INNOVATIVE GROWTH STRATEGIES FOR BEVERAGE LEADERS
Why Partner With Ascend Beverage Solutions?
In a marketplace where consumers have more variety and choices than at any other time in history, the challenges facing companies in the beverage industry are greater than they have ever been. To find consistent growth and thrive in this environment is both an art and a science.
At Ascend Beverage Solutions, we bring the strategic expertise, the objective insights, the industry connections and an established track record for success that can only come with going to battle for over 25 years. We bring all of this in a cost-effective and scalable way and we are well-positioned to provide your business with the solutions and the results that you need to achieve the right kind of growth. The kind that sticks.
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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Leadership Development & Team Accountability
Coaching and mentoring key leaders to be more effective in their roles and drive more consistent, tangible results
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Distribution Growth Acceleration
Development of processes and dashboards that drive consistent distribution expansion and mandate/authorization gap closure in all channels.
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Wholesaler Management Process
Simpler, smarter and more effective business planning and wholesaler management processes that build better partnerships and drive collective growth
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Distribution Network Optimization
Building and refining networks to maximize distribution reach and profitability
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Pricing Management & Margin Enhancement
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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Portfolio Optimization & SKU Management
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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Commercial Strategy & Execution
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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National Account Strategy
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 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.
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.
In his most recent role as Chief Commercial Officer at Monster Brewing Company, 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 and manage multiple projects through effective communication, fostering accountability, and adapting to an ever-changing market.
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.
Contact Us
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