The organic Brazilian beverage company hires a seasoned CPG and beverage alcohol executive to lead its distributor network, national sales strategy, and go-to-market execution.
SEATTLE, WA, July 23, 2026 - Novo Fogo, the independent producer of organic Brazilian cachaça, RTD cocktails, and non-alcoholic mate teas, has appointed Matt Follis Vice President of Sales. Follis brings more than two decades of consumer packaged goods and beverage alcohol leadership, most recently serving as Vice President of Sales – West at Atomic Brands, with prior leadership roles at Sazerac, Bay Area Beverage Company, and PepsiCo.
The timing is meaningful. After a five-year chapter selling through a single national partner, Novo Fogo now sells directly to alcohol wholesalers in 38 states and sets its own sales strategy. The moment requires a mix of traditional sales execution and distribution innovation; Follis’ experience on both fronts will allow him to take the wheel on that approach.
Follis looks forward to spearheading new distribution partnerships, growing the sales team, and guiding the company's products into retail channels. His first priority is evaluating current distribution relationships to determine the strongest opportunities and commit company resources to enhance them further.
“We’re glad to have on our team Matt’s experience and no-nonsense approach to building sales growth,” says Drago Axinte, founder and CEO of Novo Fogo. “Our recent national RTD rollout with Whole Foods has created a blueprint for scalable success, and I trust Matt to bring all the right stakeholders aboard for exponential growth and five-star execution, as he has done before.”
Prior to joining Novo Fogo, Follis served as Vice President of Sales – West at Atomic Brands, where he was a key driver in scaling one of the industry’s leading ready-to-drink brands, Monaco Cocktails. Known for building collaborative distributor partnerships and high-performing teams, Follis has spent more than two decades helping premium CPG, spirit, and RTD brands accelerate growth across both national and regional markets.
"Novo Fogo has built an exceptional portfolio, backed by authentic Brazilian heritage, strong consumer demand, and growing national distribution," said Follis. "A product line that includes distilled spirits, spirit-based RTDs, and non-alcoholic mate teas is inspiring and has an endless amount of sales opportunities. I know how to organize all this and make it thrive.”
With a differentiated portfolio, vertical ownership from the cane fields to products and brand, and a growing retail presence, Novo Fogo has built the requirements for the next phase of growth under Follis' leadership.
ABOUT NOVO FOGO
A passionate advocate for sustainable practices in the spirits industry, Novo Fogo is an independent company that produces USDA-certified 100% organic cachaças at its zero-waste, carbon-negative distillery in the heart of Brazil's Atlantic Rainforest. Its production methods prioritize human and environmental sustainability; the company is proud of its female-led distiller team and its legacy reforestation project, The Un-Endangered Forest™, which seeks to restore 50 species of threatened native trees. Extending this ethos to its cocktail audience, Novo Fogo has been a trailblazer for sponsoring health and wellness initiatives for spirits industry members. The company's product line intersects traditional Brazilian culture with modern cocktail trends toward healthier drinking, including RTDs, non-alc and low-alc options, and lower-calorie formats. Restore the Brazilian rainforest with every sip™.
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