Deal unveils unprecedented business model for independent beverage alcohol brands

Manhasset, NY (February 5, 2019) — MHW, Ltd., the leading service provider for wine, spirits, beer and cider, today announced the expansion of its United States service offerings to include opt-in sales support following an acquisition of independent sales firm BevStrat.

The groundbreaking deal, which takes immediate effect, marks the first time that wine, spirits, beer and cider producers of any size or origin will have open access to market entry, independent importation, distribution, back-office support and customized sales solutions in the United States on an a la carte basis through a single partner.

“By bringing BevStrat into the MHW family, we are proud to improve on the direct-to-retail solution our Genesis program has provided clients for almost two decades,” said Gabe Barkley, CEO of MHW, Ltd.. Barkley added, “BevStrat continues to prove that in-market sales support for independent and growing brands is an essential part of competing in the US beverage alcohol market. We are looking forward to taking our service to the next level by partnering with Brian Rosen and the BevStrat team, who continue to advocate for and deliver sales results to engaged, growth-focused brands and producers in New York, New Jersey, California, Florida, Illinois, and Texas.”

“We are absolutely thrilled to join forces with MHW,” said BevStrat founder and President Brian Rosen. “For the first time in the history of the three-tiered system, independent brands can choose which states or countries they enter, which distributors they work with and who sells their product on their behalf. MHW and BevStrat’s combined services will provide unprecedented market access and impact for thousands of beverage alcohol brands around the globe.”

Prior to founding BevStrat, Brian Rosen was a partner in PriceWaterhouseCoopers’ Retail Performance Improvement, CPG and Adult Beverage practice and Chief Executive Officer of Sam’s Wines and Spirits, an 100-million-dollar independent beverage alcohol retail chain.

The Highland Park, Illinois-based BevStrat will continue to operate as an independent business out of the Greater Chicago Area. MHW and BevStrat will continue to provide services independently, but also offer beverage companies the opportunity to leverage both services to accelerate their growth. Brian Rosen will remain President of BevStrat in addition to joining MHW as Vice President of Global Brand Development.

Media Contact
Lauren Fernstrom
(516) 974-8552

About MHW, Ltd.
Since 1995, MHW has paved the way in delivering innovative business solutions for beverage alcohol brands and producers. Serving the US and EU, MHW is the leading importing and business process partner for established and aspiring brands across the wine, spirits, beer and cider categories. MHW’s turnkey services include fulfillment, logistics, compliance, licensing, sales distribution, back-office outsourcing and new brand development services. For more information, please visit

About BevStrat
BevStrat specializes in customized, team-based, in-market sales support for growth-focused brands in the United States, with additional offerings to help brands manage their distributor relationships and maximize the effectiveness of their existing, in-house sales teams. For more information, please visit