About Us

Building brand equity is the goal we share with our clients.

And we have the rich heritage, experience and expertise that you’ll need in order to help build your brand.

J. Patrick Kenny

J. Patrick Kenny is the Managing Director of Bevequity Advisors, a business development and strategy consulting firm focused on advising brands, retailers, developers and private equity firms in the food and beverage consumer goods sector. Mr. Kenny oversees all
aspects of Consumer Food and Beverage, from strategic consulting and business development to M&A advisory in the food and beverage industries with clients domestically as well as in Latin America, Asia, Europe, Russia, and the UAE. Mr. Kenny is also a co-founder of Montauk Ventures, an investment vehicle for high profile properties in the Hamptons NY and a principal at BevEquity Advisors, LLC.

Until recently, Mr. Kenny was Chairman and CEO of Drinks Americas Holdings, Ltd. a company which he took public in a reverse merger achieving a $200mil capitalization. Mr. Kenny was successful in establishing multiple brands and expanded company sales across three continents. The company was sold to a Mexican tequila concern in May of 2011. In his twenty five year consumer products career, Mr. Kenny has led the commercialization of numerous leading global brands and has led the entrepreneurial creation from start up to exit of prominent brands at both public and private companies. He has been successful in establishing joint ventures and commercial relationships and has worked with the distribution systems of Coca Cola (CCE), Pepsi Cola, Anheuser Busch, Miller Coors and all key wine and spirits distribution organizations both in the United States and internationally.

He is a former Senior Vice President and General Manager of Joseph E. Seagram & Sons, for which he held a variety of senior management positions over 22 years, with increasing levels of responsibility in Seagram’s alcoholic and non-alcoholic beverage divisions. Mr. Kenny managed Seagram’s worldwide carbonated soft drink operations from 1992 through March 2000, expanding the business nationally and then in Europe and Latin America. He held the title of Senior Vice President and General Manager when he left Seagram in March 2001, prior to its sale to Vivendi Universal .

In April, 2001, he co-founded Sweet16 Intermedia, Inc., a trademark licensing and media company which was sold to TEENTV Inc., a media company for chain retailers and mall properties. He has acted as adviser to several Fortune 500 beverage marketing companies, and has participated in several beverage and food industry transactions.

Prior to joining Seagram’s, Mr. Kenny was employed in a range of sales and sales management positions with Scott Paper Co., and then Coca Cola’s Wine Spectrum. Mr. Kenny was educated at West Point (U.S. Military Academy), until an athletic injury required lengthy treatment.

He later received a B.A. at Georgetown University in International Relations, an M.A. at St. Johns University in New York and attended the INSEAD Senior Executive Program.

Mark Taxel

Mark Taxel is the founder and Senior Partner of I.C.E. Marketing Group LLC. Mark began consulting in 1995 after retiring from The Seagram Company as Executive Vice President, Marketing. Over the course of 28 years, Mark held successive senior positions at Seagram and was responsible for such brands as Chivas Regal Scotch Whisky, Crown Royal, Seagram’s Coolers and Mixers, Captain Morgan Rum, and Herradura Tequila among others.

A seasoned strategic brand management professional who brings C-level expertise to each of his clients, Mark is a recognized authority in brand identity with strong operational experience. Mark’s clients have included business such as Sydney Frank Inc., where Mark consulted on the development of Grey Goose Vodkas and Jaegermeister German Liqueur, the North Fork Bank, Riviera Imports, a wine and spirits importer and marketer and BeneStream, a new technology and service provider in the health insurance marketplace.

Mark served as an adjunct Professor of Marketing at NYU’s Stern Graduate School of Business from 1996-2001, where he taught Brand Planning and New Product Development Since 1996, Mark was principal consultant to Positive Promotions Inc., a privately held direct marketer/manufacturer of educational and promotional products. Positive is a recognized leader in the Promotional Products industry. In that role he developed and managed operational strategies and integrated catalog, e-commerce and directs sales force expansion across the range of Positive’s fifty-plus catalog brands. Mark also served as Chief Operating Officer from 2002-2012 and was a member of the company’s Board of Advisors.

In 2007, Mark helped to found The American Catalog Mailers Association (ACMA), and serve from its founding until 2013 as VP Treasurer, a Director and a member of its Executive Committee. The ACMA is the only Trade Association that advocates exclusively for catalogs. Today, it counts over 100 catalog companies and suppliers as members, including most of the country’s leading catalog marketers (B to C and B to B).

