136 How Badger Bevs Grew 230% Through Bars and Restaurants With David Vogel

Badger Bevs sold more than 100K 9L cases in 2025, growing more than 230% YOY. Yet more than 95% of its sales still come from restaurants, bars, and hotels.

Founder and CEO David Vogel made a deliberate choice to build the premium mixer brand in the on-premise first. Drawing on his experience at Blue Buffalo and The Chef’s Warehouse, he saw an opening for a mixer designed for high-end hospitality -- and a chance to earn the trust of bartenders and beverage directors before pursuing broad retail distribution.

That trust took work. In New York, David walked into bars with samples and was often turned away. Buyers might like the tonic or ginger beer, but they also needed to know Badger could deliver consistently. Today, the brand has more than 1,000 customers in that market and sells in 33 states.

In this episode, David explains how Badger expanded one market at a time, why delivery frequency and service matter as much as a distributor’s reach, and what it takes to support accounts after the first sale. We also get into the product choices behind the growth -- from bartender input on flavor and carbonation to a resealable bottle designed around how cocktails are made behind American bars.

For drinks founders, it’s a useful look at how a brand can grow quickly while staying focused on the customers it set out to serve.

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Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

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Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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