Strategic Growth & Marketing for Premium and Luxury Beverage Brands
Liquid Courage Consulting helps wine and spirits leaders sharpen positioning, unlock new revenue streams, and bring brands to market with clarity and confidence.
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What We Do
What We Do
Brand & Portfolio Strategy
Define positioning, brand narrative, and portfolio roles that support long-term growth.
Go-to-Market & Route-to-Market Planning
Market selection, launch roadmaps, channel strategy, pricing, and commercial activation.
Investor Materials & Financial Storytelling
P&Ls, pricing models, TAM/SAM/SOM, investor decks, raise readiness, and founder coaching.
Luxury, Private Client & HNWI Strategy
Frameworks and experiences tailored to high-value buyers, trade partners, and collectors.
About Liquid Courage Consulting LLC
About Liquid Courage Consulting LLC
John Santos is a luxury and premium beverage executive with deep experience at LVMH, Diageo, and high-growth independent spirits brands. Through Liquid Courage Consulting, he partners with founders, CEOs, and investors to solve complex brand and commercial challenges across the wine and spirits landscape.
His work spans American whiskey, aperitifs, Cognac, champagne, premium wine, and emerging categories. He brings a strategic and practical approach grounded in decades of global brand building, category insight, and commercial experience.
Former senior marketing leader at LVMH & Diageo
Experience with major launches, turnarounds, and global luxury programs
Advisor to emerging founders, investors, and high-growth beverage brands
Harvard Business School alum; WSET Level II with Distinction
How We Work
How We Work
- Discovery Session
We discuss your goals, challenges, and where strategic clarity will create the most value.
2. Diagnostic & Roadmap
2. Diagnostic & Roadmap
You receive a focused plan across brand, commercial, and financial priorities.
3. Advisory or Project Support
3. Advisory or Project Support
Ongoing execution guidance or full project partnership depending on your needs.
Selected Work & Clients
Selected Work & Clients
American Whiskey Repositioning
American Whiskey Repositioning
Competitive deep-dive and case studies to support best practice PR support for repositioning.
South African Spirits Startup
South African Spirits Startup
Developed full business plan, commercial roadmap, investor materials, and advisory council structure to support early fundraising and U.S. entry.
US Go-To-Market
US Go-To-Market
Defined RTM strategy, priority markets, pricing architecture, and launch sequence for Cognac,Tequila, and Arrack brands entering the U.S.
Luxury Training Program – Global Conference
Luxury Training Program – Global Conference
Created and delivered luxury brand training workshop for a multinational team, enhancing storytelling, client experience, and trade engagement.
Investor & Financial Advisory
Investor & Financial Advisory
Supported multiple early-stage beverage founders with P&L modeling, TAM/SAM/SOM frameworks, capital raise structure, and investor deck development.
Private Client / HNWI Strategy
Private Client / HNWI Strategy
Architected private-client relationship model, experience design, and engagement touchpoints for UHNW audiences in wine and spirits.
Luxury Training
South African Spirits Startup Business Plan, Team and Advisory Team Recruitment, Capital Fundraising
Go To Market Strategy and Launch Plan
American Whiskey Competitive Analysis and Brand Repositioning
Go To Market Strategy for Cognac
High Net Worth Private Client Sales Strategy and Design
Financial and Investor Advisory Projects
Financial and Investor Advisory Projects
Financial and Investor Advisory Projects
Beverage Alcohol Industry Competitive
Email: LiquidCourageLLC@gmail.com
LinkedIn: https://www.linkedin.com/company/liquid-courage-consulting-llc/
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