Black Rifle Coffee Appoints Mondzelewski as CMO
Black Rifle Coffee Company has appointed Chris Mondzelewski as chief marketing officer, effective May 1.
In this newly created position, Mondzelewski will be responsible for developing and executing all aspects of BRC’s marketing strategy to drive business growth and market share across all channels including direct-to-consumer, wholesale, the bagged coffee and ready-to-drink product portfolio, and retail coffee shops.
Mondzelewski brings over 20 years of consumer marketing, business and leadership experience, most recently serving as the chief growth officer of Mars’ $12B+ Global Petcare business. Throughout his almost 12-year tenure at Mars, he consistently grew his responsibilities, holding multiple marketing and business development leadership roles in which he led transformative growth and operational improvement strategies across numerous brands.
Prior to joining Mars, he held marketing roles at Kraft Foods, where he launched several successful campaigns, including the most successful innovation & campaign in recent Kraft Cheese history. Before his business career, Mondzelewski was a Marine for five years, deploying in support of Operation Desert Freedom.
“I am excited to have Chris join our team. He brings great value to the company as a marketing leader with a demonstrated track record and a strong personal connection to the military and first-responder community,” said founder and CEO Evan Hafer. “Following our successful entrance into the FDM (Food, Drug and Mass) market, the unmatched growth of our ready-to-drink coffee and the evolution of our outposts, there’s great opportunity for Chris to leverage his expertise to capitalize on our strong brand momentum. I look forward to collaborating with him and continuing our path to profitable, sustainable growth.”
In addition, BRC announced that Chief Retail Officer Heath Nielsen is leaving the company. Co-CEO Tom Davin, who has deep experience innovating retail growth strategies for category-defining brands, will assume Heath’s responsibilities.
Co-CEO Tom Davin added, “As we shared on our last earning’s call, our outposts saw notable growth year-over-year. I look forward to collaborating with Chris as we continue to optimize existing outposts and look to continue to build upon our 26 company-owned and franchise locations.”
Black Rifle Coffee Company is a veteran-founded coffee company serving premium coffee. Founded in 2014 by Green Beret Hafer, Black Rifle develops its roast profiles with the same mission focus learned while serving in the military. BRCC is committed to supporting veterans, active-duty military, first responders and the American way of life.
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Southern Glazer’s Appoints Finley to Sales VP
Southern Glazer’s Wine & Spirits, the world’s preeminent distributor of beverage alcohol, has appointed Cassie Finley to the role of vice president, national retail sales, strategic accounts.
Finley, who will report to Scott Moore, senior vice president, national accounts, off premise, will be responsible for identifying macro and shopper trends and providing customer-centric recommendations to retail partners to achieve growth and deliver a best-in-class shopping experience. Finley has extensive expertise in applying data and analytics to create customer-first strategies that drive profitable growth.
“The team is excited to elevate our focus on customer planning and execution through data, insights and technology,” said Moore. “I’m looking forward to welcoming Cassie to our team as the expert in this space. She brings an abundance of knowledge and experience from her two impressive decades in the industry.”
Finley’s 21-year career in the retail industry began in 2002 with Walmart, where she spent the following 15 years in various leadership roles of increasing scope and responsibility within merchandising and operations. In 2017, she stepped into the role of senior category merchant – adult beverage at Whole Foods Market, where she led category management for wine and spirits, and was the architect for the joint-business-planning process with key suppliers and distributor partners.
Most recently, Finley served as director of merchandising for Kroger Co., where she acted as a champion for change within the fresh-forward initiative and direct store delivery governance, and utilized best-in-class customer data to develop personalized strategies and offers for customers. Finley was nominated for Progressive Grocer’s Top Women in Grocery in 2019, 2020 and 2022, in addition to Progressive Grocer’s NextGen award in 2021.
“Our vision to be the indispensable, trusted partner for our retail customers is a three-pronged approach,” said Chris Williams, executive vice president, national accounts. “Fortifying our B2B execution metrics, as well as delivering world-class insights and joint business planning is certain to deliver transformational growth for our customers and supplier partners. Cassie’s expertise supported by Scott Moore’s three decades of experience and leadership are a winning combination.”
