Scaling Mr. Black, Kombrewcha and other BevAlc Leaders | Kristina Marino

On this episode, we’re joined by Kristina Marino, BevAlc consultant and marketing leader, who’s helped scale brands like Mr Black and Kombrewcha just to name a few. Kristina brings an operator’s lens to today’s bevalc reality: tougher distributor dynamics, shifting shopper behavior, and the need to design brands that earn repeat in both off-prem and on-prem.We get into what’s working now in bevalc: how to earn a distributor’s attention without overspending, why on-prem needs a purpose-built SKU or ritual, and how early wins come from ruthless focus on route-to-market and velocity metrics (not just awareness).Kristina also shares her brand identity playbook, the levers that actually move repeat purchase, and what the post-M&A integration process looks like from the inside.---------------Episode Highlights:🥃 Learning lessons from scaling Mr. Black and Kombrewcha📉 Distributor reality in 2025🧭 Route-to-market first🍸 On-premise with purpose🔁 Driving repeat purchase🪪 Brand identity playbook: briefs that translate, system-first packaging, and shelf ↔ digital alignment🧩 Post-M&A integration📈 Where she’d place bets now and the spirit trends she’s watching---------------Table of Contents:00:00 – Intro00:39 – Kristina’s experience in the bevalc03:12 – The current bevalc landscape05:14 – Trends Kristina is seeing09:25 – Today’s bevalc distributor landscape11:53 – How a bevalc startup can win in today’s market13:42 – What category Kristina would focus on today if she started a brand15:43 – Brand identity playbook in bevalc17:34 – On-premise vs off-premise in the early days18:49 – Driving repeat purchase21:37 – What the post-M&A integration process looks like23:17 – Brand and trends Kristina is excited about in spirits---------------Links:Follow Kristina on LinkedIn – https://www.linkedin.com/in/krimarino/Follow me on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg/For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.Shout out to my friends over at Glimpse, the go-to partner for automating retail-related back-office operations and unlocking margin trapped in invalid fees and manual processes.Are you in the market for a new flexible packaging partner? Check out HD Packaging. Third-generation, family-owned and built for the needs of category leaders like Newman’s Own and A Dozen Cousins. Faster launches, lower costs, and no artwork fees.