Before you invest in liquid, labels, or a launch strategy, the most important question any founder can ask is: does this brand actually have a viable path to market?
This Expert Talk features Felipe Gonzalez-Gordon, Partner and COO of Colangelo & Partners, delivering a data-driven framework for launching a spirit, wine, or RTD brand in today’s saturated market, drawn from his presentation at Bar Convent Brooklyn 2025. Felipe walks through the financial and strategic groundwork that separates brands that scale from those that stall: how to size your addressable market realistically, how to model capital requirements, and how to allocate marketing spend without burning through runway prematurely. The episode also tackles brand positioning with precision, examining how founders can identify and defend a differentiated position on the shelf in a category where retailer fatigue and distributor consolidation make first impressions increasingly important.
Featured Guests:
Felipe Gonzalez-Gordon, Partner & COO, Colangelo & Partners
Mentioned in this episode:
Watch on YouTube:
How to Launch a Beverage Alcohol Brand: A Data-Driven Framework
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