Elevare Advisory · Est. 2026
Elevare — latin for "to lift" — is your strategic partner
from concept to shelf to scale.
Route-to-market strategy, brand development, distribution execution, AI-powered efficiencies, capital formation, and investor growth — built on decades of hands-on industry experience.
About
Mark Giordano founded Elevare Advisory in 2026 after a career spanning every challenge a beverage brand can face. He founded Pacific Highway Wines in 2008, growing it from an Australian wine importer into a comprehensive US sales and marketing agency before its acquisition by Opici Wines & Spirits — where he then served as President through 2026. Prior to that, he led national sales at Bonny Doon Vineyard and held district management roles at Kendall-Jackson and Gallo. Opici Wines & Spirits is now a founding client of Elevare. That full-stack operator experience — startup, scale, and acquisition — is the foundation of every engagement.
What We Do
From pre-launch brand positioning to investor-ready financial models, Elevare delivers strategic clarity at every inflection point.
Build a sound, executable path to retail and on-premise. Distributor selection, territory mapping, incentive design, and sell-through tactics — grounded in how the three-tier system actually works.
Position your brand to win at shelf and with buyers. Competitive differentiation, label strategy, pricing architecture, and the story that earns placement and loyalty.
Select the right distributor partners, structure agreements that protect your brand, and activate markets with efficient field programming and account targets.
Leverage artificial intelligence to accelerate go-to-market — from competitive intelligence and demand forecasting to sales enablement tools and automated reporting that frees your team to sell.
Build credible financial models that hold up under diligence. P&L architecture, cash flow forecasting, scenario planning, and the KPIs that sophisticated investors actually scrutinize.
Help raise growth capital, expand your investor base, and tell your brand's story compellingly. From deck to data room to closing — guided by someone who has been through it.
Experience
"I've been the founder, the VP, the acquiree, and now the advisor. I know what every seat feels like — and that's what I bring to every engagement."
Led finance, sales, operations, and marketing for Opici Wines & Spirits following the acquisition of Pacific Highway Wines — focused on culture alignment, team growth, and sustaining commercial momentum across a global wine and spirits portfolio. Opici Wines & Spirits is now a founding client of Elevare Advisory.
Launched TK Mulligan Craft Vodka Cocktails in April 2024 with a proof-of-concept market entry in North Carolina. Quickly became a top 5 canned spirit cocktail in the state. Now expanding to 15 states and aligning with key national accounts — applying the full Elevare playbook in real time.
Founded Pacific Highway Wines in 2008 and built it from an Australian wine importer into a comprehensive US sales and marketing agency representing a global portfolio — Robert Oatley, Giesen Estate, Merryvale, Grupo Faustino, Le Grand Courtage, Bodega Garzon, and more. Grew revenues from inception through eventual acquisition by Opici Wines & Spirits in 2023.
Led national brand building across the Bonny Doon portfolio with a team of eight sales reps and brokers. Managed national account calls, forecasting, brand launches, and P&L — including retail programs for Big House and Pacific Rim. Capped tenure with the launch of Pacific Rim Winemakers as part of the Bonny Doon executive team.
Led a team of six sales reps and a hotel specialist covering the broad San Francisco market. Portfolio included Artisans & Estates and Kendall-Jackson Wine Estates. Hired as sales manager for San Jose — doubled sales in the first 12 months and was promoted to run the San Francisco team.
Managed Gallo retail programs across 16 high-traffic grocery stores in the East Bay of San Francisco. Named Sales Representative of the Month twice during tenure. The foundation of a career built on understanding how product moves at the shelf level.
Proof of concept — and proof of practice. TK Mulligan launched in select North Carolina markets in April 2024 and quickly became a top 5 canned spirit cocktail in the state. Now expanding to 15 states and aligning with key national accounts.
Launched April 2024 in select NC markets as a proof-of-concept. Achieved top 5 canned spirit cocktail status in North Carolina within the first year — validating the brand, the recipe, and the route-to-market approach.
Now scaling to 15 states with an expanding distributor network and alignment with key national accounts — the same distribution strategy Elevare brings to every client engagement.
Built with a founder's mentality and a team that believes in the brand. Every challenge TK Mulligan faces — capital, distribution, brand-building — informs the counsel Mark brings to Elevare clients.
Our Approach
Elevare operates from a framework forged in real markets — distribution deals won and lost, investors pitched and closed, brands built and sold.
Deep-dive into your brand, market position, financial health, and growth blockers. Clarity before strategy.
Custom route-to-market plan, financial model, and capital strategy — specific to your brand, not templated.
Hands-on support through distributor negotiations, investor conversations, and market activation.
Deploy AI tools for competitive intelligence, forecasting, and operational efficiency that give you an asymmetric edge.
Years of hands-on wine & spirits experience
Whether you're pre-launch or scaling past $10M, Elevare has the experience and the framework to help your brand go further, faster.
Or reach out directly: Mark@ELVRAdvisory.com