Executive Search for Non-Alcoholic Beverages: Why Wine & Spirits Companies Can’t Find CMOs and VP Sales for Their Fastest-Growing Category
Key Takeaways for Beverage Alcohol Executive Recruitment
- Non-alcoholic beer, wine, and spirits are growing at 7% annually, but executive talent with the right skills is scarce
- Three distinct recruiting strategies are emerging: acquired founders, alcohol-to-wellness crossovers, and beer executives leading soft drinks
- Traditional wine & spirits executives lack critical skills: DTC marketing, wellness retail sales, functional beverage positioning
- Compensation confusion: Companies struggle to decide if NA roles are corporate (base-heavy) or startup (equity-driven)
- The talent war is creating a new executive archetype that didn’t exist 5 years ago
The $13 Billion Executive Search Challenge in Beverage Alcohol
The non-alcoholic beverage market is projected to reach $13 billion globally, with beer, wine, and spirits companies racing to capture market share. But there’s a critical problem: the executives who understand how to market and sell these products don’t work in alcohol companies.
When Diageo acquired Ritual Zero Proof in September 2024, they didn’t just buy America’s #1 non-alcoholic spirits brand—they acquired David Crooch, the co-founder who became General Manager of Diageo’s entire North American Non-Alcohol division. This acquisition reveals a uncomfortable truth facing wine & spirits executive search: the talent pool for these leadership roles is vanishingly small.
For executive search firms specializing in CPG, food & beverage, and wine & spirits recruitment, this represents both a challenge and an opportunity. Companies need executives who can bridge two worlds: traditional alcohol industry knowledge and wellness consumer fluency.
Three Executive Recruiting Strategies in Non-Alcoholic Beverage Leadership
Strategy 1: Acquiring Founders and Keeping Them as Division Heads
Case Study: David Crooch, General Manager Non-Alcohol, Diageo North America
Background: Co-founded Ritual Zero Proof (2019) with no beverage industry experience
Current Role: Oversees Diageo’s entire NA portfolio including Seedlip and Ritual
Recruitment Insight: When companies can’t build internal expertise, they acquire it through M&A and retain founders as executives
Why This Works: Founder-led NA divisions bring entrepreneurial agility to corporate structures. Crooch understands the “sober curious” consumer better than any traditional spirits executive could.
The Executive Search Challenge: These executives are typically not “on the market”—they come bundled with acquisitions. Search firms need strong M&A relationships to identify these opportunities pre-close.
Strategy 2: Wine & Spirits Executives Transitioning to Non-Alcoholic Marketing and Sales
Case Study: Andrew Katz, Chief Marketing Officer, Athletic Brewing Company
Background:
- VP Marketing, Dos Equis (Heineken) – led brand reboot
- Nearly 10 years at PepsiCo (Pepsi, Mountain Dew, Sierra Mist)
- VP Advertising Strategy, American Express
- Founded fitness tech startup Instructrr between corporate roles
Current Role: First CMO at Athletic Brewing (hired 2021), leading the brand to 19% market share and $100M+ revenue
Why This Profile Works: Katz combines blue-chip CPG marketing expertise with wellness industry fluency. His side career as an Equinox cycling instructor gave him insights into the health-conscious consumer that traditional alcohol marketers lack.
Case Study: Alex Boerger, Chief Sales Officer, Athletic Brewing Company
Background:
- VP/GM National Accounts at Heineken USA
- Led chain sales for Heineken 0.0 (Athletic’s primary competitor)
- 15+ years in craft beer sales including New Belgium Brewing
Current Role: CSO at Athletic Brewing (hired 2022)
The Talent Arbitrage: Boerger knows three-tier distribution cold, but now he’s building sales channels in yoga studios, Whole Foods wellness sections, and CrossFit gyms—routes traditional beer can’t access. This hybrid distribution strategy requires executives who can speak both distributor language and wellness retail language.
Executive Search Implication: The best non-alcoholic beverage sales executives come from competitors’ NA divisions or have proven they can navigate both alcohol distribution and natural/wellness retail channels.
