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Brett Berish: New brands are the lifeblood of our industry
The CEO of Sovereign Brands, and the mastermind behind Armand de Brignac’s Ace of Spades Champagne, shares his thoughts on the power of ‘new’ brands, how he’s challenging French sparkling wine and why the drinks trade needs more disruptors.
Merging the world of Hip Hop with Champagne, Berish was fundamental in developing the Armand de Brignac ‘Ace of Spades’ Champagne brand, which he sold to Jay-Z in 2014 and is now co-owned by the rapper and LVMH. In 2021 he unveiled a sapphire-coloured French sparkling wine under Sovereign Brand’s Luc Belaire label. Other brands in Sovereign Brand’s portfolio include Bumbu Caribbean rum, McQueen and Violet Fog Brazilian gin, Villon French liqueur and the newest addition: The Deacon Scotch whisky.
His company continues to be bolstered by the power of Pernod Ricard. The French drinks company took a minority stake in Sovereign Brands in September 2021, increasing its ownership in October 2022, with a distribution agreement inked in 2023.
Now, Sovereign Brands is further expanding into the UK with plans to establish a ‘living space’ in London to complement its locations in New York and Atlanta.
With nearly 30 years experience in the drinks industry, we find out what he thinks about celebrity drinks brands, his tips for new brands looking to breakthrough, and why his father remains his biggest inspiration.
Sovereign Brands has created many successful wine and spirits brands. What has been your proudest achievement?
For me, it’s not about one specific moment. Success is about relationships. If I meet a buyer, a bartender, a retailer and they are happy with our brands, it means the world to me. If they get what we’re doing, they like our product and believe in it, we are on our way! It’s the combination of those interactions that form my proudest achievement.
You played a fundamental role in building the Armand de Brignac “Ace of Spades” brand prior to its sale to Jay-Z in 2014. What was your strategy for developing that brand, that became a global icon?
We developed Armand de Brignac in partnership with the Cattier family of Chigny-les-Roses, France. We’re extremely proud of our work on Armand de Brignac, and it’s been great to see it continue to thrive, now as part of LVMH. The decision to sell our interest in the brand was a very difficult one – every brand we’ve worked on is like a child to me – but it gave us the resources and the freedom to develop the stars of our current portfolio. Today, brands like Luc Belaire and Bumbu are global icons. We are more than 20 years in the business, but we are still growing, even faster than we were back in 2014.
What has been your biggest lesson in building successful drinks brands?
You can spend money on data and advertising and agencies and it’s not necessarily going to move the needle. This industry is about meeting people, getting people to taste your product, sharing stories and making genuine connections. This is old school brand building, and that to me is still the best way to build brands today.
What role are celebrities playing in the growth of alcohol brands?
Celebrities are powerful amplifiers for alcohol brands, but the key to sustainable growth is how genuine their involvement is. When a celebrity partners with a brand, it’s no longer just about leveraging their fame for short-term buzz — it’s about building an authentic connection with both the brand and its audience. Celebrities who are passionate about the product and actively engage with the brand help their credibility. Consumers today are savvy; they can easily spot when a celebrity is just a face versus when they truly care about what they’re endorsing.
Do you think too many brands play it safe with their branding?
The industry always needs more disruptors and innovators. I think a lot of brands play it safe with branding. As for me, I’ve never followed trends, we are unique in the sense that our brands don’t look or taste like other products. We don’t believe in introducing “the same old thing.” I have to feel like there is a meaningful difference between our brands and what’s already being sold – otherwise what’s the point in creating something new?
You’ve said you are keen to “re-imagine categories like French Sparkling Wine, that were traditionally unimpeachable”. What do you mean by that, and how are you achieving this with Luc Belaire?
When I say re-imagining categories like French sparkling wines, I want to challenge the long-standing norms in this category. French sparkling wine, especially Champagne, has historically been associated with strict traditions, luxury, and exclusivity. The category has often been dominated by heritage brands that adhere to a more classic image. With Luc Belaire, we disrupt these conventions with a product that feels more modern, inclusive, and culturally relevant, and we do this without compromising on quality.
What are your future plans for Sovereign Brands’ UK expansion?
Not only is our team in the UK expanding, but we’re excited about plans to establish a “Living Space” in London, in addition to our existing locations in New York and Atlanta. These creative hubs offer unique environments for entertainment, video production, and recording. On the brand front, we’re still in the early stages of growth, having just introduced The Deacon Scotch Whisky alongside the continued success of Bumbu Rum and Belaire across the UK. We’re also eager to showcase the latest addition to the Bumbu line—Bumbu Cream— to our trade partners.
What has been the most significant moment to have influenced the course of your career?
They say light shines brightest in the darkest moments, and when I faced investors who wanted to shut down the company, I turned to my mother—my hero. She even offered to sell her jewellery to help keep the business going. I told her how much I love this industry, how strongly I believe in what I’m doing, and that as long as I could make enough to get by, I’d be happy. That experience taught me that success isn’t about how big you become; it’s about how much joy you find in doing what you love.
Who is your inspiration in the world of drinks and why?
My father, who recently passed away, dedicated over 60 years to this industry, spending his entire career at Jim Beam. I don’t think he ever said how much he loved his work, but you could see it in the way his eyes would light up whenever he talked about a new brand, a fresh idea, or a conversation he’d had with someone in the trade — a bartender or a buyer. He taught me that “new” brands are the lifeblood of our industry, they bring joy, excitement, and a glimpse of what the future can hold.
Finally, what are your top tips for emerging drinks brands?
Take a chance! Listen to your gut! When you are an entrepreneur, you get bombarded with advice from people who have no skin in the game. If you are starting your own business, it’s because you believe your ideas are good. Trust those ideas. I always say that if we are going to fail, I want it to be my fault, not because I trusted someone else’s opinion over my own. Trust in yourself and commit to it!
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