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Branding, Distribution & D2C: Birdie’s Playbook with Adam Ruhland
Manage episode 483726997 series 3604417
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What happens when a successful cidery owner enters the THC beverage game?
In this episode of The Free Spirits Podcast, we talk with Adam Ruhland—founder of both Wild State Cider and Birdie—about what it really takes to build a cannabis beverage brand from the ground up. From operational advantages to branding decisions, R&D challenges to distribution strategy, Adam walks us through his no-BS approach to launching Birdie in a complex, competitive space.
We get into:
The moment he realized the cannabis beverage market couldn’t be ignored
How his cidery’s infrastructure created a springboard for Birdie
What it means to build a truly clean-label product with shelf stability
The push and pull of brand design for non-stoner consumers
Why he’s cautiously optimistic about DTC—and what makes it hard to scale
How he thinks about exits, cash flow, and building smart, sustainable value
Whether you’re an operator, a founder, or just fascinated by the infused beverage space—this one’s for you.
Timestamps:
00:00 – Intro and welcome
00:44 – Why Adam launched Birdie after Wild State Cider
02:10 – The tipping point: seeing the category take off
03:18 – How cidery operations made Birdie possible
04:48 – Clean-label decisions and ingredient transparency
05:55 – The Birdie brand: design, tone, and shelf presence
08:53 – Using the taproom for consumer feedback
09:57 – R&D lessons: emulsions, shelf life, and flavor fatigue
13:32 – Real-world operational advantages from vertical integration
16:15 – Educating consumers in a limited-marketing category
19:46 – DTC hesitation and Shopify expansion
22:12 – Distribution strategy: wholesalers, direct, and taproom
23:47 – Expansion into new states and demand forecasting
29:15 – Choosing the right distribution partners (not just beer networks)
31:18 – The real goal: build something valuable, not just viral
34:10 – Where to buy Birdie and closing thoughts
💻 Try Birdie: https://drinkabirdie.com
📍Available in MN, WI, TN, and across the Southeast
If you enjoyed the show, rate, review, and subscribe—it helps us keep bringing operators like Adam to your feed.
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