Business of Drinks

What does it actually take to build a non-alcoholic spirit that the bar world respects?In this episode of Business of Drinks, Chris Abbott, co-founder of The Pathfinder, walks us through how the NA brand scaled to more than 20,000 nine-liter cases in 2025 — up over 80% year-over-year — by doing something many emerging brands skip: Earning credibility on-premise first.From Day One, The Pathfinder wasn’t positioned around what it doesn’t have. Instead, the team spent two years developing a fermented and distilled hemp-seed base, layered with 20 botanicals, so bartenders could treat it like a real spirit. Their key insight? If you want back-bar respect, build like a spirits brand — not a wellness brand.Chris shares why they went after the hardest accounts first — bars you can’t buy your way into — and how landing 50 to 100 serious on-premise placements before leaning on distributors changed the entire conversation. As he observes, case studies are helpful, but visible traction in elite accounts is what turns heads inside distribution (and for consumer brand awareness).He’s also transparent about what really motivates distributor partners. It’s not just growth charts. It’s whether reps believe they can make money selling the brand. Once that clicks, velocity follows.We talk about the unexpected upside of scarcity (including an early COVID-era stockout that created outsized buzz), why the company resisted the typical CPG urge to launch multiple SKUs too early, and how RTDs were introduced later as a smart trial and versatility play — not as a distraction from the core bottle.Retail expansion through Total Wine and Whole Foods became another proof point. When Pathfinder started selling in markets where the founders weren’t personally hand-selling or training staff, that’s when they knew product-market fit had moved beyond the echo chamber.At its core, this is a conversation about disciplined growth. Chris returns again and again to fundamentals: Unit economics, profitable scaling, and earning the right to expand into new states and new channels.If you’re building in non-alc, spirits, THC, functional, or any emerging drinks category where credibility with the trade matters, this episode offers a replicable blueprint for how to do it — and how to scale without losing focus.For the latest updates, follow us:Business of Drinks:YouTubeLinkedInInstagram @bizofdrinksErica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.LinkedInInstagram @ericaduecyScott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.LinkedInCaroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.LinkedInInstagram @borkalineIf you enjoyed today’s conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Your support helps us reach new listeners passionate about the drinks industry. Thank you!

What looks like a novelty on the shelf can be a very real business when the fundamentals are right.In this episode of Business of Drinks, we sit down with John King, co-founder and owner of The Original Pickle Shot, to unpack how a bartender-born ritual turned into a nationally scaled spirits brand.The numbers tell the story. The Original Pickle Shot is now selling roughly 110K 9-liter cases annually, growing ~15% year over year, and ranks as the 10th largest flavored vodka in the U.S. — all without outside investment. What many assume is a niche product is, in reality, a high-velocity business driven by occasion, community, and repeat purchase.John walks through what product-market fit actually looked like for the brand — not hype or marketing spend, but watching depletions rise organically as consumers pulled the product through retail. Early success came off-premise first, with 50 mL bottles driving trial and 750 mLs becoming the fastest-growing format as the brand earned its place in party and tailgate occasions.For founders, this episode is a candid look at the trade-offs of staying self-funded. John shares how reinvesting every dollar back into the business forced discipline around expansion, prevented “false volume,” and slowed state rollouts until the company had the operational backbone to support them. The cost: Years of personal sacrifice and saying no to capital. The benefit: Control, speed of decision-making, and sustainable velocity.Distributors and retailers will appreciate John’s clear-eyed take on partnerships — why beer vs. spirits houses matter less than alignment on expectations and margins — and how fun, irreverent brands still need hard data to win shelf space.If you’re building, selling, or scaling a drinks brand and want a grounded example of how a so-called niche becomes a category leader, this conversation delivers real-world lessons.For the latest updates, follow us:Business of Drinks:YouTubeLinkedInInstagram @bizofdrinksErica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.LinkedInInstagram @ericaduecyScott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.LinkedInCaroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.LinkedInInstagram @borkalineIf you enjoyed today’s conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Your support helps us reach new listeners passionate about the drinks industry. Thank you!

What does growth actually look like inside today’s liquor stores — and where is it no longer coming from?In this episode of Business of Drinks, Jon Halper, CEO and owner of Top Ten Liquors, offers a rare operator-level view into how consumer behavior is evolving across wine, spirits, beer, non-alcoholic, and THC-adjacent categories — and what those shifts mean for brands trying to win at retail.Top Ten Liquors operates 15 stores across Minnesota and generates more than $50 million in annual sales, giving Jon a front-row seat to category change at real scale. From that vantage point, he challenges a core industry assumption: That consumers shop by category. Instead, Jon sees shoppers choosing based on occasion, mood, and desired effect — and flexing between alcohol, lower-alcohol, non-alcoholic, or THC products depending on the moment.For traditional alcohol brands, Jon explains why growth is no longer reliably driven by classic trade-up behavior. Premiumization still exists, but it’s uneven and episodic, while frequency and basket size are under pressure. He discusses how GLP-1 drugs are already influencing drinking behavior — particularly among higher-income, health-conscious consumers — reducing consumption occasions rather than eliminating them outright.That shift toward intentional consumption is showing up across emerging categories as well. Jon shares how format and function are becoming critical growth levers, whether that’s single-serve spirits, lower-dose options, or non-alcoholic products that fit specific occasions rather than trying to replace alcohol entirely.Within THC, he offers a concrete example of how this plays out at retail: Edibles now account for nearly 25% of Top Ten’s THC sales, while beverage remains the primary entry point. Importantly, he frames this not as category cannibalization, but as incremental behavior driven by use case — a pattern brands across all drinks categories should be paying attention to.For brands, distributors, and investors, Jon outlines what retail partners now expect: Smarter assortments over more SKUs, depth in fewer markets, and execution that reflects how consumers actually shop today. He also frames alcohol as a cyclical category in a slower phase, arguing that the companies who adapt during this period will be best positioned when growth returns, potentially post-2026.If you want a grounded, data-backed view of how adult beverage growth is actually being built — and constrained — at the point of sale, this episode delivers.For the latest updates, follow us:Business of Drinks:YouTubeLinkedInInstagram @bizofdrinksErica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.LinkedInInstagram @ericaduecyScott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.LinkedInCaroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.LinkedInInstagram @borkalineSPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinksIf you enjoyed today’s conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Thank you!

