A Short Course for Beverage Entrepreneurs

Reading and watching recommendations

My recommended reading list for beverage entrepreneurs doesn’t include a single book about drinks.

Instead, I focus on mental models, decision-making, and innovation fundamentals with gems like Annie Duke’s Thinking in Bets and Tony Fadell’s Build.

Why?

Because success in the drinks business isn’t about memorizing wine regions or formulating RTDs; it’s about understanding how humans think, decide, and buy.

Here’s the shortlist:

• The Great Mental Models, Volume 1: General Thinking Concepts by Shane Parrish and Rhiannon Beaubien

• Where Good Ideas Come From by Steven Johnson

• Thinking in Bets by Annie Duke

• Build by Tony Fadell

• BlackBerry by Matt Johnson