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- Monthly roundtables are structured to stimulate new ideas, sharpen awareness to senior-level intelligence, and improve the influence and reach of members.
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Monthly Industry Roundtables are open to all registered industry participants and provide an opportunity to make new connections.
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Highlights of Previous Roundtables
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Thanks to our participants whose experience and input ensure that every session is worthwhile and meaningful.
What we discussed–April 3, 2026
The group met to discuss industry updates and business opportunities, with Michael launching a new AI-powered barrel valuation system called “Victory Real Value Score” that helps determine wholesale pricing. Ethan presented his “Barrel Sense” project, which deploys sensors in warehouses to monitor environmental conditions and optimize barrel aging, while Ernesto discussed the potential for investing in aged tequila barrels despite current low agave prices. The conversation also covered various industry developments including Sazerac‘s acquisition of Garrett County and recent layoffs in the bourbon industry, as well as discussions about canned cocktails, brandy trends, and Vanessa’s new role as a judge on Discovery’s “Moonshiners Master Distillers” show.
Summary
Barrel Lab Launch Updates
Michael discussed the recent launch of Barrel Lab, mentioning some initial technical issues but noting that Claude was working to resolve them. He explained a new email tracking system tied to Google that would follow up with registrants who don’t request a quote within 15 minutes, and mentioned plans to add them to a MailChimp sequence. The meeting began with some casual conversation about Michael’s recent allergy diagnosis after a blood test revealed sensitivity to Kentucky bluegrass, and included updates from team members about their availability, with Anthony joining late due to knee surgery recovery.
Industry Changes and Value Scoring
Michael led a meeting discussing recent industry changes, including Sazerac‘s acquisition of Garrett County and associated layoffs, primarily in production and distilling. He introduced a new system called the “Victory Value Score” for determining barrel pricing, developed with Claude’s help, which uses confidential data sources to provide monthly or weekly updates on liquid value. Michael invited Anthony to review the system and provide feedback, and mentioned that Ethan, a new member of Drinks Professionals, was working on similar data-driven approaches to understanding aging liquid value.
Barrel Sense Warehouse Sensor Project
Ethan presented their project “Barrel Sense,” which involves deploying sensors in warehouses to monitor environmental conditions and optimize barrel aging. The system currently uses 60 sensors in a 42,000-barrel warehouse, allowing for analysis of over 60 microzones and providing data on yield, flavor development, and barrel lineage. Michael expressed interest but noted previous concerns about cost-effectiveness, while Anthony acknowledged the potential value of the technology. The discussion concluded with Shawn briefly mentioning his career progress, noting he was close to receiving an official job offer.
Tequila Distribution and Aging Insights
Shawn announced his new role in sales, managing the western United States for a national distributor, and shared insights from recent industry discussions about distributor relationships and the challenges faced by smaller brands. The group discussed the viability of investing in aging tequila barrels, with Ernesto confirming there is a market for aged tequila, particularly for Reposados and Añejos, due to the significant price difference between Blanco and aged tequilas. The conversation also touched on regulatory requirements for tequila production and aging, noting that 100% agave tequila must be aged in Mexico to meet denomination of origin standards.
Tequila Production Collaboration Planning
The group discussed creating a collaborative product, specifically focusing on tequila production using 600 tons of agave. Ernesto mentioned having 50,000 6-year-old agave plants ready but facing challenges in selling them. Michael proposed starting the project and approaching investors for financing, while Vanessa suggested importing the agave juice directly rather than shipping barrels separately, which would be more cost-effective and allow for greater control over the process. The discussion touched on using bourbon barrels for aging and the potential for single-barrel bottling, though Vanessa raised a concern about labeling requirements for 100% agave versus Mixto tequila.
Spirits Production and Market Trends
The group discussed spirits production and market trends, particularly focusing on tequila, brandy, and gin. Vanessa shared her experience making Ron Isley‘s brandy and noted an uptick in brandy consumption among Black communities paired with cigar bars. Anello, the owner of Central Waters Brewing Company, joined the discussion and revealed that Wisconsin is known for brandy consumption, mentioning a historical sign that distinguished Wisconsin from other states regarding brandy sales. The conversation concluded with Anello expressing interest in sourcing bulk brandy for ready-to-drink products, and Michael offering to help connect him with Vanessa as a potential supplier.
Bourbon Barrel Aged Beer Discussion
The group discussed bourbon barrel aged beers and cocktails, with Anello mentioning Century Waters Brewing Company’s successful transition into bourbon products since 2001. Ernesto shared information about a Wisconsin-based bourbon cocktail in a can, which led to a discussion about alcohol markets in Wisconsin and the challenging climate conditions. The conversation included casual remarks about weather and personal experiences with cold temperatures in different locations.
New RTD Beverage Line Discussion
The group discussed a new line of RTD (ready-to-drink) beverages from a New Jersey company, including flavors like Martini Espresso, Margarita, Pink Lemonade, and Pina Colada. The beverages contain 5% alcohol and are made with bourbon whiskey as a key ingredient, though not barrel-aged. The discussion included details about the ingredients and nutritional content, with participants noting the low alcohol content while discussing potential concerns about overconsumption, referencing a lawsuit involving similar products.
Canned Beverage Pricing Discussion
The group discussed pricing for canned beverages, with participants sharing their planned price points ranging from $9.99 to $25 for 4-packs. Ernesto presented a case cost of $169 for 24 units at $69 per unit, which participants found to be on the high end for the market. Anello explained that Wisconsin’s unique tax structure, which applies the same excise taxes regardless of alcohol content, significantly impacts pricing, with taxes alone costing around $8 per case. Vanessa shared information about New York’s new brand licensing law, which requires out-of-state brands to obtain a license while ensuring that in-state producers receive tax benefits.
Bottling Equipment Business Discussion
The group discussed Francesco’s work with Axtra, an Italian company that manufactures bottling and packaging equipment in North Carolina and Italy. Vanessa expressed interest in learning more about ROPP machines, specifically seeking alternatives to Chinese manufacturers. The conversation also touched on Vanessa’s appearance on Discovery’s “Moonshiners Master Distillers” show and her upcoming Netflix project “Million Dollar Distillery.” The conversation ended with plans for future visits and potential business discussions between Michael and Vanessa in Long Island.