Noah Sanborn Friedman @noahsfriedman Twitter profile | Pikagi

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Noah Sanborn Friedman

@noahsfriedman

4,795

Followers

419

Following

303

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5,836

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Started my own booze-focused fund called @topshelfvc . Also run Uncharted- a community of the world’s best founders/funders. Ironman | Actor | Traveller 🤙

New York, NY

https://t.co/kb7wXUOrbb

Joined June 2015

Don't wanna be here? Send us removal request.

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@noahsfriedman

Noah Sanborn Friedman

4 months

Hi, I'm Noah. Seeing some new followers here so wanted to re-introduce myself. I'm Noah Friedman. I co-founded and run a venture/PE fund focused on the biggest opportunities in the multi-trillon dollar beverage alcohol industry. It's called @topshelfvc . I also run a community

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@noahsfriedman

Noah Sanborn Friedman

9 days

WATCH: Bud Light just released this new commercial with Shane Gillis. This is likely the first of many Bud Light commercials we'll see with Shane through the rest of football season. Old school beer ads are back! I have a feeling Bud Light is about to have a huge year.

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@noahsfriedman

Noah Sanborn Friedman

4 months

Hey @Equinox 8pm close time is absolutely insane. Some us of New Yorkers like to train at night. It’s insane to close a gym that early especially given the monthly fee. I can’t be the only one losing my mind over this?

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@noahsfriedman

Noah Sanborn Friedman

3 months

Heir apparent: Bernard Arnault (CEO of LVMH) just named his 29 year old son Head of LVMH family holding group. Why its a subtly big deal for the family behind the $500 billion dollar empire:

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@noahsfriedman

Noah Sanborn Friedman

2 years

The alcohol industry is one of the most lucrative and powerful industries in America. Hundreds of billions of dollars move through the system each year... But the industry is veiled in secrecy and few understand how it really works. Here's a quick overview: 👇

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@noahsfriedman

Noah Sanborn Friedman

2 years

George Clooney is one of the most successful actors of all time. But despite being a bankable movie star, most of his wealth doesn't come from movies... It comes from tequila. Here's the wild story of how Clooney struck gold with Casamigos 👇

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@noahsfriedman

Noah Sanborn Friedman

10 months

@JoePompliano Had no idea about the 1961 law. That is WILD

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@noahsfriedman

Noah Sanborn Friedman

5 months

Noteworthy tequila industry news: Casa Azul wins their trademark battle against Clase Azul. Quick background on this unique case and its potential implications for the future of the alcohol market 👇

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@noahsfriedman

Noah Sanborn Friedman

2 months

In 2023, High Noon sold over 550 MILLION cans. That's more than 1 can per American! Absolutely absurd volume. The scale of the alcohol business blows my mind.

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@noahsfriedman

Noah Sanborn Friedman

2 years

During prohibition in the 1920's, the US government intentionally poisoned thousands of liters of alcohol, ultimately killing thousands of people. Here's the wild, scary, little-known story 👇

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@noahsfriedman

Noah Sanborn Friedman

4 months

Many people think the alcohol industry is in a death spiral. They’re all wrong. Here are some of my semi-controversial thoughts as a professional investor in the space:

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@noahsfriedman

Noah Sanborn Friedman

2 years

An Ironman is one of the hardest races known to man. 2.4 mile swim, 116 mile bike, followed by a marathon. I did my first one last year and beat my goal time by an hour. A few of the lessons I learned through training and pushing myself further than I thought possible 👇

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@noahsfriedman

Noah Sanborn Friedman

4 months

Somebody needs to start a gym built for the psychos that like training when it’s dark out. I’ll invest and be the first customer. I nominate @zachpogrob

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@noahsfriedman

Noah Sanborn Friedman

1 year

@thesamparr Insane time with a weight vest. Crazy impressive

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@noahsfriedman

Noah Sanborn Friedman

9 months

@sweatystartup Spent just under $5k on a sauna and it’s the best pound for pound purchase I’ve made in years. Use it daily and it’s incredible

