What does it take to build a multi-brand functional beverage platform in an industry where most startups struggle to launch just one?

In this episode of Free Spirits, hosts Lars Miller and David Gonzalez talk with Evan Eneman, CEO of Iconic Tonics—a premium adult beverage portfolio launched in partnership with Snoop Dogg and powered by Harmony Craft Beverages.

With a background in investment, brand incubation, and operational strategy, Evan shares how Iconic Tonics was designed from day one to serve as a platform for beverage innovation—supporting multiple products, brands, and audiences across evolving retail and direct-to-consumer channels.

This isn’t just a conversation about branding. It’s a deep dive into the business operations behind modern beverage success:

• How Iconic Tonics handles launch strategy, distribution, and consumer education across multiple SKUs

• Why dose strategy and product format flexibility matter in the adult drinks space

• What Evan and his team are learning from early direct-to-consumer data and DoorDash sales performance

• How they’ve approached sampling, trade marketing, and retail activation in key markets like New Jersey, Minnesota, and Texas

• Why on-premise venues (concerts, events, hospitality) could be the biggest unlock for next-gen beverage growth

You’ll also hear how the Iconic Tonics team is using shared infrastructure to reduce startup friction, cut legal and operational overhead, and scale smarter across brands—while testing new functional beverage formulations in live venues and retail chains like Total Wine and Woodmans.

Whether you’re building a brand, scaling a portfolio, or navigating the challenges of modern beverage business models, this episode delivers grounded, operator-level insights on what it takes to win.

🎧 Tap to listen, subscribe, and stay tuned for more conversations at the intersection of beverage innovation, cultural influence, and consumer demand.