We were lucky to catch up with Aaron Nosbisch recently and have shared our conversation below.

Aaron, thanks for taking the time to share your stories with us today undefined

The creation of BRĒZ has been, by far, the most innovative milestone in my career. At a time when the beverage market was entrenched in traditional norms dominated by alcohol, I saw an urgent necessity for innovation. Recognizing that people deeply desire meaningful social experiences without the adverse side effects of traditional alcoholic beverages, I worked with a team to create a social tonic uniquely infused with THC, CBD, and functional mushrooms like Lion’s Mane.
The innovation wasn’t just the formulation itself, but the sophisticated way we deliver it. Using cutting-edge nano-emulsification technology, BRĒZ beverages offer rapid onset and predictable effects, providing a genuinely viable alternative to alcohol. I’m incredibly proud that BRĒZ is leading the way in a new category of mindful social consumption, showing the world that social enjoyment can also be synonymous with wellness and clarity.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

At my core, I’m a seeker—I’m passionate about furthering human connection, health, and conscious enjoyment. My passion for elevating social interactions inspired me to launch BRĒZ, a revolutionary brand in the functional beverage space. BRĒZ crafts meticulously balanced social tonics infused with THC, CBD, and adaptogenic mushrooms, designed to uplift social experiences without the negative effects of alcohol.

Our OG Social Tonic blends 2.5 mg THC, 5 mg CBD, and 33 mg of Lion’s Mane mushroom extract, delivered through nano-emulsification technology to ensure rapid onset and optimal bioavailability. This innovative approach provides consumers a predictable, enjoyable experience—the effects are relaxed yet clear-headed, euphoric yet grounded.

What sets us apart at BRĒZ is that we don’t merely create products—we create mindful experiences. Our beverages empower “people becoming more” to approach social connections and even solo experiences in healthier, more fulfilling ways, helping to redefine what social drinking can and should be.

I am incredibly proud of BRĒZ’s role in shifting consumer perceptions around cannabis and functional beverages, demonstrating that social enjoyment and wellness can coexist seamlessly. I want our brand to stand as a beacon of innovation and integrity, transforming the cultural landscape of social gatherings.

Let’s talk about resilience next – do you have a story you can share with us?

One that really stands out was about six or seven months into building BREZ. Things were finally starting to take off—TikTok Shop was performing, our Facebook ads were crushing it, and the product was flying off the shelves. We sold out completely. That kind of momentum is rare, and we knew we had to find a way to ride that wave instead of letting it die.

So, we pivoted fast. We launched a last-minute pre-order system, clearly communicating to customers that while the current batch was sold out, the next drop was in production and shipping soon. That simple move allowed us to keep selling through the gap and not lose the momentum we’d worked so hard to build.

But then things got even more intense. Our lead times stretched. We were out of stock—not for a few days, but for four to six weeks at a time. We had to walk a tightrope: keep selling, keep growing, and at the same time be radically honest with customers about the delays. There were moments when it felt like the pressure might break us. But we didn’t fold. We stayed clear, transparent, and kept the faith that we’d find a way through it—and we did.

And honestly, that wasn’t the first time I had to bounce back. Before Breeze, I built another DTC company from scratch to $15 million a year. I was told I had equity. I thought I had ownership. Then one day, I was pushed out—no equity, no protection, nothing documented. I lost everything I thought I had built.

But that’s the thing about entrepreneurship: if you’re not willing to take hits, you’re not going to make it. Resilience isn’t just part of the journey—it is the journey. I kept learning, kept experimenting, and eventually found my way back with BREZ. Every low point became fuel for the next level. That’s just how it works.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Honestly, it all started with Lucyd. We identified a really critical problem early on—cannabis, hemp, and cannabinoid brands couldn’t run ads on Meta or Google like other industries. Digital advertising was basically off-limits to them. So we figured it out. We became one of the only teams in the space that could actually run compliant, scalable campaigns for those brands. And not just for any brands—for some of the top players in the space.

That work spoke for itself. When you’re solving a real problem that others can’t crack, and you do it well, word travels. That reputation compounded over time. People knew we weren’t just showing up—we were delivering results in a space where almost no one else could.

Then with BREZ, we took that momentum and built in public from day one. We were fully transparent about what we were doing, what was working, what wasn’t. And we shared all of that with the community. The mindset was simple: if we help build the category, BREZ will naturally rise with it.

At the heart of it, I’ve always tried to embody the giver principle—lead with value, share everything we learn, and put people first. It’s never been about competition for me; it’s about growing the whole pie. If the category wins, we all win. That “rising tide lifts all ships” mentality has really shaped how we show up in the space and, I think, why people trust what we’re building.

Contact Info:

• Website: https://www.aaronjnosbisch.com/
• Instagram: https://www.instagram.com/aaronjnosbisch/
• Linkedin: https://www.linkedin.com/in/aaronnosbisch/
• Twitter: https://x.com/AaronJNosbisch