The Proof University Show

Everything You Need to Know About THC Drinks with Shea Coakley

In this episode of the Proof University Show, we’re joined by Shea Coakley, a visionary entrepreneur and co-founder of Green Street Beverage, a company leading the charge in the THC-infused beverage industry.
Shea’s journey is a testament to innovation and resilience, starting with Leanbox, a smart refrigerator business, and evolving into the creation of High Tide, a groundbreaking THC beverage brand. Now, with Green Street Beverage, Shea is at the forefront of a rapidly growing market, blending wellness and fun with products like High F and Boundary Waters.
In this episode, Shea dives into the exciting world of THC beverages, sharing insights on how these products are reshaping social drinking and wellness trends. From navigating the evolving regulatory landscape to building authentic brands that resonate with consumers, Shea offers practical advice for entrepreneurs looking to make their mark in emerging industries. The conversation also explores Minnesota’s leadership in THC regulation, the rise of health-conscious consumer habits, and the challenges and opportunities unique to this space.
Tune in now to learn from Shea’s expertise, and don’t forget to like, comment, and subscribe for more episodes of the Proof University Show!
Timestamps:
00:22 Shay Coakley's Entrepreneurial Journey
02:04 First Steps into Entrepreneurship
03:55 The Leanbox Story
05:56 Diversifying Business Ventures
08:03 Reflections on Entrepreneurship
09:23 Family Influence and Early Inspirations
18:22 High Tide and THC Beverages
27:33 Discovering Phony Negroni
28:02 Moderation and Alcohol Alternatives
28:59 The Rise of THC Beverages
31:09 Founding High Tide and Green Street
32:28 Navigating Regulations and Market Challenges
34:04 Health and Wellness in THC Beverages
38:42 Branding and Market Strategy
41:12 Future of THC Beverages and Industry Insights
47:01 Balancing Life and Entrepreneurship
50:28 Book Recommendations and Final Thoughts
 
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👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy.
👉 Follow Justin Obey on Linkedin⁠ https://www.linkedin.com/in/justinobey
👉 Follow Justin Obey on Instagram⁠ https://instagram.com/justinobey
👉 Follow Justin Obey on Youtube⁠ https://www.youtube.com/justinobey

Understanding the Legal Side of Spirits with Ryan Malkin

In this episode of the Proof University Show, we’re joined by Ryan Malkin, founder of Malkin Law, and a legal powerhouse in the alcohol and cannabis industries. 
Ryan’s career journey is truly remarkable—starting as a journalist, transitioning to a Manhattan prosecutor, and then serving as corporate counsel at Pernod Ricard, one of the largest names in spirits, before founding his own law firm dedicated to guiding brands through the intricate legalities of the beverage industry.
In this episode, Ryan shares his invaluable insights into building a successful brand in this highly regulated space. From creating robust contracts to steering clear of costly marketing missteps, he offers practical advice that every entrepreneur in the spirits industry needs. The conversation also explores the rise of non-alcoholic beverages, the complexities of cannabis-infused drinks, and the critical dos and don’ts of co-packer and distributor agreements. Additionally, Ryan introduces his innovative app, Set the Bar, which helps sales teams navigate compliance across all 50 states.
Founders, this episode is for you! You’ll gain actionable tips and essential guidance from Ryan’s expertise. This discussion is brimming with insights, making it as valuable and refreshing as a perfectly crafted cocktail.
Tune in now to get expert advice and elevate your brand, and don’t forget to like, comment, and subscribe for more episodes of the Proof University Show
Timestamps:
00:54 Ryan Malkin's Background and Career Journey
02:02 Transition to Alcohol Beverage and Cannabis Law
07:37 Starting Malkin Law and Craft Spirits Movement
10:05 Challenges and Insights in the Spirits Industry
11:03 Legal Services for Startups and Common Pitfalls
18:15 Specialized Legal Advice and Industry Regulations
20:23 Key Agreements in Beverage Industry
20:47 Marketing Challenges and Regulations
23:35 Trends in Cannabis and Non-Alcoholic Beverages
25:46 Legal Nuances in Beverage Marketing
30:36 Advice for New Alcohol Beverage Brands
34:44 Innovative Beverage Stories
36:45 Balancing Professional and Personal Life
38:33 Conclusion and Contact Information
-----------------------------------
👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy.
👉 Follow Justin Obey on Linkedin⁠ https://www.linkedin.com/in/justinobey
👉 Follow Justin Obey on Instagram⁠ https://instagram.com/justinobey
👉 Follow Justin Obey on Youtube⁠ https://www.youtube.com/justinobey

