About Smoke

Smoke Wallin

Experienced CEO, Business Builder, Advisor and Company Director

Smoke is an accomplished leader and international business builder in the wine, spirits and beer, hospitality & technology industries.  He has frequently served as start-up or interim CEO for new and existing businesses.  He has advised or had direct business with many of the most successful brands, distributors, retailers and start-ups on their strategy, branding, and “go-to-market” distribution & execution (e.g. Anheuser Busch Inbev, Bacardi, Beam Suntory, Boon Rawd (Singha), Brown-Forman, Diageo, Greene King, Nestle, Pernod Ricard, and numerous mid-market  companies). He has an unparalleled network of global leaders and a long track record of community and industry leadership. With expertise in executing brand placement and innovative marketing programs with national retailers, mass market, grocery, drug, and leading hospitality and entertainment companies coast to coast, his clients have included hundreds of brands and companies globally.  Smoke has developed partnerships with leading celebrities, music acts and sports platforms to rapidly activate brands across channels.  He has built out national sales teams and coached numerous start-ups, CEOs and workout situations to create meaningful value for stakeholders.

Smoke has an MBA in Marketing, Finance and Operations from Vanderbilt University and a BS in Agricultural Economics from Cornell University. He was a Cornell wrestler and in Sigma Nu Fraternity.

Smoke’s core advisory practice includes: 1. Company and brand strategy from inception to launch to growth & turn around;  2. Distribution strategy from wholesale to retail to consumer in the US and internationally;  3.  Executive search and recruitment; 4. Applying new technologies and business models to existing industries.

Since 1988, Smoke has been advising, creating, incubating, introducing, distributing, and growing brands and companies.   Smoke joined a $150 million beverage distributor out of Cornell. As the chief architect of corporate strategy from 1993-2004, he grew it to over $1 billion in total beverage sales by aligning distributor and brand strategies and adopting best of class technology and business processes. He worked closely with all the major brand supplier partners in crafting brand strategy and local execution for 36,000 accounts in multiple states. It is now a joint venture with #2 RNDC, a $6 billion distributor.  Smoke led the wine and spirits industry in Washington D.C. as Chairman, President & Director of the Wine & Spirits Wholesalers of America (WSWA) 1996-2004.  He also served on Government Affairs committee for the Craft Brewers Association.   He served YPO as Chairman of the Global Beer Wine & Spirits Network for 2010-2013 & serves on the board for the Food & Beverage Network with over 1,700 CEOs.  In 1999, recognizing the potential of the Internet to transform the way brands reach and interact with customers and consumers he founded the leading B2B internet company of its time.  Today it is the leading provider of national account pricing solutions to the industry handling millions of prices weekly.

A frequent speaker and industry expert, Smoke has had extensive press & TV coverage, appeared in an industry movie “America’s Wine” and guest lectures at Cornell, Dartmouth, USC, and Vanderbilt.  He is an Eagle Scout and the father of two Eagle Scout sons and two daughters and married to singer songwriter Anitra Carr.



3 Eagle Scouts at Philmont - Skye, Smoke & Cameron Wallin

3 Eagle Scouts at Philmont – Skye, Smoke & Cameron Wallin

%d bloggers like this: