In this episode of Shopify Happy Hour, Dan sits down with David Fudge, co-founder and CEO of Aplós, a brand redefining non-alcoholic spirits and cocktails.

David shares the journey behind Aplós, from the art of mixology to crafting functional beverages that don’t compromise on flavor or experience. He dives into the growing demand for premium non-alcoholic options, why consumers are shifting habits, and how Aplos is positioning itself in this evolving market.

We also explore the challenges of building a beverage brand, including:
✅ Balancing D2C and retail—how Aplos approaches distribution.
✅ Marketing in a competitive space—strategies that work (and don’t).
✅ Post-purchase experience—why customer connection is key.
✅ Authenticity in branding—what makes a brand truly stand out.

If you're in DTC, retail, or just love learning from brand builders, this episode is packed with valuable insights on creating a premium product and scaling a brand the right way.

Brands mentioned:

• Aplós
• Lesse
• Adgile Media Group
• Mixology Masterclass
• Lynette Marrero
• The Big Leap by Gay Hendricks
• Barney’s

Chapters

00:00 Introduction to Aplos and Non-Alcoholic Spirits
01:15 Exploring Aplos Cocktails and Their Unique Ingredients
09:05 The Role of a Master Mixologist in Non-Alcoholic Beverages
14:29 Balancing Flavor and Functionality in Non-Alcoholic Spirits
18:34 Consumer Demand for Non-Alcoholic Options
24:44 The Distinction Between Canned Cocktails and Bottled Spirits
28:35 The Effects of Non-Alcoholic Spirits
30:03 The Inspiration Behind Aplos
34:43 Building a Brand: Early Strategies
39:13 Influencer Marketing and Authenticity
42:39 Marketing Strategies: Hits and Misses
47:30 D2C vs Retail: Growth Strategies
52:03 Connecting with Customers: The Personal Touch
56:08 Rapid Fire Insights

Will Nitze, founder and CEO of IQBAR, shares how he built a brain and body fuel brand from the ground up.

This episode is packed with game-changing insights for founders and health-conscious hustlers!

Will reveals:

• The "secret" growth hack that helped him generate his first $90K in sales—something you won’t find in any marketing book
• How he built an email list of 100K subscribers without spending a dime on paid ads
• The brain-boosting science behind IQBAR’s ingredients and why they work
• How a bold Kickstarter launch helped turn IQBAR from an idea into a brand
• Why he pivoted from just “brain food” to a full-body performance nutrition approach
• The toughest manufacturing challenges he faced—and how he powered through them
• Why pricing is actually a marketing strategy—and how to use it to your advantage
• The founder’s role in product development—and why you can’t afford to outsource it too soon

Tune in now to get the inside scoop on how Will built a profitable, mission-driven CPG brand from the ground up.

Products and brands mentioned during this episode:

• IQBAR
• Mission in a Bottle by Seth Goldman and Gary Nalebuff
• Grain Brain by David Perlmutter
• Traction: Gino Wickman
• Traction: Gabriel Weinberg
• Clean Skin Club

Chapters

00:00 Introduction to IQ Bar and Its Offerings
03:01 The Science Behind IQ Bar's Ingredients
06:09 Evolution of the Product: From Brain Food to Body Fuel
12:02 The Journey of Launching IQ Bar
17:49 Kickstarter Success: Strategies and Insights
27:16 Funding and Financial Challenges
30:23 Product Evolution and Manufacturing Journey
37:08 Navigating Manufacturing and Supply Chain
42:12 Marketing Strategies and Sales Channels
50:42 Achieving Profitability Through Volume
54:12 Lessons Learned and Future Strategies

Yash Chavan, founder and CEO of Saral, breaks down a smarter way to approach influencer marketing and why brands are shifting from paid media to earned media.

This is a must-listen for e-commerce brands looking to scale influencer partnerships as he explores:

• The pyramid approach to influencer marketing and how it helps brands scale effectively
• Why seeding products to influencers is the best way to find top-performing creators
• The power of earned media and why brands are moving away from paid ads
• Why Instagram Stories are one of the most effective content types for influencers
• How to identify the ideal creator persona for your brand
• Why revenue should be seen as a side effect of strong influencer relationships
• How brands can use influencer feedback to improve products and marketing

If you’re looking to turn influencers into affiliates, ambassadors, and long-term partners, this episode is packed with insights!

