Shiva Mortazavi Of Melograno Cocktails On The 5 Things You Need To Create A Highly Successful Career In the Wine & Spirits Industry

An Interview with Doug Noll

Relationships > Everything- distribution is all about relationships. We landed a key chain placement not because of our pitch deck but because we showed up, stayed consistent, and earned trust.

The world of wine and spirits is not only about the nuances of taste, aroma, and presentation but also about understanding the intricacies of the business, mastering the craft, and building meaningful relationships. It’s an industry rich in tradition, yet ever-evolving with trends, technologies, and tastes. Navigating this fascinating landscape requires a blend of passion, knowledge, strategy, and a touch of artistry. In this series, we aim to shed light on the key ingredients that brew success in the wine and spirits industry. We’re speaking to industry veterans, master sommeliers, distillers, marketers, and professionals in the wine and spirits industry to discuss the essential elements needed to create a highly successful career in the industry. As a part of this series, we had the pleasure of interviewing Shiva Mortazavi.

Shiva Mortazavi founder of Melograno Cocktails. Melograno Premium Craft Cocktails is the market’s newest (and already award-winning!) luxury beverage brand with a modern take on classic cocktails. The organic blue agave wine cocktails are meticulously handcrafted for those who are looking for sophisticated classic cocktail recipes in a ready-to-drink, convenient slim can. With four flavors in a variety 12-pack, 8-pack and 4-pack; flavors include Pomegranate Cosmopolitan, Melon Margarita, Orange Blossom Martini, and Cucumber Lime Mojito, each with only 120 calories, 5 grams of organic cane sugar and 5% alcohol by vol in a 12 oz sleek can. Made with organic ingredients, all natural flavors, no preservatives and lightly sparkling. Vegan, Gluten-Free, Non-GMO.

Thank you so much for doing this with us! Before we dive in, our readers would love to get to know you a bit. Can you tell us a bit about your origin story, and your childhood?

I was born in Tehran, Iran and raised in San Diego, CA, surrounded by a blend of Persian culture at home and the energy of an American upbringing outside. My family and I immigrated from Iran, so I grew up watching my parents work incredibly hard to create opportunity- both for themselves and for my little brother and me. That shaped my perspective on resilience, entrepreneurship, and gratitude. I was always curious, ambitious, and a little stubborn- traits that somehow led me here.

Can you tell us the “backstory” about what brought you to the wine and spirits industry?

My professional background is in dental operations, dental education, clinician and team building-not necessarily wine & spirits industry. But like most things in life, it started with a conversation. My husband and I were newly engaged during the pandemic, our jobs had come to a halt, our wedding that we were planning for the last year was canceled and we were spending a lot of time cooking and making drinks in our apartment. One night, frustrated with how hard it was to find ready-to-drink cocktails that tasted great with clean ingredients and felt elevated — That conversation became a mission- and after a year and a half, Melograno was born. We took inspiration from our Persian roots, our travels and our love for clean ingredients and saw an opportunity to create something truly different in a crowded market.

Can you share the most interesting story that happened to you since you began leading your company? Can you tell us what lesson you learned from that?

I’ll never forget our first major retail meeting. We were pitching to a large chain-the kind of meeting you practice for weeks. Midway through, the buyer stopped us and said, “You know what’s crazy? I’ve tasted almost everything that comes through here, and this is actually really good.” That moment stuck with me because it reminded me how rare true quality is in this space, and how people can sense authenticity instantly. It taught me to always lead with product quality- everything else is secondary.

It has been said that sometimes our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

There are so many-but one that makes me laugh now is how we printed our first batch with a small Melograno logo. We were so focused on design that we missed a critical detail. What I learned was simple: never skip over the final, final proof even if the rest of your team has viewed and okayed it. Attention to detail, especially in this industry, can make or break you.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?

My parents. Watching them build a life from nothing after leaving their country taught me what true grit looks like. Whenever I hit a wall — and entrepreneurship has plenty of them — I think about the risks he took so that I could take mine. One of my proudest moments was sharing our batch with them and seeing how proud they were of us.

You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

1. Vision — Having a clear vision keeps us focused when opportunities and distractions come our way. Early on, we were approached by a large retailer offering placement that seemed tempting but would have devalued our brand. Sticking to our vision of being a premium product meant walking away — and it was the right call.
2. Empathy- leading a team means understanding what drives people. One of my favorite moments was seeing a junior sales representative team member nail a major pitch because they felt supported to take that risk.
3. Adaptability- the beverage industry changes fast. What worked six months ago might not work today. I’m learning to embrace that pace and lean into change instead of fearing it.