Charles Davidson

Charles Davidson is the Vice President Operations of Bevequity Advisors, a business development and strategy consulting firm that is focused on advising brands, retailers, distributors, brand developers and private equity in the food and beverage consumer sector. Mr. Davidson has a deep understanding of international logistical and operational aspects of brand development as well as a broad range of brand licensing and regulatory experience. Mr. Davidson is also the VP of Operations at Traub Consumer, a division of Marvin Traub Associates that working closely with private equity groups, brand owners, and marketers to assist in business development for a number of Fortune 500 consumer goods companies through licensing relationships and long-term strategic planning.

Previously Mr. Davidson was Vice President of Operations at Drinks Americas Holdings Ltd. which was sold in mid 2012. He has a long track record of entrepreneurial success and innovation playing a key role in managing the critical operational aspects of consumer goods ventures. Mr. Davidson has been a driving force behind the licensed iconic branded consumer goods category for over 15 years with strong ties to food and beverage industry executives, distribution operations, retailers and entertainment insiders worldwide.

At Drinks Americas he served as chief operations manager for one of the world’s most dynamic beverage company whose licensed products included Trump Super Premium Vodka® (which sold a record 100,000 cases domestically in its first 12 months), Willie Nelson’s Old Whiskey River Bourbon®, and Kid Rock’s American Badass Beer™. He served as compliance and regulatory officer, managing the federal and state compliance operations for over 100 brands in the Company’s portfolio. Other initiatives with the company included the relaunch and successful domestic expansion of Rheingold Beer®. Mr. Davidson led and was involved in every facet of licensing, design, formulation, regulatory approval, product launch, consumer awareness, marketing and brand growth.

In 2000, Mr. Davidson joined Sweet16 Intermedia, Inc., a multi-media marketing platform whose resources included high profile entertainment personalities, teen targeted magazine and website, concert promotions and sponsorships, as well as clothing lines. As the first employee recruited to the company, he developed and managed the daily operations and administration at the corporate level.

At Joseph E. Seagram’s Beverage Company, Mr. Davidson served as the National Accounts Customer Service Representative and then Operations Manager, where he developed and implemented highly successful customer service and cost saving initiatives.

Charles Davidson is also Vice President of Operations at TRAUB Consumer is a graduate of Indiana University and now resides in Madison, New Jersey with his wife and 2 children.

Brand Marketing Management Success

The BevEquity Team has a solid track record of designing and managing brand co op tracking systems that make the most of the dollars you have to spend and maximize distributor co-op budgets.

By implementing fact and data based spending parameters that your distributors can understand, you will save money, leverage your investment and create accelerated brand equity.

Management’s Team Projects

The Bevequity Management team has led the development and success of numerous brands through business building, alliances and distribution systems.

Brand Development

Newman’s Own, Grey Goose, Captain Morgan, Chivas Regal, Jaegermeister, Grolsch Beer, Rheingold Beer, Willie Nelson’s Old Whiskey River Bourbon, Seagram’s Ginger Ale, Kid Rock’s American Badass Beer, Trump Super Premium Vodka, Seagram’s Coolers, Aguila Tequila, Olifant Vodka, Seagram’s Mixers, Sterling Chateau Wine & Estates.

Strategic Alliances

CAA Management, Universal Music Group, Interscope Records, A&M Records, IMG, EA Sports, Newman’s Own, The Trump Organization, Bloomingdale’s, Macy’s, Target, Callaway Golf, Norwegian Cruise Lines, Vermont Teddy Bear, DAS Communications, Alive Spirits, Britney Spears, Kid Rock, Snoop Dogg, Willie Nelson, Dorcia Group, Tequila Total LLC, Oceanus AP, Liberty Lighthouse Group LLP, Westridge Partners, Marvin Traub Associates, ICE Marketing, Miller Industries, Digital Gadgets.

Distribution Systems

Coca Cola, Pepsi Cola US, Pepsi Cola International, Anheuser Busch, Miller Brewing Company, Southern Wine and Spirits, Glazer’s Distributing, Charmer Sunbelt, RNDC, Young’s Market, Johnson Brothers, Phoenix Beehive, SYSCO, KeHE, Sam’s Club, Costco, Wal-Mart, Costco, Haddon House, QVC, Whole Foods, Shoprite, Wakefern Food Corporation, Sabrett, Marathon Enterprises.