Building brands. Opening markets.

U.S. market entry and commercial development for beverage and consumer brands, from route-to-market decisions to distributor management and sales execution.

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Services

From the first market decision to the next stage of growth.

Market Entry

Market assessment, state priorities, pricing, launch economics and a practical plan for entering the U.S.

Route to Market

Importer and distributor assessment, partner selection, network design and expansion into new states.

Commercial Management

Distributor relationships, sales plans, forecasts, trade programs, key accounts and performance reviews.

Brand & Trade Development

Channel priorities, portfolio decisions, retail and on-premise plans, and the tools needed to support the trade.

Who we work with

The right support for the stage you are in.

Entering

International brands preparing for their first U.S. launch.

Building

Brands seeking importers, distributors and a workable commercial structure.

Expanding

U.S. businesses entering additional states, channels and accounts.

Rebuilding

Established brands addressing stalled distribution, weak execution or difficult economics.

The U.S. is a collection of markets.

State rules, distribution structures, pricing and retail dynamics vary widely. For alcohol brands, the three-tier system adds another set of decisions. A distributor agreement alone does not create demand. We help brands decide where to invest, which partners to choose and how to manage the business after launch.

Our approach

A plan built to be used.

Five steps, from the first assessment of the brand to running and improving the business in the U.S.

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Assess01
Review the brand, category, economics and opportunity.
Design02
Set market priorities and the commercial model.
Build03
Engage appropriate importers and distribution partners.
Execute04
Support launches, accounts, programs and management.
Improve05
Track results and adjust the plan as the business grows.

Senior experience, directly involved.

Martynov Brand Advisory is led by a team that has managed brands, sales teams, distributor relationships and P&Ls. Clients work directly with Pavel from the first commercial discussion through execution. The work combines international perspective with hands-on U.S. market experience.

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Pavel Martynov, Founder and Managing Partner

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About

Pavel Martynov

Founder & Managing Partner

CEOFrom key accounts and national sales to general management

$250MApproximate annual revenue of the largest business led

Florida based LLC

Experience includes

Coca-Cola systemHEINEKENRussian StandardBELUGAJACK DANIEL’SFINLANDIAVodkaTuborg

* Company names describe Pavel’s professional background; they are not endorsements of Martynov Brand Advisory.

Partner

Konstantin Emma

Commercial Strategy & Analytics

Where to compete. Where to invest. How much.

Five years turning commercial data into board decisions across spirits, FMCG and e-commerce. Currently leading business analytics and strategy for an international spirits group.

Previously

Heineken GroupBeluga VodkaGroupe SEBEY

Focus areas

Market and portfolio prioritisationPricing and positioningRoute-to-marketTrade investmentReporting and planningAI tools

International perspective

International background. U.S. focus.

Pavel has lived and worked across Russia, Montenegro, Turkey, Cyprus and the United States. That experience helps him work with founders and teams who know their home markets well but need a clear view of how U.S. distribution, sales and decision-making work.

Selected work

The work behind the advice.

Selected work reflects Pavel’s professional experience. Client details and outcomes are shared only with permission.

CPG / Wine & Spirits

U.S. distribution

Commercial planning and distributor development for an international spirits brand across multiple states.

CPG / Wine & Spirits

Market entry

Market priorities, route-to-market options and launch planning for beverage businesses considering the U.S.

CPG / Wine & Spirits

Commercial leadership

Sales organizations, key account plans and trade programs for consumer goods businesses at different stages of growth.

Ways to work together

Work together where it matters most.

Market Entry Project

A defined assessment and launch roadmap.

Distributor Development

Partner identification, assessment and engagement.

Ongoing

Fractional Commercial Leadership

Ongoing senior support while a brand builds its U.S. organization.

Focused Advisory

Help with a specific pricing, distribution, portfolio or sales challenge.

Let’s discuss your U.S. business.

Tell us where your brand stands and what you want to build. We will start with a conversation about the opportunity, the constraints and the next useful step.

Email (732) 685-9723 LinkedIn