Business of Drinks

How do you build a 100,000-case tequila brand without a big marketing budget — or, until recently, even a U.S. sales team?
Arette Tequila did it largely from the bar out.
The family-owned brand shipped more than 100,000 nine-liter cases in 2025, growing about 20% last year, with another 20% growth projected this year. More than 80% of its U.S. sales are still in bars and restaurants — the result of a strategy built around bartenders, independent distributors, and years of relentless market work.
In this episode, we talk with Arette CEO Eduardo Orendain about what that kind of brand building actually looks like.
For much of the past decade, Eduardo was essentially working the U.S. market himself, at times traveling 36 weeks a year. He joined distributor ride-alongs, went account to account, and stayed at bars through the end of the shift — listening to what bartenders and customers were actually saying.
The goal was to make Arette a tequila bartenders would recommend when nobody from the company was in the room and no incentive was attached.
That approach also shaped Arette’s distributor strategy. Rather than moving toward the biggest national houses, the company has largely grown alongside smaller independent distributors — and has stayed with essentially the same network for more than a decade.
We also get into:
How Arette narrowed its business from bulk tequila, private label, and multiple brands to focus on one

Why Eduardo believes “awareness creates trial, but quality creates loyalty”

Why data is a rearview mirror — and working the market can reveal what’s coming next

How bartender demand turned Arette Fuerte from a distillery pour into a commercial product

Why smaller brands can sometimes win more distributor mindshare by choosing smaller partners

Arette’s next phase: building its first U.S. team and expanding beyond its on-premise stronghold

This episode is a practical look at how patient, focused, trade-led brand building can compound into meaningful scale.
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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.
Erica Duecy 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.
Scott Rosenbaum LinkedIn
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How do you know if your drinks brand is actually growing?
It sounds like a simple question. But in beverage alcohol, the answer can get complicated fast.
Shipments may be up because inventory moved into distribution. Revenue can rise because of a price increase even as volume declines. And a brand can add dozens of new accounts without generating enough velocity or reorders to make those placements sustainable.
In this episode of Business of Drinks, we talk with Danelle Kosmal, Consultant at 3 Tier Beverages, about how to use data to understand what’s really happening in your business — and distinguish true consumer traction from growth that may look better on paper than it does in the market.
Danelle spent more than a decade at NielsenIQ, ultimately leading its beverage alcohol practice, and later served as VP of Research at the Beer Institute. She brings a deep understanding of the datasets available to drinks companies, as well as their limitations.
She explains why no single metric tells the whole story — and why emerging brands, in particular, need to know which numbers actually matter.
We get into:
🔶 Why distribution is only the beginning — and velocity is critical to understanding whether a product is working
🔶 What shipments, depletions, and scan data each tell you
🔶 Why revenue growth can mask declining volume
🔶 Why repeat rate may be one of the best measures of real consumer traction
🔶 How to diagnose whether slow growth is coming from distribution, price, promotion, placement, or demand
🔶 Which numbers matter most when pitching retailers, distributors, and investors
🔶 How smaller brands can access useful data without paying for more than they need
One of Danelle’s most important points: Data isn’t strategy. The goal isn’t to accumulate more reports or build bigger dashboards. It’s to use the right information to understand what’s working, what isn’t, and where to focus next.
For drinks entrepreneurs trying to build healthier, more sustainable growth, this episode is a practical guide to knowing what the numbers are really telling you.
For the latest updates, follow us:
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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.
Erica Duecy 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.
Scott Rosenbaum LinkedIn
Subscribe to the Business of Drinks channel for more insights on how brands, retailers, and operators are unlocking growth across beverages. And please rate and review us. Your support helps us reach new listeners. Thank you!

Yes Way Rosé is growing while wine is shrinking.
The brand closed 2025 at roughly 167,000 cases and, in the first half of 2026, grew depletions 16% over the prior year — notable performance in a market where both rosé and wine overall have been declining.
So how is Yes Way Rosé taking share?
In this episode, we talk with co-founder Erica Small about the playbook behind the brand’s growth — and why there isn’t one silver bullet. Instead, Yes Way Rosé has built momentum by combining strong national-account relationships, consistent retail execution, cultural relevance, approachable pricing, and a product that keeps consumers coming back.
National accounts have become the brand’s “bread and butter,” with Yes Way Rosé earning and retaining shelf space at major retailers including Target, Walmart, Publix, Albertsons, and Total Wine. But getting onto the shelf is only the beginning. Erica explains why velocity, reorders, seasonal programming, and ongoing marketing support determine whether a brand actually gets to stay there.
We also get into the importance of winning the cold box, how Yes Way Rosé uses shipment, depletion, and retail data to understand brand health, and why maintaining relevance matters even after a brand reaches meaningful scale.
Plus, Erica shares the unconventional story behind Yes Way Rosé’s launch: She and co-founder Nikki Huganir built the lifestyle brand and community years before there was ever wine in the bottle. And when they finally launched the wine nationally in 2018, they knew the liquid had to over-deliver.
For drinks entrepreneurs navigating a slower-growth market, this episode is a case study in an increasingly important reality: When the category isn’t growing, the brands that outperform have to win share.
For the latest updates, follow us:
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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.
Erica Duecy 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.
Scott Rosenbaum LinkedIn
Subscribe to the Business of Drinks channel for more insights on how brands, retailers, and operators are unlocking growth across beverages. And please rate and review us. Your support helps us reach new listeners. Thank you!

