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.  Michael also helps entrepreneurs, start-ups and emerging businesses through the cwi.ventures program, which also backed the launch of Victory Spirits Development Partners.

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 Distribution

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.


Andrea Yorgy

Andrea Yorgy

Partner, Finance and Operational Profitability

Andrea is a CPA with over 20 years of finance and accounting experience, most notably leading the finance department of Angel’s Envy.  She has worked with spirits companies as large as Bacardi and as small as start-ups like Beach Whiskey, and American Harvest Vodka.  Perhaps your brand could be next?  Andrea offers Victory Spirits clients a wide range of financial operations, oversight, analysis and modeling either as a fractional CFO or simply to guide and set up the systems and processes that are essential ensure success and profitability for new and emerging brands.

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

Industry Advisor/Distribution and Sales

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.

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 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.

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