While not often seen, the keel runs the entire length of the boat, from bow to stern. The keel provides stability and consistent control while moving forward. Even Keeled Spirits will do the same for your brand(s) as you navigate the complex waters of control states.
Our Vision
To be an advocate for the control state model and a catalyst for brands growth within this key segment of the business. To support brands in telling their story and being a company that is part of creating the next generation of consumer loved and trusted brands. To be a valued partner of industry, an ally to the companies we work with and a trusted partner of the control boards we service.
Our Mission
To educate on the control state model and help brands navigate the process of listing products, building successful plans and programs, gaining and growing distribution, and promoting their products responsibly within the model. To drive brand revenue through strategic planning, direct management, key insights, market education and strong execution within the market while collaborating with the state boards and key accounts for both short- and long-term sustainable growth.
Industry
Consulting
Do you have questions about control states and the important role they play within the alcohol beverage industry? Are you thinking of launching a brand and want to understand how big the opportunity is by market? Need to develop a strategy on how to grow your brands within the control state model? We can help! We understand how each state goes to market, which markets are the largest by category and where your product may fit best. We are happy to provide guidance and assistance as you navigate the world of control states.
Full Brokerage &
Brand Management
Even Keeled Spirits will be your one stop shop to support your brands throughout the states of OH & MI. We will present your brands for listing, ensure pricing is correctly setup and execute the pricing strategy crafted. We will work to grow distribution and get expanded listings as well as ensure national account mandates are executed, and inventory is managed with your operations team. We will work with you to build programming with key accounts and work hard to have your brands well-represented in the right accounts. We understand that personal attention can give brands a leg up in the market and that’s what we are here to do! We know the markets, the key players and will be proud to represent your brands within these key Midwest states of OH & MI!
Local
Brand Representation
Do you need a local representative to support your brands in the states of OH& MI that are being represented by a major broker or distributor? Are you looking for a local person to present brands at GSM’s, support your product in market and continue to communicate with your broker partner on new placements / programs? We can help! We are happy to be the local face of the brand(s), work with your major broker/distributor’s brand manager and communicate programs, support pricing strategies and even host barrel programs with customers.
About Us
Even Keeled Spirits is here to support brands in telling their story. We are a one-stop-shop for control state consulting, as well as a full-service brokerage currently focusing on two key control states—Michigan and Ohio. With 27+ years experience, owner Keith Keeler will work hard for your brand to secure state listings, expand distribution and collaborate with programming. Whether he’s working in market, as the sole broker of record, or supporting brands with major distributor ties by being the face of the brand locally in front of national brokers, Even Keeled Spirits is here to support your brand as you journey into these markets.
Testimonials
Unstoppable, Results-Driven
“I’ve had the fortunate pleasure of working with and knowing Keith for over 20 years. His ability to make personal connections with clients along with understanding their needs makes for an unstoppable combination. During our time together at Bacardi USA, Keith was a results driven leader and team builder. It’s not surprising that he is striking out on his own to offer that same level of service to a new group of customers. I have no doubt that clients that trust their brands to Keith will be in the best hands possible. I look forward to reading about the future growth and achievements of Even Keeled Spirits.”
—Kevin Patruznick, Director of Trade Development SGWS
Thoughtful and Precise
“I have had the pleasure of working alongside Keith Keeler for several years, and I am continually impressed by the expertise, professionalism, and integrity he brings to every project and position. Keith’s deep understanding of the wine and spirits industry, combined with his extensive relationships across the Control State marketplace, positions him uniquely to drive success at Even Keeled Spirits. His approach is thoughtful and precise, consistently ensuring a smooth path for stakeholders and partners alike. I can confidently say that Keith is a true asset to any team and organization, and his dedication to excellence makes him someone I would recommend without hesitation.”
—Danny N., Executive-Sr. Vice President, Alcohol Beverage Industry
Internal and External Collaboration
“Keith has a vast understanding of the beverage industry and especially with Control States. Works collaboratively both internally and externally to deliver the best programming to help drive sales. Analytical mindset that allows him to deliver the ‘so what’ with data.”
—Industry Colleague
Highest-Integrity, Team Player
“As past President and CEO of Better Brands LLC of Hawaii, a division of Youngs Market CA. I had the distinct honor and privilege of working with Mr. Keith Keeler for many years. Keith was the Hawaii State Manager for Bacardi USA and was responsible for calling on us as his Hawaii State Wholesaler. Our job was to warehouse, Distribute, ship and service all Bacardi USA brands to all channels of business in the islands. Bacardi USA was #1 priority for our distributorship and Keith was an integral part of our success in winning wholesaler of the year for Bacardi USA. Keith was always the ultimate professional and a person of the highest integrity, a person who stood side by side with us as his wholesaler to garner strong market shares for his top shelf brands. Strong work ethic, results oriented and team player would best describe Mr. Keeler.”
—George D. Szigeti former President & CEO Better Brands, LLC
Supporting the spirits beverage industry throughout Michigan and Ohio.