How Two Founders Scaled a Side Hustle

In today’s episode, I sit down with Embarc Wines co-founders Adam Lovingood and Richard Garcia to unpack how they built a self-serve wine experience that feels both innovative and familiar. We get into the early days of their partnership, the years of planning that shaped their model, and the moment they realized this concept could scale far beyond a single location. They walk me through the balance of full-time careers and late-night building, the relationships that fuel their wine program, and why creating a warm social environment matters as much as the technology behind it. Their vision for expansion shows just how far this idea can go.

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