About Us

All 3 Tiers

3 Tier Beverages had been an idea of ours for several years as a way to provide sales and marketing direction to companies taking their first steps or needing assistance navigating the path they are already traveling. 3 is more than just the number of businesses in the alcohol distribution system; supplier, distributor and retailer. 3 is the number of steps we will take to provide solutions, step one is to understand, step two is to strategize together and step 3 is to implement.


Manufacturer of the product,
but can include importers.


The middle of the process and the only time a supplier sells a product.


Independent or chain, On or Off premise, the final touch to the consumer.

Our founder

My career in the beverage industry started out on the retail side working at bars and restaurants in Chicago until my first supplier job with SAB selling Pilsner Urquell previous to their acquisition of Miller Brewing Company. Opportunity to build out a new sales team at Goose Island led me there during their transition from an externally led sales and marketing organization to recreation of an internal team. My next move was to Heineken/USA as a part of the Star Brand Imports team managing distributors along with developing and implementing the annual business plans across the Midwest. When Heineken made the decision to close our import division it led me back to craft beer and to Dogfish Head where the middle of America became my home managing their distributor side of the business along with On Premise National accounts. My final stop before beginning this next step was at Revolution Brewing back home in Chicago for the last eight years building out their sales, marketing and logistics side of the business from case zero. 3 Tier Beverages is based out of the Logan Square neighborhood in Chicago where it shares office space with a wife, two daughters and a 100lb Chocolate Labrador who thinks he is a lap dog. 3 decades of genuine, authentic and real experience in the beverage industry working for you.

Donn Bichsel, CEO

Our Co-founder

I began my career in the CPG industry a little over a decade ago with PepsiCo as a contract pricing analyst for raw ingredients. Over the next few years, I grew into a variety of data-intensive roles including developing P&Ls and volume forecasts for new innovation launches, utilizing IRI data to track and forecast Tropicana market share movement, developing selling stories for our Naked Juice and Trop Chilled chain teams (with a focus on our Kroger and Albertsons divisions), and co-managing the national relaunch strategy for O.N.E. Coconut Water.

In 2018 however I was ready for a change and made the (very difficult) decision to leave PepsiCo for a new role at Revolution Brewing managing the data department. Having spent most of my previous career at a large multinational corporation, I was particularly excited to work somewhere where our products were manufactured onsite. This was where I discovered I had a particular passion and love for the Bev-Alc side of the CPG industry. At Revolution Brewing, I worked alongside Donn Bischel (Sales Director at the time) to develop best in class reporting tools for the sales team, effective and compelling retailer presentations, an effective forecasting process, and an achievable business plan that could be tracked and executed against.

In 2020, I made the decision to leave Revolution to help launch 3 Tier beverages. Each day I leverage my passion for data to assist our clients find new opportunities in their respective Bev-Alc spaces, and help “level the playing field” when competing for space against the big guys.

In addition to being data-obsessed, I enjoy hikes, playing chess, recording music, and above all spending time with my wife Rosy and (sometimes) grumpy but loveable dog Albus.

Donn Bichsel, CEO

Danny Brager


I was born in Calgary and moved to Toronto where I graduated from the Schulich School of Business at York University. Once a graduate, I  relocated to Mission Viejo, California in 1993 where I reside today.

I have a wealth of experience in the Beverage Alcohol industry, analyzing trends over many years. I formerly headed the Nielsen’s Beverage Alcohol Practice Area in the U.S, where I led teams that supported relationships with Nielsen’s clients (suppliers, importers, distributors, and retailers) as well as key industry groups and the media. In that role, I succinctly provided data driven analysis and insights, focused on the U.S. marketplace environment and consumer/shopper.

I regularly provide analysis services to companies seeking to translate market data into fact-based insights in support of their goals.  Each year, I present at a large number of notable industry and company events, and am a frequent thought leader contributor to the media/press. My informed opinions are highly respected by the beverage alcohol industry.


Stephanie Roatis

Consultant, Product Team

I started out my career at IRI in their Strategic Analytics team, where I was running pricing & promotion analysis, assortment optimization, and marketing mix analysis for national CPG brands. I slowly gravitated towards the Bev-Alc space as I became fascinated with the depth of BWS data. During the pandemic, I documented thought leadership regarding the effects of COVID-19 on the already-complex retail landscape, particularly with our BWS clients.

After several years at IRI, I realized I missed working on a smaller team and the more personal client relationships that stem from one. I had worked in the service industry for almost a decade, most recently at Commonwealth Tavern in Chicago, where I convinced patrons to buy beers from breweries that I wished I was representing. This past January, I joined 3 Tier Beverages. I’m proud to be a part of this team and leverage our skill set to help clients compete and win shelf (and bar) space. I get to be both data-obsessed and people-forward.

I’m a UVA grad (Go Hoos!), Chicago native who recently moved to Dallas. I love hiking, mountain biking, going to concerts, and volunteering at sporting events. Cheers


Mary Mills


I come from NielsenIQ, where I spent 14 years across client management, business development, and innovation insights. I have experience working with various clients in the food, beverage, and consumer goods industries, with 9 years focused on alcohol specifically.

