# #165 - The Rise of BRĒZ with Aaron Nosbisch

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-10-15
- Length: 47m
- Episode: 85
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-10-15-165-the-rise-of-brez-with-aaron-nosbisch
- Listen: https://share.transistor.fm/s/30e94b30

## Summary

Aaron Nosbisch, founder and CEO of BRĒZ, explains how his company achieved rapid growth in the cannabis beverage space by leveraging his 15 years of e-commerce experience and a direct-to-consumer strategy. He details the product's unique formulation, which uses nano-emulsified hemp-derived THC and lion's mane to create an alcohol-like effect with faster onset and no hangover, targeting consumers seeking a functional alternative to alcohol. Nosbisch discusses the challenges of scaling beverage logistics, navigating complex state-level regulations for hemp-derived products, and his specific marketing playbook focusing on Meta advertising and TikTok Shop. The conversation highlights BRĒZ's psychographic targeting, retail expansion plans, and lessons on maintaining profitability while scaling production and distribution.

## Outline

1. Introduction: Aaron Nosbisch and BRĒZ Overview
2. E-commerce Playbook: Shopify, Meta, and TikTok Shop
3. Product Development: Flavor, Branding, and Name Origin
4. Functional Ingredients: Lion's Mane and Nano-Emulsified THC
5. Consumer Behavior: Psychographic Targeting and Alcohol Alternatives
6. Regulatory Landscape and Retail Expansion Strategy
7. Operational Lessons: Scaling, Hiring, and Marketing Efficiency

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Policy, trade & tariffs](https://hardwarepodcasts.com/topic/policy-trade-and-tariffs)

## Most relevant to

companies scaling up

## Mentioned

- BRĒZ (product)
- Lucid (company)
- Can (product)
- Green Thumb Industries (company)
- Curaleaf (company)
- Celsius (product)
- Shopify (tool)
- Meta (other)
- TikTok Shop (other)

## Related episodes from other shows

- [311 - Beyond Beers: How THC Drinks Are Disrupting the Beverage Market w/ Josh and Shea from Green Street Beverages](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-05-20-311-beyond-beers-how-thc-drinks-are-disrupting-the-beverage-market-w-josh-and-sh) (People of Packaging)
- [297 - Can functional THC beverages help with alcoholism? Jonny Locarni and Magic Cactus believe so!](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-12-04-297-can-functional-thc-beverages-help-with-alcoholism-jonny-locarni-and-magic-ca) (People of Packaging)
- [259 - It's definitely NOT beer with Not Beer founder Dillon Dandurand](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-05-01-259-its-definitely-not-beer-with-not-beer-founder-dillon-dandurand) (People of Packaging)
- [Dogfish Head Craft Brewery: Sam and Mariah Calagione](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-08-01-dogfish-head-craft-brewery-sam-and-mariah-calagione) (How I Built This)
- [335 - How Wims! packaging helps people to snap, squeeze, and stir their way to health and joy](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-01-06-335-how-wims-packaging-helps-people-to-snap-squeeze-and-stir-their-way-to-health) (People of Packaging)

## Citing this page

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