United States Beverage (USB), a leading independent beverage company, has unveiled a new spirits division designed to support craft and emerging spirits brands in gaining national distribution. The initiative aims to bridge the gap for smaller producers struggling to secure attention from large distributors.
With nearly 30 years of experience in the beverage industry, USB has built a reputation for nurturing craft beer, cider, and flavored malt beverage brands. Now, the company is extending its expertise to spirits.
In a recent article from The Spirits Business, Justin Fisch, USB’s president and CEO, emphasized the strategic move:
“Our team has honed skills in sales, marketing, regulatory support, and logistics, backed by a strong distributor network across the U.S. This new division leverages those capabilities to help spirits brands find efficient market pathways and achieve sustainable growth.”
The division also includes ready-to-drink (RTD) spirits products, reflecting the growing consumer demand for convenience and innovation in the spirits market.
Ken Aufiero, a seasoned expert with over two decades in the wine and spirits industry, will lead USB’s spirits division as director of spirits. Aufiero’s background includes roles with industry giants like Bacardi, Fedway Associates, and Proximo Spirits. His expertise in sales, marketing, and distributor relations makes him a valuable asset in driving the success of USB’s newest venture.
USB’s spirits division has already added brands like Brody’s Crafted Cocktails and Beehive Distilling to its portfolio, alongside Dewey Crush, which joined earlier in 2024.
The American Craft Spirits Association (ACSA) has highlighted the difficulties faced by craft distillers, including limited access to broader distribution networks. Many small producers find it challenging to expand beyond their local markets, which stifles growth and threatens their survival.
USB’s new division offers a solution by helping craft spirit brands establish the connections and strategies necessary to scale their businesses. By providing tailored distribution plans and brand-building initiatives, USB aims to unlock growth opportunities that were previously out of reach for many emerging producers.
The launch of USB’s spirits division signals a commitment to supporting innovation and diversity in the spirits industry. By leveraging its extensive network and expertise, USB is poised to play a pivotal role in the success of craft spirit brands nationwide.
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The Spirits Business’ Article: US Beverage forms spirits division written by Ted Simmons
The image of the article is courtesy of © D0N MIL04K via Canva.com
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