French champagne companies have gone from dismissing shoutouts from Black artists to facing them as competitors, a turnaround that reflects deeper shifts in global culture and business. Sovereign Brands CEO Brett Berish is a U.S. entrepreneur who has been shaping some of that evolution—building new spirits brands and partnering with a diverse array of artists, rappers, and entrepreneurs to forge new lifestyle and luxury brands. It’s a shift from a history of coveting older foreign brands that have had a more complex, and sometimes adversarial relationship, with American artists and fans. In this interview, Berish discusses bringing new ideas to a very old industry; forging bonds with artists half his age; equity and ownership; being "authentic;" legalizing marijuana; and his advice on pushing back against conventional wisdom. Berish also shares his thoughts on DJ Khaled, Lil Wayne, Rick Ross, and Jay-Z in this newest installment of the Summit Series with Ari Melber, featuring discussions with leaders at the summit of their fields. (The series debuted in 2021 with Melber’s interview with Bill Gates.)
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