October 8, 2025
An Inch Wide, A Mile Deep Why New Beverage Brands Should Master Rivers Before the Ocean How many of you
BevAssets Liquor Sales and Distribution Experts
Home Who We Are
Leading industry experts in alcohol, low-alcohol, and non-alcohol beverages distribution in the United States.
At BevAssets, we bring over 80 years of combined experience across all tiers of the beverage industry—distribution, suppliers, brokers, and retail. Our expertise and strategic network provide brands with the leadership, sales force, and industry connections needed to succeed.
How We Help Brands Grow
Commercial Leadership
We act as an extension of We provide dedicated brand representation for a select group of partners. Need short-term support? We offer customized engagements based on your specific needs.
National Sales Network
Our nationwide team covers all 50 states, working with distributors, retailers, and on-premise accounts to get your product placed and sold.
Affiliated Companies
Need marketing, DTC, e-commerce, or consulting support? Our national partner network gives you access to best-in-class resources to scale your brand.
At BevAssets, we bring over 80 years of combined experience across all three tiers of the beverage distribution system: distribution, supplier, broker, and retailer. Our agency is structured into three key levels:
Commercial Leadership
We offer dedicated commercial leadership for a select group of brands, carefully chosen to join our exclusive network. If you’re interested in representation, please fill out our contact form. We also provide short engagements based on specific scopes of work.
National Sales Network
Our national sales network are a strategic partners encompassing the US Market. We have representation in all states. We connect you with the right representation tailored to your needs. Our sales team collaborates with distributors, local customers, and regional and national accounts. For inquiries, please reach out through our contact form.
Affiliated Companies
We understand that many brands seek additional resources. That’s why we’ve built a network of national partners, including marketing firms, DTC service providers, e-commerce specialists, consulting companies, and other brokerage firms. You can explore these partner companies below—just click to connect directly with them.
BevAssets is led by industry veterans Alicia Vargo and Samuel Anderson, bringing decades of expertise across distribution, suppliers, brokers, and retail. Their leadership drives strategic growth, industry connections, and real results for the brands we represent.
At BevAssets, we also provide a one-stop platform for job searches in the beverage industry and keep you updated with the latest industry insights through our news portal. Be sure to check out our social media page, where you can sign up to engage with others in the industry. Don’t miss our podcast, blogs, and newsletters for more valuable content!
Co -Founder BevAssets
BevAssets – Transforming Brands and Lives, one meaningful connection at a time!
Samuel Anderson
Having led at the highest levels with iconic suppliers like Gallo, Diageo, Brown-Forman, Coca-Cola, Kellogg’s, and Breakthru Beverage Group, I’ve built a powerhouse career driving success in the ever-evolving beverage industry. From navigating the intricacies of the three-tier system to forging transformative connections between brands, distributors, and customers, I specialize in making the complex not just manageable—but actionable.
My passion? Empowering businesses and people to win. Whether it’s designing precision-focused commercial strategies or dialing in on critical details like distribution, shelf placement, merchandising, or pricing, I zero in on the metrics that truly matter. The mission is simple: turn bold visions into measurable success.
But here’s the thing—strategy is just the start. I deliver solutions. I thrive on streamlining chaos, building collaborations that stick, and helping brands break through barriers to reach the next level. Whether you’re scaling your business, strengthening partnerships, or taking a leap in your career, I’m here to help you cut through the noise and seize your moment.
What drives me today is what lit the fire early in my career: opportunity and trust. Leaders took a chance on me to excel in sales, finance, marketing, and strategy. That foundation shaped my commitment to mentorship, collaboration, and building networks that create real, lasting impact.
With expertise in business strategy, pricing, programming, key account management, and distribution, I’m not just here to open doors—I’m here to build bridges, foster meaningful connections, and simplify the road to success in the beverage industry.
Co -Founder BevAssets
BevAssets – Transforming Brands and Lives, one meaningful connection at a time!
