As the crossover between alcoholic and non-alcoholic beverage distribution and product development heats up, BD caught up with longtime beverage entrepreneur Larry Trachtenbroit to see what lessons he’s learned after making the transition. Trachtenbroit sold a ready-to-drink coffee business to Coke for more than $5 million 20 years ago before going on to create a beverage innovation shop called Brain Twist that counted Coca-Cola as an investor. More than five years ago, he switched fully to alcohol beverages. He co-founded his current venture FS Beverages with former global ocean shipping industry executive Greg Howard, who is president. FS Beverages is building sales and distribution for a line of alcohol-infused cherries, teas, lemonades, and coffees under a brand called Howie’s Spiked. The flagship product, Howie’s Spiked Cherries, is distributed in 15 Midwestern, Southern, and East Coast markets. The distribution network includes at least 30 independent Anheuser Busch-aligned distributors, as well as other independent wholesale distributors. The company generated revenue of $1.5 million in 2020 after growth of +28%, according to Howard. With the introduction of a spiked coffee called Alc-A-Chino later this year, revenue is expected to approach $2 million in 2021. A 12-oz jar of about 22 Spiked Cherries retails for $8.99 and has an alcohol content of 10%. The cherries come in two flavors: Original, and cinnamon Balls of Fire. They are marketed for use in everything from cocktails and hard seltzers to ice cream. Trachtenbroit has tested a CBD-infused version. The following interview has been edited for clarity and space:

Two years ago, Coke extended its 92-year sponsorship of the Olympic Games for another 12 years. At the time, Coca-Cola was in ...

Fever-Tree, the UK-founded mixer brand, has added a cola to its US lineup of premium carbonated offerings. Named Distillers Cola, the new drink was formulated to mix with...

Consumers continued to turn to carbonated soft drinks at US groceries and convenience stores during the first quarter of this year as many restaurants, workplaces, and foodservice venues remained closed or under limited use following the worst of the Covid-19 pandemic. At US retail, carbonated soft drink (CSD) volume...