Understanding the Legal Side of Spirits with Ryan Malkin

In this episode of the Proof University Show, we’re joined by Ryan Malkin, founder of Malkin Law, and a legal powerhouse in the alcohol and cannabis industries. 
Ryan’s career journey is truly remarkable—starting as a journalist, transitioning to a Manhattan prosecutor, and then serving as corporate counsel at Pernod Ricard, one of the largest names in spirits, before founding his own law firm dedicated to guiding brands through the intricate legalities of the beverage industry.
In this episode, Ryan shares his invaluable insights into building a successful brand in this highly regulated space. From creating robust contracts to steering clear of costly marketing missteps, he offers practical advice that every entrepreneur in the spirits industry needs. The conversation also explores the rise of non-alcoholic beverages, the complexities of cannabis-infused drinks, and the critical dos and don’ts of co-packer and distributor agreements. Additionally, Ryan introduces his innovative app, Set the Bar, which helps sales teams navigate compliance across all 50 states.
Founders, this episode is for you! You’ll gain actionable tips and essential guidance from Ryan’s expertise. This discussion is brimming with insights, making it as valuable and refreshing as a perfectly crafted cocktail.
Tune in now to get expert advice and elevate your brand, and don’t forget to like, comment, and subscribe for more episodes of the Proof University Show
Timestamps:
00:54 Ryan Malkin's Background and Career Journey
02:02 Transition to Alcohol Beverage and Cannabis Law
07:37 Starting Malkin Law and Craft Spirits Movement
10:05 Challenges and Insights in the Spirits Industry
11:03 Legal Services for Startups and Common Pitfalls
18:15 Specialized Legal Advice and Industry Regulations
20:23 Key Agreements in Beverage Industry
20:47 Marketing Challenges and Regulations
23:35 Trends in Cannabis and Non-Alcoholic Beverages
25:46 Legal Nuances in Beverage Marketing
30:36 Advice for New Alcohol Beverage Brands
34:44 Innovative Beverage Stories
36:45 Balancing Professional and Personal Life
38:33 Conclusion and Contact Information
-----------------------------------
👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy.
👉 Follow Justin Obey on Linkedin⁠ https://www.linkedin.com/in/justinobey
👉 Follow Justin Obey on Instagram⁠ https://instagram.com/justinobey
👉 Follow Justin Obey on Youtube⁠ https://www.youtube.com/justinobey

Kyle Pool on Crafting Unique Beverages and Strong Communities with New Motion Beverages and Embolden Beer

In this episode of the Proof University Show, we dive into the unique journey of Kyle Poole, CEO and co-founder of New Motion Beverages and Emboldened Beer Company. 
Kyle explains how his passion for San Diego’s craft beer scene led him to create New Motion Beverages—a company that offers a range of artisan drinks, from hard kombucha to sparkling tea. 
Key points from the episode:
Kyle’s Leap of Faith: Leaving his engineering career to follow his passion for craft beverages
The “Fifth Friend Philosophy”: A unique approach to making New Motion’s tasting room a welcoming space for everyone, regardless of their drink preference
Innovative Products: From matcha hazy IPAs to hojicha lagers, Kyle’s East-meets-West approach to flavor innovation
Collaborative Community: How the San Diego brewing scene thrives on collaboration over competition
Entrepreneurial Wisdom: Kyle’s reflections on staying the course, enjoying the journey, and building a brand with heart and purpose
00:00 Introduction 
00:53 Kyle Poole's Background and Journey into Beverages
02:55 Starting New Motion Beverages
05:48 Navigating COVID-19 and Business Expansion
08:37 Brand Strategy and Product Innovation
12:29 Community Engagement and Events
14:32 Distribution and Retail Footprint
21:13 Future Plans and Industry Insights
28:39 Final Thoughts and Closing Remarks

Reviving Heirloom Grains: Highwire Distilling’s Impact on the Craft Spirits Industry with Ann Marshal

