Business of Drinks

• 63: How Avaline Became a $33M Wine Powerhouse with CEO Jen Purcell - Business of Drinks

  At a time when much of the wine industry is flat or in decline, Avaline — founded by Cameron Diaz and Katherine Power — is breaking sales records. In 2024, Avaline crossed 213,000 cases sold, generated $33.2 million in tracked retail sales, and saw 48.8% year-over-year growth.In this episode, we speak with Jen Purcell, Avaline’s CEO, who has led the company to retail dominance. Under her leadership, Avaline has dialled in its retail strategy, becoming a top-selling wine at key retailers like Sprouts, Whole Foods, and Total Wine. They’ve expanded to all 50 U.S. states, and built a loyal DTC and affiliate customer base — all while disrupting wine norms with a transparent, health-conscious, and lifestyle-forward approach.In this episode, Jen shares:How Avaline built traction with consumers by emphasizing organic ingredients, clean labels, and simplicity over terroirWhy Avaline launched in retail first, grew DTC later, and is only now expanding into on-premiseThe thinking behind early SKUs like “White” and “Rosé,” and why the brand later expanded into varietals like Cabernet, Chardonnay, and Sauvignon BlancHow the team grew an affiliate network of 700+ brand fans who drive sales through community-based storytellingWhy Avaline’s marketing team is built with talent from fashion, beauty, and lifestyle — not wineWhat’s working in paid ads, social, and influencer marketing — including a focus on UGC and lifestyle content over traditional product shotsLast Call:Do wine writers need formal wine certifications? That’s the provocative question we’re tackling on this week’s Last Call on the Business of Drinks podcast — sparked by a viral Substack post from author Henry Jeffreys. With 134,000 people taking WSET exams in the past year alone, wine education is booming. But is it necessary to be a great communicator? We’ve got thoughts.Don’t miss our next episode, dropping on May 14.For the latest updates, follow us:Business of Drinks:LinkedInInstagram @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. He currently serves as Head of Search at Distill Ventures. He was formerly 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 @borkalineSPONSORS: This episode is brought to you by eBev 2025 — the premier forum for beverage marketing leaders, happening May 28–30 at The Conrad in Indianapolis. Visit bevmarketing.org for more info.The next wave of beverage design is here! Check out Studio Garces at martigarces.es Reach out at [email protected] and mention Business of Drinks for a free 30 minute consultation. 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. Your support helps us reach new listeners passionate about the drinks industry. Thank you!

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• 62: Brand First, Pumpkin Spice Never: Evan Burns on Building The Finnish Long Drink to 2.7M Cases - Business of Drinks

  In just five years, The Finnish Long Drink has grown from a quirky imported concept to one of the fastest-scaling RTD brands in the U.S.—crossing 2.7 million 9L cases in 2024, up from just 33,000 cases in 2019.In this episode, Evan Burns, co-founder and CEO, shares the story of how he and three Finnish co-founders turned a legacy Finnish beverage — originally invented for the 1952 Helsinki Olympics — into a U.S. juggernaut. With 52,000 retail doors across 46 states, investors like Jay-Z’s Marcy Ventures, and a growing fanbase that spans demographics, Long Drink has become one of the biggest breakout hits in spirits-based RTDs.In this episode, Evan shares:How The Finnish Long Drink grew 50%+ year-over-year through focused execution and simple, consistent brandingWhy “availability and awareness” are the two metrics that drive every business decision — and how the team measures cold box placement, displays, and social tags dailyWhy Long Drink keeps it SKU set small — and why Evan believes "flavor isn’t innovation"The origin and impact of viral marketing moments — like the #PantsDrunk campaign during COVID and $5 Venmo bar activationsHow organic celebrity interest from actor Miles Teller, DJ Kygo, and golfer Ricky Fowler led to authentic, long-term brand ambassadorshipWhy Long Drink turned down multiple VC offers and focused on velocity-driven growth with strategic capital partnersHow the team grew to 110 employees, prioritizing on-the-ground brand ambassadors and salespeople over corporate hiresThe real reason Evan says they’ll never make a pumpkin spice Long DrinkLast Call: This week, we explore the overlooked (and often underestimated) world of fruit wines — and why smart wineries should be paying close attention. States like Michigan, New York, Virginia, and North Carolina are growing incredible fruit beyond grapes, and making some pretty compelling fruit wines. Should they lean into it? We discuss.Don’t miss our next episode, dropping on May 7.For the latest updates, follow us:Business of Drinks:LinkedInInstagram @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. He currently serves as Head of Search at Distill Ventures. He was formerly 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. Your support helps us reach new listeners passionate about the drinks industry. Thank you!

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• 61: How Canned Wine Brand Archer Roose Scaled to 100K Cases with Marian Leitner-Waldman - Business of Drinks