Brands and products mentioned during this episode:

• Araku coffee
• Relentless by Tim Grover
• Ridge
• Hexclad
• Nooe
• Bacha Coffee

Timeline:

00:00
Introduction to Influencer Marketing and Saral

02:15
The Genesis of Saral: Simplifying Influencer Marketing

04:15
Understanding the Influencer Marketing Landscape

05:51
Successful Strategies in Influencer Marketing

09:11
The Pyramid Approach to Influencer Engagement

10:36
Selecting the Right Influencers for Your Brand

12:34
The Importance of Feedback from Influencers

15:50
Content Types and Their Effectiveness

18:15
Comparing Influencer Platforms: TikTok, Instagram, and YouTube

22:40
Maximizing Influencer Relationships

30:25
Understanding Influencer Motivations

37:29
Key Performance Indicators in Influencer Marketing

42:09
Building a Brand from Scratch with Influencers

45:21
Speed Round Insights

Jennifer Commins, founder of Pluck Tea and certified tea sommelier, shares her journey launching and growing her premium, eco-friendly tea business.

This is a must-listen for tea lovers as she explores:

• the journey of tea from leaf to cup
• the health benefits of matcha, and why it's different than other tea
• one surprising truth about tea most people don't believe
• using restaurants as a paid-sampling program to grow DTC sales
• how Shopify saved her business during the COVID-19 pandemic
• one game-changing business decision Jennifer wish she did earlier
• why brand storytelling through organic social is a priority

Brands and products mentioned during this episode:

• The Tipping Point by Malcolm Gladwell
• Fevertree
• Pluck Tea: use code HAPPYHOUR20 on your first order

Timeline:
00:00
Introduction to Pluck Tea and Jennifer Commins

03:07
The Journey of Matcha: From Leaf to Cup

05:59
Understanding Matcha Preparation and Quality

09:02
Health Benefits of Matcha and Green Tea

12:00
The Process of Tea Production

15:07
Tea Brewing Techniques and Best Practices

17:56
The Importance of Tea Bags and Sustainability

21:14
Personal Health and Fitness Journey with 75 Hard

29:25
Embracing the Challenge of 75 Hard

34:17
The Journey to Starting Pluck Tea

43:52
Building a Brand Through Relationships

49:51
Adapting to Change: The Shift to D2C

53:17
Lessons Learned and Future Strategies

Kevin O'Leary and Will Patch, co-founders of Cape Cod'r craft cocktails, share their journey launching a beverage brand made for those who crave memories of care-free summers.

In this episode we dove into topics including:

• using crowdfunding to raise cash for marketing and create raving fans
• why founders need to share their story over and over
• advice for anyone thinking about founding a CPG brand
• how to get sips to lips and cans in hands for a new beverage brand
• why speaking to the right investors and co-packers can get you to market faster with less risk

Brands, services, books and products mentioned in this episode include:

• Cape Cod'r
• Start Engine
• Burn the Boats by Matt Higgins
• Thinking Fast and Slow by Daniel Kahneman
• Barbarians at the Gate by Bryan Burrough
• Nantucket Crisps
• Bezi Labneh

This episode of the Shopify Happy Hour features Drea Groeschel, founder of Better Than Booze, an award winning beverage brand that duplicates craft cocktail flavors for consumers seeking non-alcoholic options.

Drea shared TONS of insights and lessons learned from launching and growing Better Than Booze including:

• why early-stage brands need to KISS
• how she got into her first hundred retailers
• the value of face to face interactions and consumer feedback
• how to choose between marketing strategies
• why product quality matters
• what she would do if starting her beverage brand all over again

Plus, lots more!

Products mentioned during this podcast include:

• Better Than Booze
• Into Thin Air by Jon Krakauer
• Dafu Sauce

Aaron Nosbisch is founder of BRĒZ which creates microdosed cannabis & mushrooms in a can.

During this episode Aaron shared his journey launching one of the fastest growing DTC beverage brands. We dove into topics including:

• launch strategies using organic UGC amplified by paid ads
• why every brand should advertise on Meta
• navigating regulations in a new category
• DTC vs retail expansion
• new product development

And lots more!

Brands and products mentioned in this episode include:

• What Doesn’t Kill Us by Scott Carney
• Brass Monkey
• Blue Cube
• Nomad Sauna
• Almost Heaven Sauna
• Apple store
• Brez
• Zero to One by Peter Thiel

Episode 3 of the Shopify Happy Hour features Drew Sanocki, e-commerce veteran and CEO of PostPilot, the #1 direct mail app on Shopify.

During this episode Drew shared tips including:
- the most valuable direct mail campaign types
- why coupon codes aren't as important as you think
- how to "prove" performance through appropriate audience targeting
- Black Friday / Cyber Monday strategies that work
- what brands are doing to get ready for 2025

And LOTS more...all shared over a Bulleit Old Fashioned and Manhattan.

Products and brands mentioned during this episode:

• Bulleit Whiskey
• More Labs
• PostPilot
• Dr. Squatch
• Taylor Stitch
• How Brands Grow by Byron Sharp
• Top Grading by Bradford Smart
• Database Marketing by Kevin Hillstrom
• Drilling Down by Jim Novo