Helping brands take root
A specialty wine and spirits sales agency based in Austin, Texas. We partner with premium adult beverage suppliers to gain visibility and grow sales.
We partner with craft adult beverage brands to gain visibility and grow sales
Roots Brands is a specialty wine and spirits sales agency based in Austin, Texas. We partner with premium adult beverage suppliers by providing in-market direct-sales support and trade marketing solutions that help your brand gain visibility and grow sales.
From relationships with best-in-class buyers and accounts to long-standing wholesaler partnerships, we understand how to navigate the complexities of the three-tier system, activate your brand and deliver tangible results.
Brands don't sell themselves
Distributor consolidation, the proliferation of craft brands, and the challenge and expense of finding proven talent have created the perfect storm for emerging brands that require solutions now.
Distributors are consolidating
Brand owners, not distributors, are now responsible for building and selling their products. As distributors consolidate and prioritize household brands, you need dedicated resources to support your growth.
Craft brands are everywhere
Lower barriers to entry bring new participants every day. Your brand needs increased attention and an established network of strategic on- and off-premise account relationships.
Sales teams are expensive
Sales management is time intensive and requires deep industry relationships plus multi-channel connectivity to succeed. Building that in-house is a significant fixed cost.
We activate your brand
We are an extension of your team, committed to driving results through industry knowledge, extensive relationships and dedication to the brands we serve. We start by putting a face to your brand with our distributors, retailers and their staff.
Brand Activation
- Trade promotion
- Consumer events
- Market visits
- Localized earned media exposure
Direct Sales
- Account development & management
- Market work-withs
- Product merchandising
- Staff training & brand education
Distributor Management
- Pricing & incentives
- Brand manager communications
- Inventory management
- Brand representation
An experienced brand developer
Josh Ramirez is the Founder and CEO of Roots Brands. A sales executive with more than ten years of progressive leadership experience in beverage alcohol, he specializes in scaling emerging brands, expanding national distribution and building high-performing commercial teams.
Most recently he served as Vice President of Sales at American Metal Whiskey, where he grew annual case volume from under 1,000 to more than 4,000 and expanded the distribution footprint from two states to nine markets, securing partnerships with RNDC, Reyes, Empire Merchants, Empire Distributors and Martignetti. Before that, as Vice President of Sales at Nine Banded Whiskey, he doubled Texas case volume from 7,000 to 14,000 cases.
His career began on the distributor side at Young's Market Company in the Bay Area, followed by roles as California State Manager for Flor de Caña and Regional Manager for Oak & Eden Whiskey, where he supported national growth from 10,000 to 30,000 cases.
Built brands, not decks
Annual volume at American Metal Whiskey, up from under 1,000.
Distribution footprint expanded across nine markets.
Doubled from 7,000 at Nine Banded Whiskey.
Recruited and developed, with KPI frameworks built around them.
Engage, educate and execute
Trade Push
Steps 01–04
Identify 75-100 strategic target accounts
Actively support wholesaler product distribution
Grow visibility via thoughtful product placement
Reinforce with training and education initiatives
Consumer Pull
Steps 05–08
Execute targeted brand and product activations
Conduct product sampling and trade promotion events
Support with social and earned media amplification
Track performance and identify actionable insights
We service the best accounts in Texas
Off-Premise
- Total
- Spec's
- Twin / Sigels
- Goody Goody
- WB Liquor (Costco)
- Pinkes
- Fossil Creek
- Liquor Depot
- Fiesta (Latin)
On-Premise Groups
- MML
- Bunkhouse
- FBR
- New Waterloo
- Harwood Hospitality
- Vandelay Hospitality
- Berg Hospitality
Texas overview
Think global. Act local.
Texas is the second-largest beverage alcohol market in the U.S., with more than 31 million residents and one of the fastest-growing populations in the country, creating consistent opportunities for emerging brands.
The market is driven by Houston, Dallas-Fort Worth, Austin, and San Antonio, four major metropolitan areas that account for the majority of premium spirits, wine, and on-premise growth across the state.
Texas operates under a strict three-tier distribution system, making strong distributor relationships and retailer execution critical to long-term success. Unlike many states, supplier success depends heavily on local market activation and distributor engagement.
With thousands of independent liquor stores, influential regional chains like Spec's, Twin Liquors, Goody Goody, WB Liquors, and one of the nation's largest on-premise hospitality industries, Texas rewards brands that invest in feet-on-the-street execution rather than relying solely on national programming.
Texas consumers continue to over-index on American whiskey, tequila, and premium spirits, making it one of the most important launch markets for craft and emerging beverage brands seeking regional and national expansion.
An agency model built to scale
For emerging brands, a cost-effective and scalable solution is critical to develop strategic markets and ensure return on investment.
| Sales Representative | Sales Manager | National Sales Director | Roots Brands | |
|---|---|---|---|---|
| Experience | 0–5 years | 5–10 years | 15+ years | 10+ years |
| Quality relationships | Low | Medium | High | High |
| Local market access | Yes | Yes | No | Yes |
| Minimum cost to company | $80–120K | $150–200K | $250K+ | $50K+ |
Note: retainer is a monthly minimum. A per-case commission and trade marketing expenditure will be required.
Let's build your brand together
From distributor management and direct sales support to local market brand activation and representation, Roots Brands has the relationships across all three tiers to build your brand in Texas. We are an extension of your team, and we start by putting a face to your brand with our distributors, retailers and their staff.