In this episode of the Proof University Show, host Justin Obey sits down with Ann Marshall, co-founder of High Wire Distilling Co., a Charleston-based distillery known for its dedication to local ingredients and innovative craft spirits. Ann takes us on a journey from her and her husband Scott’s beginnings in craft brewing to founding a celebrated distillery in 2012.
Together, Ann and Justin explore High Wire's commitment to reviving the heritage Jimmy Red corn, working alongside renowned experts like master distiller Dave Pickerel, and balancing the demands of a family-run business. They also dive into the challenges of navigating e-commerce in the whiskey world, the importance of community engagement, and how High Wire blends tradition with a forward-thinking approach to craft distilling.
This episode offers a rich exploration of building a brand that respects Southern culture and history while staying at the cutting edge of the spirits industry. Ann also gives a sneak peek into their exciting upcoming whiskey releases and discusses the broader trends shaping the future of natural products.
Whether you're a whiskey aficionado, a fan of craft spirits, or curious about the business behind the bottle, this conversation is full of insights into the art and innovation of distilling.
Listen now to hear Ann’s inspiring story and learn more about High Wire Distilling Co., only on the Proof University Show. Don't forget to like, comment, and subscribe for more episodes!
Key Takeaways:
The story of transitioning from craft brewing to distilling.
The importance of using local ingredients and reviving heirloom crops.
Challenges and rewards of running a family-owned business.
How staying true to your roots can lead to long-term success.
An exclusive look into High Wire’s upcoming whiskey releases and their exciting future.
00:00 Introduction and Guest Welcome
00:58 The Beginnings of High Wire Distilling
02:39 Transition from Brewing to Distilling
03:33 Choosing Craft Spirits Over Brewing
03:59 Establishing the Distillery in Charleston
06:12 Commitment to Craft and Local Sourcing
14:37 The Jimmy Red Corn Story
19:40 Building the Brand and Overcoming Challenges
23:12 The Long Journey to Success
25:56 The Power of Authenticity in Small Business
26:53 The Importance of Patience and Longevity
27:57 Navigating Economic Challenges
29:12 Creating a Community Experience
34:22 The Role of E-commerce in Growth
38:17 Building a Strong Brand Community
44:34 Balancing Business and Personal Life
50:10 Exciting New Developments
52:42 Reflecting on the Journey
55:23 Conclusion and Final Thoughts
👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
👉 ⁠⁠Follow Justin Obey on ⁠⁠Linkedin⁠⁠⁠⁠
👉 ⁠⁠Follow Justin Obey on ⁠⁠Instagram⁠⁠⁠⁠
👉 ⁠⁠Follow Justin Obey on ⁠⁠Youtube⁠

Revolutionizing Spirits Trading: How BAXUS and Booz App Are Changing the Game with Finian Sedgwick

In this episode of the Proof University Show, host Justin Obey sits down with Finian Sedgwick, COO of BAXUS, a groundbreaking blockchain-based platform transforming how high-end collectible wines and spirits are traded. Finian shares his journey from the corporate world at Pernod Ricard to becoming a driving force behind BAXUS, offering a fresh perspective on combining cutting-edge technology with the rich traditions of the spirits industry.
Finian and Justin discuss how BAXUS is using blockchain to create transparency and accessibility in the collectible spirits market, making the process of buying, selling, and trading rare bottles more seamless than ever. They also explore the role of BoozApp, a powerful tool that empowers consumers by providing real-time price discovery and insights into fair market value across the world of alcoholic beverages.
This episode offers a deep dive into the challenges faced by independent brands, particularly within the complex three-tier distribution system of the United States, and how BAXUS is helping level the playing field for collectors and enthusiasts. Finian's insights shed light on the power of community in building a more connected spirits industry, where passionate consumers can access the bottles they love, from the everyday to the most exclusive vintages.
Whether you're a whiskey lover, a tech enthusiast, or curious about the future of the spirits industry, this conversation is packed with valuable insights on digital transformation and the evolving landscape of collectible spirits.
 Listen now to learn how blockchain is shaping the future of spirits trading, only on the Proof University Show. Don't forget to like, comment, and subscribe for more episodes!
00:00 Introduction and Guest Welcome
01:12 Finian's Background and Career Journey
03:59 Discovering Blockchain and Joining Baxus
06:08 How Baxus Works and Its Unique Features
11:01 Challenges and Opportunities in the Spirits Market
18:23 BoozApp and Community Engagement
25:01 Technical Difficulties and Apologies
25:21 Introduction to Boozapp and Baxas
26:22 Whiskey Market Insights
28:32 Industry Challenges and Opportunities
32:40 Capital and Investment in Whiskey
37:23 Reconnecting and Final Thoughts
40:29 Balancing Work and Life
42:03 Favorite Books and Maintaining Balance
45:39 Closing Remarks and Future Plans
 
👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Brand Advantage Blueprint. Within 60 days, you'll have the foundation necessary to build an iconic brand, boost sales, and build a community of fans!
 
