OUR MISSION
Brand Evolution exists to provide strategically focused representation that helps supplier partners grow smarter and faster within the realities of the three-tier system. We integrate seamlessly with your existing infrastructure to collaboratively manage your business—aligning strategy, execution, and wholesaler partnerships to identify and activate the most effective route-to-market.
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By bridging the gaps between supplier, distributor, and buyer, we reduce friction, improve ways of working, and drive stronger execution across every channel—ultimately delivering measurable results and faster return on investment for our partners.
OUR EXPERIENCE, YOUR ADVANTAGE
Together, the Brand Evolution team brings more than 110 years of combined experience across the adult beverage and broader CPG landscape. Our background spans every major beverage category—including wine, beer, spirits, non-alcohol, energy, and water—built through senior national sales and business development leadership roles at industry-leading suppliers such as Gallo, Diageo, Terlato, Palm Bay, Allied Domecq, Rémy Cointreau, and Francis Coppola, alongside decades of national distributor experience and long-standing relationships with RNDC, Young’s Market, Southern Glazer’s, and Breakthru.
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With more than 60 years of combined chain account leadership, our team has worked across the nation’s largest national, super-regional, and regional customers, spanning off-premise, on-premise, hospitality, transportation, and e-commerce channels. We pair true national chain expertise with hands-on regional and local market know-how—delivering scalable, senior-level solutions in marketing, analytics, trade marketing, and category management, without the overhead of internal hires, and built to evolve with your brand, your markets, and your ambitions.
MEET THE TEAM
ROB GARAFALO
CO-FOUNDER
Rob Garafalo, Co-Founder, brings 28+ years of experience across the adult beverage industry, spanning beer, wine, and spirits, with a career built across both regional and national leadership roles. After early positions as a regional manager, Rob moved into national account leadership working coast to coast with industry leaders including Diageo, Terlato Wines, and Palm Bay International across on-premise and retail channels. Most recently at Taub Family Selections, Rob played a key role in the company’s launch, directing a broad wholesaler network and aligning national and local teams around a more nimble, integrated approach. Through strong buyer relationships and effective wholesaler communication, he has led POD expansion, managed large-scale brands and emerging launches, and guided initiatives from concept and forecasting through execution across both on- and off-premise environments.
310-956-5542
rob@brandevolution-llc.com
BRIAN RIEKE
CO-FOUNDER
Brian Rieke, Co-Founder, brings 28 years of national sales and management experience in the adult beverage industry, spanning both distributor and supplier leadership roles. He spent 18 years with Republic National Distributing Company (RNDC), holding senior national account positions including Safeway Corporate National Account Manager and Corporate Vice President of National Accounts, before moving to the supplier side with Francis Ford Coppola Winery, where he served as Director of National Accounts and Senior Director of Retail Strategy. Brian leverages his deep distributor and supplier perspective to help brands strengthen market reach, align strategy, and succeed across national and regional accounts.
713-376-3361
brian@brandevolution-llc.com
AMANDA NEWELL
DIRECTOR OF NATIONAL ACCOUNTS
Amanda Newell, Director of National Accounts, brings 12+ years of sales and marketing experience in the adult beverage industry across beer, wine, and spirits, with a strong track record spanning independent and regional retailers, national retail and on-premise accounts, and distributor management. Her background includes key roles at IBG Wines and Odell Brewing Company, where she developed a reputation for connecting brands with consumers in authentic, meaningful ways. Amanda pairs strategic thinking with creative go-to-market execution, leveraging her experience across multiple market levels to help brands build relevance, drive engagement, and activate effectively from local execution to national strategy.
231-740-2699
amanda@brandevolution-llc.com
GREG LAYN
DIRECTOR OF SALES
Greg Layn, Director of Sales, is an accomplished sales leader with 25+ years of experience in the beverage alcohol industry across beer, wine, and spirits, with leadership roles on both the distributor and supplier sides of the business. His background includes senior experience at Republic National Distributing Company (RNDC) and Seagram & Sons, where he built deep expertise in distributor management, national expansion, and portfolio leadership. Greg has led multimillion-dollar portfolios and driven growth in both open and control states, building strategic, collaborative partnerships focused on results-driven execution and long-term, mutually beneficial outcomes.
214-675-8176
greg@brandevolution-llc.com
JAMES CAMPBELL
DIRECTOR OF SALES
James Campbell, Director of Sales, brings 25+ years of experience in the beverage alcohol industry across wine and spirits, combining entrepreneurial brand-building with senior distributor leadership. His background includes leadership roles at Oak & Eden Whiskey, Southern Glazer’s Wine & Spirits (SGWS), and Gallo, where he led national sales teams, launched and scaled brands, and managed complex, multi-state markets. James’s experience spans strategic planning, account management, and sales team optimization, with a reputation for aligning strategy with execution to drive sustainable, long-term growth.
214-213-5880
james@brandevolution-llc.com