Dealmaker, Analyst, Writer, Father
Alcohol is social technology. The brands that win understand the ritual, not just the transaction.
I lead brand partnerships at LineLeap, helping alcohol and beverage brands connect with 21–25-year-olds in the space between anticipation and action, when social energy peaks and drinking habits crystallize.
My weekly newsletter Proof Points examines alcohol as social technology, analyzing how structural market forces and cultural rituals shape what and how we drink. I treat the beverage industry as an anthropological site, not just a business beat.
I advise alcohol and CPG brands, focusing on the gap between what the industry assumes and what consumers actually do. I synthesize insights from social sciences, economics, and market data to identify where cultural forces create commercial value - and where stated intentions diverge from actual behavior.
I'm a father to a daughter, and I believe the most important rituals in my life happen around the breakfast table, not the bar.
Projects
“That's what I do. I drink and I know things.” —Tyrion Lannister
Data-driven analysis of where alcohol culture is heading and why it matters. Weekly-ish insights on the business trends and human behaviors reshaping how we drink.
The Art of the Enduring Cocktail
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.
I'm lead brand partnerships at LineLeap, helping alcohol, beverage, and lifestyle brands connect with 21–25-year-olds at the most valuable moment of the night: the first drink. My work centers on helping brands show up authentically in that space between anticipation and action, when social energy peaks and habits take shape.
In the Media
I'm frequently quoted on drinking culture, industry trends, and the forces reshaping how Americans consume alcohol.
