INNOVATIVE GROWTH STRATEGIES FOR BEVERAGE LEADERS
Why Partner With Ascend Beverage Solutions?
At Ascend Beverage Solutions, we help beverage companies navigate complex markets and unlock sustainable growth. With deep industry expertise across wholesalers, suppliers, and retailers, we provide data-driven strategies tailored to ultimately create sustained growth for your brands. Whether you need to optimize distribution, refine your go-to-market approach, build your team or simply have a sounding board for crucial strategic decisions, we deliver actionable solutions that drive real results. Our collaborative, integrity-driven approach ensures that we work as an extension of your team, identifying opportunities and overcoming obstacles. In a competitive and ever-evolving industry, having the right partner makes all the difference—we are here to help get your team and your brand to the next level..
Are you ready to ascend?
Our Mission
At Ascend Beverage Solutions, our mission is to empower beverage leaders with innovative growth strategies that allow companies of all sizes to enhance team performance, build productive partnerships, and consistently drive market execution. Through the optimization of operational processes and alignment of commercial efforts, we specialize in helping our partners methodically expand distribution and create growth. By leveraging extensive industry experience, a data-driven mindset, and perspective from working in all facets of the three-tier system, we quickly uncover opportunities and build action plans in a smart, targeted way.
Our Services and Solutions
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BUILDING THE BENCH
Coaching and mentoring key leaders to be more effective in their roles and drive more consistent, tangible results
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A CULTURE OF EXECUTION
Development of processes and dashboards that drive consistent distribution expansion and mandate/authorization gap closure in all channels.
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RUNNING THE PLAY
Simpler, smarter and more effective business planning and wholesaler management processes that build better partnerships and drive collective growth
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BUILDING THE NETWORK
Building and refining networks to maximize distribution reach and profitability
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MANAGING PROFITABILITY
Comprehensive pricing analysis and strategy, starting from cost of goods through to retailer shelf pricing, ensuring profitability and competitive market positioning at every step
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THE WINNING PRODUCT MIX
A systematic, analytics-focused approach to managing and refining portfolios, ensuring the right brands are prioritized and consistency is achieved across the organization
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THE WINNING PLAYBOOK
Tailored plans for product launches, market expansion, and brand positioning. Prioritizing alignment and building brand support strategies that create impact at launch and sustained brand success
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THE KEYS TO THE KINGDOM
Navigating the complex web of chain accounts across all channels – large format, small format, mass merch and on premise – to uncover opportunities that drive distribution and feature activity more effectively
What We Bring
◉ Comprehensive Industry Knowledge & Expansive Network
With a unique perspective that has been developed through leadership roles in all aspects of the business and in all tiers of the beverage industry, Ascend Beverage Solutions is positioned with the knowledge, skillset and network to identify and capitalize on growth opportunities for your business
◉ Leadership and Team Development
With experience managing teams of over 180 professionals, we are skilled in fostering collaboration, creating accountability, and driving performance. His passion for team development ensures collaboration and lasting organizational success.
◉. Data-Driven Strategy and Execution
We excel at leveraging data insights and distilling them down to develop actionable strategies. Our ability to transform complex market information into growth-focused plans ensures engagement from wholesalers and measurable results.
◉. Business Development & Brand Building Expertise
From building high-performing distribution networks to negotiating agreements and crafting successful go-to-market strategies, we have consistently delivered results that exceed expectations. Our deep understanding of the industry's dynamics and regulatory framework enable us to develop solutions for businesses of all sizes and at any stage of growth
About Us
Chris Russell Bio
Chris is an accomplished beverage industry executive and leader with over 25 years of experience driving growth and success for companies of varying sizes and ownership structures. His expertise spans throughout the wholesaler and supplier tiers of the alcohol beverage industry, giving him a unique perspective and deep understanding of how to achieve growth in a complex, highly regulated business environment.
Chris got his start in the business in his early 20’s as a driver-salesman on a 16-bay delivery truck at his family’s beer distributor. After working for 9 years in foundational sales and operations roles in the wholesaler side, he moved to the supplier side working for D.G. Yuengling where he made an impact in the business from a new perspective. In 2012, he joined Oskar Blues Brewery where he would ultimately play a pivotal role in the growth and expansion of the company as it evolved into CANarchy Craft Brewery Collective and eventually Monster Brewing Company, a subsidiary of Monster Beverage Corp.
Chris has played pivotal roles in business development revenue generation throughout his career, excelling in building distribution networks, negotiating agreements, and successfully bringing new brands to market. Most notably, he led the creation of a new nationwide distribution networks for the launch of three brand families – Dale’s Pale Ale, Jai Alai IPA and Monster Brewing - which involved conducting comprehensive market analysis to select partners, executing over 700 distribution agreements, establishing productive partnerships and conducting brand launches in a smart and sustainable way
A strategic thinker with a demonstrated ability for integrating data insights into effective tactical plans, Chris has consistently developed and implemented successful go-to-market strategies that deliver measurable results. His skill and experience in analyzing markets and crafting innovative solutions has made him a trusted leader in driving growth across all stages of a company’s lifecycle.
Chris is equally passionate about team development and relationship building. He has cultivated a strong network across all tiers of the industry, built on trust, respect, and clear communication. This approach has enabled him to navigate complex industry dynamics effectively and create value for companies in diverse and challenging environments.
Chris is a results-driven leader who is an ideal partner for driving growth and innovation in the beverage industry.
Contact Us
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