Misunderstood Brands Announces Strategic Advisory Committee Featuring Spirits and CPG Industry Veterans
Leadership additions bring decades of scaled exits, national retail expertise, and premium brand acceleration as company pursues aggressive distribution growth
JERSEY CITY, N.J., Oct. 15, 2026 /PRNewswire/ -- Misunderstood Brands, the parent company behind OATRAGEOUS Oat Milk Cream Liqueur and Misunderstood Whiskey, today announced the formal appointment of its strategic advisory committee, assembling a world-class team of beverage industry veterans with a combined track record of building, scaling, and executing eight-figure exits across premium spirits and consumer brands.
The advisory committee joins Misunderstood at a critical inflection point, as the company executes its national retail rollout across major chains including Total Wine & More, Wegmans, Publix, with Walmart and Whole Foods slated for Q4 2026. The newly appointed advisors bring deep expertise in brand acceleration, commercial scale, and marketing leadership critical capabilities as Misunderstood pursues its most ambitious growth phase.
Advisory Committee Members
- Chris Rigby: Former VP at major spirits houses (Diageo, William Grant & Sons); led Don Papa Rum to $437M exit to Diageo in 2023; scaled Monkey Shoulder, Absolut, and Captain Morgan to national prominence.
- Brooke Swensen: Chief Commercial Officer, Ripple Foods; 16+ years scaling consumer brands in food and beverage across North America's largest retailers with expertise in retail acceleration and e-commerce.
- Brielle Caruso: Award-winning CMO and Founder with 20+ years in premium brand building; first Asian American CMO in U.S. wine and spirits; led marketing at Uncle Nearest, SelvaRey Rum, Moët Hennessy, and Casamigos Tequila.
- Kyle Herman: CEO, Friends of Mine Wine Co.; Managing Partner, Working Dog Drinks Company; 20+ years commercial leadership including CRO at ZOMOZ and President of North America for SelvaRey Rum with deep industry relationships.
- Taylor Foxman: CEO and Founder, The Industry Collective; recognized master connector and startup strategist spanning corporate PR, venture capital advisory, and brand acceleration across beverage, hospitality, and CPG.
Founder Perspective
"Bringing together this caliber of talent is an incredible milestone for us," said JD Recobs, Co-Founder and CEO of Misunderstood Brands. "We're extremely excited to welcome Chris, Brooke, Brielle, Kyle, and Taylor to the Misunderstood family. Each brings a unique perspective, incredible experience, and a proven track record of building successful brands. As we expand our national retail presence, introduce new innovations, and grow our distribution, having this group believe in our vision and help guide our next chapter is a tremendous opportunity. We're incredibly grateful to have them in our corner and excited for what we can accomplish together."
Chris Buglisi, Co-Founder and CFO of Misunderstood Brands, added: "The barriers to scaling a beverage brand are real: retail is ruthlessly competitive, capital is scarce, and execution is unforgiving. What de-risks our growth is having people who have already solved these problems at scale. This committee represents billions of dollars in aggregate brand valuations built. As we navigate the next 18 months of aggressive rollout, having direct access to that knowledge - and, frankly, their relationships - is the competitive advantage we need at this specific moment."
About Misunderstood Brands
Misunderstood Brands, founded by lifelong friends JD Recobs and Chris Buglisi, is an innovation-focused spirits company known for redefining categories through flavor and inclusivity. Their award-winning Misunderstood Whiskey Co. has earned national attention for their botanically infused whiskey portfolio such as Ginger Spiced Whiskey, Orange Blossom Bourbon, and seasonal Dairy-Free Oat Nog. Today, the company continues to lead the next wave of spirits innovation with brands like OATRAGEOUS®—the first portfolio of naturally dairy-free cream liqueurs in the U.S.
Company Contact
JD Recobs
Misunderstood Brands
[email protected]
Communications Contact
Taylor Foxman
The Industry Collective
609-432-2237
[email protected]
SOURCE Misunderstood Brands
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