Drinks Insider

Want a glimpse into the future? Then listen in on this conversation with Daniel Rowntree, the founder of High & Dry foresight agency. He’s seen the beverage trade from every angle, and believes it’s now on the cusp of a generational change. Daniel's career began at Bacardi before he founded the drinks marketing agency, Elastic, which he sold to Matthew Clark in the UK. When he moved to the US to be part of a venture fund, he saw the explosive growth of wellness culture and realised there was a huge opportunity in the drinks space, ready to be grasped. This led him to create High & Dry Studio, the foresight agency that helps businesses understand the future of non-alcoholic and functional drinks. He believes that the market will evolve past simple alcohol replacements towards new flavour experiences that incorporate adaptogens and nootropic — which means bars will become places that sell moods, not just alcohol. https://highanddry.live/  

Want to know about trends in the US beverage alcohol market? And not just drinks trends, but how they dovetail with broader social trends? Then Bryan Roth, analyst extraordinaire, is your man. In this episode he talks about confusion, convenience and the “invisible barrier of choice” and explains why the market is in a tailspin right now. And did you know that carbonation is a trend? That’s right — there are people who know what they like when it comes to the tingle on the tongue, and seek exactly that sensation, and not a bubble more. The episode also touches on the rise of flavored Canadian whiskey, the continued growth of RTDs, the shift to day drinking, and the impact of multi-generational living. Finally, we turn to the topic of cannabis. To get more great insights from Bryan, go to https://www.sightlines.news/sign-up and type INSIDER on the signup page, for a free month of Sightlines.  

It’s time to do a deep dive into wine export markets! Joris Snelten, CEO of Delta Wines, knows everything about the Netherlands—Delta Wines is not just a major wine importer and distributor that handles more than 80 million bottles, it also has a presence in Belgium, Poland, the Czech Republic, and Finland. Joris talks about how he got into wine, and the journey of a European wine professional. He also explains how the Dutch wine market works from supermarkets and wine shops to online retailers—and reveals that Holland is moving from a beer and spirits market to a wine one. After touring the Netherlands, the conversation moves into Belgium, Eastern Europe and the Nordic monopoly markets.   

Alba Hough isn’t just president of the Icelandic Sommelier Association and chief production officer of Himibri Gin. She’s also the coolest woman in wine. In this wide-ranging conversation, Alb talks about her unexpected career path in wine, including her participation in international sommelier competitions. She also discusses how Iceland’s unique food and wine culture was shaped by its history, geography and tourism — and reveals a unique approach to fish preservation. And there’s plenty about what Icelanders drink and how to get in to the alcohol monopoly. But more than that, she discusses has past as a teenage grave digger, and how Facebook helped her track down longlost family members.

Noah Sanborn Friedman, the co-founder of Top Shelf Ventures, spends his day looking for alcohol brands to invest in, and he has a lot of insights into everything from navigating the USA’s complex regulatory system to raising capital in a challenging market. In this interview, he discusses what he looks for in a brand, the importance of liquid-to-lips strategy and why he believes now is the best time to invest in alcohol. He also talks about the industry’s response to health and wellness trends and the rise of non-alc beverages. Noah’s great combination of hard-headed financial acumen and great enthusiasm makes this a lively, insightful conversation.

Were you a brainy kid in high school? If so, science may be able to predict how much alcohol you will drink later in life. That’s a finding from Professor Sherwood Brown, a distinguished teaching Professor of Psychiatry at the University of Texas Southwestern Medical Center. In this wide-ranging interview, he discusses the relationship between IQ and alcohol consumption in later life, the factors that contribute to alcohol use disorder, and what’s currently known about the best way to treat alcohol use disorder. And also the surprising relationship between alcohol consumption and asthma. But there’s also a lot we don’t know, and Dr Brown outlines the gaps, plus spills the tea on what doctors drink when they get together. It’s a great episode that answers a lot of questions about alcohol, addiction and the brain.

One of the hardest problems to solve in the non-alc category is the substitute wine. Charlie Friedmann, the president and co-founder of Proxies, was not only one of the earliest brands in the non-alcoholic drink space, but also one of the first to solve the taste problem — and do it in an artisanal way. In this episode of Drinks Insider, Charlie talks about his journey from corporate lawyer to food and wine writer to entrepreneur. He shares the story of Proxies, from its humble beginnings in a small production facility to its current status as a leading brand in the non-alcoholic beverage market. He also shares his insights on the non-alcoholic beverage market, and where he sees the opportunities for growth in the future.

