KAYLAN REXER
Chief Marketing Officer , Ilegal Mezcal
First industry job : Launching Ilegal in the U . S . market Favorite drink : Amaro or Tecoda
As CMO at Ilegal Mezcal , Kaylan Rexer has led a number of innovative marketing programs , including the creative “ No Celebrities , Just Damn Good Mezcal ” campaign . As a member of the LGBTQ + community , the CelebratingYOU campaign was especially meaningful , and raised more than $ 60,000 over the last two years for the wayOUT nonprofit . She was also involved in Ilegal ’ s decision to respond to the 2022 glass shortage by switching to 100 % post-consumer recycled glass that kept production moving and increased the brand ’ s sustainability . Ilegal ' s biggest challenge was " garnering trust and belief in the category from consumers and the trade ," she says . " In the early stages , mezcal was an enigma . We invested in educating people about the category to engage and foster a love for the brand ."
MICHAEL FISCH
CFO , Gary ' s Wine & Marketplace
First full-time job : Ernst & Young consultant Favorite drink : Sancerre wine
Following in the footsteps of an industry legend is no easy task , especially when that legend is your father . But Michael Fisch has already done a superb job of leaving his imprint on his family ’ s worldclass business .
“ I grew up watching my dad grow Gary ' s Wine & Marketplace from a single store -1500 square foot location into a world-class regional wine and spirits retailer ,” Fisch says . “ My dad passed along his entrepreneurial spirit to me , and I was drawn to joining the family business due to the potential of having a significant impact on a company that would directly impact my family ' s success .”
That impact includes helping transform Gary ' s Wine & Marketplace into
a business that is more efficient and able to compete digitally .
“ I introduced a mobile app and last-mile delivery routing capabilities to Gary ' s in late 2019 ,” Fisch says .
“ We were certainly lucky with the timing of these initiatives because when the pandemic began in 2020 and we were forced to temporarily close our stores for in-person shopping , the mobile app was the business ' s lifeline and helped process 100 % of the company ' s orders during that time . The mobile app has been downloaded over 45,000 times since its initial launch in 2019 , and it ' s helped propel our online business into the digital age .”
“ Having already helped transform our online business , I am now focused on streamlining our back office ,” he adds . “ My role as CFO of the company involves overseeing our accounting functions , technology , and human resources . I enjoy driving efficiencies in these various aspects of our business in an effort to reduce costs and increase the business ' s bottom line .”
To read more about Gary ’ s Wine & Marketplace , check out the June 2022 issue of Beverage Dynamics .
MARK PATYKEWICH
Restaurant Assistant GM and Wine Director , The Kimpton Cardinal Hotel
First industry job : Somm at The Honey Pot in Winston-Salem , NC Favorite drink : Sparkling Wine
The Katharine Brasserie & Bar inside the Kimpton Cardinal Hotel in North Carolina was awarded the hotel chain ’ s Wine Program of the Year in 2023 . The restaurant features innovative educational wine programming , including a punch-card promotion called Champagne Campaign that offers a rotating selection of Grower Champagne by-the-glass .
Patykewich implemented that program , as well as wine dinners and blind flights throughout the year that increased the restaurant ’ s reputation as a destination for wine enthusiasts . The Katharine also features a comprehensive Boujolais selection and attracts attention from top suppliers that aren ’ t traditionally found in North Carolina .
Patykewich is also deployed throughout the portfolio to train staff as part of a Kimpton task force , developing existing and new beverage programs . In LA , for example , he helped create a menu of organic , Central Coast wines that tapped into that market ’ s wellbeing culture .
He enjoys the challenge of using his love of food and beverages to rebuild the hospitality industry and its culture in the wake of the pandemic .
“ We all know how the industry suffered , but the ripple effect I found most challenging was instilling a passion for service in the new teams we built as we grew again ,” he says . “ It ’ s a hurdle I ’ m still battling , but with consistency the mountain becomes a little smaller each day .”
12 2023 BEVERAGE INFORMATION GROUP 40 UNDER 40