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Alex Villicana of RE:FIND Distillery and Aaron Bergh of Calwise Spirits join Adam for a local conversation with statewide consequences. California’s temporary direct-to-consumer shipping privileges for craft distillers are set to expire at the end of 2026, and both guests say losing them could be devastating for small, independent producers.
Alex explains that direct shipping represents roughly 30 percent of his revenue and that losing it overnight could be a backbreaker. Aaron says many distillers now depend on shipped club packages and online orders for at least a quarter of their business. For these local producers, shipping is not simply a convenience. It has become part of how they remain viable.
They break down California’s three-tier alcohol system, the power of major distributors, and the frustrating position small brands find themselves in. They can be too small to earn meaningful attention from the largest wholesalers, yet still be legally restricted from reaching customers on their own.
Alex shares his experience with Southern Glazer’s Wine & Spirits, including the unforgettable story of being so small within its enormous portfolio that the company apparently did not realize RE:FIND had already left. Aaron discusses industry consolidation, Reyes Beverage Group, and why he believes California’s distribution structure has created government-protected gatekeepers.
The conversation also exposes a larger contradiction. California promotes agriculture, tourism, entrepreneurship, and regional products, yet visitors who discover a local spirit in Paso Robles may soon be unable to reorder it once they return home.
Alex and Aaron explain why direct shipping is not an effort to eliminate distributors. It is a limited path that allows small producers to build customer relationships, grow their brands, and potentially become valuable distribution partners in the future.
And because this is Up+Adam, the bottles come out too.
Alex introduces RE:FIND Distillery’s limited watermelon spirit, made with 1,000 pounds of watermelon, and shares updates on the distillery’s limoncello, whiskey program, and upcoming locally grown single malt. Aaron pours Calwise’s Wild Blueberry Whiskey and explains how the bottle connects California creativity, Minnesota family history, and the moonshining legacy behind his Axe Hole Whiskey brand.
This is a conversation about spirits, but the real issue is ownership.
Who owns the relationship between a maker and a customer? The small business that earned it, the distributor controlling access, or the customer who simply wants another bottle?
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Learn more
• RE:FIND Distillery: refinddistillery.com
• RE:FIND Distillery on Instagram: @refinddistillery
• Calwise Spirits: calwisespirits.com
• Calwise Spirits on Instagram: @calwisespirits
• Aaron Bergh: aaronbergh.com
• American Craft Spirits Association: americancraftspirits.org
• California Craft Spirits Association: cadistillers.org
Article discussed (Read this)
• Out-of-State Billionaires vs. California Small Businesses: The Rigged System Blocking Local Craft Spirits
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