What does it take to be successful in the beverage business? According to industry veteran Adam Kost, nerves of steel help. Kost, who co-founded the successful Dirty Shirley RTD, discusses his career trajectory, starting from running nightclubs in Las Vegas to marketing global brands like Heineken and Jameson. He talks about what he learned from working with major companies and how he applied those insights into creating his own start-up. He also talks about money, mission and avoiding the sunk cost fallacy trap.

Amy Troutmiller, the CEO of Really Good Boxed Wine, has reinvented boxed wine in the US market — and achieved a whopping 417% growth by focusing on quality, value, and consumer demand for moderation.  Amy explains how she and co-founder Jake Whitman created a premium boxed wine brand and tapped into consumer desires for convenience and value, especially among older demographics. Contrary to expectations, the core consumer base for Really Good Boxed Wine is over 55, demonstrating the demand for premium options in this demographic. The brand's success is largely driven by word-of-mouth marketing, highlighting the power of customer satisfaction and organic reach. Consumer feedback emphasises the convenience and value of boxed wine, particularly for moderation and reducing waste. People like the way they can have a single glass and then come back for more the next day — no wasting whole bottles! Strategic partnerships are everything. Without them, Really Good Boxed Wine wouldn’t have overcome the production challenges. Despite industry resistance, consumer demand for premium boxed wine is strong — there is significant growth potential in the category. The lesson is that to find success in wine, offer consumers good quality wine in a format that embraces moderation. Listeners in the USA! If you want to try Really Good Boxed Wine for yourself, use the code DRINKSINSIDER and get 15% off.https://reallygoodboxedwine.com  

How do you launch a category-busting brand from New Zealand and storm into the US market? Lisa King can tell you, because she’s done it. A serial entrepreneur from New Zealand, King's first venture, Eat My Lunch, tackled the issue of child poverty in New Zealand with a buy-one-give-one model that provided thousands of free lunches to Kiwi kids. Her current venture, AF Drinks, is a non-alcoholic beverage company that is rapidly gaining traction in the US and Australia. In this episode she talks about how she formulated a non-alc cocktail that experienced tasters identified as alcoholic, from how she assembled the right team and how she unlocked funding, to how she landed on retail shelves throughout the USA. The episode covers: Identifying market opportunities Building a strong brand identity Adapting to consumer feedback The power of storytelling Expanding into international markets Overcoming funding challenges Building a strong team   And even how meeting Barack Obama is like meeting Santa.

Professor Tim Stockwell is the most influential figure in the world of alcohol right now. His research claiming there are no health benefits to moderate drinking has attracted wide media attention and directly led to people either moderating their alcohol intake or quitting altogether. In fact, The New York Times has called him “one of the people most responsible for our cultural course correction on alcohol.” The J-Curve hypothesis claims that people who drink light to moderate amounts of alcohol have lower all-cause mortality rates than those who drink heavily or not at all. Professor Stockwell challenges this hypothesis, arguing that many studies that support the J-Curve fail to account for the "sick quitter" phenomenon. This is what happens when people who have given up alcohol due to bad health are grouped with lifetime abstainers, which makes the health outcomes for moderate drinkers appear more favourable. But his work has been harshly criticised, by both libertarians and by other scientists. He’s been accused of bias, cherry picking and sloppy referencing. In this in-depth episode, Professor Stockwell explains his research, pushes back against his critics and explains his ties with Movendi. This interview covers: Tim Stockwell’s history in the alcohol and health space What got him interested in the issue of moderate consumption and health His work challenging the J-Curve hypothesis The “sick quitter” phenomenon and its impact on data Answers to the criticisms that he cherry picks data A discussion of his ties to Movendi, the Swedish-based temperance group The impact of cancer warning labels on alcohol Why he wants everybody to drink less, not just problem drinkers Relevant articles:https://www.nytimes.com/2024/06/15/magazine/alcohol-health-risks.htmlhttps://www.nytimes.com/2023/04/04/health/alcohol-health-effects.htmlhttps://www.theguardian.com/society/article/2024/jul/27/why-scientific-support-for-alcohols-health-benefits-is-fading Drinks Insider has also interviewed Chris Snowdon, one of Tim Stockwell's harshest critics. You'll find that here: https://open.spotify.com/episode/2k1XtETvfywIi14MYqJYtYAnd here is a summary of Snowdon's criticisms: https://snowdon.substack.com/p/cherry-picking-the-evidence-on-alcohol

