59: How Aaron Nosbisch of BRĒZ Built a $28M Functional Drinks Brand in 2 Years - Business of Drinks

If you want to understand how to build a breakout brand at warp speed, this is the episode for you.

In just two years, Aaron Nosbisch, founder and CEO of BRĒZ, has scaled his functional THC beverage company from zero to a projected $50M+ in revenue for 2025. The results so far are remarkable: BRĒZ sold $28 million in product in 2024, largely DTC and via a quickly expanding retail footprint of some 2,000 retail doors nationwide — and the company was profitable after just 6 months.

In this conversation, we unpack how BRĒZ became a rocket ship in the functional drinks space, combining hemp-derived THC, CBD, lion’s mane mushrooms, and adaptogens to create a new class of social beverages that’s resonating with audiences young and old.

Even more remarkable? Aaron has built BRĒZ in public, posting monthly breakdowns of the company’s financials, subscriber counts, customer acquisition costs, and more.

In this episode, Aaron shares:

• Why BRĒZ is a functional platform, not just a THC beverage — and why that distinction matters

• How the brand scaled to 8 million cans and achieved $28M in revenue in less than 24 months

• Why DTC was the launchpad — but retail is now the growth engine

• The inside story behind BRĒZ’s formulation, branding, and “ancient-future” design

• How Aaron uses his background as founder of Lucyd, the largest cannabis advertising agency, to win on Meta, TikTok Shop, and Amazon

• Why audience psychographics > demographics — and how BRĒZ appeals across generations

• The playbook behind Total Wine sellouts, 87% DTC revenue, and hitting 10,000+ subscribers

Last Call: Join Caroline, Scott, and Erica as we dive into the Areni Global report, Rethinking Wine Education, to unpack the massive gap between what’s taught in formal wine certifications — and what the modern wine industry actually needs.

Don’t miss our next episode, dropping on April 16.

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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.

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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. He currently serves as Head of Search at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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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.

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