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@noahsfriedman

Noah Sanborn Friedman

2 years

The illusion of choice about what you're drinking: How the booze industry tricks you into thinking you’re choosing from thousands of options when you’re really not… 👇

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@noahsfriedman

Noah Sanborn Friedman

4 months

@willium @Equinox “City that never sleeps” Except for people who go to the gym apparently

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@noahsfriedman

Noah Sanborn Friedman

4 months

LVMH has quietly built themselves a multi-billion dollar real estate empire. The largest luxury conglomerate in the world has been buying up prime buildings and land in iconic locations across the world. Some details on their strategy:

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@noahsfriedman

Noah Sanborn Friedman

2 years

@Daniel_Rapaport pga tour has been electric recently. Massive W all around for the game

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@noahsfriedman

Noah Sanborn Friedman

8 months

I think cannabis-infused beverages are likely to be the most common weed consumption method in the next 5-10 years. Here's why 👇

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@noahsfriedman

Noah Sanborn Friedman

4 months

@heyalexfriedman @Equinox Wait WeWork closes at 5?

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@noahsfriedman

Noah Sanborn Friedman

2 years

@vibhu My take: DTC shouldn’t be considered so one dimensionally. It’s most effective in serving as a “canary in a cole mine” to build community , traction, brand awareness, and understanding of consumer before scaling into traditional retail and distro. That’s where the magic is IMO

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@noahsfriedman

Noah Sanborn Friedman

4 months

@heyalexfriedman @Equinox That might be crazier. I almost can’t even process that. I thought they were built for startups. No startup stops working at 5pm every day

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@noahsfriedman

Noah Sanborn Friedman

2 years

Mezcal is one of the fastest-growing spirits in the world. But what actually constitutes a "mezcal"? The answer should be simple but it's actually riddled with complexity and bureaucracy. Here's a quick breakdown 👇

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@noahsfriedman

Noah Sanborn Friedman

3 months

Sweden’s liquor stores are about to run out of booze. Here's the crazy situation and how they got there:

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@noahsfriedman

Noah Sanborn Friedman

4 months

Night cap. Buying this sauna was easily top 3 purchases of 2024. Absolute game changer for mental + physical health. Highly recommend!

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@noahsfriedman

Noah Sanborn Friedman

1 year

@JoePompliano I actually think it’ll help them long run. Viral moments and photos taken and shared on the course that otherwise probably wouldn’t be. But the eye is weird lol

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@noahsfriedman

Noah Sanborn Friedman

9 months

Looking for a killer graphic designer for a fund deck. Preferably somebody who has worked with funds before, but open to anyone who is a killer. All recs welcome!

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@noahsfriedman

Noah Sanborn Friedman

3 months

@NUCLRGOLF Scottie might be the nicest guy on the planet. Incredible to be that calm and friendly in that situation.

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@noahsfriedman

Noah Sanborn Friedman

1 year

@ApoloOhno @JoePompliano It is truly incredible

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@noahsfriedman

Noah Sanborn Friedman

11 months

@JoePompliano @LewisHamilton Big fan of Lewis. I work in the booze industry and predict they’ll pivot to an alcohol version within 24 months. Could be wrong… just my guess

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@noahsfriedman

Noah Sanborn Friedman

9 days

@ryanmercurioh agreed. I think we’re about to see a lot more old school style booze ads

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@noahsfriedman

Noah Sanborn Friedman

8 months

Prediction: macadamia nuts are about to explode in the US market and become one of America's favorite snacks. Here's why👇

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@noahsfriedman

Noah Sanborn Friedman

3 months

The alcohol industry is one of the most lucrative and powerful industries in America. Hundreds of billions of dollars move through the system each year... But the industry is veiled in secrecy and few understand how it really works. Here's a quick overview👇

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@noahsfriedman

Noah Sanborn Friedman

8 months

@andruyeung It may seem that way in coastal elite cities and health-focused communities but the reality is that it’s just a very loud minority of people… majority of America is still drinking a ton

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@noahsfriedman

Noah Sanborn Friedman

1 year

@SahilBloom @thesamparr What’s the midjourney prompt on this ?