Who truly understands what people are drinking? In this episode of Drinks Insider, host Felicity Carter chats with Gary Ross, Chief Growth Officer at Union, a point-of-sale and guest ordering platform that gives new meaning to the phrase “data mining”. There’s not much he doesn’t know about drink trends and consumer behaviour, because Union sees what’s happening in real time. From the meteoric rise of tequila to the enduring power of celebrity brands, Gary dissects the forces shaping what we drink and how we drink it. More importantly, he explains the inner workings of the Mexican Candy Shot. You'll never look at your drinks menu the same way again. Here are just 7 of the insights: The most critical day of the week for bars and restaurants. This one day accounts for a quarter of weekly sales. The peak sales window on a Saturday night and how spending patterns change. Sell your customer a malt-based RTD and they will head in one drinks direction. Sell them a spirits-based RTD, and they’ll head in another. Celebrity-backed brands are, on average, 73% more expensive than those without celebrity association. But do people buy them? How has the moderation trend impacted sales and level of spending? What IS the Green Tea Shot? Who buys it? The buyers of which drink are 370% more likely to go on to order wine?

Why are there so many anti-alcohol stories appearing in the media? One of the harshest critics of the anti-alcohol movement is Christopher Snowdon, Head of Lifestyle Economics at the free market think tank Institute of Economic Affairs in the UK. In this wide-ranging discussion, we delve into the anti-alcohol movement, exploring its implications on personal freedoms and public health. Topics covered include: The history of the modern anti-alcohol movement and how it rose from the ashes of Prohibition; The system of grants that sustains it; The Total Consumption Model of alcohol, which suggests that the only way to help heavy drinkers is to get everybody to stop drinking; The “commercial determinants of health” and why governments like the idea; and Why alcohol policies often fail.  Relevant documents: The World Health Organization and their Commercial Determinants of Health document. The work of Professor Tim Stockwell, whose meta-analyses that dispute the existence of the J-curve have received huge media attention. You’ll find Chris Snowdon’s criticisms here. The doomed MACH (Moderate Alcohol and Cardiovascular Health) trial.  

While many entrepreneurs are backing away slowly from both the wine industry and China, Don St Pierre Jr is rushing back in — because he sees plenty of opportunity. In 1996, two Don St Pierres — senior and junior — changed the world of wine forever when they founded ASC Fine Wines in Shanghai. Don St. Pierre Snr saw an opportunity in wine: as he later wrote about China’s 1.2 billion population, “all of these folks had to drink and eat something.” Before long, the St Pierres were distributing Beringer and Bollinger, among other fine wines. They pretty much singlehandedly established China’s fine wine market. Don St Pierre Jr. retired from the business in 2015, and shortly after became CEO and co-owner of California’s Vinfolio. Don St Pierre Sr died in 2023. Recently Don St Pierre Jr founded AdaptEdge, an investment and advisory company. One of its first investments was in Vino Joy News, the media company founded by Natalie Wang. And on St Pierre emains bullish on China, even though wine consumption there peaked in 2017. In this podcast, he explains why he believes so strongly in the country, and why he remains so optimistic about the wine industry in general. In this wide-ranging conversation he reveals: Why he loves family-run companies and how he evaluates them How digital innovation can resolve some of the distribution bottleneck problems Why producers and businesses elsewhere should be taking inspiration from China How to research the Chinese market Insights from the Harvard Innovation Lab As always, the takeaways will be in the newsletter, which you can sign up for at drinksinsider.com

Entrepreneur and co-founder Marian Leitner-Waldman has single handedly overcome all the problems facing the wine industry. Archer Roose has a thriving audience of young consumers, who can’t get enough of high-quality wine in cans and bagnums, which appear in more than 6,000 outlets. The reason that sales are up 35% year-on-year? The brand is built on a combination of high-quality wine, total transparency, and plenty of data. In this fascinating episode, Marian talks about: How wine-loving investors failed to see the market opportunity sitting right in front of them. How Archer Roose launched without institutional funding. How and why she partners with celebrity Elizabeth Banks, even though she says that celebrity brands are dead. What beer distributors know about getting cans into hands, that wine distributors need to know. What the wine industry is getting wrong about young people. How Archer Roose opened up completely new markets, from cinemas to stadiums. The issues surrounding cans and how Archer Roose solved them.   Not only is Marian a fount of useful knowledge and advice, she’s also a great speaker. Tune in to learn more — and all the takeaways can be found in the Drinks Insider newsletter. Sign up for it here.  

