February 10, 2026 (Lenexa, KS) — Handcrafted Wine & Spirits today announced that Matthew Johnson has joined the company as Chief Commercial Officer, a newly created role overseeing commercial strategy, sales execution, supplier partnerships, and revenue growth across all Handcrafted markets.
Johnson brings more than 20 years of senior leadership experience in the wine and spirits industry. Most recently, he served as Executive Vice President of National Sales at Winesellers, Ltd., where he led a nationwide distributor network, built a scalable sales organization, and played a key role in supplier expansion and long-term growth initiatives. He previously held senior leadership roles at other leading importers, including Opici Wines & Spirits and Frederick Wildman & Sons.
“Matthew has a deep understanding of what it takes to compete and win as an independent distributor,” said Donald Brain, Chief Executive Officer of Handcrafted Wine & Spirits. “His execution-focused leadership style and experience building high-performing commercial teams make him a strong fit for our culture and long-term vision.”
As Chief Commercial Officer, Johnson will focus on aligning sales strategy, supplier development, and market execution to further strengthen Handcrafted’s commercial foundation while supporting disciplined, sustainable growth.
“Having worked with Handcrafted as a supplier, I’ve seen firsthand the strength of their execution and relationships,” said Johnson. “I am excited to now work alongside this talented team to sharpen our commercial strategy, support our sales organization, and help our suppliers grow in a disciplined and sustainable way.”
Johnson will work closely with Handcrafted’s executive leadership, CEO Donald Brain and COO Ben Martin, along with Directors of Sales of each state, supplier partners, and key customers.
About Handcrafted Wine & Spirits
Established in 1996, Handcrafted Wine & Spirits is family-owned and operated and was founded with the vision to provide a meticulously vetted, concise selection of some of the worlds’ finest handcrafted wines and craft spirits. The company serves restaurant and retail partners across Kansas, Oklahoma, Nebraska, and Oregon, with expansion into Missouri planned for later in 2026.
