Brett Berish of Sovereign Brands: “Being disruptive is not about trying to put down anyone else’s brand, it’s about trying to bring something new to the market and not be a copycat”
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7 min readOct 1, 2021
When it comes to wine & spirits, some people want to stick with what they know they like, and that’s fine. There are a lot of great “legacy” brands out there that have been around 100 years for a reason. We build our brands to last too, and they are going to outlive me for sure! What I believe in challenging, is this idea that you have to do things a certain way, you have to package your brand the traditional way, it has to taste the way the other brands taste. What’s the point of a new brand if it doesn’t offer anything new? So, with that said I think being disruptive is not about trying to put down anyone else’s brand, it’s about trying to bring something new to the market and not be a copycat.