  While much of the wine industry is flat or declining, Archer Roose is bucking the trend in a big way. The canned wine brand, founded by Marian Leitner-Waldman, has more than tripled production since 2021, surpassed 100,000 9-liter case equivalents, and is on track to double again in 2025. With its distinct format, irreverent branding, and placement in non-traditional channels like JetBlue, Dave & Buster’s, Vail Resorts, and Regal Cinemas, Archer Roose is proving that smart strategy and sharp storytelling can rewrite the wine sales playbook.In this episode, Marian shares how she built Archer Roose into one of the most innovative and fast-growing wine brands in the U.S. — a company that’s not only thriving but helping reshape how, where, and why consumers enjoy wine today.Listen for these insights:How Marian built a premium wine brand that’s grown every year since launch and now sells 70,000 cases annually on JetBlue aloneWhy partnering with beer distributors was the key to breaking into non-traditional channels like ski resorts, arcades, and movie theatersThe technical innovations that enabled Archer Roose to achieve a 2-year shelf life in cans, thanks to R&D with Cornell UniversityWhy Archer Roose focuses on 7 tightly curated SKUs and builds winemaker partnerships for each varietal and regionHow celebrity co-owner Elizabeth Banks became Chief Creative Officer and helped the brand go viral — while also keeping the focus on the end consumerHow controlled pours, waste reduction, and high-margin glass sales have made Archer Roose a profit-driving partner for on-premise operatorsWhy Marian structured her sales team like a tech company, with dedicated roles for business development, key accounts, and regional wholesale managementHow the brand uses humor and performance marketing to build mindshare across DTC, retail, and on-premise accountsLast Call: This week, we talk about seasonal selling. Are limited time offers or holiday promotions — like margaritas for Cinco de Mayo or Negroni Week in summer — good, bad, or indifferent? Caroline, Scott, and Erica share their perspectives.Don’t miss our next episode, dropping on 4/30.For the latest updates, follow us:Business of Drinks:LinkedInInstagram @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. He currently serves as Head of Search at Distill Ventures. He was formerly 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. Your support helps us reach new listeners passionate about the drinks industry. Thank you!

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  1:08:26
• 60: Building Skurnik Wines & Spirits: Inside a $200M Legacy with Harmon Skurnik - Business of Drinks

  In this episode of Business of Drinks, we sit down with Harmon Skurnik, president of Skurnik Wines & Spirits, one of the most influential importers and distributors in the U.S. With more than $200 million in annual revenue, a wholesale presence in nine states, and import reach across the nation, Skurnik has grown into a powerhouse while holding tight to its roots as a family-run, quality-first business.Unlike many peers, the Skurnik team has never chased scale for scale’s sake. Instead, their approach has been defined by thoughtful, organic growth — expanding only when the opportunity was right. From rescuing a struggling Ohio distributor to launching what would become their top-selling brand, The Pinot Project, Harmon shares how Skurnik’s strategy has delivered both scale and staying power. In fact, Skurnik’s sales were up in 2024, while much of the wine industry contracted — a testament to their effective operations and strategic growth path.In this episode, Harmon shares:How Skurnik Wines & Spirits grew from a two-man operation in NYC to a national player with 270+ employeesWhy they still personally taste every wine and interview every employee — even with operations in nine statesThe story behind The Pinot Project, now their #1 SKU, selling 65,000 cases and $6 million annuallyHow the team turned around a failing Ohio distributor into a thriving business in Ohio, Kentucky, and IndianaWhy the company avoids expansion for expansion’s sake, and only grows where it can add true valueHow Skurnik positions itself as a marketing partner, not just a logistics provider, for its suppliersWhat makes a good distributor in today’s market — and why asking "how many reps do you have?" misses the pointLast Call: We dig into a provocative piece by cocktail historian and author David Wondrich: “Why Is My Drink So Damn Weird?” (via Punch). Erica, Scott, and Caroline debate:🔸 Has the cocktail world gone too far with obscure ingredients and 7-step prep techniques?🔸 Are we losing sight of flavor in the pursuit of Michelin-style cheffy flair?🔸 Where’s the line between innovation and accessibility on modern cocktail menus?Listen in to hear our thoughts!Don’t miss our next episode, dropping on April 23.For the latest updates, follow us:For the latest updates, follow us:Business of Drinks:LinkedInInstagram @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. He currently serves as Head of Search at Distill Ventures. He was formerly 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. Your support helps us reach new listeners passionate about the drinks industry. Thank you!

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  1:10:08
• 59: How Aaron Nosbisch of BRĒZ Built a $28M Functional Drinks Brand in 2 Years - Business of Drinks

  If you want to understand how to build a breakout brand at warp speed, this is the episode for you.In just two years, Aaron Nosbisch, founder and CEO of BRĒZ, has scaled his functional THC beverage company from zero to a projected $50M+ in revenue for 2025. The results so far are remarkable: BRĒZ sold $28 million in product in 2024, largely DTC and via a quickly expanding retail footprint of some 2,000 retail doors nationwide — and the company was profitable after just 6 months.In this conversation, we unpack how BRĒZ became a rocket ship in the functional drinks space, combining hemp-derived THC, CBD, lion’s mane mushrooms, and adaptogens to create a new class of social beverages that’s resonating with audiences young and old.Even more remarkable? Aaron has built BRĒZ in public, posting monthly breakdowns of the company’s financials, subscriber counts, customer acquisition costs, and more.In this episode, Aaron shares:Why BRĒZ is a functional platform, not just a THC beverage — and why that distinction mattersHow the brand scaled to 8 million cans and achieved $28M in revenue in less than 24 monthsWhy DTC was the launchpad — but retail is now the growth engineThe inside story behind BRĒZ’s formulation, branding, and “ancient-future” designHow Aaron uses his background as founder of Lucyd, the largest cannabis advertising agency, to win on Meta, TikTok Shop, and AmazonWhy audience psychographics > demographics — and how BRĒZ appeals across generationsThe playbook behind Total Wine sellouts, 87% DTC revenue, and hitting 10,000+ subscribersLast Call: Join Caroline, Scott, and Erica as we dive into the Areni Global report, Rethinking Wine Education, to unpack the massive gap between what’s taught in formal wine certifications — and what the modern wine industry actually needs.Don’t miss our next episode, dropping on April 16.For the latest updates, follow us:For the latest updates, follow us:Business of Drinks:LinkedInInstagram @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. He currently serves as Head of Search at Distill Ventures. He was formerly 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. Your support helps us reach new listeners passionate about the drinks industry. Thank you!

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  1:13:02

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