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Business of Drinks

Business of Drinks

De: Business of Drinks
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Welcome to the Business of Drinks, where we go behind the bottle, interviewing beverage innovators and icons about how they built their businesses. We take a data-driven approach, analyzing the brands, products, and categories that get consumers excited. And we cover many drinks categories — from wine, beer, and spirits to non-alcohol drinks — as well as THC, adaptogen, and functional beverages. So whether you’re working in drinks — or just interested in the stories behind your favorite brands — join us each week as we explore how companies are unlocking growth at every stage in the game.Business of Drinks Economía
Episodios
  • 92: How FRE Became the Sleeper Giant of Non-Alc Wine — with Brie Wohld, Trinchero Family Estates

    92: How FRE Became the Sleeper Giant of Non-Alc Wine — with Brie Wohld, Trinchero Family Estates
    Nov 26 2025

    FRE is one of the most quietly powerful brands in American wine. Launched in 1992, it now holds 48% dollar share of the U.S. non-alcoholic wine market, sells ~439,000 cases a year, and is growing nearly 16% in volume YOY — all while the broader wine category softens.

    In this episode, Brie Wohld, Vice President of Marketing at Trinchero Family Estates, breaks down how a 30-year-old NA brand is driving double-digit growth and helping keep wine culturally relevant for flexi-drinkers.

    🔶 Legacy innovation: Why Trinchero invested early in spinning cone technology in 1992, spending more than $1M to build a quality-first NA wine more than two decades before “sober curious” entered the cultural vocabulary.

    🔶 Strategic hedge: How FRE acts as both a business hedge against wine headwinds and a cultural hedge that keeps consumers walking the wine aisle and maintaining wine rituals — even on non-drinking days.

    🔶 Portfolio architecture: How the team maps varietals and formats (sparkling, reds/whites, minis, new Pinot Grigio) to specific occasions without overwhelming shoppers.

    🔶 Brand evolution for younger drinkers: Updating design, tone, and partnerships to speak to Millennial and Gen Z lifestyles, without alienating loyal Boomers.

    🔶 Data-driven growth: Expanding to 28,000+ accounts, adding 4,000 new points of distribution YOY, leaning into grocery and mass, and using social (especially TikTok) to deliver real value — recipes, pairings, and city guides, not just bottle shots.

    🔶 Moderation, not morality: Why 93% of NA buyers also purchase alcohol, and how FRE leads with a message of “choice over judgment” to support everything from Dry January to zebra striping.

    If you’re building a legacy brand — or trying to future-proof one — this episode is a playbook on staying relevant, expanding occasions, and using non-alc as a growth engine rather than a threat.

    Don’t miss our next episode, dropping on December 3.

    For the latest updates, follow us:

    Business of Drinks:

    YouTube

    LinkedIn

    Instagram @bizofdrinks

    Erica 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.

    LinkedIn

    Instagram @ericaduecy

    Scott 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.

    LinkedIn

    Caroline 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.

    LinkedIn

    Instagram @borkaline

    SPONSOR: 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/businessofdrinks

    If 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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    52 m
  • 91: The Playbook Behind Yerba Madre’s Rebrand with CEO Ben Mand - Business of Drinks

    91: The Playbook Behind Yerba Madre’s Rebrand with CEO Ben Mand - Business of Drinks
    Nov 19 2025
    Rebranding a beloved, 29-year-old beverage is one of the riskiest moves a CEO can make. But in this episode, Ben Mand, CEO of Yerba Madre, walks us through how he pulled off what most leaders avoid: renaming and relaunching a legacy brand — with full community support — and reigniting growth in the process.Under 4% of Americans even know what yerba mate is, yet Yerba Madre (formerly Guayakí) generates nearly $200 million in annual sales and dominates a fast-emerging category. When Ben took over in 2024, the business wasn’t growing, innovation had stalled, and profitability was strained. Within a year, he streamlined the supply chain, rebuilt the route to market, launched new innovation, and guided a high-stakes rebrand that consumers embraced — thanks to months of groundwork with the brand’s 10,000+ loyal ambassadors.For drinks entrepreneurs, this episode breaks down the tactics, sequencing, and frameworks behind one of the most successful rebrands in beverage.Top Takeaways for Drinks Entrepreneurs🔶 How to rebrand without losing your base. Ben shares the playbook: deeply engage your most loyal consumers, treat the new name as an “empty vessel,” and build meaning through community participation. (It worked — consumers helped evangelize the launch.)🔶 Why SKU breadth drives velocity. Yerba Madre sees the whole line lift once they hit 6–8 facings in a refrigerator case. Half their consumers drink 3–7 flavors, making variety a core velocity driver.🔶 Packaging changes that actually matter. Navigation upgrades — like white lids for low-sugar SKUs — help shoppers instantly find the right product in-set.🔶 How to scale responsibly. Yerba Madre is investing 8× more in regenerative agriculture and community partnerships this year — while improving profitability through supply-chain redesign.This episode is a blueprint for modernizing a legacy brand, managing risk during a major transformation, and building a category that 96% of Americans have yet to discover.If you’re thinking about evolving your brand, expanding nationally, or taking on a category dominated by billion-dollar incumbents — this conversation is packed with actionable insights.Don’t miss our next episode, dropping on Nov. 26.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 a Q4 discount 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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    56 m
  • 90: Inside French Bloom’s Rise to Global Luxury Brand — With Co-Founder Maggie Frerejean-Taittinger - Business of Drinks

    90: Inside French Bloom’s Rise to Global Luxury Brand — With Co-Founder Maggie Frerejean-Taittinger - Business of Drinks
    Nov 12 2025
    In just four years, the premium alcohol-free wine French Bloom has become a global luxury brand — sold in 60+ countries, producing 500K bottles in 2024, and on track to double sales in 2025. It also became the first non-alcoholic brand backed by LVMH, signaling a new era for luxury drinks without alcohol.Co-founder Maggie Frerejean-Taittinger, formerly of the Michelin Guide, shares how she turned a personal need into a brand — and made moderation aspirational.🔶 From Need to Innovation While pregnant with twins, Maggie saw the gap for an alcohol-free wine that delivered the emotion and depth of Champagne. With her husband, a Champagne maker, and co-founder Constance Jablonski, she created a 0.0%, organic, sugar- and sulfite-free sparkling wine that could stand beside a grand cru.🔶 Scaling Through Selectivity Launched at Le Bon Marché and Selfridges, French Bloom sold out in weeks. Growth came through luxury retail, Michelin-star restaurants, and five-star hotels — not mass channels. Today it partners with 500+ Michelin venues and global events like Coachella, Roland Garros, and Formula 1, where it’s the official non-alcoholic sparkling partner for the next decade.🔶 The Growth Formula • Credibility through awards — “World’s Best NA Sparkling Wine” three years running. • Premium positioning — priced around 80% of house Champagne. • DTC strength — 20–25% of global sales online. • Core audience — “flexi-drinkers” (80% of customers still drink alcohol).🔶 Founder LessonMaggie cites The Empathy Edge by Maria Ross: “Empathy isn’t soft — it’s a business advantage.”Why Listen:This is a concise playbook in category creation and premiumization — how French Bloom built cultural relevance, scaled fast, and made moderation synonymous with modern luxury.Don’t miss our next episode, dropping on Nov. 19.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. Your support helps us reach new listeners passionate about the drinks industry. Thank you!
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    59 m
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