Fractional CEO and CFO Leadership for Beverage Brands

Senior strategic and financial leadership for spirits, wine, beer, and RTD companies, without the cost of a full-time executive.

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Overview

Fractional Executive Leadership with Destino

A fractional executive is a senior leader who works with your company part-time and takes real ownership of strategy, finance, or operations.

Many beverage companies reach a stage where they need executive judgment on pricing, distributor negotiations, capital raises, or budgets, but can't yet justify or attract a full-time CEO or CFO. Fractional leadership fills that gap with an experienced operator who is accountable for outcomes, not just advice.

Destino provides fractional CEO and CFO leadership for beverage alcohol brands. We bring financial discipline, operating structure, and strategic direction, and we work alongside founders, boards, and investors so decisions are made with clear numbers and a clear plan. Fractional leaders often carry the go-to-market and expansion plans from strategy into execution.

Our fractional leadership draws on direct executive experience in the category: Tucker Malsch has served as CFO, COO, and partner at Marquis Vodka and as Director of Finance and Operations at VEEV Spirits, and currently serves as fractional CEO of Percival Creek, a licensed brewery, cidery, and distillery in Tumwater, Washington.

Scope

What's included

The role is scoped to your needs. Some companies need a CEO-level operator, others a CFO, and some need both at different times.

  • Fractional CEO

    Set strategy and priorities, lead the commercial plan, manage key distributor and partner relationships, and keep the team aligned.

  • Fractional CFO

    Budgets, cash-flow forecasting, unit economics by SKU and market, pricing analysis, and board-ready financial reporting.

  • Capital planning

    Model funding needs, prepare investor materials and data, and support you through diligence.

  • Reporting and KPIs

    Depletion, distribution, margin, and cash dashboards that leadership and investors can act on.

  • Operating structure

    Processes, roles, and decision rights that let a growing beverage company run without everything going through the founder.

  • Team and partner management

    Hire, onboard, and manage sales staff, brokers, agencies, and other partners against clear goals.

How it works

How a fractional executive leadership engagement works

Every engagement follows the same four-step framework we use across the business.

  1. Step 01

    Assess

    Understand the business, the numbers, the team, and the decisions ahead.

  2. Step 02

    Strategize

    Agree on priorities, scope, and time commitment.

  3. Step 03

    Execute

    Lead the work week to week, with regular reporting to founders or the board.

  4. Step 04

    Scale

    Build the systems and team so the role can transition to a full-time hire when the company is ready.

FAQ

Common questions

What is a fractional CEO or CFO?

A fractional CEO or CFO is an experienced executive who works with a company part-time, usually on a retainer, and takes on real responsibility for strategy, finance, or operations. It gives growing companies senior leadership without the cost of a full-time hire.

How is fractional leadership different from consulting?

A consultant typically advises and recommends. A fractional executive takes ownership of results and is responsible for execution, often with decision-making authority inside the company. Engagements can combine both: a defined strategy project followed by ongoing fractional leadership.

How much time does a fractional executive spend with my company?

It's scoped to the need, commonly a set number of days or hours per month, with more intensive periods around launches, fundraising, or budgeting. We agree on the commitment up front.

Can a fractional CFO help us raise capital?

A fractional CFO can build the financial model, prepare data and investor materials, and support you through diligence. Fundraising outcomes depend on your business and your investors, and securities matters should be handled with qualified counsel.

Further reading: Depletions explained.

Related

Most brands need more than one of these at once. See all services.

Contact

Let’s talk about where your brand goes next.

Book a 30-minute intro call. We’ll learn about your brand, your goals, and your challenges, and tell you honestly whether and how we can help.

Book a 30-Min Intro Call support@destinobeverageconsulting.com