Image by Joshua Earle

What We Can Do For You

We believe in partnerships and brand stewardship. We will increase revenue
and valuation for select spirits and wines throughout the Americas. Our network of distribution partners and established sales channels will help further develop or kick-start your brand. We can help you formulate your vision and experience the success.

Full Sales Support


Social Media


CPG Partnerships

Brand Creation





30 years in the beverage business


15+ with Brown-Forman in various multi state sales and marketing roles throughout the country.


10 years with Phillips distilling as a Director for the Eastern US.  He helped them grow from a small Midwestern firm to a mid-tier, multi-million case company in North America. Brendan expanded and reorganized the distributor network throughout his 32 states and grew volumes over 1 million cs in10 years.  North American revenue grew 4 fold during his tenure on the executive team. 


For the past two years he helped build Affinity into a significant non alcoholic company as the Chief Commercial Officer. Due to his leadership they grew significantly throughout the US.


Brendan is a graduate of The Citadel and he currently resides in South Florida.

Brendan Feeley



4 decades in the beverage industry


7 years in the Southern California market in Spirits, Wine and the Beer industry key
management levels at SW&S, Bohemian Dist., and Crest Beverage.

​3 years for Rhino Chasers Beer Company managing 13 Midwest markets and production elements for the beer at Minnesota Brewing.


​9 years for Romano Bros in Illinois

- District Manager spirits with responsibility of managing  6 salespeople and the sales territories

- Key Account Manager Wine handling key independent retailers in the Chicagoland Area, Minnesota and Massachusetts

- Brand Manager Wine with key craft wine portfolios


​14+ years for Phillips Distilling Company

- Regional Manager with 5 markets

- Senior Regional Manager with 3 key markets and part of the PDC leadership team


Affinity Beverage Company

- Director of Sales for Central and West Regions


Larry Sheppard

Executive Vice President

Gina_bio pic.png


A Creative Director specializing in graphic design, photography, and art direction with a well rounded artistic approach. Experienced in retail and a passion for hospitality, committed to bringing the story behind the brand to life through inventive and innovative strategy.


Gina’s experience with Marriott International includes working with the General Managers and Food and Beverage Directors on property, giving her a well rounded view of how the back end of hotels work. Gina’s experience also extends into
small boutique hotels with higher end dining facilities in several exclusive resorts. Currently responsible for the sales and marketing efforts in South Carolina and Georgia.


Founder of GDO Design and former Senior Art Director at Marriott International, designed collateral for global brands such as Sotheby’s International, Dean & DeLuca, Capella Hotels. Skillset is comprised of photo shoot production, art direction, styling, event coordinating, and packaging design.  


Conceived and developed the brand image for American Plant, a high-end Garden Center in Bethesda, MD. She transformed the gift shop into a luxury Lifestyle Boutique, increasing the company’s revenue from seasonal to year-round. 

Gina DeMatteis

Marketing Director


Joel Sondgeroth

Vice President of Sales-Midwest



A 20 plus year industry veteran.


Joel started his career in Illinois at the distributor level carrying a sales book for the Gallo Division and worked his way up to the District Manager position.  After 4 years at the distributor level, his appetite to learn every aspect the industry spurred him to make the jump to the supplier side of the business.  Joel spent 6 years at Bacardi U.S.A in Illinois where he managed all facets of the business, on premise, off premise and chains.  He then spent the next four years as a National Accounts manager for William Grant & Son’s.  He was responsible for gaining new distribution, developing customer specific marketing programs and implementing those across major chains such as Sam’s Club, Target, Walgreens, SuperValu among others.


After finding much success in the National Accounts arena, Joel decided to set his career path to the “Start Up” sector of the industry where he would have the opportunity to implement his past learnings and  be involved with growing and developing brands from the ground up.  Over the last 6 years, he has represented brands such as BABE Sparkling Rosé, Not Your Father’s Bourbon and most recently Devils River Whiskey.


Joel currently resides in the Chicagoland area and represents Citadel Beverage across the Midwest.