Topgolf to Liquor Lab: Aaron Vaccaro Building Experiences That Stick Pt. 1
Aaron Vaccaro, CEO of Liquor Lab and former right-hand man behind Topgolf’s explosive growth, joins The Best 5 Minute Wine Podcast to talk cocktails, consumer experiences, and the art of building billion-dollar fun. From driving ranges to drink menus, Aaron shares how wine, entertainment, and innovation intersect to create unforgettable moments.
The Best 5 Minute Wine Podcast, we tee off with Aaron Vaccaro, CEO of Liquor Lab and a key player behind the explosive growth of Topgolf. Aaron shares how a career that started in finance took a hard left into the world of immersive entertainment, helping grow Topgolf from 10 locations to over 70 and more than a billion in revenue. From tracking golf balls to tracking consumer experience trends, he breaks down how food, drinks—including wine!—and pure fun became the real draw. We also chat about the surprising psychology of hitting golf balls with a glass of wine in hand, and how letting go of expectations can sometimes lead to your best performance—on the course and in business. Pull up a cocktail and press play