Why do winemakers add chemicals to wine? Are these additives dangerous? How do we know? And why do winemakers take the risk? The person who knows more about this topic than almost anybody alive is pharmacologist and toxicologist Creina Stockley, who has been not just in research, but in the regulatory process. In this episode, she delves into the use of additives and processing aids in winemaking, and explains how they’re developed, why winemakers use them, and what it takes to get them through the regulatory process.  Health policy Creina has also had a front seat to worldwide discussions about wine and health, from the uprush of research in the 1990s, to the current situation. She discusses the politics of research and funding, and how we know what we do about the impact of wine and other alcohol on human health. The conversation covers: What additives and processing aids are, and why they are used. How additives and processing aids get regulatory approval. The impact on human health. Alcohol consumption guidelines Role of epidemiological studies Cultural differences in alcohol consumption How the focus of research shifted    

Increased sales of more than 40%. High customer loyalty. And the ability to spot a customer who’s about to unsubscribe. As Ben Gibson explains, there is still plenty of growth to be found in direct-to-consumer sales. He’s the founder of WineHub, the wine and spirits plug- in for Shopify, which is enabling exponential growth in wine sales. Ben explains how and why he created WineHub, and explains how wineries can use the tool to increase their average order value and maintain customer relationships. Ben also discusses the importance of having a loyalty programme and how it can help retain customers. He shares insights on the changing demographics of wine consumers and the opportunities for growth in the wine industry.

There is a massive fight brewing in the United States, and it's over the question of how much alcohol people can safely drink. Every five years the US government updates its dietary guidelines, and in that process outlines what the limits of alcohol consumption should be. The process has been fraught, with claims and counter-claims of bias and irregular dealings. David Clement, North American Affairs Manager for Canada’s Consumer Choice Center, based in Ontario, saw the exact same fight play out, involving some of the same scientists. At the time, he wrote about what happened for the Canadian media. In this lively episode, he discusses: What happened in Canada and what it means for the U.S. The pushback from addiction specialists The rise of anti-alcohol groups and their impact on public health A look at Movendi, the Swedish temperance group turned public health NGO The politics of public health Relevant articles: Opinion: Anti-alcohol extremists should not determine alcohol policy

What does science tell us about hangovers? Frustratingly, very little is known about them, apart from the economic havoc they wreak. But everyone who has experienced them knows exactly how evil they are. Wouldn’t it be great if it was possible to drink without any side effects? Professor David Nutt, a neuropsychopharmacologist, has been hard at work on that very thing. In this episode, he discusses the work he’s doing on a molecule called Alcarelle, which is currently going through regulatory testing. In the meantime, he’s introduced a vermouth-like drink called Sentia to market. In this episode, Felicity Carter and Dave, as he likes to be known, talk about how alcohol affects the brain, the misery of hangovers, and how Dave devised and created Sentia, and brought it to market. The conversation covers: Hangovers and what we don’t know about them How alcohol affects the brain How ancient herbal remedies may hold the secret to creating alcohol substitutes The rise of functional drinks How to bring a new drink to market The market potential for non-alcoholic drinks The future of alcohol itself

Alcohol consumption is predicted to drop precipitously in the next five years. What actions should wineries (and distilleries) take to ensure their business is one of those that comes out the other side in good financial shape? What opportunities are there for wine-adjacent products? In this episode, wine data guru Lulie Halstead shares insights on branding, consumer behavior, and practical research tactics, offering valuable advice for wine enterprises of all sizes. Projected decline in wine consumption Impact of generational shifts Premiumization trends Market orientation over product orientation: Distinctiveness versus differentiation Diverse consumer preferences Leveraging market research The potential of wine-adjacent products Challenges in low-or-no alcohol wines Spirits diversification and globalization Lulie co-founded Wine Intelligence and is regarded as a leading thinker in the world of wine business strategy. Prior to co-founding Wine Intelligence, she developed expertise in the wine industry, with hands-on roles in importing, marketing and retailing. She is an established marketing academic, focusing on wine consumer behaviour and continues to teach and supervise on master’s programs around the world. Alongside her passions for food and wine, she focuses on exploring what makes consumers behave the way they do. She specializes in qualitative research practices and trend research, constantly developing new ways to uncover the processes of the subconscious mind. Lulie is a frequent and valued speaker at many international wine industry and academic conferences around the world.