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Sharelle Klaus
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Advisory & consulting

Practical advice, built on experience.

I spent twenty years building DRY, an independent beverage brand that grew from a kitchen idea into national distribution and stayed in market through changing consumer habits, retail channels and economic cycles. I learned how to build markets, earn national placements, work with distributors and brokers, manage margins and raise capital. Now I bring that experience, along with what I’m learning at Second Sip, to founders and investors.

I’m based internationally, work remotely and travel when a project calls for it. I keep my client list small enough to stay involved.

For investment firms

An experienced perspective on consumer investments.

I work with private equity firms, venture investors and family offices evaluating consumer brands or supporting companies they already own. I’ve spent twenty years on the operating side, so I know what to look for beyond a promising sales story: strong demand, healthy economics, productive distribution and a team that can grow with the business.

Is this distribution real?
I’ve built markets locally and won national listings. I look at velocity, reorders, promotion dependence, retailer expectations and the cost of keeping a product on the shelf. That’s how you understand the value of distribution, not just the size of the door count.
Do the economics survive scale?
We look closely at pricing, channel margins, distributor costs including KeHE or UNFI where relevant, broker commissions, freight and promotions. Years of managing these costs help me see where a business can improve profitability as it grows.
Is the growth plan possible?
I’ve built markets one at a time and expanded into national accounts. I know the investment, relationships and timing that expansion takes, and where a thoughtful change in sequence can produce a better result.
Can this founder get it there?
I look for founders who understand their customer, know their numbers, learn quickly and can build the right team. I know how much a founder can grow over time, especially with experienced people asking useful questions.

Typical work includes commercial due diligence, beverage and consumer product category assessments, reviews of sales and distribution strategy, retail and hospitality expansion plans, pricing and channel economics, growth projections and capital requirements, portfolio performance reviews, executive advisory, and founder mentoring ahead of a raise.

For founders and growth-stage brands

Helping founders build stronger businesses.

I know how exciting that first big placement feels. I also know what comes next: keeping shelves stocked, building repeat purchases, supporting brokers and distributors, managing promotions and protecting margin. I’ve spent twenty years learning how to do those things well, and I enjoy helping founders build that foundation earlier.

  • Getting to market without burning the company

    We’ll choose the right markets, partners and accounts, then build a plan you can afford to support. I’ve seen how patient, well-executed growth can create opportunities for much larger expansion.

  • Retail and on-premise that actually sells through

    I’ve helped win national accounts and built strong local markets. I know how to work with buyers and operators to turn a listing into repeat sales and a relationship worth keeping.

  • Positioning and product decisions

    I’ve developed products, built a category and adjusted portfolios as consumers changed. I can help you focus on the products with the greatest potential and make sure each one strengthens the brand.

  • Profitability before it’s urgent

    I’ve managed spending through launches, expansion and changing markets. We’ll look at what each sale really earns after distributor, broker, freight, promotion and retail costs, and where to invest for the strongest return.

  • Fundraising readiness

    I’ve raised capital over many years and worked with different types of investors. I can help you make the numbers credible, tell the story clearly and find partners whose expectations fit the business you’re building.

  • The decision you keep postponing

    Experience helps you recognize when to stay the course and when to adjust. I’ll help you look at the facts, weigh your options and make a decision you can move forward with.

What you can expect

Clear thinking and practical next steps.

  • A clear point of view. I’ll share what I’ve seen work over twenty years and how it might apply to your business. I’ll also be candid about what I don’t know and where your situation calls for a different approach.
  • Work grounded in the numbers. I’ve learned to care as much about the margin after all the fees as I do about the big sale. We’ll look at cash, costs, reorders and what it takes to keep the business going.
  • Practical next steps. We’ll identify what needs to happen, who’s doing it and how to tell whether it’s working.
  • Introductions where they help. I’ve spent twenty years working with buyers, distributors, brokers and investors. I know a lot of people, but more importantly, I understand what each of them needs from a brand.

What I won’t do

What I don’t offer.

  • Pretend to know a category I don’t. I’ll be clear about what I know and where someone else would be better.
  • Promise results nobody can promise. No one can guarantee a distributor, a retailer or a check from an investor.

Ways to work together

Ways we can work together.

01

Defined strategic projects

We tackle one specific problem, such as distribution, pricing, margins, entering a new market or preparing to raise capital.

Projects typically take four to ten weeks and end with recommendations we can work through with your team.

02

Ongoing operating advisory

I work regularly with a founder or leadership team on decisions as they come up.

This is usually a monthly retainer with enough time together to get to know the business and make the relationship useful.

03

Investment diligence and portfolio reviews

I help investors examine a consumer business before committing capital or take an honest look at one they already own.

The work follows your deal schedule, with written findings and a discussion with your team.

04

Selected founder advisory

I work with a few earlier-stage founders, usually in food or beverage, when I believe I can be genuinely useful.

We figure out the right arrangement based on the business.

Fees depend on scope and are agreed before any work begins.

Tell me what you’re building and where you’re stuck.

You don’t need to send a long explanation. And if I don’t think I’m the right person, I’ll tell you.

Discuss an engagement