And That's Why We Drink
And That's Why We Drink is an independent comedy podcast company founded in 2017 by Em Schulz and Christine Schiefer, blending paranormal and true crime content for a long-tail listener base across podcast platforms, live tours, Patreon, merchandise, and two New York Times bestselling books.
- Company typePrivate
- Founded2017
- HeadquartersLos Angeles, United States
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What And That's Why We Drink does
And That's Why We Drink is a privately held, co-founder-owned entertainment company built around a flagship weekly comedy podcast that blends paranormal investigations and true crime storytelling. Launched in February 2017 by Em Schulz and Christine Schiefer, the show has produced more than 491 episodes and accumulated over 200 million lifetime downloads, consistently ranking in the top 20 on comedy podcast charts and earning multiple Webby, W3, Signal, Davey, and Podcast Awards between 2019 and 2025.
The product portfolio has expanded from the flagship audio show into a multi-format IP. The hosts launched the 'Rituals' podcast in March 2022 as a Spotify Original in partnership with Parcast, covering mystical objects and the occult. Andrews McMeel Publishing has released two New York Times bestselling illustrated travel guides — 'A Haunted Road Atlas' in May 2022 and its sequel 'A Haunted Road Atlas: Next Stop' in 2025 — extending the brand into print. A live touring business, operated since 2018 and booked through WME, has produced recurring sold-out runs across North America, including the recent 'On The Rocks' tour.
The business operates five revenue streams: podcast advertising (sponsors including ASPCA Pet Insurance, HelloFresh, Mint Mobile, Bilt, Aura Frames), recurring Patreon subscriptions (Happy Yapper tier at $10/month with ad-free episodes and Yappy Hour intermissions), direct-to-consumer merchandise at atwwdmerch.com (including themed Pride drops), book royalties from Andrews McMeel, and live show ticket revenue. Operations are run by a small core team anchored by the two co-hosts, with management handled by Maggie Houlehan at MRH Entertainment and booking by Andrew Russell at WME. There is no institutional investment, parent company, or public listing evidenced in the data.
And That's Why We Drink firmographics
Firmographics- Name
- And That's Why We Drink
- Legal name
- And That's Why We Drink LLC
- Website
- https://andthatswhywedrink.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- And That's Why We Drink is an independent comedy podcast company founded in 2017 by Em Schulz and Christine Schiefer, blending paranormal and true crime content for a long-tail listener base across podcast platforms, live tours, Patreon, merchandise, and two New York Times bestselling books.
- Ownership category
- akta.pro rank
And That's Why We Drink industry classification
Industry- Product category
- Podcast Entertainment
- NAICS
- Music Publishers (512230)
- SIC
- Phonograph Records & Prerecorded Audio Tapes & Disks (3652)
- akta.pro primary industry
- Live Podcast Recordings (MPAGACAJ)
Keywords
Where And That's Why We Drink is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
And That's Why We Drink business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Operations, Others
Revenue model
- Podcast Sponsorships: Brand sponsorships featured in episodes from companies including ASPCA Pet Insurance, Aura Frames, Bilt, HelloFresh, Mint Mobile, and others
- Patreon Membership: Multiple tier subscription model including ad-free episodes, Yappy Hour intermission content, and exclusive community access at $5-$10/month
- Merchandise Sales: Branded merchandise including pride-themed apparel sold through atwwdmerch.com
- Book Publishing: New York Times bestselling books 'A Haunted Road Atlas' and sequel 'A Haunted Road Atlas: Next Stop' published through Andrews McMeel Publishing, released May 2022 and subsequent year
- Live Show Tickets: Live touring performances with ticket sales for shows across North America
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Happy Yapper tier at $10/month includes ad-free episodes starting at episode 469 plus Yappy Hour intermission access |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
And That's Why We Drink product offering
Product offeringCore offering
And That's Why We Drink is an award-winning comedy podcast at the intersection of paranormal investigations and true crime storytelling, co-hosted by Em Schulz and Christine Schiefer since its February 2017 launch. The company monetizes its flagship show and an expanding content portfolio (including the Rituals Spotify Original, two New York Times bestselling books, live touring, Patreon subscriptions, and branded merchandise) through sponsorship, subscriptions, royalties, ticket sales, and direct ecommerce.
Product overview
And That's Why We Drink is a media company built around a portfolio of paranormal and true-crime content. The core product is the flagship 'And That's Why We Drink' comedy podcast (launched February 2017), which has accumulated over 200 million lifetime downloads. Secondary products include the Rituals podcast (a Spotify Original from Parcast launched March 2022) covering mystical and occult themes, and two published books — 'A Haunted Road Atlas' (May 2022, New York Times bestseller) and its sequel 'A Haunted Road Atlas: Next Stop' — which extend the podcast's brand into print as interactive travel guides to haunted sites. The company also operates merchandise sales through its own store and offers a Patreon membership tier with ad-free episodes and exclusive content.
Differentiator
Problem solved
Functional benefit
Brands
- Rituals: A Spotify Original podcast from Parcast where hosts Christine Schiefer and Em Schulz summon accounts of mystical objects, perverse events, and people who had an appetite for the occult. Launched March 2022.
- A Haunted Road Atlas
- A Haunted Road Atlas: Next Stop
Products and services
- And That's Why We Drink Podcast Weekly comedy podcast blending paranormal investigations and true crime storytelling, hosted by Em Schulz and Christine Schiefer, available on major podcast platforms.