Alicia Vargo
Alicia Vargo is a passionate leader in the Beverage Industry with over 35 years of experience, specializing in brand development and direct-to-consumer strategies. As the Managing Partner of BevAssets, LLC, she leverages her extensive background in wholesale, distribution, and importation, rooted in her family’s legacy in the wholesale sector. Alicia has significantly contributed to the industry by creating innovative solutions such as the National Accounts Division for Beverage Distributors Corporation and a direct-to-consumer Vintage Wine Club.
Her dedication to the industry is highlighted by her role as a board member for the Department of Agriculture, where she supports Colorado wineries and distilleries. She has received numerous accolades for her professional achievements and philanthropic efforts, including being named “Colorado Outstanding Business Woman of the Year” and recognized among the “Top Women-owned Businesses” by CO Biz Magazine.
Alicia’s commitment extends beyond business; she actively engages in philanthropy by assisting breast cancer survivors and supporting homeless and hospice organizations. Notably, she was the first woman to achieve a Senior Vice President level in the western U.S. beverage sector and holds a record for the fastest promotions in Gallo history.
In summary, Alicia Vargo’s passion lies in transforming brands and lives through meaningful connections in the beverage industry, driven by her extensive experience and commitment to both business growth and community support.
Award-winning work
We don’t set out to win awards—we set out to solve problems and create solutions that address the concerns of our clients and their customers. Winning awards for our work is just the icing on the cake. Awards we’ve won include:
Communicator Awards: Branded Social Campaign (Gold)
Creative Communication Awards: Social Media Experience (Gold)
Davey Awards: Brand Social Page (Silver) + Community Building (Silver)
Dot COMM Awards: Social Branding Campaign (Platinum)
Muse Creative Awards: Social Media Campaign (Gold)
Shorty Awards: Best In Restaurants (Nominee + Finalist)
W3 Awards: Social Media Presence (Gold)
Shorty Shortlist Impact: Social & Racial Justice (Animal Rights & Welfare)
Core Values
Focus
Concentrated attention and effort on every task in order to improve performance and limit mistakes or misunderstandings.
Integrity
Honest & accurate in our words & actions out of respect for others and ourselves.
Innovation
Take risks, foster curiosity and new ideas, learn from mistakes, and strive to consistently exceed expectations.
Reliability
Consistently good and able to be trusted as dependable by colleagues and clients.
Excellence
Providing outstanding service and surpassing ordinary standards or expectations.
COURAGE
To be different
To do the right thing
To advise our clients on the right way to do things
To do big work
To do our best / to be the best
HOW WE ROLL
We’re self-driven individuals
We’re agile
We’re focused on delighting our clients
We’re lifelong learners
We’re creative at our core
News & Insights
- All Posts
- News & Insights
September 30, 2025
Why the Tortoise Wins: Slow, Steady, and the Real Formula for Lasting Beverage Success Raise your hand if you know
September 23, 2025
Beyond the Ingredient List Why Winning Beverage Brands Start with Consumer Desire Walk into any beverage brainstorm today and you’ll
September 12, 2025
The Hard Truth No One Wanted To Tell You (But I’m Telling You Now): The Reality of Liquor Sales and
July 31, 2025
The Great Beverage Industry Realignment 5 Trends Reshaping How Americans Drink in 2025 Introduction: The Functional Beverage Explosion Health-focused consumers
July 25, 2025
Seasonal Beverage Strategy Beyond Summer and Winter The Micro Season Approach That’s Driving 40% Revenue Lifts Introduction: Why Beverage Marketing
July 22, 2025
Why Most Beverage Brand Launches Fail (And How to Beat the 90% Failure Rate) Introduction Everyone’s launching a beverage brand,
July 15, 2025
What’s the Difference Between Mezcal & Tequila? Introduction The world of spirits is experiencing a renaissance, and at the heart
June 30, 2025
Technology, Market Forces, and the Road Ahead Driven by rapid technological innovation, evolving consumer expectations, and shifting regulatory landscapes, the