The DRINKS Podcast: The Business of Online Alcohol

Brandon Amoroso
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Your definitive source for digital transformation in the alcohol industry. Hosted by Rami Jubran, Chief of Staff at DRINKS, this series explores how technology is reshaping alcohol commerce. The alcohol business is at an inflection point. The way people discover brands, how they research what to buy, where they actually make purchases, it's all shifting. And honestly, a lot of traditional approaches just aren't working the way they used to. Every week, we’ll talk with founders, operators, and executives who are figuring this out in real time. Some are finding real success with new strategies, others are learning expensive lessons, but they're all navigating the same fundamental challenge: how do you build a sustainable alcohol business in a digital world? Whether you're running a winery exploring eCommerce, looking to add alcohol as a new category at a retailer, or building technology for regulated industries, these conversations give you the context you need to understand where this industry is heading.

  1. FEB 12

    Navigating the Digital Transformation of Alcohol Retail | The Business of Online Alcohol Episode 30

    In the rapidly evolving landscape of the alcohol industry, businesses face the dual challenge of ensuring compliance while enhancing customer experience. In a recent episode of the DRINKS Podcast, Rami Jubran spoke with Matthew Houliston, Data and Systems Director at Serve Legal, who shared invaluable insights from over 200,000 compliance audits conducted across the UK and Ireland. This blog post distills their conversation, highlighting key trends and actionable strategies for retailers. As technology reshapes the alcohol retail landscape, compliance has never been more crucial. Matthew Houliston explained that Serve Legal specializes in conducting compliance audits for age-restricted products, including alcohol. Their data reveals important patterns in consumer behavior, particularly how compliance rates fluctuate depending on the time of day and staff interactions. For instance, the audits show that compliance rates drop significantly during peak hours, such as evenings and weekends. This trend correlates with higher customer volume, creating operational stress that often leads to lapses in age verification. Matthew noted that during these busy times, staff may be overwhelmed, focusing more on processing transactions rather than adhering to compliance protocols. This presents a paradox where peak sales periods coincide with decreased compliance, raising questions about how retailers can better manage these challenges. Key Takeaways: 1. Compliance rates dip during peak sales periods, necessitating strategic staffing and training.   2. Gender dynamics play a significant role in compliance interactions, highlighting the need for tailored training approaches.   3. Utilizing data effectively can inform better staffing decisions and improve overall compliance rates.   4. Embracing technology and clear communication about ID policies can enhance the customer experience while ensuring regulatory adherence.

    29 min

  2. JAN 29

    Building a Tequila Brand Through Digital Storytelling | The Business of Online Alcohol Episode 29

    In this episode of the Drinks Podcast, Rami Jubran speaks with Shawn Miller, co-founder of PKGD Group, about the evolving landscape of the alcohol industry, particularly in the digital realm. They discuss the journey of G4 Tequila, the importance of storytelling and transparency in building a brand, and the challenges faced by newcomers in a competitive market. Shawn shares insights on leveraging digital marketing strategies, the role of celebrity endorsements, and the significance of maintaining distribution and market presence. The conversation also touches on the effectiveness of short-form versus long-form content in engaging consumers and driving brand advocacy. Takeaways: - The alcohol business is at an inflection point. - Digital storytelling is essential for brand success. - Transparency builds brand advocacy and consumer trust. - Competing with established brands requires innovative strategies. - Short-form content is crucial for discovery and engagement. - Long-form content deepens consumer connection with the brand. - Targeted digital marketing can effectively expand market reach. - Maintaining distribution is as important as gaining it. - Celebrity endorsements can open doors, but sustained engagement is key. - Investing in a dedicated team enhances digital marketing efforts.

