I study social rituals for a living. How they form, how they travel across generations, and what happens when the structures that hold them together start to shift.

At LineLeap, I work with alcohol, beverage, and lifestyle brands reaching young adults at one of the most consequential moments in consumer decision-making: the beginning of a night out.

That perspective informs my writing, but it also keeps the work grounded in observation rather than theory.

My newsletter, Proof Points, applies that lens more broadly -- why occasion architecture collapses, how cultural transmission shapes consumer taste, and where stated preferences diverge from actual behavior. With 1,200+ subscribers, it has been cited in GQ, Fox Digital, The Drinks Business, and Beer Business Daily and beyond.

I also advise alcohol and CPG brands on the gap between what their research says and what consumers actually do. I draw on history, economics, and social science because the industry keeps misreading structural problems as preference problems.

I'm a father to a daughter. That shapes how I see everything.

An ongoing body of work exploring how structural change reshapes markets and culture.

Rather than asking what consumers are doing, Proof Points asks what changed beneath the surface that made those behaviors possible.

At LineLeap, I work with alcohol, beverage, and lifestyle brands reaching young adults at one of the most consequential moments in consumer decision-making: the beginning of a night out.

That perspective informs my writing, but it also keeps the work grounded in observation rather than theory.

Whitepaper analyzing 50 cocktails to identify why some drinks endure for generations while others fade into obscurity. The research reveals that enduring cocktails function as flexible platforms that can evolve across contexts and time periods, supported by compelling narratives and cultural meaning, rather than as rigid, perfect recipes.

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