#USA #Jersey City #whiskey #Misunderstood Brands #OATRAGEOUS

Misunderstood Brands Forms Strategic Advisory Committee

Overview

Misunderstood Brands, the innovative parent company behind celebrated products such as OATRAGEOUS Oat Milk Cream Liqueur and Misunderstood Whiskey, has made a notable announcement regarding its strategic growth initiatives. On October 15, 2026, the company revealed the establishment of a strategic advisory committee consisting of experienced veterans from the spirits and consumer packaged goods (CPG) industries. This move comes as Misunderstood prepares for a major expansion in national retail distribution across prominent chains including Total Wine & More, Wegmans, and Publix, with plans to reach Walmart and Whole Foods in the upcoming fourth quarter of 2026.

The Advisory Committee

The newly appointed committee is comprised of industry experts with a proven history of successful exits and extensive experience in scaling premium brands. Among the members joining Misunderstood Brands are:

• - Chris Rigby: Former Vice President at leading spirits companies such as Diageo and William Grant & Sons. Rigby led Don Papa Rum to a remarkable $437 million exit to Diageo in 2023, while also playing a crucial role in the commercialization of notable brands like Monkey Shoulder and Absolut.

• - Brooke Swensen: The Chief Commercial Officer at Ripple Foods, Swensen brings over 16 years of experience in scaling consumer brands within the food and beverage sector across North America, with a focus on retail and e-commerce growth.

• - Brielle Caruso: An award-winning Chief Marketing Officer and Founder with over 20 years in premium brand development, Caruso made history as the first Asian American CMO in the U.S. wine and spirits market. She has successfully led marketing for brands including Uncle Nearest and Casamigos Tequila.

• - Kyle Herman: As the CEO of Friends of Mine Wine Co. and Managing Partner at Working Dog Drinks Company, Herman’s commercial leadership spans over two decades, including key positions like CRO at ZOMOZ and President of North America for SelvaRey Rum.

• - Taylor Foxman: The CEO and Founder of The Industry Collective, Foxman is recognized as a master connector and startup strategist with expertise across beverage, hospitality, and CPG sectors, focusing on corporate PR and venture capital.

Commitment to Growth

JD Recobs, Co-Founder and CEO of Misunderstood Brands, expressed his enthusiasm regarding the committee's formation, stating, “Bringing together this caliber of talent is an incredible milestone for us. We’re excited to welcome Chris, Brooke, Brielle, Kyle, and Taylor into the Misunderstood family, as each brings invaluable perspectives and profound expertise essential for our growth.”

Chris Buglisi, Co-Founder and CFO, added, “The barriers to scaling a beverage brand are real, and retail is intensely competitive. Having access to the experiences and relationships of this committee will provide us with the competitive edge we need as we embark on this ambitious expansion over the next 18 months.”

About Misunderstood Brands

Founded by lifelong friends JD Recobs and Chris Buglisi, Misunderstood Brands emphasizes innovation within the spirits industry, aiming to redefine conventional categories through unique flavors and inclusive offerings. Their celebrated brands, particularly the botanically infused Misunderstood Whiskey and the U.S.'s first portfolio of dairy-free cream liqueurs, OATRAGEOUS, have garnered significant national attention and acclaim.
As they progress toward their goals, Misunderstood Brands is poised not just for retail growth but to continue leading the charge in spirits innovation.