Strategy Creates Opportunity. Sales Creates Growth.

Successful products don’t win in the marketplace through innovation alone. They succeed because of strong commercial execution, meaningful customer relationships and a clear route to market.

Alongside our strategic consulting practice, Beverage Book brings extensive hands-on experience developing hospitality, foodservice and retail markets throughout the United States.

Through Traubengold, we have represented premium European wine estates, introducing award-winning producers to restaurants, hotels, country clubs, specialty retailers and beverage distributors across New York and the Northeast.

From identifying new business opportunities and developing sales strategies to leading buyer presentations, educational tastings and commercial negotiations, we understand what it takes to build brands in highly competitive markets.

Our experience extends beyond selling products. We help clients develop beverage programs, establish distributor partnerships, build commercial pipelines and create long-term customer relationships that generate sustainable revenue growth.

Because we combine strategic consulting with practical sales leadership, we understand both the commercial realities facing suppliers and the expectations of hospitality operators, distributors and retail buyers.

Whether launching a new beverage, introducing an international producer to the U.S. market or expanding an established portfolio, we help brands move confidently from strategy to execution.

To remain closely attuned to fast-moving consumer trends, supply chain shifts, and category innovations, we operate our own importation business. This critical arm of our operation allows us to stay directly connected to international markets, discover emerging brands, and respond in real-time to changing market dynamics.

Our experience includes:

• Hospitality Sales
• Foodservice Development
• Beverage Program Development
• Distributor & Wholesaler Management
• Territory Development
• National & Regional Account Management
• Strategic Partnerships
• Sales Presentations & Tastings
• Contract Negotiation
• Product Launches
• Commercialization
• Revenue Growth

• Beverage Manufacturers
• Wine, Spirits & Beer Producers
• Ingredient Suppliers
• Hospitality Groups
• Hotels & Resorts
• Restaurants & Foodservice Operators
• Retailers & Specialty Stores
• Importers & Distributors
• Food Manufacturers

Beverage Book is a strategic growth partner for food and beverage companies looking to innovate, commercialize and expand in the U.S. market.

Founded by Jan Schüler, Beverage Book combines more than twenty years of international experience across consumer insights, product strategy, branding, commercialization and business development. Born and raised in Germany, Jan began his career in London before relocating to New York, where he has spent the past two decades helping multinational companies, entrepreneurial brands and family-owned producers build successful businesses in the United States.

Throughout his career, Jan has worked with organizations including Coca-Cola, Brown-Forman, Danone, Diageo, Döhler, Givaudan, Mintel, Nestlé, PepsiCo, Stylus and Unilever, while also founding and growing his own beverage consulting and import businesses. This unique combination of corporate, consulting and entrepreneurial experience provides clients with both strategic perspective and practical commercial expertise.

Unlike traditional consultancies, Beverage Book doesn’t stop at recommendations. We work alongside our clients to validate concepts, define compelling market positions, develop commercialization strategies, establish U.S. operations, secure distribution and build sustainable routes to market.

Because we also operate our own beverage import business through Traubengold, our advice is grounded in real commercial experience—not theory. We understand the challenges of bringing products to market because we have successfully built brands, developed distribution networks and grown hospitality and retail businesses ourselves.

Whether supporting a multinational ingredient supplier, an established beverage producer or an emerging international brand entering the U.S. market for the first time, our objective remains the same:

Helping food and beverage companies transform innovation into commercial growth.

Strategy

• Beverage Strategy
• Product Strategy
• Consumer Insights
• Market Intelligence
• Portfolio Development
• Commercialization Strategy
• Go-to-Market Planning

• Brand Positioning
• Product Launches
• Route-to-Market Strategy
• Commercial Partnerships
• Revenue Growth
• Portfolio Optimization
• Sales Enablement

• U.S. Market Entry
• International Business Development
• Import & Regulatory Guidance
• Distribution Strategy
• Channel Development
• Retail & Foodservice Expansion