Colorado craft distiller Montanya Rum has appointed six beverage industry executives to a newly formed advisory board, signalling an intent to accelerate distribution and brand growth beyond its Rocky Mountain home market.
The six appointees bring backgrounds spanning spirits distribution, premium brand exits, and influencer-led marketing. Jeff Sarfino, Chairman and CEO of Lanterna Distributors, Inc., anchors the distribution expertise. Jimmy Bruton, a 30-year alcoholic beverage veteran who most recently served as chief marketing officer for Via Carota Craft Cocktails, adds brand communications depth. Michelle Ivey — who helped scale Illegal Mezcal from early growth through its acquisition by Bacardi and now serves as CEO of Lake Hour Cocktails and co-founder of Como No Energy — brings direct experience navigating a premium spirits exit to a major multinational.
The Full Roster
Rounding out the board are Taylor Foxman, founder and CEO of The Industry Collective, who also serves as Montanya's communications contact; Sivan Cotel, a strategic executive with two decades of experience across startup launches and nonprofit board leadership; and William Kehler, a 12-year liquor and beverage industry veteran who has launched three product lines across whiskey, flavored shots, and hemp beverages, with additional expertise in social media influencer marketing and supply chain management. Collectively, the panel's stated industry experience exceeds 50 years across finance, marketing, venture capital, go-to-market strategy, and operations.
Why It Matters
Montanya was founded in 2008 and is distilled at 8,888 feet above sea level in Crested Butte, Colorado. The distillery uses Rocky Mountain snowmelt and Louisiana-grown sugarcane; the high altitude slows fermentation and extends barrel maturation, which the brand credits for its flavor profile. Megan Campbell, CEO and Head Distiller, framed the advisory move as a disciplined scaling effort. "As we enter our next stage of growth, this advisory board brings together experienced founders, operators, and brand builders who will challenge our thinking, expand our network, and help us scale with discipline," Campbell said, "while staying true to the fun, adventurous lifestyle and strong sense of place that make Montanya Rum unique."
The appointment comes as the craft spirits segment continues to consolidate, with independent premium brands increasingly seeking outside expertise — and sometimes acquirers — rather than attempting organic national rollouts alone. The inclusion of Ivey, whose most notable credential is steering Illegal Mezcal to a Bacardi acquisition, is a particularly pointed signal of the ambition embedded in this board's formation.
Portfolio and Positioning
Montanya's current lineup includes Platino (unaged), Oro (two years, American white oak ex-bourbon barrels), Exclusiva (three years with wine barrel finishing), Valentia (double maturation with a rye finish), and a Pineapple Habanero Rum added most recently. The breadth of the portfolio — from clean mixing spirits to complex aged expressions — positions the brand to compete across on-premise cocktail programmes and off-premise premium shelving simultaneously, a dual strategy that requires the kind of distribution relationships Sarfino and Kehler can activate.
For context on how craft spirits brands are navigating the current on-premise environment, see F&B Industry News coverage on craft beverage distribution trends and the premium rum category outlook.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
