I’m Ben Tannenbaum - dealmaker, advisor, writer, and angel investor.

My weekly series, Proof Points, uses a data-driven yet deeply human lens to decode the role of alcohol in modern life. I investigate the business of booze and the behaviors behind it, exploring how industry trends and personal rituals interact to shape our identities, communities, and search for meaning.

I lead brand partnerships at LineLeap, where I helps beverage and lifestyle brands connect with 21–25-year-olds at the most valuable moment of the night - the first drink. My work centers on helping brands show up authentically in that space between anticipation and action, when social energy peaks and habits take shape.

Through August West, I work directly with brands in an advisory capacity - as a consultant, contractor, or gut-check partner. I also back early-stage CPG and adult beverage brands with capital, context, and a real understanding of what it takes to grow in crowded, chaotic categories.

Over the years, I’ve helped top alcohol and CPG brands turn shopper data into commercial velocity, driving growth across spirits, beer, wine, and RTDs - not to mention the occasional condiment, ice cream, and even shampoo.

Hi, I'm Ben

I’m a dealmaker, advisor, and writer in New York, living somewhere between boardrooms and barrooms. I build partnerships that move cases, back founders with a belief in magic, but a grip on margin, and try to make sense of the beautiful chaos that is the beverage world.

I’m a dealmaker, advisor, and writer in New York, living somewhere between boardrooms and barrooms.
I build partnerships that move cases, back founders with a belief in magic, but a grip on margin, and try to make sense of the beautiful chaos that is the beverage world.