[DTC POD Ep. 186] - Sam Madani, Bomani: Building Buzz & Launching Alcohol CPG

April 14, 2022
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Sam Madani and his cofounders were working high stress jobs as investment bankers in NYC, and after a long work week, they would make espresso-based drinks to get energy for the fun night ahead. They realized a lot of their friends were doing the same thing, and they realized there wasn’t a great coffee-based alcohol drink that was easy to consume and tastes delicious. They decided to create one. Bomani is the better-for-you alcohol-infused cold brew.


On this episode of DTC Pod, Sam Madani chats with Ramon Berrios & Blaine Bolus to discuss how he built Bomani and the ups-and-downs of the entrepreneurial journey. The road to success for Bomani wasn’t easy. They faced a ton of rejection from local brewers, but they persevered and decided to pitch their concept to the biggest brewer in the country, and it worked! But that was just the first step. Sam discusses getting Bomani into customers’ hands, the process of selling to restaurants and bartenders, building brand awareness through the Cold Buzz Crew, adapting during COVID, and expanding Bomani’s retail presence.

0:19 - 3:08 What’s Bomani

3:51 - 5:41 Launching Bomani

6:21 - 10:28 30 questions you should be asking

11:32 - 15:58 Partnering with the biggest brewer in the US

18:43 - 20:25 Bomani’s first investor

20:26 - 22:00 Adapting to COVID

22:39 - 23:44 Expanding beyond friends & family

24:43 - 29:27 The cold buzz crew

29:43 - 36:32 Building partnerships with bartenders and restaurants

38:38 - 41:57 Getting into Whole Foods

This episode is brought to you by OpenStore:

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Sam Madani - Co-Founder & CEO of Bomani

Ramon Berrios - CEO of Trend.io

Blaine Bolus - COO of OmniPanel

Episode Transcript & Castmagic Chat

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Ramon Berrios
Founder and CEO at Trend
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Ramon has Co-Founded Trend. It is a curated marketplace of creators and brands. We help brands source high quality custom content. We love working with new, innovative companies that are changing the game.

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Co-Founded Seated,COO at Omnipanel
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Blaine Bolus is the Co-Founder of OmniPanel, the first software platform connecting CX & Internal teams.OmniPanel, backed by top Silicon Valley VCs, is building software infrastructure that powers cross-functional work, in an industry projected to be a $641 Billion Market in 2022.