context
OVO Vodka was built to operate as more than just a premium spirits brand, combining strong consumer positioning with a measurable environmental model designed to scale alongside the business.
As Co-Founder and COO, I led the development of the brand across positioning, identity, operations and commercial strategy. This included shaping the visual system, refining the brand narrative, overseeing creative direction, improving margins and supporting expansion across multiple US markets.
The project required balancing premium positioning with the operational realities of the US spirits industry, including distributor structures, pricing competitiveness, production logistics, account growth, and ensuring sustainability remained commercially credible rather than relying on vague cause-based marketing.
Alongside the external brand, I also helped build the internal systems supporting long-term scalability; from supplier relationships and operational workflows through to margin improvement, commercial structure, and growth strategy.
Today, OVO Vodka operates across seven US states, supports 400+ active accounts, and has sold more than 55,000 bottles as the business continues to scale across the US market.
focus
Brand Positioning / Brand Systems / Consumer Growth / Commercial Alignment / Operational Strategy
outcomes
- Expanded distribution across 7 US states
- Supported growth to 400+ active on- and off-premise accounts
- Contributed to sales exceeding 55,000 bottles
- Improved gross margins while repositioning pricing for competitiveness
- Helped support a $1.2M+ funding raise
- Built operational systems to support long-term scalability
- Earned multiple international spirits awards, including Double Gold recognition