👉 ⁠⁠Follow Justin Obey on Linkedin⁠⁠
👉 ⁠⁠Follow Justin Obey on Instagram⁠⁠
👉 ⁠⁠Follow Justin Obey on Youtube⁠
 

Livewire: Delivering Premium Bartender-Crafted Cocktails in Every Can, with Aaron Polsky

For an inside look at how he’s shaking up the ready-to-drink (RTD) cocktail industry, tune into this episode of the Proof University Show with Aaron Polsky, the founder and CEO of Livewire.
Launched in the thick of the COVID-19 pandemic, Aaron opens up about navigating those early challenges, the importance of killer branding that jumps off the shelf, and why Livewire is more than just another cocktail in a can.
From pricing and distribution strategies to the power of in-person demos and tastings, Aaron breaks down how he's built a brand that’s as creative as it is authentic.
Plus, hear his thoughts on the future of the spirits industry and why staying true to quality and profitability is the secret to long-term success.
Don’t miss it—listen now on Apple Podcasts, Spotify, and YouTube!
#ReadyToDrinkCocktails #CraftCocktails #BartenderCrafted #LivewireCocktails #BrandCommunity #MarketStrategy #TheProofUniversityShow #ObeyCreative #MarketingAgency
 
👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
👉 ⁠Follow Justin Obey on Linkedin⁠
👉 ⁠Follow Justin Obey on Instagram⁠
👉 ⁠Follow Justin Obey on Youtube

Crafting the Future of Spiked Coffee: Inside Howie Spiked & Alc-A-Chino, with Greg Howard

From corporate America to launching a premium spiked coffee, join us as we talk with Greg Howard, President and Co-Founder of Howie Spiked - Alc-A-Chino, as he takes us behind the scenes of building an innovative brand in the alcohol industry.
Greg breaks down the challenges of expanding to over 20 states, the power of tastings in creating brand evangelists, and how genuine personal engagement is key to building a loyal customer base.
You’ll also hear how consumer demand led to the creation of a non-dairy, oat milk-based spiked coffee, and get a sneak peek into exciting future plans for new spirits like tequila and barrel-aged whiskey.
Plus, Greg shares his strategy for staying true to the brand's ethos on social media, favoring authentic content over influencer hype.
Catch the full episode now on Apple Podcasts, Spotify, and YouTube!
#SpikedCoffee #AlcoholInnovation #RTDMarket #BrandBuilding #Entrepreneurship #BrandCommunity #MarketStrategy #TheProofUniversityShow #ObeyCreative #MarketingAgency
 
👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
👉 ⁠Follow Justin Obey on Linkedin⁠
👉 ⁠Follow Justin Obey on Instagram⁠
👉 ⁠Follow Justin Obey on Youtube

From Music to Mezcal: Jacqui Thompson's Unique Blend of Music & Agave

From managing music legends like Shaka Khan and Carlos Santana to becoming the co-founder of two standout mezcal brands, get ready for an exciting episode of the Proof University show with Jacqui Thompson, the powerhouse behind Revel Spirits and Las Melodias de la Luna Mezcal.
You’ll hear how Jacqui infuses her passion for music into every aspect of her mezcal creations, from the art of agave and terroir to crafting unique bottle designs that sing with authenticity. We dive deep into the rise of mezcal as a sophisticated spirit, and how Jacqui has positioned her brands at the forefront of this growing movement.
Plus, Jacqui shares her insider tips on branding, direct-to-consumer strategies, and what it takes to build an empire—while still finding balance as an entrepreneur.
Trust us, you don’t want to miss this conversation. Tune in now on Apple Podcasts, Spotify, and YouTube!
#MezcalMastery #AgaveJourney #WomenInSpirits #RevelSpirits #LasMelodiasDeLaLuna #BrandCommunity #MarketStrategy #TheProofUniversityShow #ObeyCreative #MarketingAgency
 
👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
👉 ⁠Follow Justin Obey on Linkedin⁠
👉 ⁠Follow Justin Obey on Instagram⁠
👉 ⁠Follow Justin Obey on Youtube

Rohan Shah's Imizi Rum: A Bold Blend of Rwandan Tradition & Sustainable Innovation

In this exciting episode, we take the Proof University show international with a conversation featuring Rohan Shah, founder of Amizi Rum. Rohan takes us deep into the origins of Amizi, an Afro botanical rum crafted from fresh sugarcane juice and six unique botanicals, all sourced from the vibrant and diverse landscapes of Rwanda.
From bootstrapping his business to blending his expertise in international development with his passion for premium spirits, Rohan shares the highs and lows of building a brand that’s rooted in storytelling and authenticity.
Discover the challenges of self-distribution in Rwanda, how the no and low alcohol trend is shaping the industry, and Rohan’s hard-earned lessons on entrepreneurship, delegation, and maintaining balance through it all.
Tune in now on Apple Podcasts, Spotify, or YouTube to hear the full conversation with Rohan Shah!
 
👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price.
Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
 
👉 ⁠⁠Follow Justin Obey on Linkedin⁠⁠
👉 ⁠⁠Follow Justin Obey on Instagram⁠⁠
👉 ⁠⁠Follow Justin Obey on Youtube⁠