- Rituals Podcast Spotify Original podcast in partnership with Parcast covering mystical objects, perverse events, and the occult, co-hosted by Em Schulz and Christine Schiefer.
- A Haunted Road Atlas New York Times bestselling illustrated travel/atlas book co-authored by Em Schulz and Christine Schiefer, published by Andrews McMeel Publishing, featuring spooky and sinister sites throughout the U.S.
- A Haunted Road Atlas: Next Stop Sequel book in the Haunted Road Atlas series, featuring 30 new cities with illustrated stories, beverage pit stops, and ice cream recommendations, published by Andrews McMeel.
- Official Merchandise Store Direct-to-consumer ecommerce storefront selling branded apparel, accessories, and specialty items including pride-themed apparel via atwwdmerch.com.
- Patreon Membership Subscription tier on Patreon offering ad-free episodes (starting at episode 469), exclusive Yappy Hour intermission content, and bonus community access at $5-$10/month.
Quantifiable outcome
- 200 million+ lifetime downloads
- +2 more outcomes
Companies that use And That's Why We Drink
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
And That's Why We Drink technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
And That's Why We Drink partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- ParcastcoreParcast partnership for 'Rituals' podcast, a Spotify Original from Parcast. The show features co-hosts Christine Schiefer and Em Schulz summoning accounts of mystical objects and the occult.
- Andrews McMeel PublishingcorePublishing partner for 'A Haunted Road Atlas' (2022) and sequel 'A Haunted Road Atlas: Next Stop'. Both books are New York Times bestsellers featuring illustrated haunted locations.
- WME (William Morris Endeavor)coreLive booking inquiries directed to Andrew Russell at WME for live show bookings.
- MRH EntertainmentcoreMaggie Houlehan at MRH Entertainment handles business inquiries and management for the podcast.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
And That's Why We Drink competitors and assessment
Company assessmentDirect peers
- True Crime Obsessed: True crime comedy podcast focused on documentary recaps; comparable comedic-true-crime format targeting similar podcast chart categories.
- Wine & Crime: Three-host podcast combining true crime discussion with wine; comparable female-hosted, comedic true crime position with shared beverage-themed brand.
- Astonishing Legends: Long-running paranormal/historical mystery podcast; directly comparable paranormal topic focus and large archive of episodic content.
- Sword and Scale: True crime podcast known for in-depth case storytelling; comparable sponsor-funded true crime content and similar target listener demographics.
- My Favorite Murder: Long-running true crime comedy podcast hosted by two female comedians; the canonical direct peer because it pioneered the same format of comedic true crime storytelling that ATWWD now occupies in the charts.
- Last Podcast on the Left: Comedy podcast blending true crime, paranormal, and history with a multi-host format; comparable content mix and similar live-touring business model.
- Crime Junkie: Top-ranked true crime podcast hosted by Ashley Flowers and Brit Prawat; directly comparable in dual-host true crime format, sponsor-funded model, and large cumulative listenership.
- Morbid: A True Crime Podcast: Two-host true crime and paranormal comedy podcast by Ash Kelley and Alaina Urquhart; competes for the same true crime/paranoral crossover audience and touring circuit.
Broad incumbents
- iHeartPodcasts: Major podcast publisher/distributor that owns many true crime and comedy titles and could credibly acquire or partner with ATWWD; comparable in the broader audio media category.
- Parcast (Spotify/Podcast Network): Larger podcast network (now under Spotify) that publishes ATWWD's 'Rituals' and operates dozens of true crime/paranormal titles; relevant as distribution partner and comparable incumbent in the same content niche.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
And That's Why We Drink social profiles
Digital presenceAnd That's Why We Drink financial estimates
Financial estimateRevenue estimate
Valuation estimate
And That's Why We Drink leadership team
Management profileNumber of profiles
Profiles2 records
And That's Why We Drink funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
And That's Why We Drink M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about And That's Why We Drink
What does And That's Why We Drink do?
And That's Why We Drink is an award-winning comedy podcast at the intersection of paranormal investigations and true crime storytelling, co-hosted by Em Schulz and Christine Schiefer since its February 2017 launch. The company monetizes its flagship show and an expanding content portfolio (including the Rituals Spotify Original, two New York Times bestselling books, live touring, Patreon subscriptions, and branded merchandise) through sponsorship, subscriptions, royalties, ticket sales, and direct ecommerce.
Is And That's Why We Drink a public or private company?
And That's Why We Drink is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was And That's Why We Drink founded?
And That's Why We Drink was founded in 2017. It employs 1 to 10 people.
Where is And That's Why We Drink based?
And That's Why We Drink is headquartered in Los Angeles, United States, in the North America region.
How does And That's Why We Drink make money?
Five revenue lines are on record. Podcast Sponsorships are the primary driver. The others are patreon Membership, merchandise Sales, book Publishing and live Show Tickets.
Who are And That's Why We Drink's main competitors?
Direct peers on record are True Crime Obsessed, Wine & Crime, Astonishing Legends, Sword and Scale, My Favorite Murder, Last Podcast on the Left, Crime Junkie and Morbid: A True Crime Podcast. Broad incumbents are iHeartPodcasts and Parcast (Spotify/Podcast Network).
Does And That's Why We Drink have an API?
No public API is recorded for And That's Why We Drink.
What industry is And That's Why We Drink in?
And That's Why We Drink's product category is Podcast Entertainment. Its primary akta.pro industry code is MPAGACAJ, Live Podcast Recordings. Its NAICS code is 512230 and its SIC code is 3652.