Episode 18: I’ll Cheers to That: Building Avenue 8 with Tiffany Jones

🎙️ Show Summary:

What happens when you enter an industry you know nothing about, question what is already on the market, and decide to build something entirely different?

In this episode of Founders & Fortitude, Audrie Dollins sits down with Tiffany Jones, founder of Avenue 8 Cocktails, for a conversation about building a premium cocktail brand from the ground up, entering an industry where she had no previous experience, and having the fortitude to keep moving when people told her the idea would never work.

Tiffany shares how Avenue 8 began after years as a wine and champagne drinker who could no longer find an option that worked for her. After trying canned cocktails from across the country and still not finding what she wanted, the question changed from “Why isn’t there something better?” to “Why are they all so terrible?”

That question became a business.

Tiffany talks about the research behind Avenue 8, going through 30 rounds of formulation, sourcing high quality ingredients, building an all women team, creating packaging designed to feel more like a luxury product than a traditional canned cocktail, and launching the brand after more than a year of development.

The conversation also goes beyond the product. Tiffany opens up about starting something entirely new at 57, building a business during a different season of motherhood, walking into a male dominated industry, hearing no, being told she would have a better chance of winning the lottery than succeeding, and choosing to keep going anyway.

Audrie and Tiffany also discuss founder visibility, social media, building relationships with retailers, using data to make smarter business decisions, and why growth does not have to mean being everywhere. Sometimes the strongest strategy is knowing exactly where your brand belongs.

What to Expect in This Episode:

• How Tiffany went from more than 20 years in interior design to launching Avenue 8 Cocktails at 57.

• Why her frustration with existing canned cocktails became the starting point for an entirely new business.

• Why Avenue 8 went through approximately 30 rounds of formulation before Tiffany felt the product was right.

• How Tiffany intentionally built a team of women across formulation, legal, creative, and brand strategy.

• Why Avenue 8 approached its packaging through the lens of luxury goods rather than traditional alcohol branding.

• The conversation that left Tiffany in tears after being told she would have a better chance of winning the lottery than succeeding.

• How that rejection ultimately became part of the fortitude behind the brand.

• What earning Double Gold and Best New Ready to Drink Cocktail recognition at the 2025 San Francisco World Spirits Competition meant for Avenue 8.

• Why Tiffany believes founders have to become comfortable telling their own story, even when being on camera does not come naturally.

• How Tiffany is building relationships with retailers and expanding Avenue 8 intentionally rather than simply trying to be everywhere.

• Why experiences, entertaining and community are becoming an increasingly important part of the Avenue 8 brand.

• How Tiffany is beginning to use AI and business data to better understand sales, save time and make smarter decisions.

Founder’s Favorites:

Trending Topic:
Founder led brands and the increasing importance of customers understanding the people, decisions and story behind the products they purchase.

Marketing Resource:
Social media as a storytelling tool. Tiffany’s content was what initially made Audrie stop scrolling, learn more about Avenue 8 and ultimately reach out to the brand.

Current Business Focus:
Growing Avenue 8 intentionally through the right retailers, markets and customer relationships while expanding the brand into entertaining, experiences and community.

Current Reminder:
You do not have to know everything about an industry before you begin. Research it, understand your customer, know what makes your product different and keep moving when someone tells you no.

Quote of the Week:

Sponsored by Avenue 8 Cocktails.

“You may not know my name and you may not know my brand yet, but you’re not going to forget me.” — Tiffany Jones

This Week’s Three from Me:

1. Know Exactly What Makes Your Product Different

Tiffany did not create Avenue 8 simply because she wanted to launch another canned cocktail. She started with a problem she personally wanted solved and researched why the existing options were not meeting her expectations. Get specific about what is missing in your market and why your product, service or business deserves to exist.

2. Build the Right Relationships, Not Just More of Them

One of Tiffany’s biggest focuses is developing relationships with the retailers already supporting Avenue 8. Growth is not always about being everywhere. Identify the stores, clients, markets, partnerships and communities that make sense for your brand and invest in those relationships.

3. Tell the Story Yourself

Being on camera did not come naturally to Tiffany, but she understands that no one else can tell the Avenue 8 story exactly the way she can. Founders do not have to become the entire brand, but your knowledge, perspective and reason for building it are valuable parts of your marketing.

About Tiffany Jones & Avenue 8 Cocktails:

Tiffany Jones is the founder of Avenue 8 Cocktails, a premium cocktail brand created around thoughtfully sourced ingredients, elevated flavor, transparent labeling and a completely different approach to the canned cocktail category.

Explore Avenue 8 Cocktails:
https://www.drinkavenue8.com/

Follow Avenue 8 Cocktails on Instagram:
https://www.instagram.com/avenue8cocktails/

Follow Avenue 8 Cocktails on LinkedIn:
https://www.linkedin.com/company/avenue-8-premium-cocktails/

Resources Mentioned:

• Avenue 8 Cocktails
• Avenue 8 Society
• San Francisco World Spirits Competition
• Total Wine
• Monticello Liquors
• SMU
• Social Media Marketing
• Retail Partnerships
• In Person Brand Activations
• Claude
• ChatGPT
• Parlay Collective

Let’s Connect with Audrie:

Follow Audrie Dollins on Instagram:
https://www.instagram.com/audriedollins/

Visit Audrie Dollins:
https://audriedollins.com/

Connect with Audrie on LinkedIn:
https://www.linkedin.com/in/audrie-dollins-8b678730/

Follow Audrie on Facebook:
https://www.facebook.com/TheAudrieDollins

Founders & Fortitude:

Explore Founders & Fortitude, watch the latest episodes and find where to listen:
https://audriedollins.com/foundersandfortitude

Listen on Apple Podcasts:
https://podcasts.apple.com/us/podcast/founders-fortitude-conversations-with-audrie-dollins/id1773579473

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