Dynamic Wine Industry Marketing Executive Offers Unique Leadership Opportunity
June 8, 2026 (Napa, CA) — After a decade helping grow Butter Wines nearly tenfold and serving on the leadership team that transformed John Anthony Wine & Spirits from a wine company into a multi-category adult beverage business spanning wine, sake, and spirits, Sarah Montague is launching CMO In A Bottle, a consultancy providing fractional executive leadership to growth-stage adult beverage companies. In launching CMO In A Bottle, Sarah believes most company founders don’t need more marketing, they need clarity and accountability.
“With fractional leadership, everyone wins,” says Montague. “Brands can get the help when and where they need it without the full-time commitment, and veteran executives get to be selective about the projects they find inspiring and where they know they can make an impact. The timing is right for these beverage categories facing significant headwinds.”
At CMO In A Bottle, Montague offers a “Start Here” framework that helps brands get the fundamentals right: who they are, who they’re for, what makes them different, and where growth will come from. For lean teams, she can also help restructure resources, processes, and priorities to get more done with less. From there, she helps leadership teams cut through the noise around emerging technology, connecting them with practical tech-enabled platforms that can simultaneously drive DTC and wholesale growth while strengthening brand equity.
“Helping build John Anthony Wine & Spirits into one of the most exciting adult beverage businesses in the industry has been the pinnacle of my career to date,” says Montague. “CMO In A Bottle allows me to build on that by connecting with other growth-stage companies and helping them find their path using the mix of strategy, organization, and implementation skills I’ve developed throughout my career.”
CMO In A Bottle is also a platform for giving back, supporting nonprofits in and adjacent to the wine and spirits world. As Sarah says, “It’s my time to choose the impact I want to make and I’m extremely grateful to be in a position to make a difference.”
For founders and CEOs navigating uncertainty, growth, or reinvention, Sarah can be found at CMOInABottle.com.
About CMO In A Bottle
CMO In A Bottle provides fractional executive leadership, strategic advisory, and board counsel to growth-stage companies navigating change, growth, and reinvention. Founded by marketing executive Sarah Montague, her consulting practice helps founders, CEOs, and leadership teams clarify brand positioning, accelerate growth, strengthen consumer engagement, and build the organizational capabilities needed to scale. Combining proven brand-building fundamentals with practical tech-enabled solutions, CMO In A Bottle helps organizations cut through complexity, focus on what matters most, and drive both direct-to-consumer and wholesale growth.In addition to fractional CMO services, the firm advises executive teams, boards, and nonprofit organizations on strategy, partnerships, innovation, governance, and organizational transformation. CMOInABottle.com
