About Us

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 both 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.

In his most recent role as Chief Commercial Officer at Monster Brewing Company (formerly CANarchy Craft Brewery Collective), Chris led all commercial activities for the company, overseeing a team of more than 180 sales and marketing professionals. As a dynamic leader, he demonstrated a proven ability to manage large teams through effective communication, fostering accountability, and adapting to an ever-changing market.

Chris has played pivotal roles in business development 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 distribution network for the launch of Monster Beverage Corporation’s first-ever alcohol product, "The Beast." This initiative involved conducting comprehensive market analysis to select partners, executing 330 distribution agreements, and launching a brand that became the #1 new alcohol brand in retail scans in 2023.

A strategic thinker with a knack for integrating data insights into effective tactical plans, Chris has consistently developed and implemented successful go-to-market strategies that deliver measurable results. His ability to analyze markets and craft 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.

With his extensive experience, strategic acumen, and commitment to fostering collaboration, Chris is a results-oriented leader who is an ideal partner for driving growth and innovation in the beverage industry.