Southern Glazer’s Wine & Spirits is the world’s preeminent distributor of beverage alcohol, and proud to be a multi-generational, family-owned company. The Company has operations in 44 U.S. states, the District of Columbia, and Canada. In 2022, Southern Glazer’s was listed as one of Forbes Best Employers for Diversity. In 2021, Southern Glazer’s was selected as a U.S. Best Managed Company by Deloitte Private and The Wall Street Journal, as well as named by Newsweek as a Top 100 Most Loved Workplace. Southern Glazer’s urges all retail customers and adult consumers to market, sell, serve, and enjoy its products responsibly. For more information visit www.southernglazers.com. Follow us on Facebook, Twitter and Instagram @sgwinespirits.
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Green River Distilling Debuts Kentucky Straight Wheated Bourbon
Following a highly successful four-state launch in 2022, Green River Distilling Co, part of Bardstown Bourbon Company, is expanding in 2023 with two new expressions and distribution in 21 new markets. This month, Green River will introduce Green River Kentucky Straight Wheated Bourbon, in complement to their flagship high rye bourbon, in 25 markets across the United States.
Green River Wheated is comprised of 70 percent Kentucky-grown corn, 21 percent wheat and 9 percent 6-row barley.
“Green River Kentucky Straight Wheated Bourbon leads with a beautiful peach and caramel aroma coupled with apricot and cinnamon. Bursting with flavor, on the palate you’ll find toffee, pastry and hazelnut that guide toward a honeyed finish that’s smooth and balanced,” said Dan Callaway, VP of New Product Development. “In contrast with Green River Bourbon, which brings a hearty backbone of rye spice, the wheated expression lends itself to easy drinking while holding its own distinct character. It’s a wonderful take on a classic Kentucky recipe and the perfect addition to the iconic Green River brand.”
Green River Wheated is presented at 90 proof (45 percent ABV) and is line priced with Green River Bourbon at a suggested retail price of $34.99.
“We’re energized by how the bourbon community has embraced Green River,” said Head Distiller Aaron Harris who joined Green River in Fall 2022. “Green River is a brand with a distinct and storied history and we embrace it fully while remaining future-looking to create delicious new whiskies that delight bourbon enthusiasts and casual consumers across the U.S.”
Originally founded in 1885, Green River (DSP-KY-10) is the 10th oldest distillery in Kentucky. Prior to prohibition, Owensboro, Ky. was one of the richest contributors to the bourbon industry with more than 20 distilleries. Green River, known as “The Whiskey Without Regrets,” was the official medicinal whiskey of the U.S. Marine Hospital and has been referenced as the most expensive whiskey ever sold – 20 barrels were once traded for an interest in a Colorado gold mine. Fire and prohibition relegated the brand to history. It was reestablished in 2022. The distillery also runs a successful contract distillation business, producing, aging and bottling a number of other whiskies.
The bourbon’s packaging – a horseshoe shaped bottle honoring the original labeling from 1885 – tells the story of the brand through glass – with 10 notches on the brands horseshoe referencing DSP-KY-10, an ornate tax trip with the original tagline “The Whiskey Without Regrets,” and “The Pride of Owensboro” prominently displayed.
“The Whiskey Without Regrets” is bringing Owensboro’s rich bourbon heritage to life as the westernmost outpost of the Kentucky Bourbon Trail. A gateway to east-bound visitors, it’s a short drive from St. Louis, Nashville and Evansville, Ind. The distillery welcomed nearly 10,000 visitors last year.
With the expansion also comes the launch of Green River Full Proof Single Barrel, a single barrel expression of Green River Kentucky Straight Bourbon presented at 119 proof (59.5 percent abv). A limited number of single barrels will be available annually for purchase by the barrel to select on- and off-premise retailers. Each retailer will be able to hand-select their unique single barrel on-site at the historic Green River Distillery in Owensboro, Ky. Green River Full Proof Single Barrel is offered at a suggested retail price of $59.99.
Green River Distilling Co. was purchased by Bardstown Bourbon Company in July 2022. With the launch of Green River Wheated, the brand will expand distribution to 25 markets including Alabama, California, Colorado, Washington D.C., Delaware, Florida, Georgia, Illinois, Indiana, Kentucky, Louisiana, Maryland, Michigan, Mississippi, Missouri, New York, North Carolina, Ohio, South Carolina, Tennessee, Texas, Virginia, West Virginia, Wisconsin and Wyoming.
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