In this episode of "Right About Now," Ryan Alford interviews Brett Berish, President and CEO of Sovereign Brands. They discuss the liquor business, emphasizing the importance of taste, consumer experience, and branding. Brett likens business to improv comedy, stressing constant adaptation. He highlights the significance of packaging, celebrity endorsements, and mass appeal. The conversation also covers personal branding, storytelling, and the value of authentic partnerships with artists and influencers. Brett shares insights on building a loyal consumer base, the role of exclusivity, and Sovereign Brands' future, including collaborations with African artists to promote cultural connections through music.