Strategy 3: Beer Executives Leading Combined Alcohol + Soft Drinks Businesses
Case Study: Paul Davies, CEO, Carlsberg Britvic (UK)
Background:
- Started Carlsberg UK Marketing (2007)
- VP Marketing and VP Sales, Carlsberg Sweden
- CEO, Carlsberg Marston’s Brewing Company
Current Role: CEO of Carlsberg Britvic (formed January 2025 from £3.3B Britvic acquisition)
Portfolio: Carlsberg beer + Pepsi MAX, Robinsons, J2O, Fruit Shoot, Tango, and emerging functional beverage brands (Plenish, Jimmy’s Iced Coffee)
Why This Matters: Carlsberg isn’t treating soft drinks as a side project. Soft drinks now represent 16% of Carlsberg’s Western European volumes. Davies—a beer marketing and operations executive—is leading a business where soft drinks drive future growth, not beer.
Recruitment Insight: Traditional alcohol executives CAN lead non-alcoholic initiatives, but only if they demonstrate learning agility and willingness to integrate entirely different supply chains, buyer personas, and go-to-market strategies.
The Critical Skills Gap: What Wine & Spirits Executives Lack for Non-Alcoholic Leadership
Marketing Competency Gaps:
| Traditional Alcohol Marketing | Non-Alcoholic Marketing Requirements |
|---|---|
| Three-tier advertising restrictions | DTC marketing and e-commerce expertise |
| Celebrity/lifestyle endorsements | Influencer marketing in wellness/fitness |
| “Premiumization” messaging | Health claims navigation (FDA/FTC compliance) |
| On-premise activation focus | Digital community building |
| Age-gated campaigns (21+) | All-ages brand positioning |
Sales Competency Gaps:
| Traditional Alcohol Sales | Non-Alcoholic Sales Requirements |
|---|---|
| Distributor relationship management | Hybrid distribution: alcohol + wellness retail |
| On-premise focused (bars/restaurants) | Alternative channels: gyms, health stores, cafés |
| Alcohol buyer relationships | Functional beverage buyer relationships |
| Age verification protocols | Zero age-gate strategy |
| State-by-state alcohol regulations | National/Amazon selling capability |
Strategic Leadership Gaps:
Challenge 1: Cannibalization Calculus
If Corona Cero succeeds, does it steal from Corona Extra? Most alcohol CEOs struggle with this question. Non-alcoholic division heads must have P&L authority to make decisions that might cannibalize core brands.
Challenge 2: Pricing Strategy
Non-alcoholic production costs are similar to alcoholic, but consumers resist paying the same price. How do you premiumize a product defined by what it lacks?
Challenge 3: Portfolio Architecture
Should NA products be sub-brands (Heineken 0.0), standalone brands (Athletic Brewing), or acquired brands (Ritual)? Each requires different marketing and sales approaches.
Executive Compensation for Non-Alcoholic Beverage Leaders: Startup vs. Corporate Models
One of the most confusing aspects of wine & spirits executive search in the non-alcoholic category is compensation structure:
The “Startup” Model:
- Lower base salary ($150K-$250K)
- Significant equity/options (1-3% of division)
- Performance bonuses tied to growth metrics
- Used by: Athletic Brewing, standalone NA brands
The “Corporate” Model:
- Competitive base salary ($250K-$450K)
- Standard corporate bonus structure (20-40%)
- Minimal equity
- Used by: Diageo, AB InBev, Heineken for NA division leads
The “Hybrid” Model:
- Mid-range base ($200K-$350K)
- Equity or phantom equity in division
- Aggressive growth bonuses
- Emerging among: Carlsberg Britvic, Constellation Brands
Recommendation for Executive Search: Clarify compensation philosophy with clients upfront. Is this a “bet the company’s future” role (startup comp) or a “protect the core business” role (corporate comp)?
Job Descriptions: What to Look for When Recruiting Non-Alcoholic Beverage Executives
Chief Marketing Officer / VP Marketing (Non-Alcoholic Division)
Must-Have Experience:
- 10+ years CPG marketing leadership (P&G, Unilever, PepsiCo, Coca-Cola, Danone)
- OR 7+ years wellness/functional beverage marketing (Athletic Greens, Goop, Hims, Liquid Death)
- Proven DTC and e-commerce growth track record
- Influencer marketing expertise in health/wellness verticals
Nice-to-Have:
- Alcohol industry background (demonstrates category knowledge)
- Lifestyle brand building experience
- Performance marketing and attribution modeling skills
Critical Interview Question: “How would you market a premium product to people who are choosing NOT to consume something?”
