83: De Soi CEO Scout Brisson on Scaling a 250K-Case Non-Alc Brand - Business of Drinks

De Soi is one of the breakout stars of non-alc cocktails — selling more than a quarter million cases per year across all channels. Under CEO Scout Brisson, the brand has climbed to the #1 fastest-growing NA cocktail brand in mass channels, growing nearly 500% YOY, per SPINS data, with distribution in 6,000+ doors — and a new national partnership with Southern Glazer’s set to take them even further.

So what’s driving this rocket ship? In this conversation, Scout pulls back the curtain on the operator mindset behind De Soi’s rise. She shares why velocity — not awareness or impressions — is the brand’s North Star metric, and how focusing on the fundamentals of execution is what keeps the shelves turning.

We discuss:

• How De Soi overcame early Amazon challenges and built a winning channel strategy

• Why Scout says “influencer marketing is dead” — and how local IRL businesses are becoming the new influencers

• The flavor development process with co-founders Katy Perry and Morgan McLachlan, and how they balance sophistication with mass appeal

• Fundraising lessons, including how to convince skeptical investors in an emerging category
  

Scout also speaks candidly about setbacks (including a major production issue and retailer loss in the same week) and the resilience required to keep building in a fast-changing category.

For drinks entrepreneurs, this episode is a case study in scaling a non-alc brand — full of takeaways on growth strategy, retail execution, and building a category leader from the ground up.

Last Call:

Hiring in the drinks industry looks very different than it did even a few years ago. In this sponsored Last Call, Rachel Doueck of Force Brands shares what every founder should know about scaling teams today:

🔸 The fastest growth is happening in $20–$100M brands, where investors are circling.🔸 Sales structures are shifting — fractional sales teams are replacing the traditional “boots on the street.” 🔸 The biggest founder mistake? Over-hiring too early. Fractional or interim executives can bridge the gap until a business is ready for full-time leadership.

For drinks entrepreneurs, listen in for a practical playbook for aligning people strategy with growth strategy.

Don’t miss our next episode, dropping on Oct. 1.

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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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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.

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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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