I hold a Marketing degree from The Ohio State University and am an avid Buckeye fan. I reside in Columbus, Ohio and live with my husband Andy and our two children, Luke (4 years old) and Ava (2 years old).


Jackson Kirk

Consultant, Product Team

Coming out of college I joined a South Jersey Vodka Distillery working in sales and everything day-to-day. Once Covid hit, I took a position in small E-Commerce store, and from there I landed in the start-up world focusing on Project Management. It was in that position I learned how pivotal data was in the overall success of an organization allowing for major insights into where to deploy focus. Looking to move to a more analytical role, I stumbled upon 3 Tier Beverages thinking it would be a great fit for what I was looking for.

I am a Stockton University graduate, holding a degree in Computer Science. For several years I was an ocean lifeguard on the beaches of South Jersey where I competed in athletic competitions. I am big on sports (especially fantasy football), the gym, a little bit of a chess nerd, and love the summer. Excited to join the 3 Tier Team!


Kim Kulig

Database Specialist

I have been a professional data wrangler for over 25 years. With roles in data operations, custom and syndicated data solutions, and data related services, I thrive on solving challenges with data transformation, storage, reporting, and delivery.  

Over my years working for Perishables Group as Data Services Manager, Director, and Specialist, the end-to-end data pipeline was in my command from raw collection to our client- facing web application.  

Perishables Group was acquired by Nielsen, where post-transition I transferred to Nielsen Statistical Operations team, developing project-specific database automation to support market definition analysis, quality control and delivery utilities in a SQL server environment.

I am a self-taught SQL developer, category analyst, DBA, and Excel guru with natural aptitude for spotting potholes in the road ahead, the trap door out of the maze, and the story in the data. I grew up in the south subs of Chicago. I’ve lived in Austin and in Portland where I came to appreciate how a local vibe can make or break a brand. My partner and I now call northwest Indiana home with our four rescued dogs and three “not my cat” cats.     

I look forward to supporting the growing success of 3Tier Beverages! 


Tim Oldread

Consultant, Product Team

I grew up in Massachusetts and yet I’m a Yankees and Giants fan.  I studied Wildlife and Fisheries Science at Penn State and I somehow most recently worked at Highland Brewing Company in Asheville, North Carolina.  And my pre-Beverage Alcohol career was in informal science education at SeaWorld Orlando, Mote Marine Laboratory (Sarasota, Florida), and Animal Kingdom at Walt Disney World.  

It’s been an interesting and circuitous route landing at 3 Tier Beverages.  While working in Bev-Alc retail for two years after Disney, I fell in love with the craft beer industry.  Starting at Highland as the Florida Field Sales Rep, my wife and I moved up to Asheville after about four years, where I covered Upstate South Carolina.  I then led a team that covered FL, SC, and central NC until I moved into Business Development.  

I am passionate about using data to help make informed business decisions across the three-tier system.  I have experience providing market insight for chain presentations and distributor Annual Business Plans.  I have worked across all brewery departments – helping plan production, implement portfolio changes, and allocate limited releases.  And I have overseen pricing, promotion, freight, and margin to maximize profit.

I love my wife – Erin, our two dogs – Raven and Mozzarella, and College GameDay. 


Peyton Hammon

Business Development Coordinator

My first position was in Business Development at Candor Health Education; a non profit located in the west suburbs of Chicago that provides student health and wellness programming. I was able to learn how to work efficiently within databases, manage data, and collaborate with Academic Professionals to implement health education for their students. Overall, this organization helped me kickstart my career in ways I did not know were possible.

I now have found myself in Business Development at 3Tier and I could not be more excited about this opportunity! The beverage and alcohol space has always been an interest of mine, and I am greatly looking forward to working with everyone involved.

I am an Iowa State University graduate but I was born and raised in the west suburbs of Chicago with my parents and 2 sisters. Now, I live in Lincoln Park where I love to run, bike, practice my bass guitar, and take care of my cat Albert.


Michael Wilson

Junior Product Team Analyst

As a Northern Illinois University graduate with a degree focused in Data Analytics, I am a data focused individual. As well as data analytics, I’ve studied data visualization, database structure management, and quality & process improvement. After growing these skills both academically and personally, I’m excited to finally use these skills professionally with the great people at 3Tier.

Ever since my first tour at Budweiser’s Brewery in St. Louis, my interest in the process behind the drink was rooted. Having the ability to now work behind the scenes helping pull insights and build stories for the people in this industry is an amazing opportunity I never thought I would have.

When not working, I love to spend as much time with my friends and family that I can. Whether it is playing a board game, seeing a live concert, or just meeting to have a nice drink, sharing good experiences with good people is always going to be important.

Contact Us to get Started.

We’re excited for the opportunity to work with your company. Tell us a little bit about yourself and we will get the ball rolling.

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