Quenching your Marketing, Distribution and

Sales thirst for more Horsepower on the Craft Beer, Cider, Wine and Spirits Industry.

Unknown Track - Unknown Artist
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  • @skumeggedon
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Specializing in craft beer, spirits, cider, wine & NA beverage marketing, distribution, special event and sales consultation. 

Skilled in marketing plan composition, new product launch strategy, brand management model formulation, distributor appointment, motivation and incentive plan execution.

Unique ability to coach, mentor, train and motivate sales teams to surpass goals while being held accountable.

Extensive special event experience exploiting these critical brand trial investments.





Blog articles, publications and special events



  Experience & Credibility

  • MS Marketing

  • 5 Years' Marketing Research Analyst advertising agency experience 

  • 5 Years' Brand & Category Management experience in the gourmet products supermarket industry

  • 7 Years’ experience as "lead post" on the US food and beverage industry for the British Trade & Investment Office

  • 15.5 Years’ experience as Marketing Manager with the US's 5th largest craft beer distributor

  • Author of, "Craft Beer Marketing & Distribution-Brace for SKUmeggedon."

  • Host of,  "Shinerunner Craft Marketing" podcast on the Brewing Network

  • Speaker at 4/18 California Craft Beer Conference, SF Int'l Beer Festival (and beer judge) &  International Food Exhibition - Earle's Court, London

  • 12 Years part-time, Adjunct Marketing Professor

  • Winner of the American Association of Advertising Agencies' "Advertising Excellence" Award, Cicerone Level 1, published by the American Marketing Association for article on special event marketing & sampling.

  Services Offered

  • Defining Your Marketing Strategy & Target Market

  • Wholesaler/distributor evaluation, selection, management and motivation

  • Distributor sales force motivation and incentive execution

  • Sales rep training, mentoring and coaching

  • Brand Management model creation, execution & training

  • Sales meeting preparation & execution

  • New product analysis, forecasting, SKU assortment & menu selection (On & Off Premise)

  • Special Event evaluation, selection, preparation, planning synergies & execution

  • Retail & On Premise Chain Presentations, including prospective exporters

  • Channel Management & Selection

  • Marketing Strategy preparation for Tourism Development Districts

  • International Joint Venture trade show booth planning, industry overview briefings & export market planning reports

  • Annual business plan preparation and execution

  • Tap room/brew pub strategy, promotion & synergy

  • Qualitative marketing research including focus group moderation 

CONTACT -  Because Marketing gives your beverage the buzz.

Shinerunner Craft Marketing


Tel: 925/393-9641

We wish to thank David Lozeau for permission to use his brilliant artwork. You can see his magic at:


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