Our Story
We built the sales infrastructure that small beverage brands couldn't afford — until now.
The beverage industry was built for the big guys. We changed that.
For decades, small and mid-sized beverage brands faced the same impossible choice: spend hundreds of thousands of dollars building an in-house sales team, or watch larger brands take up all the shelf space. The system wasn't broken by accident — it just wasn't designed with you in mind.
In 2016, Phil Guana saw a better way. With over 20 years of beverage industry experience, Phil launched Edge Beverage Consulting with a simple but radical idea: give small, high-quality brands access to the same elite sales infrastructure that only the biggest players could afford — at a fraction of the cost.
In 2019, James Williams joined as Co-Founder, bringing deep market relationships and operational expertise that helped take Edge to a national scale. Together, they built something the industry had never seen before.
Today, Edge Beverage is the #1 beverage consulting firm in the country — having helped over 800 brands across Beer, Wine, Spirits, and Non-Alcoholic categories find real, measurable success in retail and distribution. While brands across the industry struggle to get in front of buyers, Edge clients are getting meetings, getting on shelves, and growing.
No one does what we do. At the scale that we do it.
Our Approach
Our approach at Edge Beverage is all about connecting small and medium-sized brands with retailers and distributors nationwide. We are committed to always providing high-quality and affordable sales and distribution services to our clients. Our extensive connections with buyers and distributors allow us to open doors for brands that might have been overlooked or ignored in the past. We are dedicated to helping our clients succeed by providing them with access to the resources and connections that they need to grow their business.
What is Fractional Services?
Edge was among the first companies in the beverage industry to apply a Fractional Services model — giving small and mid-sized brands access to a full, experienced sales team without the cost of building one in-house.
The math is simple: hiring three National Account Executives on your own runs over $31,000 a month in salaries, expenses, and benefits alone — before a single bottle is sold. With Edge, you get that same firepower for a fraction of the cost, with buyer relationships already in place from day one.
See exactly how the numbers compare below.
Traditional Model vs. Fractional Services
Three National Account Executives — see the real cost difference
$26,667/mo
$2,100/mo
Buyer Relationships
$2,275/mo
3-6 months
Not Guaranteed
In-House Sales Team
TRADITIONAL MODEL
Expensive, slow to build, no guaranteed results
Salaries & Bonuses
Expenses
HR Benefits
Must be built
Ramp-up time
Brand Pitch Guarantee
Monthly Total
$31,041
Monthly Total
~$3,500
Edge Fractional Services
Edge Beverage Team
Built-in relationships with every buyer
Retainer Fee - $3,000-$6,000
Flat monthly fee, no surprise costs
Expenses - $0
We cover all day to day expenses
Relationships - day one
Brand actively pitched
Your brand in front of buyers every week
Commission - 5-10% on FOB sales
You only pay more when we deliver more
No ramp-up - we start pitching immediately
Active from week one
Immediate access to national & Regional buyers
Us in Numbers
$8.2M+
Clients’ sales during 2025
800+
Brands helped since 2016
355+
Business Partners in over 48 States and 10 countries
57+
Years of Combined Experience