Bill Creason: Managing DirectorSpecialties: Project Evaluation, Strategic Planning, Long-Range Planning
Bill possesses a strong background in strategic planning, brand management and new product development by virtue of 23 years with Brown-Forman. Besides field sales and brand management experience, his last six years with the company were his most exciting. It was at that time he was the VP/General Manager of the Woodford Reserve Distillery/ Woodford Reserve brand.
Bill took this concept of a super-premium bourbon and the “Bourbon Homeplace” from the back of an envelope to a commercial success. He oversaw all aspects of that project which included:
- Oversaw the two-year restoration/renovation of the Woodford Reserve Distillery
- Development of the Woodford Reserve brand, including naming, package design, business plan development and, finally, commercial rollout both in the US and overseas
- Oversaw development and construction of The Bourbon Homeplace (visitor center) on the property
The Woodford Reserve brand today represents the most successful new spirit brand introduction in the company’s history. The brand has been a major contributor to the “Bourbon Renaissance” enjoyed over the last 15 years
Specialties: On-Premise Consultation, Brand Management, Sales & Marketing
Greg Walker brings more than 30 years of knowledge and experience in the spirit and wine industry. He was formerly a Brand Manager for Jack Daniel's Tennessee Whiskey and a Director of Sales for Maker's Mark Bourbon. Over the last 10 years he has successfully managed his own On-Premise National Account business providing smaller and emerging suppliers access to On-Premise National Accounts.
Greg has played a role in launching several successful beverage brands including Svedka Vodka, Hpnotiq, PAMA Pomegranate Liqueur, St. Germain Elderflower Liqueur, Domaine de Canton Ginger Liqueur, Relax Riesling, Four Roses Bourbon, Van Gogh Vodka, Evan Williams Bourbon, and Geyser Peak Wines.
He currently manages drinks programs for over 75 On-Premise National Accounts including Ruby Tuesday, Bonefish Grill, PF Chang's, Cheesecake Factory, Ruth's Chris', The Palm, Morton's, and McCormick and Schmick.
Specialties: New Product Development, Package Design, POS Development, Website Development, Distributor Introduction and Management
Scott Reid brings over 30 years of industry experience to the team. Scott’s background includes 23 years at Brown-Forman, where he held a variety of sales and marketing positions domestically and globally throughout his career. In addition to holding brand management positions on B-F’s three major spirit brands, Scott led the new product development initiative for The Jack Daniel Distillery, where he developed and commercially introduced Gentleman Jack Rare Tennessee Whiskey and Jack Daniel’s Country Cocktails, the first new products from Jack Daniel’s since its flagship brand was launched in 1866. In addition, Scott has developed and introduced new products for new startup companies including Mako Vodka and Rivulet Artisan Pecan Liqueur. Scott has also developed and launched new products for Korbel Champagne Cellars and Fetzer Vineyards of California. Another innovative new product Scott developed was OJO Eyecare Nectar, developed in conjunction with a leading ophthalmologist, to preserve and protect eye health and slow the progression of macular degeneration, glaucoma, and cataracts. Scott’s new product experience encompasses all aspects of the development and commercialization process, from materials sourcing to production coordination to distributor presentations to retail introductions.
Specialties: Process Design and Layout, Equipment Sourcing, Quality Control, Package Design Sourcing
With over 40 years of experience in the distilled spirits industry Dave brings an impressive wealth of knowledge and skills to the High Tide team. His comprehensive resume reflects expertise in many aspects of the industry including spirits production, distillery layout and design, staffing and start-up, warehousing, processing, bottling and shipping, operations/organizational management, marketing direction, brand development, project management and support areas. Dave’s work experience includes many diverse roles with Joseph E. Seagrams and Sons, Seven-Up Detroit, Wild Turkey Distillery, Kentucky Paper Box Company and the Brown-Forman Corporation.
His distinguished career includes 23 years at Brown-Forman where he worked with the Woodford Reserve Bourbon project team to create and develop the super premium whiskey. As project manager Dave was directly involved in the renovation and restoration of the Woodford Reserve Distillery, a national historic landmark. He was named its Plant Manager and started up and managed its distillery, warehouse and bottling operations for 16 years. He also performed many brand promotion activities during that time.
In 2012, he held the title of Master Distiller for Tennessee Spirits Company, a subsidiary of Capital Brands LLC. In that role, Dave acted as a brand representative for the start-up company in Pulaski, TN promoting Jailers Tennessee Whiskey, Breakout 8 Year Old Rye Whiskey and Forbidden Secret, a whiskey cream liqueur. In addition, he shared presentations of company brands and the spirits industry, conducted seminars and tastings, and was involved in public relations, media interviews and special appearances.