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@noahsfriedman

Noah Sanborn Friedman

4 months

Things I learned today that shocked me: Celsius is essentially banned from the NCAA. Some details on the weird situation 👇

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@noahsfriedman

Noah Sanborn Friedman

4 months

@SahilBloom I love this study. Imagine sitting in the class thinking you nailed it and then sitting through a recruiting presentation while realizing another team crushed you 😂

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@noahsfriedman

Noah Sanborn Friedman

8 months

Hi I'm Noah and I run a fund called @topshelfvc . We invest explicitly in the alcohol industry. Always looking to meet amazing people in the booze business. If there's anyone I need to meet/needs to meet me, please tag them! 🙏🥂🥃🍷🍻🙏

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@noahsfriedman

Noah Sanborn Friedman

3 months

Bernard - 75 years old and one of the world's richest men- has been laying the foundation for his succession with increased intensity the last few years. He has five children and has been installing all of them at increasingly senior positions throughout the LVMH empire.

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@noahsfriedman

Noah Sanborn Friedman

5 months

@andruyeung Mostly tech bubble. Alcohol sales spiked like crazy during COVID. They’re normalizing now, but still higher than pre COVID. Booze isn’t going anywhere

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@noahsfriedman

Noah Sanborn Friedman

3 months

Frédéric graduated from a top French engineering school- the same one his father went to. He was also recently named CEO of LVMH watches, after spending some time as CEO of Tag Heuer. This marks 3 fairly quick promotions in a row.

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@noahsfriedman

Noah Sanborn Friedman

5 months

@M___Morgenstern Lower west side highway and Central Park are undefeated when weather is nice IMO But Brickell is indeed a vibe… probably best when nyc weather sucks

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@noahsfriedman

Noah Sanborn Friedman

3 months

He recently raised the CEO age limit for LVMH to 80, so he's likely sticking around for at least a few more years, but change is imminent. This move for 29-year-old Frédéric is the latest in a slew of his promotions and marks a particularly quick rise within the organization.

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@noahsfriedman

Noah Sanborn Friedman

3 months

LVMH is a behemoth of a business on every level. Bernard has masterfully built it from a $1.2 billion valuation in 1987, to the nearly $500 billion empire it is today largely through a brilliant M&A strategy.

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@noahsfriedman

Noah Sanborn Friedman

3 months

They've expanded far beyond their original position as a small luxury house to build a sweeping holding company that touches just about anything related to a luxury experience. They've even begun scooping up iconic real estate across the world.

@noahsfriedman

Noah Sanborn Friedman

4 months

LVMH has quietly built themselves a multi-billion dollar real estate empire. The largest luxury conglomerate in the world has been buying up prime buildings and land in iconic locations across the world. Some details on their strategy:

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@noahsfriedman

Noah Sanborn Friedman

4 months

Having friends that push and encourage you is one of the most powerful things in the world. I'm on the flight back to NYC after a long week. Lot of good stuff this week, but I'm also exhausted and in my head/a bit discouraged. This snapped me right out of it. Grateful.

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@noahsfriedman

Noah Sanborn Friedman

4 months

BIG news for the beer & alcohol industry: Wine giant Gallo is entering the beer space through a strategic investment in Montucky Cold Snacks. Details on the investment & why it's a big deal for the broader alcohol industry:

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@noahsfriedman

Noah Sanborn Friedman

4 months

Point 1. Alcohol is a net positive for society Humans are social creatures that need connection to thrive. We are wired to want to spend time with others and feel real social connection with them.

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@noahsfriedman

Noah Sanborn Friedman

4 months

Point 4. Cannabis beverages WILL have a real place/effect on the industry and have huge upside I think the largest market for cannabis in the US will actually end up being THC-infused beverages (not smoking/vaping/edibles).