Uncle Arnie’s is one of the most compelling growth stories in THC beverages right now — and this episode breaks down how it actually happened.Since launching in 2020, the THC drinks brand has delivered roughly 100% growth each year, scaling from about $400K in Year 1 to more than $25M in revenue today. It’s now one of the largest THC beverage brands in California, with a rapidly expanding national footprint across both regulated cannabis and hemp markets.In this episode, Theo Terris, co-founder and CEO of Uncle Arnie’s, walks through how the company built momentum in a fragmented, highly regulated category — despite having no background in beverage, cannabis, or CPG. That outsider perspective shows up everywhere: From approachable branding and packaging that educates consumers, to a relentless focus on partners and execution.Theo explains why Uncle Arnie’s leaned into full-flavor, familiar formats like teas, lemonades, sodas, and functional shots instead of chasing seltzer trends — and how thoughtful dose architecture (2.5mg, 5mg, 10mg) unlocked both sessionability and compliance across myriad state-by-state regulations. He also details how consumer education, including clear onset-time cues on packaging, helped reduce friction for first-time buyers and retailers alike.The conversation offers a rare, unvarnished look at what scaling actually looks like in THC beverages. Theo breaks down how Uncle Arnie’s approached distribution market by market, why merchandising remains one of the category’s biggest challenges, and how mature states like California and Minnesota provide a preview of where the space is headed.For investors, Theo shares how Uncle Arnie’s raised capital opportunistically — recently closing a $7.5 million Series A with Mindset Capital, Delta Emerald Ventures, and strategic investor Harry Rubin of Boston Beer — and why mentorship and operational rigor mattered as much as funding. Even amid regulatory uncertainty, the brand continues to expand, landing in major retail chains and adding new points of distribution.The bigger takeaway: This isn’t a hype-driven THC story. It’s a grounded, data-aware discussion about building a real beverage business in a nascent and rapidly changing category.Whether you’re a drinks founder, retailer, distributor, or investor tracking where the next major beverage movement is forming, this episode delivers insight into what’s actually working — and what matters most when scaling in emerging categories.Don’t miss our next episode, dropping on February 4.For the latest updates, follow us:Business of Drinks:YouTubeLinkedInInstagram @bizofdrinksErica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.LinkedInInstagram @ericaduecyScott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.LinkedInCaroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.LinkedInInstagram @borkalineSPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinksIf you enjoyed today’s conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Thank you!

Episode 100 is a milestone moment for Business of Drinks — and instead of looking backward, we’re doing what this show has always done best: Looking ahead.In this special episode, Erica Duecy, Scott Rosenbaum, and Caroline Lamb break down the biggest drinks trends shaping 2026, using a meta-analysis of 16 leading industry trend reports. The goal isn’t hype, it’s pattern recognition. We’re pressure-testing what’s structural, what’s actionable, and what actually matters for founders, operators, and drinks leaders navigating a complex market.Across the first 100 episodes, one pattern has held true: Trends only matter if they translate into execution. This conversation applies that lens to what’s coming next.Here’s a preview of what’s to come:🔶 Third spaces are evolving.Bars, cafes, and beverage-led venues are becoming modern community hubs — earlier, lighter, and more intentional. Drinks aren’t the point; they’re the facilitator. As digital life accelerates, in-person connection is becoming a growth driver.🔶 Zero-proof is moving to the center of the menu.The “mocktail section” is officially outdated. Non-alcoholic options are now core to menu design, driving inclusion, incremental occasions, and revenue. These drinks are not replacing alcohol, but expanding the total addressable audience.🔶 Better-for-you becomes a growth engine.Lower sugar, lower alcohol, and functional benefits are no longer niche. From NA wine surpassing $100M in U.S. retail sales to better-for-you wines topping $250M, these products are pulling consumers into the category, not pushing them out.🔶 Smart caffeination replaces energy extremes.Matcha, yerba mate, hojicha, and tea-forward formats are redefining caffeine as a tool for focus, calm, and ritual. They expand daytime drinking occasions with or without alcohol.🔶 Premium faces a reality check.Consumers still want premium, but only when it delivers meaning. Emotional connection, storytelling, and experience now justify price, while “drinkflation” without value hits resistance.🔶 Showmanship and sensory experience rise.Texture, garnish-as-snack, flavored ice, and immersive storytelling are redefining drinks as multi-sensory experiences. Great liquid alone is no longer enough.This episode is both a thank you to the Business of Drinks community and a field guide for what’s next. One hundred episodes in, the mission remains the same: Cut through the noise, learn from what’s working, and help the drinks industry grow smarter, faster.For the latest updates, follow us:Business of Drinks:YouTubeLinkedInInstagram @bizofdrinksErica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.LinkedInInstagram @ericaduecyScott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.LinkedInCaroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.LinkedInInstagram @borkalineIf you enjoyed today’s conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Your support helps us reach new listeners passionate about the drinks industry. Thank you!