Fallow

Fallow is a hospitality-driven collective operating within the beverage alcohol and hospitality-adjacent CPG sectors. Rather than functioning as a single company, it is structured as a family of connected ventures, each led by dedicated operators, designed to take purpose-driven brands from strategy to shelf. The collective serves emerging brands in beverage alcohol and CPG by providing a fully integrated suite of commercial, marketing, activation, technology, and training services under one roof, with a single point of contact, one contract, and one invoice.

On the sales side, Fallow offers fractional Chief Sales Officer services, sales advisory, distributor scouting and matchmaking, in-market sales representatives (called Brand Growth Partners), account activations, menu placements, staff training, off-premise field sales, merchandising and shelf resets, single barrel and private selection sales, national and regional on-premise and chain retail relationship management, military channel management (Exchange and DeCA), control state management, travel retail and duty-free placement, and international market entry. Field teams are deployed across U.S. Lighthouse Markets covering on-premise, independent liquor, grocery, convenience, and mass retail channels.

The activation division handles full-service event coordination, trade show booths, distributor events, trade tastings and seminars, consumer festivals and sponsorships, brand-created consumer events, on-premise dinners and bar takeovers, retail in-store events, private and corporate events, virtual and hybrid tastings, cocktail creation, event bartending, event brand ambassadors, in-store sampling and demo ambassadors, and fractional national brand ambassadors.

Marketing services include brand identity and creative development, digital and social marketing, PR and communications, point-of-sale materials and fulfillment, corporate gifting, incentive programs, and trade marketing. Technology services cover regulatory compliance, market intelligence, depletion and retail data, industry connections, CRM and sales enablement tools, white-labeled direct-to-consumer setup and execution, and business systems and IT services. The training and development practice offers leadership development, leadership coaching, DEI training, skills and sales training, fractional Chief People and Culture Officer services, keynote speaking, and Fallow Commons workshops.

Fallow also operates a membership program called Fallow Commons, launching November 2026, designed for purpose-driven brands and industry leaders. The collective's leadership and board represent over 250 combined years of experience in sales, brands, hospitality, events, and people management, while its Brand Growth Partners bring over 100 combined years of field and on-premise experience. Consumer-facing ventures including Sipp Garden, Sipp Garden Beverages, and Haven Cigar Library are in development, expected to launch in 2027. The collective maintains strategic partnerships covering legal, compliance, production, logistics, and capital services.