Embrace the Unexpected: Interview with Brett Berish, Founder and CEO of Sovereign Brands
I recently went one-on-one with Brett Berish, founder and CEO of Sovereign Brands.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Brett: My journey building Sovereign Brands has been anything but easy. I’ve had plenty of difficult moments along the way. For example, my first brand was called 3 Vodka. It was ahead of its time, a truly unique vodka distilled from soy. I would like to think it’s my most successful brand, even though it doesn't exist today, because it got me to where I am now. I learned from my mistakes, and I took the earnings to fuel my next brand, which was Ace of Spades.
One of the most important lessons I’ve learned along the way is that failure isn’t final, it’s part of the process. In this industry, you have to have a short memory. Yesterday’s successes and failures are over, the only thing that matters is what you do now. It sounds like a cliché but being forward-thinking is so important in my line of work.
The beverege industry, especially, is fiercely competitive, so I had to develop a thick skin and a willingness to go against the grain. I didn’t want to create brands that were just like everything else on the shelf; I wanted to build brands that people would feel a personal connection to.
To me, success is defined by my happiness in what I do. It took me 4 years to realize how much I love what I am doing, our business, our industry, and that was when things were at my worst. This is when I found success, loving what you do is success because every day is better than the last.
Adam: How did you come up with your business idea? What advice do you have for others on how to come up with great ideas?
Brett: My dad was in the liquor business, so I grew up around it. I’d take note of what was working and what I’d do differently if given the chance. I always had a love for brands and knew I wanted to create one of my own someday. Finally, in 1999 I made the decision to launch Sovereign Brands which currently includes, Luc Belaire, French sparkling wines, Bumbu rum, McQueen and the Violet Fog gin, Villon which is revolutionizing the liqueur category, and our newest release, The Deacon, a Scotch Whiskey blend.
My best advice for creating great ideas is to embrace the unexpected and trust your gut. Ideas don’t come from sitting in an office or following what everyone else is doing, they come from real-life experiences, from listening to people, and from paying attention to what excites you. Step out of your comfort zone and expose yourself to different perspectives. Often, the best ideas come from blending different influences in unexpected ways. Be relentless about pursuing what feels authentic to you. Trust your intuition, and don’t be afraid to follow an idea even if it seems unconventional. The best ideas aren’t about chasing trends; they’re about creating something that feels personal and meaningful. Ultimately, if you’re passionate and believe in what you’re building, that energy will resonate with others.
Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea?
Brett: A good business idea is when it sparks a passion that doesn’t fade. From the beginning, I knew Sovereign Brands was unique because we weren’t just creating products; we were telling stories, creating experiences, and building something that people could connect with. I didn't want to just follow trends or fill a gap in the market, I wanted to make something that felt personal, authentic, and lasting.
As for testing a business idea, you have to listen to your intuition but also be relentless in testing it in the real world. Start small, but go deep, and immerse yourself in every aspect of what you’re creating. Get your product in front of people, listen to feedback, and adjust. If it resonates with people, you know you’re onto something. And if it doesn’t, don’t be afraid to make changes. It's important to surround yourself with people who will tell you the truth and challenge you.
Adam: What are the key steps you have taken to grow your business? What advice do you have for others on how to take their businesses to the next level?
Brett: From the beginning, I wanted to do things differently. I didn’t just focus on making a product, I focused on building a brand that people feel a connection to. For me, every bottle, every label, every story we tell is about creating something people want to be a part of, not just a product on a shelf.
My advice for anyone looking to take their business to the next level is this: think about what makes your brand unique and amplify that relentlessly. Don’t just try to compete, lead! Invest in storytelling, build meaningful connections, and create experiences that your customers will remember. Don’t be afraid to take risks and pivot when needed. Growth doesn’t come from playing it safe; it comes from pushing boundaries and evolving without losing sight of your vision.
Adam: What are your best sales and marketing tips?
