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. How a Vodka Barrel Drove Triple-Digit eCommerce Growth | The Business of Online Alcohol Episode 33

    Mar 26

    How a Vodka Barrel Drove Triple-Digit eCommerce Growth | The Business of Online Alcohol Episode 33

    In this episode of the DRINKS Podcast: The Business of Online Alcohol, Rami Jubran speaks with Jeff Mahony, CEO of NEFT Vodka, about the evolving landscape of the alcohol business, particularly in the digital realm. They discuss the challenges and strategies of balancing direct-to-consumer (DTC) growth with retail partnerships, the importance of data-driven decision-making, and the need for emotional connections with consumers and retailers. Jeff shares insights on leveraging partnerships for brand awareness, the significance of community engagement, and the role of authenticity in building a loyal customer base. The conversation also touches on the challenges of advertising in the alcohol industry and the importance of social responsibility. Here are some key takeaways from the discussion: • The alcohol business is shifting towards digital channels. • Balancing DTC growth with retail partnerships is crucial. • Capacity management is key to satisfying both DTC and retail demands. • Creating emotional connections with consumers enhances brand loyalty. • Data-driven decision-making is essential for e-commerce success. • Channel conflict can be mitigated through strategic pricing. • Community engagement fosters brand awareness and loyalty. • Authenticity in marketing resonates with consumers. • Leveraging partnerships can enhance brand visibility. • Social responsibility initiatives can create intrinsic value for brands.

    43 min
  2. How Boutique Wineries Adapt to Changing Consumers | The Business of Online Alcohol Episode 31

    Mar 25

    How Boutique Wineries Adapt to Changing Consumers | The Business of Online Alcohol Episode 31

    In this episode of the DRINKS Podcast: The Business of Online Alcohol, Rami Jubran speaks with Chris Upchurch, a veteran in the wine industry, about the evolving landscape of alcohol business in the digital age. They discuss the rise of small, high-quality wine producers, the importance of direct-to-consumer (DTC) sales, and innovative marketing strategies that engage consumers. Chris shares his experiences in winemaking, the significance of sustainability, and the trends shaping the industry today. The conversation highlights the challenges and opportunities for small wineries in a competitive market. Here are some key takeaways from the episode: - The alcohol business is undergoing significant changes due to digital transformation. - Small producers can compete effectively against larger corporations by leveraging digital tools. - Craftsmanship in winemaking is essential for creating high-quality products. - Direct-to-consumer sales provide better margins and customer engagement opportunities. - Marketing strategies must adapt to the changing landscape and consumer preferences. - Innovative events can attract new customers and enhance brand loyalty. - Sustainability is increasingly important to consumers, especially younger generations. - The Washington wine industry has seen remarkable growth and recognition over the years. - Understanding market trends is crucial for navigating challenges in the wine industry. - Continuous effort and adaptation are key to success in winemaking and marketing.

    36 min
  3. Why Digital Alcohol Brands Are Solving the Wrong Problem | The Business of Online Alcohol Episode 32

    Mar 25

    Why Digital Alcohol Brands Are Solving the Wrong Problem | The Business of Online Alcohol Episode 32

    In this episode of the DRINKS Podcast: The Business of Online Alcohol, Rami Jubran speaks with Simon Sharp, founder of Nautilus Gin Experiences, about the evolving landscape of the alcohol industry in a digital world. They discuss the importance of community, storytelling, and authenticity in creating meaningful drinking experiences. Simon shares insights from his journey of adapting to virtual tastings during the COVID-19 pandemic and emphasizes the need for brands to understand cultural forces and consumer behavior. The conversation also touches on the significance of rituals in drinking, the challenges of navigating social media platforms like TikTok, and the historical context of alcohol consumption. Here are some key takeaways from the episode: - The alcohol business is at an inflection point. - Community is more important than marketing in alcohol consumption. - People respond better to stories than to products. - Rituals play a crucial role in drinking experiences. - Authenticity is key for bars and brands to succeed. - TikTok can be a platform for genuine storytelling. - Understanding cultural forces helps businesses adapt. - Modern consumers are less hedonistic than before. - Drinking traditions have evolved over centuries. - Storytelling enhances the drinking experience.

    35 min

  4. 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

  5. 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
  6. 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

  7. 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

  8. 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
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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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