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Meaningful Change is a Team Effort

"No one has all of the answers. Although we all have the ability to succeed if we listen, learn, and embrace a variety of perspectives. That is what enables individuals and organizations to find the opportunities to pivot to survive, or even better, to disrupt an entire category or industry."

Access an expanding network of professional experience to achieve Victory for your Wine and Spirits Business

Victory is here to help provide strategic and tactical experience for spirits brands, producers, suppliers to capitalize on market dynamics and new opportunities. 

Access our deep and diverse experience to accelerate brand activation, brand growth, and competitive conquest.  Our team provides what you need by mentoring leadership, business planning, sales, marketing, distributor management, financial operations, and funding development

Funding and Development Partners

We’re partnered with business development professionals and investor networks, along with investment banking expertise to help to develop innovative funding solutions and investor opportunities.

Digital Activation and Ad Tech Partners

Direct-to-consumer is the wave, and we’re riding the crest with partners with precision proximity and contextual ad tech, and innovative social engagement partnerships.

Knowledge Partners

We're partnered with data-science and economic research programs at these academic institutions to analyze trends, understand opportunities, and to create more actionable forecasts.

From Start to Finish


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

More experience matters when you need to adapt to survive and thrive.


Michael Shoer

Michael Shoer

Managing Partner

Strategic Marketing, Innovation, and Business Success Experience.

Michael brings innovation and leadership to Victory and growth-oriented clients, leveraging experience in business development, digital marketing strategy, entrepreneurial thinking, and 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, Caesars, Harrahs and Wynn Hotels.

Michael brings decades of broadcast news experience and creative strategy, brand story, video concepts, online presence, social marketing and digital advertising to every Victory Spirits engagement.

Al Vrooman

Al Vrooman

National Sales and Distribution

National Accounts Management, Profitability Specialist.

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

Victory Spirits Marketplace Sales Lead

Supplier, Bulk Sales, and Product Placement Experienced.

Experienced sales, distribution leader in the wine and spirits industry. Greg is well known in the industry as the founder and former President of Black Water Barrels in South Carolina.

Greg has been instrumental in the development of our spirits marketplace and bulk spirits programs.  

He brings deep industry relationships and sales and distribution experience to clients in need of selling, bulk sourcing, and product placement in wholesale networks.

David Sinyard

David Sinyard

Business Funding/Broker-Dealer

Funding, Investments, Mergers, Acquisitions Services.

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.

Mark Dean

Mark Dean

Fractional CMO/COO

Spirits Brand Development and Project Lead.

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.

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