Flaviar, Inc. appoints industry trio to lead consultancy

Flaviar, Inc. has hired three well-known drinks professionals to staff a new consultative and creative studio.

Dave Wondrich, Noah Rothbaum and Leah Doyle - who formerly led spirits-focused consultancy Half Full - have been hired to lead the global spirits group's new Beverage Bureau. The bureau will create "360" campaigns for brands that are informed by consumer sales data and behavioural insights from Flaviar's existing tech ecosystem. It will also offer advice on product and programme creation, branding, trade engagement, campaign strategy, data and distribution.

Wondrich is a foremost expert on cocktails, spirits and the history of drinks. He has authored several books including Imbibe! and is editor of the recently published Oxford Companion to Spirits & Cocktails. Noah Rothbaum is the former editor of The Daily Beast's Half Full section and author of several books including The Art of American Whiskey and the forthcoming Whiskey Bible. Leah Doyle has led spirits sales, consulting and partnership work for publications including Esquire and Liquor.com and most recently was vice president of spirits at The Daily Beast.

Jugoslav Petkovis, CEO and co-founder of Flaviar, Inc., said: "We are thrilled about this new partnership and the value it will bring to the Flaviar community, which will now have access to the most respected names in the spirits world. 

"We believe strongly that combining our access and knowledge of consumers with Noah, Dave and Leah's years of experience will enable us to offer something truly unique in the industry."

In addition to The Beverage Bureau, Flaviar, Inc. also runs Flaviar Club, the world's largest premium spirits club, and the direct-to-consumer spirits marketplace Caskers. Members of the Flaviar Club will also be able to benefit from Rothbaum and Wondrich's industry expertise through educational experiences and drinks content.

Rothbaum, head of spirits and cocktails at Flaviar, Inc., said: "Flaviar has built an incredible marketplace and community that offers consumers a unique and personalised experience. I'm looking forward to building on that success to work with spirits partners who want to enhance their influence and broaden their reach."

1 April 2022 - Bethany Whymark