We were lucky to catch up with Amelia Cohen-Smith recently and have shared our conversation below.

Hi Amelia, thanks for joining us today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. So, we’d appreciate if you could open up about your growth story and the nitty, gritty details that went into scaling up.

We started small, showing up everywhere: bars, liquor stores, markets, and local events. From me to the CEO, we did tastings ourselves, creating connections that made customers fall in love with Besa and earned the trust of our accounts. That momentum snowballed as friends brought friends until our events were packed. I built an ambassador team to do the same, connecting with customers, inviting them to events, and growing our digital community, especially among young women. Leadership belongs in the field, as being face-to-face keeps us in tune with trends, our audience, and our accounts. As we expand, we are entering new markets the same way.

Amelia, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

We’re a proudly women-led California wine company reworking what wine can look and feel like. At Besa mi vino, we’re known for our clean canned wine and wine-based hard seltzer. These better-for-you products are changing the way our bodies handle alcohol. Our flagship, Besa Hard Seltzer, swaps malt liquor for organic wine and comes in three clean, fruity flavors. You can find us at retailers across California by checking the store locator on our website. As Head of Brand and Communications, I oversee everything from brand strategy and messaging to national field marketing, partnerships, and digital campaigns. What I’m most proud of is the community we’re growing through events. We’re creating a modern wine brand that reflects the people who drink it, made by women for women.

Do you have any insights you can share related to maintaining high team morale?

My biggest advice is to lead with clarity and care. I check in with each field team member regularly, make sure they have a clear mission for every activation, and start every conversation by asking if they have questions or need anything. I also share behind-the-scenes context so they feel connected to the brand, not just the task. When someone new joins, I introduce them to all department leads and our CEO, and have them sit in on a management meeting early so they feel part of the bigger picture. Morale stays high when people feel seen, supported, and looped into the larger mission.

How about pivoting – can you share the story of a time you’ve had to pivot?

Besa was originally launched with a focus on eco-conscious, organic canned wine. Wine doesn’t need to be bottled, and cans are more sustainable and energy-efficient to produce and recycle. But as the canned wine category started to slow, we pivoted and developed Besa Hard Seltzer, made with the same clean California wine but positioned as a more approachable, better-for-you hard seltzer option. It quickly became our flagship product and helped us expand our reach. Now, with canned wine trending again, we’re in the process of another pivot; finding creative ways to promote both SKUs together while leaning into what makes each unique. It’s a full-circle moment and a chance to reintroduce our original vision in a fresh, exciting way.

Contact Info:

• Website: https://drinkbesa.com
• Instagram: https://www.instagram.com/drinkbesa/
• Linkedin: https://www.linkedin.com/in/amelia-cohen-smith-9bb657265
• Other: TikTok: https://www.tiktok.com/@drinkbesa

Image Credits

Soona photography