Episode 510: Michael Fors of Liquid Jazz - Gloucester, MA. The Wine Decanter That Rocks Your Senses and Your Tastebuds. Rockin’ Wine instead of Rocking Chairs for This [FORMER] Retiree. ON THE ROCKS!

How does a retiree, after a 30-year career running a paint store, end up inventing a patented device that is disrupting the traditional wine world?

In this relaxing and insightful episode of the JUSTIN AND THE [FOOD] ENTREPRENEURS Show, host Justin Bizzarro sits down with Michael Fors, the inventor and founder of Liquid Jazz. This is a story about observation, second acts, and the pursuit of a better sensory experience.

Michael shares his unique origin story, which began not in a boardroom, but on the rocky shores of Gloucester, Massachusetts. While watching the ocean crash against the rocks and smelling the salt air released by the agitation, he had an epiphany: could wine be opened up in the same way? This led to the creation of the Liquid Jazz Decanter, a patented vessel designed with internal "steps" that allows wine to gently rock back and forth, increasing surface area and aerating a bottle in just four minutes—a process that traditionally takes hours.

This episode offers a fascinating look at the nuts and bolts of bringing a physical product to life. Michael details the hurdles of manufacturing, from navigating high mold costs in the US to managing supply chains in China, and the "faith" required to invest retirement funds into a dream. He discusses his old-school, boots-on-the-ground sales strategy—walking into vineyards and restaurants to give live demonstrations—and the challenges of aligning inventory with modern influencer marketing.

Beyond the mechanics of business, this conversation delves into the psychology of the consumer experience. Justin and Michael explore how the rhythmic motion of the decanter offers a moment of tranquility and mindfulness in a chaotic world, turning the act of drinking wine into a soothing ritual.

Tune in for a story that proves innovation has no age limit. It’s an inspiring look at how a simple observation of nature can lead to a product that enhances connection, flavor, and peace of mind.

Key Takeaways

• The Power of Observation: How watching nature (ocean waves and river rapids) inspired a mechanical solution for wine aeration.

• The "Rocking" Technology: How the patented steps inside the decanter soften tannins and release aromatics in minutes rather than hours.

• Second Act Entrepreneurship: The reality of starting a global product business in retirement, including the financial and logistical risks.

• The Human Element: Why the product is about more than taste—it’s about creating a calming, shared experience that brings people together.

• Strategic Growth: Michael’s vision for partnering with larger distributors or wineries to scale the business while he focuses on the face-to-face demonstrations he loves.

 

IG: @liquidjazzexperience

Address: www.liquidjazzezperience.com

 

Entrepreneur interested in being on the show: https://calendly.com/justin-bizzarro/podcast

 

Hosted By: Justin Ryan Bizzarro (IG: @justinbizzarro and LinkedIn: FOLLOW ME )

 

Who is Justin Ryan Bizzarro? – Justin Bizzarro is a serial food, restaurant, technology, media and marketing entrepreneur, who helped build a 24-year-old group of food and restaurant related businesses, he created with his father and business partners out of his family’s basement, in 1998. He is a highly desired business management, personal and athlete growth, free market, food diversity, and entrepreneurial leadership speaker. Justin’s expertise are in human growth, motivation, leadership and management development, health foods and beverages, global lean manufacturing facilities, vertically integrating businesses, food marketing and advertising, supply chain creation and management, direct to consumer fulfillment, transportation and distribution, personal brand building, restaurant development and construction, and entrepreneur acceleration. Justin received his BA in International Business and Management from Dickinson College, in 2002, and his MBA from University of North Carolina - Chapel Hill, in 2014. He is currently pursuing his Master of Divinity in Leadership from Denver Seminary. His leadership and entrepreneur podcasts have positively impacted millions of people across the globe.

 

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