Genius Consulting

From Concept to Bottle — Expert Guidance for New Spirits Brands

Launching a spirits brand is complex. From TTB compliance and formula approvals to sourcing, distillation, pricing, and branding, every decision shapes your product’s success. Genius Consulting brings together three founders with deep experience across craft distilling, agave spirits importation, operations, and design to guide emerging brands from idea to execution.

We help Texas-based and emerging national brands navigate the industry with confidence, clarity, and practical expertise.

What We Can Do

Brand & Product Strategy

  • Refine your product vision, positioning, and market fit

  • Competitive research and pricing strategy

  • Guidance on bottle/label design, packaging, and customer experience

Operations & Distillation

  • Production planning and workflow design

  • Distillation method development: grain, botanical, rum, gin, agave, and more

  • Formula development and scaling for commercial production

  • TTB compliance support (formulas, COLAs)

Importing & Bulk Sourcing

  • End-to-end advisory on importing agave spirits and other bulk distillates

  • NOM selection, contract negotiation, and cross-border logistics

  • Quality assurance and vendor relationships in Mexico

Go To Market & Pricing

  • FOB, distributor, and retailer margin modeling

  • Launch planning for Texas three-tier system

  • Supply chain, fulfillment, and ongoing cost structure support

Branding, Design, & Creative Direction

  • Visual identity, label design guidance, and product storytelling

  • Packaging and brand experience consulting

  • Advice on marketing assets, photography, and digital presence

Marketing Strategy

  • On-and-off premise

  • Media

  • Brand ambassadors

Why Genius Consulting

We are hands-on operators with real production, importing, and brand-building experience.

Our Differentiators

  • Depth in Craft Distillation: Our team has direct distillery ownership, recipe development, and operational leadership in Texas craft spirits.

  • Agave Expertise (Rare in Texas): We offer unmatched specialization in importing and launching boutique agave spirits—bringing authentic relationships and sourcing experience from Mexico.

  • Design-Driven Brand Thinking: With a founder who has led design strategy for top global brands and built a spirits brand from scratch, we understand both product excellence and the consumer experience.

  • Startup-Friendly, Practical Advice: We don’t just produce decks—we give founders real steps, real numbers, and real operational blueprints.

  • Full Lifecycle Support: From early concept to first case sold, we guide you through every step in the process.

We help Texas-based and emerging national brands navigate the industry with confidence, clarity, and practical expertise.

The Genius Team

Mike Groener

Co-founder of Genius Liquids and a veteran Texas craft distiller with deep expertise in production, workflow design, formula development, and distillery operations. Mike has worked hands-on across categories including gin, whiskey, rum, RTDs, and agave spirits. He helps founders build efficient, scalable production plans rooted in real-world experience.

Charles Cheung

Co-founder of Genius Liquids with extensive technical expertise in distillation, ferments, and production methods, Charles specializes in refining formulas, optimizing processes, and ensuring commercially viable, consistent outputs. His passion for innovation and precision makes him a trusted advisor to brands seeking quality, repeatable results.

Marcus Piña

Founder of boutique mezcal brand Creador Agave Spirits and an experienced product design leader, Marcus brings rare expertise in importing agave spirits from Mexico, building supplier relationships, navigating TTB compliance, and developing brand identity and market positioning. He bridges product, story, and consumer experience.

Let’s talk.

Whether you’re starting from a sketch on a napkin or refining a near-finished product, we can help you make smarter decisions and avoid costly mistakes.

Book a free 15-minute consult.
Tell us about your idea and we’ll help you map your next steps.

We help Texas-based and emerging national brands navigate the industry with confidence, clarity, and practical expertise.