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@noahsfriedman

Noah Sanborn Friedman

2 months

Interesting (and subtly savage) move by Bernard Arnault: The LVMH Chairman and richest man in the world, just bought shares in rival company Richemont. Some quick details:

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@noahsfriedman

Noah Sanborn Friedman

2 years

@loganbartlett The key is to drink 8 non alc cocktails per day WHILE in a cold plunge WHILE ALSO meditating

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@noahsfriedman

Noah Sanborn Friedman

4 months

Uncharted 2024 is coming this June. Uncharted is a summit bringing together 500 of the world's best entrepreneurs, investors, and creatives for a day of content, connections, and powerful conversations. Some quick history + how you can apply to attend:

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@noahsfriedman

Noah Sanborn Friedman

27 days

@ellenhuet @technology I wasn’t gonna go this year but this article may have just changed my mind. This kind of reset is exactly what BM needs. I think this might end up being the best year in a while

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@noahsfriedman

Noah Sanborn Friedman

2 months

George Clooney is one of the most successful actors of all time. But despite being a bankable movie star, most of his wealth doesn't come from movies... It comes from tequila. Here's the wild story of how Clooney struck gold with Casamigos 👇

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@noahsfriedman

Noah Sanborn Friedman

4 months

Point 3. The non-alc industry will be much smaller than many are projecting I'm talking specifically about beverages intended to taste/smell exactly like full strength spirits/beer/wine, just without the alcohol. I just don't see the market being as big as many expect here.

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@noahsfriedman

Noah Sanborn Friedman

8 months

@rjochoa - Sign an elite running back. -Not extend Dak and make him prove it - better/bigger line backers - maybe 1 more good WR ?

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@noahsfriedman

Noah Sanborn Friedman

4 months

Last week, we hosted 15 exited founders who'd created billions in enterprise value for a 3 hour dinner. Here's the biggest lesson I learned:

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@noahsfriedman

Noah Sanborn Friedman

6 months

Hot take: This means nothing. They’re probably just pre gaming harder because the drinks are so much more expensive now lol

@consequence

CONSEQUENCE

6 months

Gen Z is drinking 25% less at concerts compared to older generations:

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@noahsfriedman

Noah Sanborn Friedman

4 months

I think alcohol is one of the most proven and ubiquitous ways of bringing people together right up there with religion, sports, patriotism, etc. There are few, if any, things are widely available and accessible that bring people together like alcohol.

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@noahsfriedman

Noah Sanborn Friedman

3 months

In 2017, spirits giant Diageo acquired Casamigos from George Clooney for $1 billion. At the time, the brand was selling about 1.2 million bottles per year. In 2024, they'll sell over 40 million bottles. 40X in 7 years and still going. Hell of a deal for everyone involved 🥂

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@noahsfriedman

Noah Sanborn Friedman

3 months

This comes on the heels of him being appointed to LVMH board in April with 32 year old brother Alexandre, joining their older siblings Delphine and Antoine. Bernard hasn't given any firm details on which of his children specifically will end up taking the reigns.

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@noahsfriedman

Noah Sanborn Friedman

2 years

@ParikPatelCFA Makes sense. Bullish on twitter if you're in charge. @elonmusk can we make it happen plz thx

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@noahsfriedman

Noah Sanborn Friedman

2 months

UNCHARTED 2024 Still buzzing from the third annual Uncharted Summit. Over 600 of the world’s best founders, funders, creatives and beyond together for a day of content & connections. What a powerful day and celebration of entrepreneurship 🙏 More from Uncharted very soon…

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@noahsfriedman

Noah Sanborn Friedman

5 months

A ideal, beautiful Saturday in NYC: Morning coffee walk with the GF. Work outside for a few hours and finalize an LP update. Quick workout and sauna session. Knicks game. Life is good 🫶

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@noahsfriedman

Noah Sanborn Friedman

8 months

Prediction for CPG: The small coalition of acquirers will make considerable moves this year to snatch up the new generation of winning brands. I believe: Ollipop Poppi Prime All get acquired in the next 12-18 months.

