The Proof University Show

Building Brands with Purpose: Steve Myers on Ilegal Mezcal & Dynamic Beverage Consultants

In this episode of Proof University, host Justin Obey sits down with Steve Myers, one of the key figures behind Ilegal Mezcal and now co-founder of Dynamic Beverage Consultants. Steve shares his journey—from his early career in the corporate world to his time in Latin America, where a series of unexpected events led him to build one of the most recognized mezcal brands in the industry.
He opens up about the challenges of launching and scaling a spirits brand, the importance of brand storytelling, and why he believes in a "narrow and deep" approach to business. Steve also discusses his current work helping brands navigate the complexities of distribution, market expansion, and strategic growth in the beverage industry.
If you're an entrepreneur, brand builder, or just curious about the world of spirits, this episode is packed with valuable insights.
🔹 How Ilegal Mezcal started and expanded globally🔹 Lessons learned from building a category-defining brand🔹 The evolving landscape of the beverage industry🔹 Why brand consistency and strategic patience are crucial for growth
Tune in to hear Steve’s candid take on the business of spirits and his perspective on what it really takes to build a lasting brand!
Timestamps:00:20 Steve Myers' Journey to Illegal Mezcal
01:40 Building a Brand: Challenges and Successes
02:35 Entrepreneurship Realities
04:00 Brand Consistency and Sales Strategy
06:46 Expanding Markets and Common Pitfalls
10:28 Consulting and Dynamic Beverage Consultants
15:24 Community Building and Events
22:41 Navigating Brand Success
23:24 Cash Flow and Investment Strategies
24:46 Trends in Consumer Drinking Habits
26:09 The Rise of Non-Alcoholic Beverages
30:41 Learning from Failures
36:56 Maintaining Balance and Health
40:16 Final Thoughts and Recommendations
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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

How Booz Box Hustled Its Way Onto Store Shelves with Ryan Provost

In this episode of Proof University, we sit down with Ryan Provost, co-founder of Booz Box Cocktails, to talk about how he turned a simple idea into a disruptive ready-to-drink cocktail brand.
What started as a casual dinner conversation led to the creation of Booz Box, a unique take on premium cocktails—served in a bag-in-box format. With no prior experience in the alcohol industry, Ryan and his business partner, Norman, took a leap of faith and built something truly different.
In this episode, we cover:🍹 Why they launched with three flavors instead of starting small📦 How they navigated branding, marketing, and legal hurdles🏪 The grind of self-distribution—going door-to-door to land in stores📲 The role of social media, influencer marketing, and tastings in their success💰 What they’d do differently if they had unlimited resources
Ryan opens up about the challenges of breaking into the alcohol industry, the lessons he’s learned along the way, and what’s next for Booz Box. If you’re into entrepreneurship, branding, or just love a good founder story, this episode is for you.
🔊 Listen now on Spotify, YouTube, and Apple Podcasts.
Timestamps:
00:00 - Welcome & Intro to Booz Box Cocktails02:15 - The Dinner Table Idea That Started It All06:42 - Launching with Three Flavors: Smart Move or Risky Bet?12:30 - The Hustle of Self-Distribution & Getting on Shelves22:45 - What’s Driving Booz Box’s Growth: Tastings vs. Social Media35:10 - The Reality of the Alcohol Industry & Biggest Lessons Learned48:25 - What’s Next for Booz Box? Expansion, New Flavors & More
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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

From Big Brands to Boutique Spirits: The Untold Story of Blacklisted Brandy with Draga Culic

In this episode of Proof University we’re joined by Draga Culic, the founder of Blacklisted Brandy, to uncover her inspiring journey from corporate powerhouse to boutique spirits innovator. 
With a career spanning industry giants like Diageo, Bacardi, and Jim Beam, Draga reflects on how her extensive experience laid the foundation for her leap into entrepreneurship. But it was a personal trip to Serbia in 2018 that truly ignited her passion for bringing “Rakia”—a traditional Serbian fruit brandy—into the modern craft spirits world.
Draga talks about:
The process of crafting four distinct fruit brandies—apricot, pear, quince, and aged plum—and why she decided to launch them all at once.
Challenges of starting small in a competitive industry and staying true to her brand’s values of authenticity and transparency.
The bold meaning behind the name "Blacklisted" and how it reflects her journey of doing things differently.
If you love stories of risk-taking, cultural connection, and innovation, this episode is for you. Draga’s passion for celebrating her heritage while creating something fresh and modern is a powerful reminder of how tradition and creativity can come together to shape something extraordinary.
 Tune in to hear how she’s redefining the spirits industry with vision, heart, and a taste of Serbia in every bottle. Available now on: Spotify, Youtube and Apple podcast.
 
Timestamps:
00:00 Welcome & Origins of Blacklisted Brandy
01:30 Discovering Serbian Brandy
03:41 Launching & Challenges of Entrepreneurship
08:15 The Meaning Behind the Name
18:06 Expanding Distribution & Market Growth
26:39 Consumer Response & Transparency
35:56 Future Vision & Closing 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.
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

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
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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