Chief Sales Officer / VP Sales (Non-Alcoholic Division)
Must-Have Experience:
- Three-tier distribution knowledge (if going through traditional alcohol channels)
- OR Natural/wellness retail relationships (Whole Foods, Sprouts, independent health stores)
- National account management experience
- Team building and sales hiring track record
Nice-to-Have:
- Alcohol sales background
- Amazon/online marketplace expertise
- Foodservice and on-premise experience
Critical Interview Question: “How would you build a sales team that can sell to both alcohol distributors AND Whole Foods buyers?”
General Manager / Division Head (Non-Alcoholic Business Unit)
Must-Have Experience:
- Full P&L ownership ($50M-$500M+)
- Proven ability to challenge organizational sacred cows
- Cross-functional leadership (sales, marketing, operations, R&D)
- Strategic planning and long-range forecasting
Nice-to-Have:
- Founder or startup experience
- CPG or beverage alcohol background
- M&A integration experience
Critical Interview Question: “If growing the non-alcoholic division means cannibalizing the core alcoholic business by 10%, would you do it? Why or why not?”
Regional Market Considerations for Beverage Alcohol Executive Search
Non-alcoholic beverage executive recruitment varies significantly by geography:
United States:
- Largest NA beer market globally
- DTC legal landscape varies by state
- Amazon plays major role in discovery
- Wellness retail highly developed
- Key hiring focus: Hybrid distribution expertise
United Kingdom:
- Carlsberg Britvic formation shows soft drinks integration
- Strong on-premise NA culture (10,000+ Heineken 0.0 taps)
- PepsiCo partnership models prevalent
- Key hiring focus: Integrated beverage leadership
Europe (Continental):
- Highest NA penetration in Germany, Netherlands, Scandinavia
- Corona Cero launched in 10+ European markets (2022)
- ESG/sustainability mandates drive NA investment
- Key hiring focus: Regional brand directors with EU regulatory knowledge
Asia-Pacific:
- Emerging market for NA beverages
- Cultural norms around alcohol moderation
- Asahi targeting 20% sales from NA by 2030
- Key hiring focus: Market entry and local adaptation expertise
How Leading Wine & Spirits Companies Are Structuring Non-Alcoholic Teams
Diageo’s Model:
- Dedicated NA Division Head (David Crooch, GM Non-Alcohol)
- Reports directly to regional CEO (Sally Grimes, Diageo North America)
- Full P&L authority
- Manages acquired brands (Ritual, Seedlip) plus brand extensions (Guinness 0.0, Tanqueray 0.0)
AB InBev’s Model:
- Embedded in Brand Leadership (Clarissa Pantoja, Corona Global VP owns both Corona Extra and Corona Cero)
- No separate NA division announced
- CEO-driven strategy (Michel Doukeris personally champions NA)
- Regional marketing directors execute locally
Heineken’s Model:
- Integrated Global/Regional Structure
- Nabil Nasser (Global Head of Heineken Brand) oversees 0.0 strategy globally
- Regional CMOs execute (Jonnie Cahill built the model in Amsterdam before moving to US)
- Marketing-led, sales follows
Carlsberg’s Model:
- Acquisition Strategy (bought entire soft drinks company)
- CEO Paul Davies leads combined beer + soft drinks business
- Functional leaders specialize (Bruce Dallas, VP Commercial Growth)
- R&D sharing between beer and soft drinks teams
Executive Search Takeaway: There’s no consensus organizational structure yet. Clarify reporting lines, authority levels, and P&L responsibility before recruiting.
The ACCUR Advantage: Executive Search for Non-Alcoholic Beverage Leadership
At ACCUR Recruiting Services, we’ve tracked this talent evolution in real-time. Our specialization in CPG, food & beverage, and wine & spirits executive search positions us uniquely to identify the rare executives who can bridge traditional alcohol expertise with wellness consumer fluency.
