Marshall Altier Joins True Believers as SOCAL Market Director
An Exciting New Chapter in the World of Spirits
We are delighted to introduce Marshall Altier (AL•tee•AIR) as our new Southern Californian Market Director at True Believers and Independent Spirits Company. With a distinguished career spanning over two and a half decades in the hospitality and wine and spirits industries, Marshall brings a wealth of experience, innovation, and a passion for the craft of spirits to our organization.
“And for you?” Marshall Altier serves the crowd
Marshall's journey in the industry has been nothing short of remarkable. Hailing from Ohio, he has travelled and worked around the globe as a bartender, educator, and consultant, leaving his mark in cities such as New York, Hong Kong, Tokyo, Taipei, Dubai, Oahu, Las Vegas, and, most recently, San Diego, which he now calls home.
His formative years as a bartender in the early 2000s in New York City saw him working closely with the luminaries of the Slow Food movement. This experience ignited his passion for sustainability, flavour, and regenerative practices, which have since become the driving forces of his career. His dedication and talent led him to craft Michelin-starred beverage programs both at home and abroad, establishing him as a respected industry maven.
Marshall's love for terroir and the art of mixology motivated him to study around the globe. He earned certifications from prestigious institutions such as The Court of Master Sommeliers, The Consejo Regulador de Tequila, West Indies Rum & Spirits Producers Association, Vinos de Jerez, and Beverage Alcohol Resource (B.A.R). In addition, he is a published author, known for collaborating with Greenbar Distillers in Los Angeles on a recipe that made its way onto a bottle, found everywhere from dive bars to farm-to-table restaurants. This collaboration resulted in the Bar Keep Organic Apple Bitters, with Marshall's face on the label, gracing backbars around the world.
Marshall's passion for spirits and brand-building led him to co-found Denizen Rum, a testament to his commitment to excellence and innovation in the industry. Furthermore, his dedication extends to the community, as he served two years as Vice President of the United States Bartenders Guild New York Chapter.
In his own words, Marshall expressed his excitement about joining True Believers and Independent Spirits Company: "I could not be more excited to become part of the team at True Believers. Our generation is tasked with turning the tide on climate change, and it truly feels that my career path has led to this chance to work with like-minded, purpose-driven individuals who desire to create a more sustainable future for the craft spirits industry. I'm grateful for the opportunity to bring this momentum to the community here in California."
Dan Walker, our CEO, shared his excitement about Marshall’s appointment, saying, "We are thrilled to welcome Marshall to our team. His impressive industry expertise and dedication to innovation and sustainability made him the ideal candidate. The SOCAL market holds immense strategic importance for us, and we have full confidence that Marshall is the ideal leader to spearhead our efforts there and grow it to become one of our largest."
As our new Southern Californian Market Director, Marshall will play a pivotal role in shaping the future of our company. We have full confidence in his ability to lead, innovate, and create a brighter future for True Believers and Independent Spirits Company. Together, we look forward to an era filled with innovation, sustainability, and exceptional spirits.
Cheers to Marshall and the remarkable journey ahead!
