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.

Supplier

Manufacturer of the product,
but can include importers.

Distributors

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

Retailers

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

Joe Sepka

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.

Molly McGrath

Business Development
Manager

I am a graduate of Elmhurst University and was fortunate enough to spend a semester in Australia where I took classes specializing in digital marketing. After college, I worked as a consultant for about a year where I was managing accounting systems, assisting with data creation, providing marketing initiatives for the rollout of digital media, and creating technical manuals for clients.

I am very excited to build on my experience with 3 Tier Beverages and grow with the company! I live in the Roscoe Village neighborhood with 4 roommates; my mom, stepdad, sister, and brother plus a guinea pig named KitKat. We love to scare each other so there are daily screams and lots of laughter in our house! I was a collegiate volleyball player who missed the competitive team comradery so these days I play kickball with a group of college and highschool friends.

On the weekends I go camping and hiking with my boyfriend and I love to travel, especially to visit family in Canada, Ireland and England!

Danny Brager

consultant

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 branch, 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 and complexity of BWS data. I worked closely with mentors to develop thought leadership regarding COVID-19 affected the retail landscape e-commerce, particularly with our beverage clients. As a consultant, I grew increasingly interested in developing stories and sales pitches arguing for increasing retail space among our bev-alc clients.

I realized after several years at IRI that I needed a pause to re-evaluate what type of bev-alc team I wanted to be a part of. I worked in the service industry for almost a decade, most recently at Commonwealth Tavern in Chicago, where I convinced patrons to buy beers of brands that I wished I was representing on a more personal level. While living in Spain, I found 3 Tier Beverages. Every day, I’m proud to be a part of this team and leverage our Product Team’s 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, I love hiking and mountain biking, and I’m still trying to find a butcher in Valencia who knows me as well as the guys at Paulina Meat Market. I’m an avid traveler, clearly, who will soon call Dallas, TX home!

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.