    37 min
  3. What AI Means for Every Winery | The Business of Online Alcohol Ep. 28

    JAN 15

    What AI Means for Every Winery | The Business of Online Alcohol Ep. 28

    In this episode of the DRINKS Podcast: The Business of Online Alcohol, Rami Jubran speaks with Andy Lark about the transformative impact of AI on the wine industry. They discuss the challenges wineries face in adapting to digital changes, the importance of modernizing e-commerce platforms, and how AI can enhance customer experiences and operational efficiency. Andy emphasizes the need for wineries to capture customer data and leverage AI to drive sales and marketing efforts. The conversation also touches on common misconceptions about AI and offers practical advice for wineries looking to implement AI solutions effectively. Takeaways: - The alcohol business is at an inflection point. - AI can unlock enormous productivity gains for wineries. - Wineries need to modernize their e-commerce stacks. - AI can enhance customer experiences and operational efficiency. - Capturing customer data is crucial for wineries. - Wineries should focus on specific jobs to be done with AI. - AI can automate marketing and personalization efforts. - Understanding AI requires effort and training. - Wineries should prioritize data collection at every customer touchpoint. - AI is a force multiplier for wineries, enabling them to do more with less.

    37 min

  4. 07/24/2025

    How Value Pricing & Digital Storytelling Are Rewriting Wine Sales with Carson Benham - 027

    In this episode of the Drinks.com Podcast, host Brandon Amoroso sits down with Carson Benham, newly minted VP of West Coast Sales at Martin Ray Winery, for a candid look at where wine sales are really headed. Inside the conversation 🎯 80/20 in action: how Carson decides which markets and events deserve his time—and why Utah suddenly matters. 🔄 E-commerce vs. three-tier: practical ways to use DTC traction to unlock distributor deals. 💸 Price-point reset: turning California’s bulk-wine oversupply into everyday-luxury bottles under $25. 📱 Gen-Z playbook: digital storytelling, “better-for-you” labels, and checkout flows that match fashion-retail standards. 🌊 Surviving the RNDC exit: ripple effects of a top distributor leaving California and the new openings for small brands. 🚚 Hidden costs revealed: shipping math, six-bottle safeguards, and why Apple Pay should be on every winery site. Whether you sell wine, study the industry, or love a good deal at dinner, this conversation delivers practical takeaways you can use right away. Mores resources at Drinks.com

    35 min

  5. 06/26/2025

    The Tech Behind the Terroir: Pete Jones on Wine, Shopify, and Digital Disruption - 026

    In this episode of the Drinks.com Podcast, Brandon Amoroso sits down with Pete Jones, co-founder of Aesthete Wines and former head of wine and spirits at Shopify, now at Stripe. From growing up in Sonoma County to pioneering digital transformation in the beverage alcohol industry, Pete shares how he blended tradition with technology. The conversation dives into the challenges wineries face in modernizing operations, the massive opportunities in direct-to-consumer (DTC) strategy, and how platforms like Shopify are reshaping the industry from the ground up. Here's what you'll learn: 🛍️ What it was like to lead wine and spirits at Shopify during COVID-driven digital transformation. ⚠️ The biggest challenges facing the alcohol industry today — and the tech-forward solutions. 🤝 Why stakeholder buy-in and internal metrics are critical for digital change. 🌪️ How economic headwinds are driving a necessary evolution in alcohol e-commerce. 📬 The strategic value of building a direct-to-consumer relationship for wineries. 🧠 Lessons from lifestyle brands and what wineries can learn from them. 🌿 How consumer behavior is shifting — including the rise of non-alcoholic and cannabis alternatives. 🚫 Why first impressions of wine matter — and how bad wine turns people off forever. Mores resources at Drinks.com

    28 min

  6. 05/15/2025

    How to Crack the U.S. Wine Market: Beating the Three‑Tier Maze & Winning Big‑Box Retail - 025