Are you working on any new or exciting projects now? How do you think that will help people?

We just launched our 19.2 oz cans in our Pina Colada, Cucumber Lime Mojito and Pomegranate Cosmopolitan flavors. We’re also expanding Melograno into new markets like New Jersey, Texas and Ohio this year. We’ve signed sport sponsorship deals with Nashville Preds NHL, Atlanta United FC and Vanderbilt University Athletics. Melograno is sold at Bridgestone Arena, First Bank Stadium and Mercedes Benz Stadium.

Can you share 3 things that most excite you about the wine and spirits industry today?

1. Premiumization of ready-to-drink (RTD) cocktails: consumers are demanding better, and brands like ours get to meet that moment.
2. Cultural storytelling: more brands are embracing their heritage, flavors, and backgrounds. It’s making the industry richer and more inclusive.
3. The rise of female leadership: women are claiming space in this industry.

Can you share 3 things that most concern you about the industry? If you had the ability to implement 3 ways to reform or improve the industry, what would you suggest?

Concerns:

1. Over-saturation: The RTD space is crowded, making it hard for consumers to find quality.
2. Distribution bottlenecks: large players dominate shelf space, limiting family owned business growth.
3. Copycat formulas: innovation is often stifled by brands chasing the same trends.

Reforms:

1. Create more mentorship and funding pathways for women and minority founders.
2. Create retail mandates for diversified shelf space supporting emerging, family owned and local brands.
3. Encourage innovation and pitch competitions to spotlight true creativity.

You are a “Wine and Spirits Insider”. If you had to advise someone about 5 non-intuitive things one should know to succeed in the wine and spirits industry, what would you say? Can you please give a story or an example for each?

1. Relationships > Everything- distribution is all about relationships. We landed a key chain placement not because of our pitch deck but because we showed up, stayed consistent, and earned trust.
2. Taste is king, but branding gets you the meeting- you need both. People may try your product because of your branding, but they’ll stay because it’s good.
3. Expect delays, always- packaging, production, suppliers- something will go wrong. Build in buffer time, always.
4. The margins are thinner than you think- don’t assume success equals profit. Know your numbers from day one.
5. The real sale happens at the store level- Shelf space doesn’t guarantee velocity. Invest in tastings, store relationships, and merchandising.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

“What you seek is seeking you.” Rumi
This quote has been a north star for me. Whether it’s finding the right partners, investors, or customers, I’ve learned that if your intentions are clear and your actions aligned, the right opportunities truly do find you.

You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the greatest amount of people, what would that be?

I’d love to inspire a movement around empowering women of color to become business owners. Ownership is power, and representation matters. If more of us can take that leap, we create generational change.

This was very inspiring. Thank you so much for the time you spent with this. We wish you continued success and good health!

About the Interviewer: Douglas E. Noll, JD, MA was born nearly blind, crippled with club feet, partially deaf, and left-handed. He overcame all of these obstacles to become a successful civil trial lawyer. In 2000, he abandoned his law practice to become a peacemaker. His calling is to serve humanity, and he executes his calling at many levels. He is an award-winning author, teacher, and trainer. He is a highly experienced mediator. Doug’s work carries him from international work to helping people resolve deep interpersonal and ideological conflicts. Doug teaches his innovative de-escalation skill that calms any angry person in 90 seconds or less. With Laurel Kaufer, Doug founded Prison of Peace in 2009. The Prison of Peace project trains life and long terms incarcerated people to be powerful peacemakers and mediators. He has been deeply moved by inmates who have learned and applied deep, empathic listening skills, leadership skills, and problem-solving skills to reduce violence in their prison communities. Their dedication to learning, improving, and serving their communities motivates him to expand the principles of Prison of Peace so that every human wanting to learn the skills of peace may do so. Doug’s awards include California Lawyer Magazine Lawyer of the Year, Best Lawyers in America Lawyer of the Year, Purpose Prize Fellow, International Academy of Mediators Syd Leezak Award of Excellence, National Academy of Distinguished Neutrals Neutral of the Year. His four books have won a number of awards and commendations. Doug’s podcast, Listen With Leaders, is now accepting guests. Click on this link to learn more and apply.