If you’ve worked in beverage, you know how this goes. Slow-moving gatekeepers. A system built to favor legacy brands — not the ones doing something new. We saw the lane, and we took it. A real way to connect brand opportunities with distributor needs.

In 2020, Austin Sawyer and Seth King founded Countermeasures to build a faster, smarter route to market. One that wasn’t tied up in old relationships, outdated thinking, or bloated overhead. One built for brands that don’t have time to wait their turn.

What started as a few sales reps and a bold idea has become something bigger: A national team of experts driving growth for some of the most exciting beverage brands in the country.

No shortcuts. No fluff. Just real execution that helps our partners win at retail — again and again.