Executive Team

Justin J. Fisch

Chief Executive Officer

Justin Fisch is the Chief Executive Officer of United States Beverage (USB), one of America’s leading beverage companies. In assuming this position in 2022, Fisch succeeded his father Joseph Fisch, Jr., who founded in the company in 1997.

Since his promotion to CEO, Fisch has overseen a period of significant expansion for USB, including the purchase of Uinta Brewing, a state-of-the-art brewery and strong craft beer brand, which has firmly established the company’s capability in contract brewing. In addition, Fisch recently formed a designated spirits division to manage the company’s growing portfolio of craft spirit and RTD brands.

Fisch’s career with USB spans more than 20 years. He joined USB in 2003 as Vice President and General Manager, acting as the primary contact for all brewery suppliers and overseeing sales and marketing activities across the company. He played an active role in furthering the company’s growth trajectory, successfully managing partner relations, bringing new brands into the portfolio, recruiting and managing a top tier sales team, and redesigning sales and marketing operations for the company. He was promoted to President in 2017 and CEO in 2023.

Prior to joining USB, Fisch held a variety of roles in marketing capacities and consumer sales on both the client and supplier side. His professional experience began in advertising with Ogilvy & Mather Worldwide in New York, where he helped launch the widely acclaimed global IBM Software campaign among other strategic advertising initiatives. His beverage experience began at Mesa Distributing Co. in San Diego, California, where he held positions in both the sales division and the brand-marketing department.

Fisch graduated from Hobart and William Smith Colleges in 1999 with a bachelor’s degree in English and Sociology.

Dan Deluca

E.V.P. Beer and Spirits Sales and Marketing

Dan has been selling and managing in both the Beer and Spirit industry for over 22 years. Dan’s career started as a merchandiser, in 1993, for Manhattan Beer Distributors in New York. Dan was quickly recognized for his leadership and innovative forward thinking and worked his way up from an entry level position to senior management. Dan has experience in selling and managing in all channels of the beverage industry.  Throughout Dan’s career he has had the opportunity to sell imports, domestic, craft and high end luxury style beer and spirit brands. He has the understanding and knowledge of building startup brands to high volume brands while working on both sides of the industry; the distributor and supplier side. In 2010 Dan was recruited to launch Innis & Gunn USA Brewing Company. Through his time at Innis & Gunn Dan created and successfully built The Innis & Gunn importing company brand family to become one the USA leading high end luxury imported craft brands today. He did this by structuring and training a backhouse department in, but not limited to; Accounting, Compliance, Logistic and Pricing. Dan evaluated, negotiated and set up a strong distributor network for the Innis & Gunn brand family. He then developed and recruited a sales and marketing team to execute his “Route to Market Sale and Marketing” initiative across the USA. Through Dan’s leadership and direction, Innis & Gunn USA exceeded volume and profitability expectations two years earlier than projected. In April of 2016 Dan brought the Innis & Gunn brand family to United States Beverage to build upon its successful trend and expand its network across the country. In July 2016, Dan joined USB as our V.P. Of Sales Execution to lead, train, develop and execute our sales and marketing goals for all of our supplier partners.

Ken Aufiero

VP of Business Development

Michael Walsh

CFO

Prior to joining United States Beverage, Mr. Walsh held senior positions with outstanding consumer products companies. Most recently, he held a senior position with Crown Imports in Stamford, Connecticut where he provided financial leadership with focus on strategic pricing opportunities. Prior to Crown Imports, Mr. Walsh worked as a Finance Director at Red Bull North America managing the finance, operations, and administrative functions for their Eastern Business. Mr. Walsh also spent sixteen years at Unilever in various financial roles, including financial management of the retail beverage group and as Controller of the Pepsi Lipton Tea Partnership.

Paul S. Moorehead

VP/ Creative Director, Marketing

Previously, Mr. Moorehead was Partner and Creative Director of Workshop Design Consultants, an innovative design firm in Columbus, Ohio, which he co-founded. His varied creative experience led him from the private sector to education as an instructor of conceptual advertising and package design at the Columbus College of Art and Design. In 1984 he accepted a position as Sr. Art Director and Creative Director for The Marketing Center, a small marketing, advertising and promotion agency. TMC specialized in the creative development of the beer, wine and spirits brand categories. Paul joined United States Beverage in 1997 as the creative leader for the USB marketing team. His responsibilities include the visual development and execution of all POS, advertising and package design for the USB brand portfolio. Under his direction, US Beverage has developed, re-positioned and re-designed numerous brands which has greatly improved brand image and shelf awareness.

Peter Damato

Senior Brand Director

Peter Damato joined United States Beverage in 2024 as the Senior Brand Director. He is a results-driven marketing and sales professional bringing over twenty plus years of experience in the beverage alcohol business leading product branding, marketing, communications, high-profile campaigns, financial analysis, and sales execution. His key strengths include developing marketing initiatives and executable sales goals to drive user engagement, identifying partnerships to boost growth, and creating metrics to evaluate performance.

Peter started his career in the beer business with Heineken USA holding roles as an Operations Coordinator, Demand Planner and Channel Sales Manager. He took his experience to the distributor tier of the business spending over 17 years in brand and marketing management. Peter spent the first 8 years, on the distributor side, at Kohler Distributing Co., of Hawthorne, NJ, as a Brand Manager and Business Development Manager managing a large portfolio of import, craft, and specialty brands while working to bring new unique brands into the portfolio. He took his experience to Shore Point Distributing Co., of Freehold, NJ, spending over 9 years as a Brand Manager and most recently as the Senior Brand and Marketing Director focused on building national, regional, and local brands. He managed a brand and marketing team targeting areas for growth and improvement with product branding by delivering expertise with sales, pricing, inventory systems, budget alignment, and media strategies across supplier partners.

Peter is a graduate of St. John’s University with a Bachelor of Science degree in Logistics with a minor in Business Administration. He currently lives with his family in Manalapan, NJ centrally located between New York City and Philadelphia.

Jeff Clark

Senior Director – Chain Sales

Jeff joined United States Beverage in 2023 as the Senior Director of Chain Sales. He is a results-driven sales professional, bringing over thirty plus years of experience in the beverage business building brands; with twenty plus years driving sales execution through regional and national chain customers. His key strengths include developing brand and SKU strategies using syndicated data to best align our portfolio to customer needs, building fact-based sales presentations to grow distribution and deliver on execution goals and brand growth.

Jeff started his career in the beverage business at the distributor level, working his way through every level from merchandiser, driver to sales.  Taking his experience from the distributor to the supplier in 1999 with the launch of FIJI Water where he honed his chain experience selling premium water and continued on to premium wine within the Wonderful portfolio. At FIJI Jeff held several roles, in 2004 he joined the national account team and in 2010 he took over the depart as the Vice President managing a large team of KAMs.  He rounded out his time at FIJI heading up the Business Development and Category Management team. In 2019, Jeff jumped into the beer business taking his chain experience to start up seltzer brands where he learned the ins-and-outs of the industry.  Jeff is competitive by nature, driven for brand and portfolio growth and takes that drive to top retailers throughout the country.

Jeff currently lives with his family and two dogs in south Florida, centrally located between Ft Lauderdale and Miami airports for easy access to chain account headquarters