That same year Dave was honored as a recipient of Whiskey Advocate magazine’s Lifetime Achievement Award.
Today, his primary focus is to assist distillers in developing their production processes and promoting their spirits products as well as serving as a brand ambassador for the whiskey industry.
Steffani Scheurich is a successful marketing, sales and business development professional with extensive experience with major consumer packaged goods corporations in the Food, Beverage and Adult Spirits industries. She has proficiency and experience in both retail and on premise channels and has led efforts in a wide range of assignments through her professional career.
Her twenty-three year career have been with some of the most recognized corporations in the world of consumer packaged goods – Nestle USA, Brown-Forman, Sara Lee and Pernod Ricard. For the last two years she has ventured out on her own starting her own consulting firm High Spirits Marketing LLC. High Spirits Marketing specializes in marketing, sales and category management solutions for craft distillers and wineries. We are delighted to have Steffani on board at Rising Tide as an affiliate.
Specific Areas of Expertise she offers to our clients are:
New Market expansion
Strategic Plan Development
Category Management analysis
On-going business analysis
Long term category projections/analysis
Alan KirschenbaumPublic Relations – Marketing Specialist
For more than 20 years, Alan was Public Relations Manager for Maker’s Mark. He has also successfully worked with smaller craft distilleries making a name for themselves in this rapidly expanding market.
Unlike some public relations specialists, who prefer waiting for something newsworthy to occur which they can then promote, Alan takes a more proactive approach. He wants to help create your own unique brand story. This story is unique and compelling and possess a higher probability of gaining editorial coverage about your brand and/ or operation.
By crafting unique programs of engagement with your customers that build a context for them to be a part of your brand, Alan believes, “PR should create the ‘Brand Buzz’ component of an impactful marketing strategy. You must be proactive, create fun and engage consumers and the media alike. This combination of elements contributes to producing the qualitative results of increased brand awareness and, ultimately, accelerated sales.”
Every brand possesses a certain inherent “magic” unique to itself. Alan’s mission is to help you, first, discover the “magic” of your brand and, then, tactically assist in sparking talk and "brand-buzz" among your targeted spheres of influence – consumers, trade, local and regional media in your target markets.
While with Maker’s Mark Distillery, Alan enjoyed a wide array of successes including significant local and national media prominence via earned editorial coverage with major national news venues including:
- CBS “Sunday Morning”
- CBS “60 Minutes”
- ABC “Good Morning, America”
- The New York Times
- The Wall Street Journal
- Los Angeles Times
- Forbes Magazine
- CNN - Business
- National Public Radio
- Entertainment TV
- Food Network
- Cigar Aficionado
- Southern Living
Some Significant Programs Created:
Played key strategic role in creation and implementation of the Maker’s Mark Ambassador’s Program
Creation and implementation of the Grade 1 Maker's "46" Mile with Keeneland Race Course in Lexington, Kentucky. Its Annual Commemorative Bottle Program tied in with the race has generated more than $15-Million of charitable funding for various charities throughout the Bluegrass Region of Kentucky.
Specialties: TTB Reporting and Auditing, Logistics, Supply Chain Network Optimization
Donald Snyder, MBA has more than 10 years of experience managing operations and supply chains in the alcohol and beverage industry. As the Barrel Warehouse Manager and later the Logistics and Customer Support Manager at the Buffalo Trace Distillery in Frankfort, KY, Donald learned to manage the production and distribution of both large scale, established brands as well as small batch, limited edition and experimental bourbons. As the Logistics Manager at MGP in Lawrenceburg, IN, Donald managed sourcing high quality distiller’s grade corn and small grains, sourcing aged whiskey, distribution of bulk spirits, and creating custom oak experiments and wood finishes for customers of all sizes. Over the last decade, Donald has developed strong relationships with alcohol-focused service providers at all ends of the supply chain.
Donald received his undergraduate degree in Industrial Engineering from Iowa State University and his Masters in Business Administration from University of Kentucky. Donald has taught several lectures on the application and optimization of supply chain fundamentals in the bourbon whiskey industry.
Donald has managed every part of the bourbon and whiskey supply chain including:
Sourcing and procurement, long-term barrel modeling and forecasting, aging barrels to match a desired flavor profile, bonded bulk alcohol tanks and case good inventory management, import and export, US Customs Bond clearance, Alcohol distribution, TTB compliance and reporting, customer service management, new product development, sales and marketing support, and used barrel sales.