg THC).- Retail expansion: The strategy behind Nowadays’ 400% growth in retail doors and why partnering with alcohol distributors is a game-changer.- Social media without paid influencers? Why Nowadays bets on organic content and lets consumers drive the conversation.- Funding and profitability: How they raised capital after proving demand and built a high-growth, profitable business at the same time.- The future of THC beverages: Justin’s vision for making THC drinks as common as beer and wine in bars, restaurants, and liquor stores.

Last Call:

Don’t miss our next episode, dropping on March 12.

The non-alcoholic cocktail space is booming, and Mocktail Club is one of the brands leading the charge. Founded by Pauline Idogho, Mocktail Club is redefining the way people experience sophisticated, alcohol-free drinks. Since launching in 2019, the brand has expanded into 1,300 retail locations, including Whole Foods, Sprouts, Kings, and Target, and is on track to produce 2 million cans this year.

Pauline didn’t come from the drinks world — her background is in investment banking and private equity, where she closed some $10 billion in transactions before pivoting to entrepreneurship. That financial acumen has fueled Mocktail Club’s smart growth strategy, taking the brand from small-batch startup to a nationally recognized player in the rapidly expanding non-alcoholic beverage market.

In this episode, Pauline shares:

• How a closing dinner while pregnant sparked the idea for Mocktail Club — and why she knew the market was underserved.

• Why she chose globally inspired flavors with ingredients like shrub bases, teas, and spices instead of mimicking classic cocktails.

• Her strategy for breaking into Whole Foods, scaling her retail footprint, and now moving into alcohol distribution channels.

• How she built Mocktail Club as a mission-driven brand, donating 1% of sales to Water for People and committing to sustainability.

• What it takes to fundraise successfully in the drinks industry, including how she secured investment from the incubator Pronghorn.

• Why the non-alc consumer is a cross-category buyer, and how retailers are finally recognizing this growing segment.

Last Call:

Every month, another celebrity launches a non-alc brand. But does it really work? In Last Call, we break down a Punch article by Hannah Walhout that asks: Are you even famous if you don’t have a non-alc drink line?

We debate:- Wellness or virtue signaling? – Are celebrities jumping into non-alc for health reasons—or just to boost their luxury image?- Social media marketing – A photo of Bella Hadid in Target holding Kin Euphorics works…but does it build long-term brand loyalty?- Authenticity vs. cash grab – Some celebs have stakes in both alcoholic and non-alcoholic brands. Does that send mixed messages?

Don’t miss our next episode, dropping on March 12.

For the latest updates, follow us:

Business of Drinks:

In this episode of Business of Drinks, we’re diving into a new-to-world tequila product that’s shaking up the industry: Quintaliza, the world’s first coffee-aged tequila. Founder and CEO Michael Winters joins us to discuss how he took an unconventional idea — aging tequila in coffee-seasoned barrels — and turned it into a fast-growing brand that’s gaining traction with both consumers and industry insiders.

Michael isn’t just another spirits industry veteran launching an agave brand — he’s a serial entrepreneur who built Quintaliza from the ground up, first in his own kitchen and then with a world-class distillery in Jalisco. The brand has already won Wine & Spirits Wholesalers of America’s “Brand Battle” competition in 2024, and with a deep-not-wide distribution strategy, it’s set to sell 12,000 bottles in 2025 across four key markets: Florida, New Jersey, Tennessee, and South Carolina.

In this episode, Michael shares:

- The origins of Quintaliza – How his background in restaurants, branding, and coffee shops led to the creation of the world’s first coffee-aged tequila.

- Building a brand from scratch – Why he didn’t take the easy route of private labeling and instead developed a proprietary aging process in ex-bourbon and coffee-seasoned barrels.

- Going deep, not wide – Why he turned down multi-state distribution deals in favor of a strategic approach focused on building strong relationships in a few key markets.

- Winning over distributors and bartenders – The tactics he’s using to build awareness and pull-through in a competitive spirits category.

- The role of storytelling in brand-building – How Michael’s authenticity and hands-on leadership help differentiate Quintaliza in a crowded tequila space.

- Scaling smartly – Insights on when (and how) to expand without overextending resources or losing brand momentum.

Last Call:

The wine industry keeps saying “make wine more accessible” for younger consumers. But what if that’s not what they want? Contributor Caroline Lamb brings on Eater’s Southeast Regional Editor Henna Bakshi to discuss how private wine clubs in Atlanta are thriving with millennial members — who are paying up to $8K+ per year to join. Find out more about this emerging trend.

Don’t miss our next episode, dropping on March 5.

For the latest updates, follow us:

Business of Drinks: