Ep 17: Proxies Co-Founder Charlie Friedmann on Building a Beverage Category from Scratch

11/13/24 • 63 min

One of the hardest problems to solve in the non-alc category is the substitute wine. Charlie Friedmann, the president and co-founder of Proxies, was not only one of the earliest brands in the non-alcoholic drink space, but also one of the first to solve the taste problem — and do it in an artisanal way. In this episode of Drinks Insider, Charlie talks about his journey from corporate lawyer to food and wine writer to entrepreneur. He shares the story of Proxies, from its humble beginnings in a small production facility to its current status as a leading brand in the non-alcoholic beverage market. He also shares his insights on the non-alcoholic beverage market, and where he sees the opportunities for growth in the future.

Previous Episode

Ep 16: Adam Kost on How to Create a Distinct and Scalable Beverage Brand

What does it take to be successful in the beverage business? According to industry veteran Adam Kost, nerves of steel help. Kost, who co-founded the successful Dirty Shirley RTD, discusses his career trajectory, starting from running nightclubs in Las Vegas to marketing global brands like Heineken and Jameson. He talks about what he learned from working with major companies and how he applied those insights into creating his own start-up. He also talks about money, mission and avoiding the sunk cost fallacy trap.

Next Episode

Wine + Health 5: Professor Sherwood Brown Unravels the Surprising Relationships Between IQ, Alcohol and the Brain

Were you a brainy kid in high school? If so, science may be able to predict how much alcohol you will drink later in life. That’s a finding from Professor Sherwood Brown, a distinguished teaching Professor of Psychiatry at the University of Texas Southwestern Medical Center. In this wide-ranging interview, he discusses the relationship between IQ and alcohol consumption in later life, the factors that contribute to alcohol use disorder, and what’s currently known about the best way to treat alcohol use disorder. And also the surprising relationship between alcohol consumption and asthma.

But there’s also a lot we don’t know, and Dr Brown outlines the gaps, plus spills the tea on what doctors drink when they get together. It’s a great episode that answers a lot of questions about alcohol, addiction and the brain.