What happens when you actually know how to sell things - the BRĒZ case study
Inside the rise of BRĒZ with Aaron Nosbisch
Most beverage founders have a vision for how their product should taste. Fewer know how to make people care.
Aaron Nosbisch is the rare founder who understands both the market and the moment, and knows how to shape them. BRĒZ, the THC beverage brand he launched just two years ago, has already become a category-leader. It’s not because the packaging is completely revolutionary (though it’s solid - more on that below). And it’s not because the formula’s flawless (though it’s very good - I have the full line, including their new functional range, at home).
It’s because the founder knows how to build the damn brand!
Aaron is not from the beverage world. He’s from the internet.
“I’ve been doing ecommerce since I was 13,” he told me. “My team is made up of the best internet marketers in the world.”
Nosbisch’s other company, Lucyd – a social advertising agency – runs 80 - 90 % of all cannabis ads on social. They claim over $1b in ad spend under their belts across the main social platforms. And this model of agencies building their own brands is not novel – we at
are doing it, others are doing it, and it really, truly makes sense as a model).“I built BRĒZ to succeed online. High AOV, seamless subscription, strong email, great paid ads. Everything beverage founders don’t usually think about.”
What’s wild is how many beverage founders still don’t understand this. They spend years pounding with a product or a narrative but never crack distribution. As Nosbisch says, the trick is to get really good at both:
The coolest, sexiest brand design isn’t the point, guys.
BRĒZ’s brand world is intentionally underdeveloped. The name is a blank slate. The design is neutral. There’s no myth, no origin story, no founder nostalgia.
“I didn’t want a brand that said too much. I wanted something that made you feel something.”
Aaron describes the look and feel of the can as utilitarian, almost invisible, like a tool.
“When you grab a Corona, it doesn’t feel like a soda. It feels like a utility; a socially accepted device for shifting your state. That’s what I wanted for BRĒZ.”
I like that, a lot. Brand design, in many ways, has become overdone. There’s a utility about BRĒZ that isn’t striking as much as it feels ubiquitous. Like it belongs everywhere.
See brutal honesty (from me) mixed with genuine admiration below:
“You should see someone holding a BRĒZ and think: what the f*** is that? Not: why are they drinking that?”
Founder as channel
Aaron’s not afraid to be the face of the brand either. His content feels like it was made for his friends.
“People are sick of curated bulls***. They want to see people doing real sh** in real time.”
He’s not building in public to get credit. He’s doing it so the next generation of brand-builders have a trail of real decisions, not just polished case studies.
“When I was starting out, I saw the report cards not the process. I’m trying to change that.”
What’s the risk of growing too fast?
On June 10th, BRĒZ launched four new SKUs: two infused, two not. Dream, Drift, Elevate, and Amplify now join a growing lineup of functional tonics. Some are cannabis-based. Some are mushroom-based. Some have caffeine. Some don’t. Some are meant to help you sleep. Others are designed to light you up.
Here, Aaron breaks down the product line (and, BTW, some I let my kids drink. Some I do not let my kids drink.)
I asked: does expansion like this risk diluting what BRĒZ means?
Are we still talking about a clean alcohol alternative, or is this becoming something else entirely?
“No one’s done this well before,” he admitted. “And maybe we’re crazy to think we can. But the opportunity is worth it.”
Success ultimately comes down to two things: distribution logic and brand architecture.
In retail, everything is segmented. THC-infused SKUs go one way, non-infused go another. Flow, Elevate, and Dream play well at Sprouts and Erewhon. OG, Amplify, and Extra Strength live in cannabis shops or DTC.
Online, the goal is a unified story:
“BRĒZ is a system. Feel-good tonics for any time of day. Choose your state, without the trade-offs.”
Aaron’s bet is that consumers are ready to move beyond “alcohol replacement” into something broader.
This is a really interesting thought — it’s essentially category AND occasion building, at the same time.
Here is my ️🔥 hot ️🔥 take on the new line:
> DREAM (Cherry Chamomile)
This one’s a favorite in our house. Super calming. Tastes yummy and balanced. No THC or CBD. Even my kids are into it.
> DRIFT (Blueberry Lotus)
The buzz here is really nice, but this is not my favorite flavor. Nothing personal - just not a big blueberry fan.
> ELEVATE (Strawberry Mango)
I don’t do much caffeine – but I can see how people who like that clean energy feeling would be into it. It tastes good.
> AMPLIFY (Watermelon Lime)
This one’s great. The 5mg/5mg split is spot on – just enough to feel good and social without going too far. YUM!
There are countless products for all of this stuff. But to wrap all of them up into one brand is a tall order.
“I think right now people want alcohol alternatives,” he said. “But over time, they’re going to want diversified, modular experiences that help them feel better in unique ways.”
Still, it’s hard to escape the risk. A single product people love can build a cult brand. Ten products that feel unrelated can confuse the market. Aaron knows that.
“We launched with one flavor, one dose. Because beer tastes like beer. Vodka tastes like vodka. Focus is powerful. But growth requires risk.”
And that’s what makes this moment interesting. BRĒZ isn’t just a brand. It’s a live experiment.
But wait! Our favorite topic: The Back Door Strategy
Any truly breakout brand is not playing the same game as everyone else. That includes BRĒZ. They are winning – in large part – by ignoring the rules most founders are still following (enter the NEW RULES, baby).
While legacy beverage players compete on taste, design, and retail placement, BRĒZ is doing something much simpler and more disruptive. It’s repositioning the can as a device for shifting state.
“Alcohol isn’t just a beverage,” Aaron said. “It’s a tool. A socially sanctioned drug. People use it to feel something. So if you want to replace it, you have to offer a better tool. Not just a better drink.”
Mic drop.