    Brandon Amoroso sits down with Pedro Garcia—Managing Director USA & Canada for global wine powerhouse Felix Solis Avantis—to unpack the playbook he’s used to push a family‑owned Spanish brand into Costco, Sam’s Club, and dozens of regional chains. Pedro reveals how deep distributor know‑how, retailer‑focused “experience trips,” and relentless price‑to‑quality discipline can help any wine entrepreneur outmaneuver the three‑tier bottleneck, survive margin‑crunching headwinds, and prep for the coming DTC and “fourth‑tier” e‑commerce wave. Tune in for hard‑won lessons on activating chain buyers, choosing the right moments to invest in digital, and building a sustainability story that resonates with modern consumers. Perfect listening for founders, sales leads, and portfolio managers looking to scale smart in 2025’s hyper‑competitive U.S. market. Here's what you'll learn: 🗺️ How to navigate—and sometimes outsmart—the U.S. three‑tier labyrinth. 🏬 Pedro’s playbook for landing family brands in Costco, Sam’s Club, and other big‑box chains. ✈️ Why vineyard “immersion trips” turn distributors and buyers into lifelong evangelists—and how to run them on a budget. ⚖️ The price‑to‑quality formula that keeps shelf space during margin‑squeezed times. ☀️ How solar power, low‑carbon logistics, and QR‑code transparency elevate your sustainability story. 💻 A realistic timeline for layering in DTC and emerging “fourth‑tier” e‑commerce without alienating wholesalers. 🎯 Content moves that keep your winery discoverable on TikTok and ChatGPT searches. 🚀 Where indie producers can outmaneuver celebrity labels and private brands in 2025. Mores resources at Drinks.com

    34 min

  7. 04/24/2025

    Modern Global Wine Trends with Kyle Ray from ASV Wines - 024

    In this episode of the Drinks.com Podcast, host Brandon Amoroso sits down with Kyle Ray, the general manager of ASV Wines, to explore the dynamic evolution of the wine industry. Kyle shares his journey from starting as an intern to managing a multifaceted wine business, delving into topics such as globalization, the surge of organic and low-alcohol wines, and the cautious integration of AI in winemaking. With insights into market shifts post-COVID and personal wine memories that highlight the romance of wine culture, this conversation offers a behind-the-scenes look at how tradition and innovation are blending in today’s wine landscape. Here's what you'll learn: 🦠 The impact of COVID on inventory, supply chains, and consumer behavior. 🍃 The rising popularity of organic, low-sulfite, and low-alcohol wines. 🤖 The potential—and current limits—of AI applications in winemaking. 📈 Strategies for introducing consumers to higher-tier wines. Mores resources at Drinks.com

    22 min

  8. 04/10/2025

    Optimizing Wine E-Commerce: Andrew Kamphuis on Digital DTC Innovations - 023

    Andrew Kamphuis, President of Commerce7, joins us to explore the cutting edge of wine e-commerce and direct-to-consumer innovation. Andrew dives into how his platform transforms the digital wine buying experience—from seamless checkouts and AI-driven product recommendations to building deeper customer relationships through unified CRM systems. Discover the strategic shifts that are redefining how wineries engage with modern consumers and drive recurring revenue in an increasingly competitive marketplace. Here's what you'll learn: 🍷 How digital tools are transforming DTC strategies for wineries 🤖 The impact of AI and CRM on enhancing customer engagement 📈 Key tactics for scaling e-commerce in the regulated alcohol industry Mores resources at Drinks.com

    43 min
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About

Your definitive source for digital transformation in the alcohol industry. Hosted by Rami Jubran, Chief of Staff at DRINKS, this series explores how technology is reshaping alcohol commerce. The alcohol business is at an inflection point. The way people discover brands, how they research what to buy, where they actually make purchases, it's all shifting. And honestly, a lot of traditional approaches just aren't working the way they used to. Every week, we’ll talk with founders, operators, and executives who are figuring this out in real time. Some are finding real success with new strategies, others are learning expensive lessons, but they're all navigating the same fundamental challenge: how do you build a sustainable alcohol business in a digital world? Whether you're running a winery exploring eCommerce, looking to add alcohol as a new category at a retailer, or building technology for regulated industries, these conversations give you the context you need to understand where this industry is heading.

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