People: Rick Monkarsh, Chris Helmly, Mick Roberts, Susan Hwang take new roles at Frey Ranch Distillery

Frey Ranch Distillery announces new hires: Rick Monkarsh, who will serve as vice president of national sales; Chris Helmly as east regional sales director; Mick Roberts as central regional sales director; and the promotion of Susan Hwang as commercial director for national accounts and control states.

Monkarsh will lead the commercial strategy and execution for the U.S. team. In addition to managing and mentoring the sales team, his role will include development of relationships with Frey Ranch’s distributor partners to expand the brand's growth and penetration into existing and new priority markets, which include California, Nevada, Texas, Arizona, and Florida, among other key regions.

Monkarsh joins Frey Ranch after a 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, Monkarsh started as a director of sales and moved into the role of general sales manager for national and regional accounts, where he increased share of total Campari America revenues.

The recipient of multiple industry honors, Monkarsh joined Campari after serving as Colorado’s on-premise wine and spirits general manager for Southern Glazer's Wine and Spirits.

Chris Helmly

Helmly will manage Frey Ranch’s commercial operations for the brand’s markets on the East Coast, including Florida, Georgia, Tennessee, and Indiana, while working closely with distributor partners in those markets.

An experienced spirits sales professional, 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 Co., where he served as the Florida market manager.

During his tenure, he achieved growth of 300% in cases depleted, surpassing fiscal year 2023 sales in the first two months of holding this position. Prior to that, Helmly held various sales positions at Barrell Craft Spirits, WhistlePig Whiskey, and Chattanooga Whiskey. He began his spirits career in 2013 at Breakthru Beverage.

Mick Roberts

As the central regional sales director, 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, Roberts 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.

Susan Hwang

In her new role, Hwang will lead Frey Ranch’s business with the brand’s 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.