USATT 2018 Exhibitor Story: Spirits Consulting Group

Spirits Consulting Group offers a unique integration of sales and marketing services for spirits, wine and beer brands in any stage of development and growth.

Spirits Consulting Group is a turn-key one stop shop for brand building, encompassing product & brand development, market entry preparation, sales & marketing strategies for growth, as well as sales and marketing management, budgeting and financial services. They will help you with every aspect needed to successfully launch and grow a spirits company.


SCG Will Help You Build Your Spirits Beverage Brand

SCG provides strategic consulting and executive management services for companies and brands within the beer, wine and spirits industries.

Become a Success Story with SCG

SCG builds successful brands and companies. They manage each phase of the product development process to ensure that goals are met on time and on a budget.

From Concept to Store Shelf, They Help Your Brand Succeed

SCG incorporates sales and market considerations into each phase of the process so there are no disconnects that cost sales, time and money.

Spirits Consulting Group

Spirits Consulting Group Team:

They provide strategic consulting to the wine & spirits industry

Spirits Consulting Group’s team has experience with craft spirits, small startups, big brands, and everything in between – they will help take your brand through all the phases of development, launch, growth, and expansion.  SCG has an integrated service model that allows you to maximize your resources while having access to specialized industry knowledge and skills. They create custom projects allowing you to concentrate on your key competencies while reducing your operational costs by providing you with only the services that your business needs and with the flexibility to add needed skills as you grow.

Spirit_Consulting_GroupSusan Mooney – Founder and CEO

Susan has more than twenty years experience in luxury consumer goods, product ideation, and development in the wine & spirits industries. She has played a vital role in the strategy, launch, and success of new brands, including several start-ups that went on to lucrative exits. In addition to her time spent in global executive positions in Brazil, Europe, and China, ms. Mooney has proven herself by successfully growing profitable companies, spearheading innovation and launching distinctive products. As a recognized expert in the spirits industry, Mooney regularly publishes industry related articles and has been a featured speaker at numerous wine & spirits events and conferences.

Spirit_Consulting_GroupShu de Jong – VP of Brand and Market Seeding

Shu began working in the spirits industry as a liaison to brands and celebrities for key nightlife groups and hospitality powerhouses. He created panache imports in 2002 and was part of the original team to bring 42 below vodka to u.s. market. Comfortable and connected in any market, he successfully built the brand’s image, identity, and national sales before selling the brand rights to Bacardi USA. He then created and sold other innovative brands such as Wódka vodka and alibi American whiskey. After these successes, shu created midnight solutions – a consulting and advisory firm specializing in helping emerging brands prepare for and overcome the challenges to creating brand growth and sales success. Shu joined Spirits Consulting Group as a partner and managing director in 2016 where he utilizes his knowledge of the market to helping brand owners effectively execute programs, grow their sales and build iconic brands.

Spirit_Consulting_GroupMatthew Baris – VP of Strategy and Brand Innovation

Matthew joined Spirits Consulting Group to head up the product strategy and brand innovation practice. Formerly founder and owner of altitude spirits, Matthew was at the forefront of the craft spirits movement. He has overseen the creation and development of liquor brands from concept to shelf, including production, brand development, and marketing and sales strategies.  At altitude spirits, he created both his own products while simultaneously developing executable strategies for international suppliers entering u.s. market. He is a creative innovator and manager with expertise as an entrepreneur has been at the helm of an independent distilled spirits company. He has conceptualized and implemented the sales and marketing strategies for many international brands entering the competitive us market.  He is experienced in managing sales through the three-tier system and is an expert in navigating u.s spirits market with new brands.  Key competencies include product development, inventory management, supply chain management, production oversight, marketing & branding, maximizing operational efficiency, importing, sales chain management, team planning & development. Matthew received his MBA from Duke university’s Fuqua school of business.

 SCG Services

Spirits Consulting Group

Based on a needs assessment, Spirits Consulting Group will develop a custom scope of work tailored to your brand’s necessities, budget, and goals. They offer turnkey solutions and are experienced partners in the process providing executive management and professional project management to deliver measurable results. There is no longer a need to pay for and spend your valuable time managing one company for PR, one for marketing, one for financial planning, one for design, one for sales, one for activations and tastings and one for business consulting. SCG can do it all saving you time and money. They pride their selves on creating strong, profitable businesses with and for their clients.

Product & Brand Development Services

Market ResearchCompetitive AnalysisBrand Development & Strategy

Corporate Identity

Package & Label Design

Professional tastings & notes

Consumer & trade focus groups

Wet and Dry goods sourcing


Market Entry Strategy & Financial Planning Services

Market launch plan and budget

Price Strategy & COGs Targets

Route to market strategy (Importer, distributor)

Distributor presentation materials & preparation

Financial Models


Market Launch Services

Launch plan

POS requirements, budget & production

Merchandising requirements, budget & production

Press strategy and material creation

Social media strategy & management

Strategic partnership & event planning

Key accounts planning

Cocktail Programs


Management, Sales & Operations Services

Sales representation in major U.S. Markets

Brand representation & management

Key account management

Distributor management

Market Expansion

Social Media Strategies & management

Tasting & Promotion management

Financial, Accounting, and Sales Tracking Services

Controller, Accounting Manager Services

Bookkeeping, General Accounting Services

Financial Planning, Analysis, Advisory

Spirits Consulting Group Social Media Accounts:

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