Questions with Aaron Nosbisch, the Founder of BRĒZ – Everyone’s Favorite Social Lubricant
What first sparked your interest in the beverage space?
After years of drinking, I realized that alcohol isn’t the social lubricant I thought it was. The “confidence” I was getting only resulted in anxiety, and the “fun” I was having led to unavoidable hangovers and regrets the next day. I knew there had to be a better way to create that same happy, euphoric feeling that humans desire without the traditional drawbacks of alcohol. I couldn’t find it, so I decided I needed to create it. I then assembled a team of the wisest people around me to realize it.
Was there an “aha” moment when you realized there was a gap in the market for a beverage like BRĒZ?
The move to the beverage sector felt like a no-brainer. Social beverages have been deeply rooted in culture for thousands of years, inspiring new ideas and bringing people together.
Edibles are unpredictable, and not everyone wants to inhale. Beverage felt like the most natural, social, and intuitive format for cannabis — fast-acting, easier to dose, and anxiety-free when done right. We saw a clear opportunity to create something people could confidently enjoy with friends, without the downsides of alcohol or traditional weed products. BRĒZ was our answer to that gap.
Why was it important to include more than just THC and CBD in the blend, like ashwagandha and L-theanine?
Each of our beverages is crafted with adaptogens, botanicals, and mushrooms to support both body and mind. Unlike alcohol, where you will often face the negative consequences (i.e., a hangover) after drinking, BRĒZ was formulated to enhance any moment without that sacrifice. Each drink is a refreshing and mindful alternative to alcohol that provides a relaxed buzz without the next-day regrets. Designed for mindful consumption, our lineup offers something for everyone — whether they’re embracing full sobriety, looking to cut back on alcohol intake, or simply seeking alternatives to alcohol that still provide a “buzz.”
What’s the most surprising thing you’ve heard from someone who tried BRĒZ for the first time?
One of the most surprising and rewarding things we hear is how people feel different after trying BRĒZ — not just physically, but emotionally. We’ve heard things like, “I didn’t expect to feel so clear,” or “I actually felt more connected to the people I was with.” That’s the exact magic we’re chasing — helping people rediscover presence in life’s everyday moments. But the most rewarding is to hear about the freedom people are gaining from alcohol dependence.
How much do you think timing plays into the success of brands like yours? Considering the slight downturn of alcohol consumption lately, we assume that has helped?
Timing has definitely played a role. We can all feel the cultural tide turning — more people are questioning old habits and seeking out more mindful ways to unwind. The shift away from alcohol isn’t a fad, it’s a reflection of a broader desire for connection, clarity, and wellbeing. We’re helping to lead that movement, but we also believe a rising tide lifts all ships. The more brands that step into this space with intention, the stronger the shift becomes. At the end of the day, it’s not just about creating better products — it’s about helping people feel more present and connected.
Getting into a chain like Sprouts has to be a massive accomplishment. Did you envision that as a goal when you started BRĒZ?
From day one, our focus has always been about getting BRĒZ into the hands of the people who need it most — whether that’s at a local event or a national retailer like Sprouts. We didn’t start with a checklist of stores to get into, but we did know we wanted to meet the moment. As the demand for functional, non-alcoholic alternatives continues to grow, partnerships like this help bring that movement mainstream. It’s an exciting milestone, and we’re just getting started.
Not too many companies like BRĒZ choose to call Palm Beach County home. What made you decide to base the brand here?
Palm Beach County holds a special place in my heart. I went to school in Florida, met my wife Skye here, and after years of traveling the world together, we found ourselves back where it all started. There’s something grounding and magical about this place — a slower pace that mirrors the intention behind what we’re building with BRĒZ. It’s a beautiful backdrop to grow a mindful brand rooted in connection, curiosity, and clarity.
How do you think BRĒZ fits in the wellness industry?
That search for connection is at the core of every experience we create with BRĒZ. Every interaction with BRĒZ feels “surprisingly human.” This is the natural result of our team, comprising passionate leaders who genuinely have a heart for our mission; real people with real stories looking to connect with other like-minded individuals. In a cutthroat industry of corporations competing over shelf space and fighting over every dollar, we’re focused on the heart of our customers. Our humanity and authenticity shine through in every aspect of our business, and it’s a core pillar of who we
are. We provide simple solutions to complex problems, making “wellness” not just an industry to conquer, but a feeling of inner fulfillment we aim to provide.
Is there anything on the horizon for BRĒZ that you’d like to share or plug?
There’s a lot we’re excited about — including retail expansion, new formulations, and a lot more we’re ideating around. But beyond the product, we’re continuing to invest in community: from IRL events to digital conversations, BRĒZ has always been about more than what’s in the can. We want to continue showing up in unexpected ways that help people feel more present, more playful, and more themselves.
