78: How Ayrloom Became New York’s #1 THC Drinks Brand with Mack Hueber - Business of Drinks

Ready for an epic growth story? Meet Mack Hueber, president of Ayrloom, the hemp THC and cannabis company.

In less than three years, Ayrloom has gone from a bold idea on a fifth-generation apple orchard to the #1 cannabis beverage brand in New York State — moving 250,000 cases annually and hitting a $50 million wholesale sales run rate.

In this episode, Mack takes us inside that meteoric rise — and the risks, pivots, and strategic bets that made it possible.

You’ll hear:

• The leap from Wall Street to weed — why Mack joined Beak & Skiff’s leadership team and how Ayrloom was born out of a cider and spirits business.
  

• The early gamble that paid off — building one of the largest THC beverage bottling facilities on the East Coast before securing a license.
  

• Mastering three regulatory worlds — the operational, compliance, and margin realities of alcohol, hemp THC, and regulated cannabis in dispensary channels.
  

• Scaling fast without losing control — how Ayrloom built a $5M/month sales run rate and became a trusted retail partner from Day One.
  

• Distribution and flavor strategy — why Ayrloom plays in both dispensaries and hemp D9 channels, and the innovation behind their Honeycrisp THC cider.
  

• The next wave in cannabis drinks — from effect-based positioning to the role of minor cannabinoids.
  

If you’re a drinks entrepreneur — whether alcohol, non-alc, hemp, or cannabis — this conversation is packed with insights on scaling in a capital-intensive category, optimizing distributor relationships, and staying nimble when the rules can change literally overnight.

Last Call:

We discuss 3 things every drinks brand should know right now (from the recent Numerator Beverage Behaviors report):

1️⃣ NA drinks are growing 2.5x faster than alcohol2️⃣ Walmart.com now beats Amazon for NA beverage delivery3️⃣ Functional and hydration categories are booming — think prebiotic soda, coconut water, enhancers

It’s not just what’s in the can — it’s where, why, and how people buy it. Listen in for the full breakdown.

Source: Numerator Beverage Behaviors Report

Don’t miss our next episode, dropping on August 27.

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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. 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.

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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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Instagram @borkaline

SPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinks

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