When people talk about retail disruption, they usually focus on pricing, scale, or e-commerce. But in this episode, we get specific about the thing most operators miss: how hospitality turns a “routine run” into a real experience—and why that matters even more as new categories like hemp THC explode.

Jake and Duffy sit down with Jon Halper, CEO and owner of Top Ten Liquors, to unpack the playbook behind one of the most innovative independent beverage retailers in the country. From competing head-to-head with Total Wine to building a 150,000+ member loyalty engine, Jon breaks down what it takes to scale service, design promotions that create credibility, and lead through the messy reality of regulation—especially as hemp THC beverages reshape consumer behavior.

If you care about modern retail strategy, experiential merchandising, or where alcohol, hemp, and cannabis collide next, this one’s for you.

Topics Covered:

• How an “outsider” perspective helped Top Ten out-innovate legacy liquor retail
• Building a service culture that scales (and why short lines aren’t the goal)
• The loyalty + club pricing model behind 150,000+ members
• Sunday Specials and the difference between a promotion and a brand-killer
• Why THC beverages took off—and why most customers still haven’t tried them
• The compliance + education playbook for selling hemp THC responsibly
• What AI can (and can’t) replace in the in-store experience
• Why hemp, cannabis, and alcohol should compete and collaborate

About Our Guest:
Jon Halper is the CEO and owner of Top Ten Liquors, a Minnesota-based retailer that’s grown from four stores to 15 (with more on the way). With a background spanning corporate law, retail operations, merchandising, and leadership, Jon has built Top Ten into a modern “adult beverage store” known for customer experience, smart pricing strategy, and early leadership in hemp-derived THC beverages.

Links & References:

• Top Ten Liquors