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@noahsfriedman

Noah Sanborn Friedman

4 months

There's one metric in CPG that matters more than anything. But most brands overlook it and optimize for the wrong things. What it is (and why it's everything):

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@noahsfriedman

Noah Sanborn Friedman

2 years

@derek_razz @TaylorMadeGolf @bobdoessports @RobbyBerger @FatPerez33 Give the people what they want and sign Bobby Fairways & Fat Perez!!!

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@noahsfriedman

Noah Sanborn Friedman

4 months

I know from first-hand experience that there can be many downsides to alcohol. I'll never deny that. But I believe that the social benefits and ability to bring people together does more harm than good on a net basis.

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@noahsfriedman

Noah Sanborn Friedman

10 months

@JoePompliano @Dsuds24 Somehow I doubt that NFL is gonna get in trouble with the law for a Black Friday football game running 20 mins late. 80% of the people who can get them in trouble will probably be watching 😂

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@noahsfriedman

Noah Sanborn Friedman

2 years

@unusual_whales Prediction: NYTimes sells multiple six figures of tickets on anger/hype for SBF and then rug pulls everyone by “cancelling” him at the last min. Tix non-refundable

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@noahsfriedman

Noah Sanborn Friedman

2 years

So anytime you've ever purchased booze, you've never actually purchased it from the company who made it- not even when you buy it online. That's because you're legally not allowed to buy it from the manufacturer... it MUST go through the three-tier system.

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@noahsfriedman

Noah Sanborn Friedman

4 months

@brookeleblanc @Equinox 8pm Friday. 6pm Sunday. Borderline criminal for 300+ a month

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@noahsfriedman

Noah Sanborn Friedman

2 years

@SahilBloom Another good one: Worrying too much about what other people think. I’m working hard to free myself if this weight as much as possible. It’s amazing how much it can hold us back…

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@noahsfriedman

Noah Sanborn Friedman

20 days

Hot take: 80% of people loudly publicly declaring that they've stopped drinking are: 1) already drinking again or 2) will be back to drinking again soon Whether or not you like it, booze ain't going anywhere.

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@noahsfriedman

Noah Sanborn Friedman

3 months

In 2023, Tito's Vodka sold ~140 MILLION bottles. That's .41 bottles per American! That is absolutely absurd volume. The scale of the alcohol business is wild.

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@noahsfriedman

Noah Sanborn Friedman

1 month

I raised my first fund when I was 27. Most people told me I would fail, but that didn't stop me. The 5 most important things I learned raising my first fund:

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@noahsfriedman

Noah Sanborn Friedman

5 months

Do hard things with people that motivate you ✊ I did a beautifully dark and painful half marathon today. Haven’t done much long running recently. But @SahilBloom asked me and @kurtisjlin to join him and we couldn’t turn down the challenge. The race was brutal. I was

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@noahsfriedman

Noah Sanborn Friedman

2 years

This three tier system was originally intended to prevent "disorderly marketing conditions" that might arise from alcohol manufacturers and retailers collaborating too closely (imagine if Budweiser owned all the bars... not great for competition).

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@noahsfriedman

Noah Sanborn Friedman

8 months

@tobi @lessin @typesfast What a world that what might have been several rounds of interviews and articles was condensed to 3 tweets in an hour. Incredible. Congrats to all 🙏

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@noahsfriedman

Noah Sanborn Friedman

3 months

My evening sauna routine has been an absolute game changer for my mental and physical health. Here's what I do every single night:

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@noahsfriedman

Noah Sanborn Friedman

5 months

My perhaps somewhat controversial thoughts on the non-alcoholic beverage market: I think it's an interesting market, and I think it will continue to grow. But I just don't think it's nearly as big as many of the articles, media coverage, and pitch decks I'm seeing are

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@noahsfriedman

Noah Sanborn Friedman

2 years

Stoked to formally launch the Uncharted Podcast in partnership with @advertisingweek 🙏 Episode 1 with my good friend @mrsharma is now live!

