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.
Specialties : Marketing and business plan development and category analysis/management
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
Specialties : Financial management, accounting and planning in all relevant areas of a distilling, marketing and/or sales operation.
Andrea is a result-oriented individual with over 20 years’ experience in corporate and public accounting. For the last five years she has worked exclusively in the distilled spirits industry. Her first three years she led the Finance and Accounting department for Angel’s Envy. She played an integral role in seeing that start up through their acquisition by Bacardi and financing efforts involving the construction of a new distillery and brand home place in Downtown Louisville, Kentucky.
The last two years she has served as CFO/COO for Beach Whiskey and American Harvest Vodka, creating a team to oversee production, finance, Human Resources, sales, regulatory compliance and back office operations.
Specialties: TTB reporting, raw material sourcing, supply chain & logistics, and inventory reporting & tracking
Jeremy Dever has more than seven years of experience in a wide array of spirits understanding. Under the tutelage of Steve Thompson, Jeremy served for five years (2013-2018) as the Operation and Communication Director at Kentucky Artisan Distillery where he oversaw state and federal compliance, distillery and warehouse expansion, vendor communication, capital expenditures, production contracts, client communication, and tourism. Moreover, he oversaw the production and/or processing of several small and large spirits brands including;
Jefferson's Brand Portfolio
Whiskey Row Bourbon Whiskey
Billy Goat Strut North American Whiskey
Corner Creek Bourbon
Highspire Rye Whiskey
Bib and Tucker Bourbon Whiskey
Kirk and Sweeney Rum
Barrell Bourbon & Whiskey
Final Reserve Bourbon Whiskey
The last two years (2018-2020), he served as the Director of Operations and Production for American Beach Partners, parent company of Beach Flavored Whiskies and American Harvest Organic Vodka.
Current consulting clients; Doc Collier’s Moonshine Distillery, Gatlinburg, TN; Brush Creek Resort, Saratoga, WY; Heritage, Louisville, KY; Triple I, Arlington, VA; Drink Differently, Louisville, KY
Jacob GluckSpecialties – Early stage new product startup and development with focus on growth strategies, capital investment sourcing, supply-chain/COGS estimates, distributor network development.
For almost ten years, Jacob has been personally involved in craft spirit startups. Most recently, he served as the Founder/CEO of his own start-up– Goza Tequila. In this capacity, he worked closely with investors, staff and suppliers to make Goza a reality.
Jacob understands the importance of establishing both a cultural identity, as well as a brand identity, for start-ups trying to get a foothold in the craft spirits market. Both identities must be authentic, reasonable and deliverable. Once established, they must permeate the operation going forward.
At Goza Tequila – a premium, craft tequila- Jacob was responsible for all aspects of manufacturing, development of a distribution network, branding, marketing and sales strategy development and implementation.
Jacob appreciates the wide range of challenges facing start- up/small operators with limited resources at their disposal, because he has been there himself. He is a firm believer in the bottom up approach to growth and the efficient use of capital.
His experience can be leveraged to assist craft operators in a wide range of areas including:
- Early stage strategy, vision and mission planning
- Business plan development including P&L development
- Building an organizational team
- Capital fundraising strategies
- Marketing/brand strategy development
- Product development
- Manufacturing and supply chain management
- Sales plan development/implementation