How do you scale a THC beverage brand to 100K cases while preparing for the possibility that the category could be disrupted by federal regulation?
Jason Dayton and his co-founders launched Trail Magic just 19 days after Minnesota opened the door to hemp-derived THC beverages. The brand quickly grew from one wholesaler to more than 60, reached roughly 5,000 retail doors, and closed last year at about 100,000 cases, with approximately 25% year-over-year growth.
In this episode, Jason explains what enabled that early momentum and what became harder as the business expanded. He shares how Trail Magic moved from racing into every available market to launching more deliberately, supporting distributors more closely, and focusing on the accounts most likely to drive sustainable velocity.
We also explore what actually works at retail. Jason discusses the importance of sampling, displays, consumer education, and consistent account follow-up, along with why Trail Magic performs best in stores where shoppers value flavor and quality rather than simply seeking the most THC for the lowest price.
Jason also takes us inside the company’s relationship with Target and explains what it takes to earn the trust of a major retailer in a category with significant compliance and reputational risk.
With hemp-derived THC facing the possibility of a federal ban, Trail Magic is now preparing for multiple outcomes. Jason shares how the company is protecting cash, managing inventory, and diversifying beyond THC with a new line of Trail Magic Cocktails in 2.9% and 8% ABV formats.
This is a candid conversation about first-mover advantage, the operational strain of rapid growth, and how to protect a brand when the rules governing its fastest-growing category may change.
For the latest updates, follow us:
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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.
Erica Duecy 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.
Scott Rosenbaum LinkedIn
Subscribe to the Business of Drinks channel for more insights on how brands, retailers, and operators are unlocking growth across beverages. And please rate and review us. Your support helps us reach new listeners. Thank you!

Beverage alcohol is not simply in a downturn. It is undergoing a structural reset, according to Jon and Matt Moramarco of bw166.
In this episode of Business of Drinks, we talk with Jon, Managing Partner of bw166, and Matt, Chief Data Scientist, about what the total market data says is really happening across wine, beer, and spirits, and what founders and operators need to do differently as a result.
Their argument is that the industry can’t wait for the old market to return. Demographic change, affordability pressure, health concerns, changing social occasions, and new competition for consumers’ time and money are reshaping demand. The question is no longer simply, “When will the market recover?” It’s, “Where is demand moving, and how should brands respond?”
Jon and Matt also explain why beverage alcohol should be viewed as one market. Consumers move across categories, formats, occasions, and price points constantly. Every growth story is ultimately a fight for market share.
Wine may face the biggest challenge. Since 1994, overall consumer prices have roughly doubled and median household income has risen about 2.5X. But the average price of wine has climbed about 3.4X, while Napa Cabernet pricing has risen roughly 5.7X. Premiumization created significant value, but it also made wine more expensive, complicated, and risky for new consumers to explore.
In this episode, Jon and Matt unpack:
• Why the current slowdown looks structural, not cyclical• Why the industry may be losing drinking occasions more than drinkers• How single-serve formats and personalization are reshaping consumption• Why health messaging has become a public-relations challenge• The difference between shipments, depletions, and scan data• Why distribution gains mean little without reorders• The “black holes” in industry data, from on-premise to private label• Which metrics belong in investor decks, buyer pitches, and founder dashboards
For brands, the takeaway is clear: Stop chasing breadth for its own sake. Build depth where the product works, measure reorder and churn, improve the value proposition, and use data to understand what is actually happening, not just what the latest headline says.
For the latest updates, follow us:
Business of Drinks website (sign up for our newsletter!)
Business of Drinks YouTube
Business of Drinks 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.
Erica Duecy 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.
Scott Rosenbaum 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.
Caroline Lamb LinkedIn
Instagram @borkaline
Subscribe to the Business of Drinks channel for more insights on how brands, retailers, and operators are unlocking growth across beverages. And please rate and review us. Your support helps us reach new listeners. Thank you!