Driving Performance Season S3E13: Featuring Noah Friedman, Cofounder of Top Shelf Ventures

Driving Performance Season S3E13: Featuring Noah Friedman, Cofounder of Top Shelf Ventures

From Driving Performance by Adgile Media Group

February 2, 2026 · 49 min · Season 3 · Episode 13

About this episode

Noah Friedman discusses building at the intersection of community, capital, and consumer brands in the beverage alcohol industry.

In this episode of Driving Performance , Noah Friedman joins the show to talk about building at the intersection of community, capital, and consumer brands. A familiar name in the CPG world, Noah is the cofounder of Top Shelf Ventures , a venture and private equity fund backing standout opportunities across beverage alcohol and other “vice” categories, from spirits and beer to nicotine.He’s an investor in brands like SUNBOY (featured earlier this season with founder Yair), The Long Drink (the celebrity-backed brand cofounded by Miles Teller), and Gratsi Wine . Before launching Top Shelf, Noah built his career by leaning into the mentorship of legendary entrepreneur Michael Loeb. The two first met when Noah was still in college, attending an intensive bootcamp for founders. Noah was the youngest person by at least 10 years and made a point to introduce himself to Michael who saw something in him and took him under his wing. That relationship led Noah to help scale Loeb-backed company 3x3, where he spearheaded go-to-market strategy and built one of the fastest-growing retail networks in the beverage alcohol industry, expanding to more than 2,000 liquor retailers. He ultimately…

People in this episode

Guest: Noah Friedman

Topics covered

  • community
  • capital
  • consumer brands
  • beverage alcohol
  • entrepreneurship

Keywords

  • Noah Friedman
  • Top Shelf Ventures
  • beverage alcohol
  • entrepreneurship
  • Michael Loeb
  • SUNBOY
  • The Long Drink
  • Gratsi Wine

Mentioned in this episode

Organizations: Top Shelf Ventures, 3x3, SUNBOY, The Long Drink, Gratsi Wine

Places: New York City

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