Brett: Sales and marketing come down to storytelling and authenticity. People don’t just buy products; they buy into a brand, a feeling, an experience. From day one, we’ve focused on building brands that feel personal and genuine, brands that tell a story people want to be part of. Every aspect of our marketing is designed to make an emotional connection, not just deliver a message.
First, know what makes your brand unique and own it. Don’t try to be everything to everyone. Instead, be exceptional at one thing, something that reflects your values. Make your brand’s story and message clear and consistent, and stay true to it in everything you do.
Second, invest in building relationships over time. People value products they feel connected to, so create partnerships that enhance your brand’s presence, and work with people that genuinely align with your company.
Finally, be fearless. Don’t be afraid to stand out, take risks, and do things differently. Our biggest wins have come from ideas others have dismissed. Sales and marketing that resonate happen when you’re willing to push boundaries and trust your instincts.
Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?
Brett: Defining qualities of an effective leader are authenticity, resilience, and the ability to inspire others. Leadership isn’t about having all the answers, it’s about having a clear vision and staying true to it, even when things get tough. People want to follow someone who’s real, who isn’t afraid to show their passion. As a leader, you have to be willing to put everything on the line for your product, because that will inspire others to do the same.
A key to taking leadership skills to the next level is to embrace failure and growth. Surround yourself with people who are smarter than you and bring you new perspectives. A strong leader knows when to listen and when to adapt. Stay bold and committed to your vision. If you lead with authenticity, people will follow, they will feel your belief and see the value in your direction. Taking risks, being adaptable, and showing that you’re in it for the long haul drives leadership.
Adam: What is your best advice on building, leading, and managing teams?
Brett: Put people first and focus on creating a culture that’s built on trust, passion, and shared purpose. I look for people who believe in our vision and bring a unique energy to the table. Skills are essential, but attitude, hunger, and a willingness to push boundaries are what make a team unstoppable.
Communication is key. Be transparent and make sure everyone knows where the company is headed, why their work matters, and how it contributes to the bigger picture. You want each person to feel like they are an essential part of the journey.
Managing a team, to me, is about giving people the tools and creativity to thrive. Empower them, give them ownership of their work, and let them take risks. People do their best work when they feel trusted and valued. The best teams are those where people feel empowered to bring their creativity, take initiative, and know they’re part of something special.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Brett:
Lead with Purpose: No matter your role, people want to follow someone who stands for something real. When you lead with purpose, it attracts people who share your vision and builds a strong foundation. I focus on creating brands that mean something to people. Purpose gives you direction and makes others want to join you on the journey.
Embrace Risk: Growth doesn’t happen without taking chances. Don’t be afraid to go against the grain or make moves that others wouldn’t. Risk is part of innovation, and it’s how you find breakthroughs that set you apart. Be willing to fail, learn, and keep pushing boundaries.
Build Genuine Connections: Success is never achieved alone. Surround yourself with people who challenge you, inspire you, and push you to be better. Foster relationships with people from diverse backgrounds and keep an open mind to different perspectives. Whether it’s with your team, customers, or partners, relationships built on trust and authenticity are what sustain growth and make a lasting impact.
Adam: What is the single best piece of advice you have ever received?
Brett: Listen to your gut! When you are an entrepreneur, you get bombarded with advice from people who have no skin in the game. If you are starting your own business, it’s because you believe your ideas are good. Trust those ideas. If I am going to fail, I want it to be my fault, not because I trusted someone else’s opinion over my own.
Adam Mendler is an entrepreneur, writer, speaker, educator, and nationally recognized authority on leadership. Adam is the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one-on-one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal-winning athletes, political and military leaders - for intimate half-hour conversations each week. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities, and non-profit organizations. Adam has written extensively on leadership and related topics, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. Adam teaches graduate-level courses on leadership at UCLA and is an advisor to numerous companies and leaders. A Los Angeles native, Adam is a lifelong Angels fan and an avid backgammon player.
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