Our Approach:
- Dual Network Access: We maintain relationships in both traditional beverage alcohol AND functional beverage/wellness sectors
- Compensation Expertise: We help clients navigate the startup-vs-corporate compensation question based on division maturity and strategic importance
- Skills Assessment: We’ve developed proprietary interview frameworks to assess “wellness fluency” in traditional alcohol executives
- Market Intelligence: We track executive movements across Athletic Brewing, Heineken 0.0, Diageo NA, and emerging brands to identify rising talent
Recent Insights from Our Searches:
- Marketing roles are drawing 3x more applicants from wellness/DTC brands than from alcohol
- Sales roles see the inverse: alcohol sales executives are proactively seeking NA opportunities, seeing it as the growth side of the industry
- Compensation expectations vary by 40%+ depending on whether candidates come from startups or established CPG
- Geographic flexibility is higher in NA roles than traditional alcohol (less tied to production facilities)
Key Questions for Wine & Spirits Companies Building Non-Alcoholic Teams
Before engaging executive search for non-alcoholic beverage leadership, answer these strategic questions:
1. Organizational Design:
- Standalone division with dedicated P&L, or embedded in brand teams?
- Direct report to CEO, regional president, or CMO?
- Full functional teams (sales, marketing, operations) or matrixed?
2. Compensation Philosophy:
- Are we treating this as a startup opportunity or a corporate role?
- What equity/long-term incentive structure makes sense?
- How do we compete with pure-play NA companies for talent?
3. Success Metrics:
- Is cannibalization of core brands acceptable or prohibited?
- Revenue targets vs. market share targets vs. brand-building targets?
- What’s the acceptable investment period before profitability?
4. Talent Strategy:
- Build internal through development programs?
- Buy external from competitors or adjacent industries?
- Acquire through M&A and retain founders?
5. Cultural Fit:
- Can our organization tolerate a “startup within a corporate” model?
- Are we willing to let NA executives break traditional alcohol rules (DTC, alternative channels, different brand architecture)?
- Do we have the patience for 3-5 year brand-building before scale?
Industry Trends Shaping Non-Alcoholic Beverage Executive Recruitment in 2025-2026
Trend 1: The “Reverse Flow” Is Beginning
For the first time, executives are moving FROM non-alcoholic startups TO established alcohol companies. Expect more founders to take corporate roles as consolidation accelerates.
Trend 2: Private Equity Is Creating a Talent Marketplace
PE firms like General Atlantic (invested $50M in Athletic Brewing) are professionalizing NA brands, creating a new class of “scal-up” executives with operational rigor.
Trend 3: Functional Beverage Convergence
NA beer/wine/spirits are merging with functional beverages (adaptogen sodas, nootropic drinks). Executives need to understand both categories.
Trend 4: International Expansion Accelerates
Athletic Brewing entered UK (2024), Corona Cero expanding globally (40+ markets). Demand rising for executives with international go-to-market experience.
Trend 5: The Window for “First Mover” Talent Is Closing
In 3-5 years, there will be 500+ executives who’ve “built a $100M NA business.” Today there are fewer than 50 globally. First movers command 30-40% compensation premiums.
Conclusion: The Executive Search Opportunity in Non-Alcoholic Beverages
The non-alcoholic beverage boom isn’t just creating new brands—it’s creating an entirely new executive archetype that barely existed five years ago.
For wine & spirits companies, this is a wake-up call: your fastest-growing category requires skills your best executives don’t have.
For executive search firms, this is a defining moment: the ability to identify, assess, and place these rare “bilingual” executives—fluent in both alcohol and wellness—will determine which recruiters own this category for the next decade.
The talent war has already begun. The question is whether traditional wine & spirits executive search firms recognize they’re not competing with other alcohol recruiters—they’re competing with wellness, functional beverage, and DTC recruiting firms for the same small pool of candidates.
At ACCUR Recruiting Services, we’ve built our practice at exactly this intersection: CPG expertise, wine & spirits relationships, and food & beverage market intelligence. We understand that recruiting for non-alcoholic isn’t about finding alcohol executives who’ll adapt—it’s about finding the rare individuals who already live in both worlds.
Contact ACCUR for Non-Alcoholic Beverage Executive Search
ACCUR Recruiting Services specializes in Director to C-level executive search for the luxury goods and consumer products sectors, including:
- Wine & Spirits (alcoholic and non-alcoholic)
- Food & Beverage (traditional and functional)
- Beauty, Fashion, Watches & Jewelry
- Home Goods and Custom Automotive
Our non-alcoholic beverage recruitment expertise includes:
- Chief Marketing Officers (CMO) and VP Marketing
- Chief Sales Officers (CSO) and VP Sales
- General Managers and Division Heads
- Brand Directors and Portfolio Leaders
- Sales Directors and National Account Managers
Ready to build your non-alcoholic beverage leadership team? Let’s talk about the talent your growth strategy demands.
