How Brett Berish Built Billion-Dollar Spirit Brands by Ignoring Industry Rules | Sovereign Brands

Building a real brand isn’t about playing it safe — it’s about testing, failing, learning, and trusting your instincts.
In this episode of Right About Now, Ryan Alford sits down with Brett Berish, CEO of Sovereign Brands, to unpack how he built global spirits brands like Bumbu, Deacon Whiskey, Bel-Air Rosé, and McQueen Gin by doing the opposite of what the industry expected.

Brett explains why he stopped trying to compete with giants like Bacardi or Jack Daniels and instead leaned into authenticity, taste-first product development, and bold packaging. He compares building businesses to comedians refining jokes — constantly reacting to audiences, tweaking the approach, and evolving until something truly lands

From navigating America’s rigid three-tier alcohol system to building brands in over 80 countries, Brett shares hard-earned lessons about flexibility, leadership, and believing in products before the market catches up.

This episode covers:
• Why no one believed in Brett’s brands at launch
• How taste matters more than celebrity endorsements
• Why packaging is part of the brand experience
• How failure shaped his leadership style
• Building teams of self-starters, not followers
• Why letting products “breathe” unlocked global growth
• Turning personal struggle into purpose

If you’re building anything — a company, a product, or a personal brand — this conversation offers a masterclass in resilience, creativity, and trusting what makes you different.

Connect with Ryan & Brett
🎙 Right About Now Podcast: https://ryanisright.com
📸 Ryan Alford: https://www.instagram.com/ryanalford
🥃 Brett Berish: https://www.instagram.com/brettbarishceo
🌐 Sovereign Brands: https://sovereignbrands.com

Explore Brett’s brands: Bumbu, Deacon Whiskey, Bel-Air Rosé, McQueen Gin, Violet Fog, and Vione France.
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