Our Team is Your Team

The Victory Spirits Development Partners represent deep and diverse experience to accelerate brand activation and brand growth.  Our team is your team, mentoring leadership, planning, coaching and managing sales, distribution, marketing and financial development…

or whatever else it takes. 

Michael Shoer

Michael Shoer

Managing Partner/Co-Founder, Marketing, Innovation and Client Services

Michael brings innovation and leadership to Victory and growth-oriented clients, leveraging experience in business development, digital marketing strategy, entrepreneurial thinking and active implementation.

Michael is a marketing entrepreneur, 3x start-up founder who brought to market the “ice ball” and promotional ice marketing programs for brands including The Macallan, Absolut Vodka, Celebrity Cruise lines, SLS, Harrahs and Wynn Hotels.

He also helped build CNN as Executive Producer in its formative early real news years.

Victory Spirits Brands serves our partner brands in alignment with Creative Word & Image (cwi.me)  a creative marketing group co-founded by Michael and his wife Susan that since 2004 has supported brands, businesses and professional leaders with strategy, brand story, video concepts, online image, social marketing and digital advertising.  

More Experience | More Victories

Victory Spirits Development was created by combining two parts wine and spirits sales and marketing strategy experience with equal parts of brand creative and digital marketing to help startups and emerging brands level the playing field.

A New Recipe For Success in 2020

We are creating a new recipe for bringing brands together with consumers.

We will soon formally launch the Victory Spirits Experience Network as a solution to expand the depth of industry experienced resources for our client partners.

From Start to Finish.
From funding, brand strategy and product development to route to marketed, sales management, sales teams, distribution, key account, financial, operational management–experienced advisory and fractional help wherever you need it.

More Experience Where and When You Need It.

By expanding advisory and development offerings with a deeper pool of experienced professionals, we will more finely focus on leading an industry wide Digital transformation of how brands and customers find and bond with each other.


Are you an innovative industry professional? Are you interested in providing advisory or fractional services to business, brands and suppliers to the spirits industry?

Mark Dean

Mark Dean

Spirits Brand Development and Project Management Experience

Mark offers Victory Spirits clients the experience of extensive brand positioning, strategic and operational plan development, demand generation and profitability success.

Mark’s background in key US trade marketing, brand management and innovation roles at Diageo and Bacardi,  helps level the playing field by bringing big brand building insights that can help craft and emerging spirits brands capture a fair share of market even when the resources available may be limited.

Mark’s enthusiasm for the possible is grounded in deep business development and successful project management leadership experience.  

Al Vrooman

Al Vrooman

National Accounts, Sales and Distribution Experience

For more than 30 years, Albro D. Vrooman Ill has been involved in building high performance sales and marketing teams.  He has played major roles in building initiatives for such iconic premium  global and domestic beverage brands as The Macallan, The Glenlivet, Chivas Regal, Captain Morgan, Crown Royal.

As a member of the Executive Leadership Team for such legendary companies as Seagram and Edrington, Al had direct responsibility for successfully delivering Multi-Million Dollar Profit Plans , Global Initiatives, USA Distributor Management, Strategic Account Development and National Retailer Network Connections and Partnerships.


Greg Pierce

Greg Pierce

Distribution and Sales Experience/Supplier

Experienced sales, distribution leader in the wine and spirits industry. Greg is well known in the industry as the founder and President of Black Water Barrels in South Carolina–a leading supplier of barrels to distillers, brewers and wine makers worldwide.  Greg is a client, and also an advisor on the Victory Spirits Development team.

David Sinyard

David Sinyard

Funding, Investments, Mergers, Acquisitions Experience

David Sinyard advises the Victory Spirits partners in evaluating and vetting client funding development needs, determining how best to align with prospective investor objectives. David is Managing Director and Principal of Corporate Finance Associates Atlanta (CFA). He has over 30 years in corporate finance, mergers and acquisitions, investments, operations and commercial real estate. As SVP Corporate Finance & Development for Holiday Inn Worldwide, he evaluated complex transactions requiring a full understanding of valuation of brands, property and potential. He is a registered real estate broker in Georgia and Florida, and is a licensed securities principal highly skilled in structuring financing and investment opportunities.

Arielle Burnette

Arielle Burnette

Social Marketing, Event Management & PR Experience

Arielle specializes in public relations and event development. She is the owner of The Burnette Agency, a group aligned with Creative Word & Image to offer VSD clients a wide range of marketing experience, abilities and resources.  This translates to significant cost savings for our partner brands compared to typical outside agency costs.

Sherman Mohr

Sherman Mohr

Customer acquisition and beverage activation experience

Sherman is a certified Blue Ocean strategist able to help brands think out of the box when it comes to identifying and capturing new market opportunities.

As the Co-Founder and CEO of Shared Spirits, he is joined with Victory Spirits to lead the way in leveraging technology to provide more measurable and effective ways to activate brands in market.

Interested in adding your industry experience into our mix?

Marketing Partners and Agency Collaborators

Ensuring brands have the marketing services they need to scale growth and expand their reach with precision, creativity in alignment with the sales objectives and the market trends. 
CWI serves as the managing agency, for the Victory Spirits Brands client portfolio. Our collaborative agency approach ensures full service, leading edge marketing resources are available to be a part of every brand acceleration plan.

Brand Impact , Marketing Strategy, Content Marketing, Video story and Project Management.

Social Media

Design & Programming

Ambassadors and Events

Social Influence Initiatives and Marketing Innovation Aliances

Funding Development Partners and Advisors