The new committee includes Jeff Sarfino of Lanterna Distributors, former Via Carota CMO Jimmy Bruton, and Michelle Ivey, who previously steered Ilegal Mezcal through its Bacardi acquisition. They are joined by strategic executive Sivan Cotel, Industry Collective founder Taylor Foxman, and product development veteran William Kehler. This group brings expertise in venture capital, go-to-market strategies, and commercial operations to the Crested Butte-based company.

Megan Campbell, CEO and head distiller, noted that the board will challenge the company to scale with discipline while maintaining its high-altitude identity. Montanya, which produces its spirits at 8,888 feet using Rocky Mountain snowmelt, relies on a unique, slow-fermentation process to achieve its flavor profiles. With a portfolio ranging from the flagship Platino to the heat-forward Pineapple Habanero Rum, the brand intends to leverage this new leadership to navigate the competitive spirits landscape.