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

Founder/Partner, Marketing, Innovation and Client Services

Michael brings innovation and leadership to VSB and growth-oriented brands.

Leveraging years of experience in business development, digital marketing strategy, entrepreneurial thinking and implementation.

Creator of Ice Caters, the brand and pioneer of Ice and Easy food safe, packaged ice creations for food, beverage, hospitality, and event industries. Most notably, Michael accelerated to market the pure clear ICE BALL, the round cocktail ice that is now served at some of the top bars and restaurants in the USA. His beverage and brand promotion experience includes work with Caesars Palace/Harrahs, Wynn Las Vegas, Celebrity Cruise Lines, Pernod-Ricard (Absolut, Level Vodka), The Macallan, SKYY Vodka, Levy Restaurants and SYSCO Foods.

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.  Michael also helps entrepreneurs, start-ups and emerging businesses through the cwi.ventures program, which also backed the launch of Victory Spirits Brands with marketing development.

Mark Dean

Mark Dean

Spirits Brand and Operational Plan Development Partner

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.

He developed innovative strategies to accelerate growth on such category leaders as Bailey’s Irish Cream, Malibu Coconut Rum, and Appleton Rum, and leading the re positioning effort that led to revitalizing such mature brands as Disaronno Amaretto, Martini & Rossi sparkling wines, and B&B Cognac liqueur.  In a newly created business unit at Bacardi, as Global Senior Manager/Director of Innovation, Mark co-led the exploratory work that generated over 30 new product concepts for the company.

Mark’s enthusiasm for the possible is grounded in deep business development and successful project management leadership experience.  He has guided the brand positioning, strategic and operational plan development for client trademarks, including Blue Nectar Tequila which has won numerous awards in global spirits competitions including the 2015 Chairman’s Trophy in the Ultimate Spirits Challenge.

Al Vrooman

Al Vrooman

Co-founder/advisor National Accounts, Sales and Disribution

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.

At a time when the number of craft distilleries active across the U.S. nears 2000, the experience, insights, connections and strategies that Al has deployed to grow major brands, is needed more than ever to help local and regional brands claim victory on a larger scale regionally and nationally.

Al  drives a passion for T.I.P.S.- which is the ethos of  Victory Spirits Brands.  T.I.P.S. builds long term 360 brand solutions for delivering profitability to both new and established companies.


David Sinyard

David Sinyard

Funding Development Advisor

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.

Greg Pierce

Greg Pierce

Founder and President Black Water Barrels/Sales Development Advisor for Victory Spirits

Greg’s journey as a sales and distribution sales executive in the spirits industry has led him to become one of the industry’s best-known and trusted suppliers.

He co-founded and now leads the growth of Black Water Barrels, an advanced technology cooperage based in South Carolina that serves hundreds of distilleries, breweries and wineries throughout the US and Europe with oak barrels and innovative oak aging products.

The Victory Spirits team has worked closely with Greg in the past, and especially over the past year to develop and help him drive growth and profitability.

When it comes to sales, Greg’s experience as Vice President of Spirits for Republic National as well as more than two decades in sales management with Breakthrough Beverage gives him deep and practical insights of tremendous value to today’s smaller craft and emerging brands seeking distributor and sales pull through.

Like the old Victor Kiam commercial, Greg saw the approach we took to help Black Water Barrels in marketing and funding development, which encouraged him to be a resource to provide valuable sales and distribution insights to clients we share in common.

Arielle Burnette

Arielle Burnette

PR and Event Management

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 VSB 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.

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 Management, Marketing Strategy, Content Marketing and Influence Development

Social Media

Design & Programming

Ambassadors and Events

Bartender Influencer Partners

Industry Partners

Ensuring brands have deep and broad industry insights and services, we are partnered with innovators in the fields of accounting, compliance, research, operations, inventory control, distribution and finance.

Funding Development Partners and Advisors