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@noahsfriedman

Noah Sanborn Friedman

3 months

But against a back drop of several recent promotions for Frederic, plus the fact that he's the second-youngest, this promotion feels particularly meaningful. Wall Street, and all of LVMH's stakeholders, are watching the entire situation closely.

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@noahsfriedman

Noah Sanborn Friedman

5 months

The best performing stock of the last 5 years? Celsius Holdings. Best performing stock of the last 30 years? Monster Energy. Beverage is a MASSIVE business. Hype cycles come and go; people always drink!

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@noahsfriedman

Noah Sanborn Friedman

2 years

Fitness goals for the year: - 300# bench - 400# squat - sub 6 min mile - sub 11% BF Hoping to hit 1-3 in the same couple weeks. Will post progress.

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@noahsfriedman

Noah Sanborn Friedman

3 years

‘The Dinner Series’ rolls on. An incredible evening moderating an even better convo. Community will define the next era of great businesses. @RyanSerhant @yo @_Liso_ @mrsharma @JasonYanowitz @FawnWeaver @brendangahan @Leftlanecap @moizali @BlakleyConnor

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@noahsfriedman

Noah Sanborn Friedman

2 months

@RandallSPQR Yep. They’ll go down in history books. Tbh @stoolpresidente gets a healthy chunk of the credit here. Was built on his back/brand

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@noahsfriedman

Noah Sanborn Friedman

1 year

Uncharted Summit 2023 🙏 What a day! Thank you to the 600+ of the world’s best founders, funders, creatives and beyond who came out to the second annual summit. Uncharted started as an intimate dinner series @realmichaelloeb and I started hosting together in late 2021…

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@noahsfriedman

Noah Sanborn Friedman

6 months

@CinemaTweets1 This is top 3 all time for me

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@noahsfriedman

Noah Sanborn Friedman

2 years

This is one of the many reasons I started @topshelfvc to capitalize on the opportunity within the space and find the next Casamigos. Follow me for more breakdowns on the beverage alcohol industry and insights into running the industry's newest fund.

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@noahsfriedman

Noah Sanborn Friedman

2 years

The three-tier system mandates that the manufacturer of any alcohol product MUST sell their product to an independently licensed wholesaler, who can sell the product to a licensed retailer, who can THEN sell it to you.

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@noahsfriedman

Noah Sanborn Friedman

3 months

Uncharted 2024… calm before the storm. Can’t wait for tomorrow!

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@noahsfriedman

Noah Sanborn Friedman

8 months

Up early ➡️Coffee ➡️ 2 hours of surfing ➡️ Work Pretty close to a perfect morning.

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@noahsfriedman

Noah Sanborn Friedman

1 year

@VCBrags Solid brag here. She deserves to show this one off.

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@noahsfriedman

Noah Sanborn Friedman

4 months

Lots of people tried to say the wine business was dying... They were wrong. A new report just came out painting a rosy picture for the future of the business. Here are the highlights and implications for the broader alcohol industry:

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@noahsfriedman

Noah Sanborn Friedman

5 months

The wild story of how an offensive comment from a liquor executive fueled Jay Z to build his own alcohol empire. 🧵👇

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@noahsfriedman

Noah Sanborn Friedman

3 months

It's still unclear which of his 5 children are the actual front runner, but Frederic's momentum seems to have real weight. The next few years will be a pivotal and fascinating time for the organization (and the family)! Will be watching closely to see how it plays out!

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@noahsfriedman

Noah Sanborn Friedman

2 years

@APompliano @joeseppe2 @LizClaman Anyone else notice this dude isn’t actually @elonmusk ? 🥴

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@noahsfriedman

Noah Sanborn Friedman

2 years

Just paid $7.34 for an iced coffee AMA

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