Frey Ranch Distillery of Fallon, Nevada, announced three strategic, new hires as it expands its sales team across the U.S. The first appointment is Campari America veteran Rick Monkarsh, who will serve as the vice president of national sales. Additionally, Chris Helmly – who previously held positions at WhistlePig Whiskey and Barrell Craft Spirits, will act as the new east regional sales director. The company also appointed Mick Roberts as the central regional sales director, who comes to Frey Ranch Distillery from Gerard Bertrand Wines, Inc.
“Through their collective relationships, vast experience, and leadership skills, Rick, Mick, and Chris bring a wealth of knowledge in navigating an increasingly competitive on-and off-trade landscape while implementing breakthrough sales strategies that have had demonstrable results for some of the most sought-after mass market and craft spirits brands in the U.S.,” said co-founder and whiskey farmer Colby Frey. “As we expand our reach domestically, we’re building upon our tremendously talented sales and ambassadorial team, who will educate the market about Frey Ranch Distillery’s unique value proposition of growing 100% farm-to-glass whiskey.”
In his new role, Rick Monkarsh will lead the commercial strategy and execution for the entire U.S. team. In addition to managing and mentoring the sales team, his role will include development of the relationships with Frey Ranch’s distributor partners to further expand the brand’s growth and penetration into existing and new priority markets, which currently include California, Nevada, Texas, Arizona, and Florida, among other key regions. He will report to Frey Ranch’s chief commercial officer Mike Price.
Monkarsh joins Frey Ranch after a successful 19-year tenure at Campari Group, owner of spirits brands, including Campari, Aperol, Wild Turkey, Espolon, and SKYY Vodka, among others. Promoted through the ranks in his almost two decades with the organization, Rick started as a director of sales and moved into the role as general sales manager for national & regional accounts, where he increased share of total Campari America revenues from 16 percent to 25 percent. The recipient of multiple industry honors, Rick joined Campari after serving as Colorado’s on-premise wine and spirits general manager for Southern Glazer’s Wine & Spirits (SGWS).
Chris Helmly will manage Frey Ranch’s commercial operations for the brand’s key markets on the East Coast, including Florida, Georgia, Tennessee, and Indiana, while working closely with Frey Ranch’s distributor partners in those markets. An experienced spirits sales professional with more than a decade of experience, Helmly joins the expanding sales team as the brand marks more than 10 years of whiskey distilling in Northern Nevada.
Helmly comes to Frey Ranch Distillery from Virginia Distilling Company, where he served as the Florida market manager. During his tenure, he achieved growth of 300 percent in cases depleted, surpassing fiscal year 2023 sales in the first two months of holding this position. Prior to that, Chris held various sales positions at Barrell Craft Spirits, WhistlePig Whiskey, and Chattanooga Whiskey. He began his illustrious spirits career in 2013 at Breakthru Beverage.
As the central regional sales director, Mick Roberts will oversee a growing commercial team in the Central U.S. with a focus on establishing a stronghold for Frey Ranch’s portfolio of whiskeys in Texas, Illinois, and Colorado while expanding into new markets based on strategic geographical growth objectives. Roberts will work hand-in-hand with SGWS to establish Frey Ranch as a “must have” spirit on back bars and retail shelves within the craft American whiskey category.
With almost two decades working in the beverage alcohol industry, Roberts joins the Frey Ranch team from Gerard Bertrand Wines, where he operated as the vice president of sales. Managing a team of 12, Mick was responsible for driving short and long-term volume and profit goals for the portfolio of exquisite French wines, including Cotes de Roses, Gris Blanc, Heritage, and Art de Vivre, among others. Prior to his tenure at Gerard Bertrand Wines, he held positions at CRŪ Winery, Fort Ross Vineyard & Winery, and Aveniu Brands.
Additionally, Susan Hwang, who has served as Frey Ranch’s commercial director for the past three years, will be appointed to the role of commercial director for national accounts and control states. In her new role, Susan will lead Frey Ranch’s business with the brand’s strategic retail and multi-state on-premise partners. She will also drive the business and lead broker partner relationships with SGWS in the brand’s existing Control State markets of Oregon, Ohio, Michigan and Virginia, as well as any new control state markets in the future.