Joel Palathinkal chats with Noah Friedman about storytelling's influence on marketing and consumer behavior. Noah shares insights from his career and founding Top Shelf Ventures, focusing on people dynamics in business. They discuss whiskey trends, celebrity partnerships, and local craft beer appeal. Key topics include KPIs for beverage investments, health trends, and Ryan Reynolds' success with Aviation Gin. The episode also explores non-alcoholic beverages, THC, psychedelics, food science innovations, AI in healthcare, and alcohol industry regulations. Noah offers advice for emerging fund managers and shares final thoughts. (0:00) Introduction and the importance of storytelling in marketing (0:42) Introduction of guest Noah Friedman and early career insights (5:09) Formation and focus of Top Shelf Ventures (6:06) Learnings as a young executive and importance of people dynamics (9:53) Analyzing consumer behavior and perceived value in premium brands (18:49) Trends in the whiskey industry and celebrity partnerships (22:04) Local craft beer trends and brand resonance (26:10) KPIs for beverage investments and health-conscious trends (32:43) Success stories: Ryan Reynolds and Aviation Gin (34:29) Non-alcoholic beverages market potential (38:22) Next generation beverage trends: THC and psychedelics (41:06) Investment trends in psychedelics and the investor ecosystem (42:31) Food science innovations in the beverage industry (44:19) AI technology in healthcare and regulatory challenges in alcohol (50:14) Advice for emerging fund managers and final thoughts