CounterMeasures Corp
CounterMeasures Corp is a Franklin, TN-based beverage industry sales, marketing, and retail execution services firm. Founded in 2020, it delivers modular field sales, distributor expansion, retail marketing, and national accounts management to 150+ beverage brand partners across 10+ US states via 75+ field reps.
- Company typePrivate
- Founded2020
- HeadquartersFranklin, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What CounterMeasures Corp does
CounterMeasures Corp (CMC) is a US-based beverage industry sales, marketing, and retail execution services company founded in 2020 by Austin Sawyer and Seth King and headquartered in Franklin, Tennessee. CMC provides modular, a-la-carte services to 150+ beverage brand partners across 10+ US states, delivered through a network of 75+ active field sales representatives. Core service lines include Shared Sales Reps (8-10 daily account calls per rep), Expansion Strategy (distributor matching and DA negotiations), Retail Marketing (POS, displays, in-store execution), and National Accounts Management (chain partnerships). Adjacent offerings include a dedicated Spirits Division, a Fractional CMO service, and the Fox Sales Academy training program. The operating model is built around a proprietary 1-of-4 supplier rule, in which each rep represents no more than four non-competing brands to minimize channel conflict and maximize account coverage efficiency.
The core technology surface consists of the Encompass tracking platform for real-time retail intelligence, CRM systems, and a Data Analytics / Data Platform engineering function. CMC does not expose a public API or disclose AI/ML capabilities. The business model is professional services / outsourced sales rather than SaaS: clients contract CMC for defined scopes (e.g., dedicated rep coverage, expansion project, retail activation, chain account work) on what appears to be a project, retainer, or shared-rep fee basis. Pricing is not publicly disclosed. Notable brand partners include Poppi (enterprise tier with reported 4X revenue growth under CMC coverage), Blake's Hard Lemonade (62% growth), Bero (86+ distributors), High Rise (45+ distributors), Deschutes Brewery, Loverboy, Montucky, and MariMed (THC beverages). Manufacturing and distributor partners include DeHydr8 and Craft Collective Homegrown.
CounterMeasures Corp firmographics
Firmographics- Name
- CounterMeasures Corp
- Legal name
- Countermeasures
- Website
- https://choosecmc.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- CounterMeasures Corp is a Franklin, TN-based beverage industry sales, marketing, and retail execution services firm. Founded in 2020, it delivers modular field sales, distributor expansion, retail marketing, and national accounts management to 150+ beverage brand partners across 10+ US states via 75+ field reps.
- Ownership category
- akta.pro rank
Where CounterMeasures Corp is headquartered
LocationHeadquarters
- HQ city
- Franklin
- HQ country
- United States
- HQ region
- North America
Offices10 records
Markets served
CounterMeasures Corp business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Shared Sales Reps: Provides experienced field sales representatives who make 8-10 daily account calls, maintain buyer relationships, and provide detailed recaps. Includes recruiting, onboarding, payroll, tools, and continuous development.
- Expansion Strategy Services: National industry network and distributor relationship management. Guides brands through market expansion from initial outreach to contract execution, matching brands with appropriate distributors.
- Retail Marketing Programs: Custom marketing plans including campaign ideation, POS design, procurement, distributor coordination, warehousing, and fulfillment. End-to-end execution from custom POS and in-store displays to data-driven strategies and national retail rollouts.
- National Accounts Management: Builds national and regional chain partnerships through buyer introductions, new item presentations, brand submissions, and ongoing communications. Handles new item forms, program tracking, and data-driven recommendations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Other | Modular service packages - brands select individual services or full-stack execution |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
CounterMeasures Corp product offering
Product offeringCore offering
CounterMeasures Corp (CMC) provides integrated sales, marketing, retail execution, and operations services to beverage brands. The company deploys a 75+ person field sales team that operates as an extension of brand partners, making 8-10 daily account calls to independent and chain retailers, while also managing national accounts, distributor relationships, and in-store retail marketing programs across 10+ U.S. states.
Product overview
CounterMeasures Corp (CMC) is a beverage industry sales, marketing, and retail execution services company offering a modular, a la carte service model. The company provides four core integrated services: Shared Sales Reps (field sales representation with 75+ active reps across key markets), Expansion Strategy (national distributor network expansion and DA negotiations), Retail Marketing (POS, campaign ideation, and in-store execution), and National Accounts Management (chain partnerships and buyer relationships). Additional services include Spirits Division, Fractional CMO Services, and Fox Sales Academy. The company serves 150+ beverage brand partners including Hop WTR, Loverboy, Lucky, Montucky, Odell, Poppi, Ritual Zero Proof, Shiner, and others, connecting them to retail and distribution networks across the United States.
Differentiator
Problem solved
Functional benefit
Products and services
- Shared Sales Reps Field sales team that operates as an extension of a beverage brand, making 8-10 daily account calls to independent and chain accounts, maintaining buyer relationships, and providing detailed recaps. Includes access to Encompass tracking tools for real-time retail intelligence. Each rep supports no more than four non-competing brands.
- Expansion Strategy National distributor network expansion guidance including geographic goal alignment, distributor outreach, strategic distributor matching, and distribution agreement (DA) negotiations across multiple U.S. geographies.
- Retail Marketing End-to-end retail marketing execution including custom POS design, procurement, warehousing, fulfillment, campaign ideation, and in-store placement coordination to drive sell-through at retail.
- National Accounts Management National and regional chain partnership development through buyer introductions, new item presentations, brand submissions, ongoing communications, and wholesaler team alignment backed by syndicated data-driven recommendations.
- Spirits Division Specialized spirits-focused service division tailored to spirits brand partners, offered as part of CMC's modular service portfolio.
- Fractional CMO Services Fractional chief marketing officer services offered to beverage brand partners needing senior marketing leadership on a part-time or contracted basis.
- Fox Sales Academy Sales training and development program offered as part of CMC's beverage industry services portfolio.
Quantifiable outcome
- 4X revenue growth in one year for Poppi
- +4 more outcomes
Companies that use CounterMeasures Corp
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
CounterMeasures Corp technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
CounterMeasures Corp partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- MariMed Inc.coreCountermeasures partnered with MariMed for national sales and marketing of hemp-derived THC products including Vibations hydrating drink mix and Betty's Eddies brands. This partnership enables MariMed to enter the hemp-derived THC beverage market, projected to reach $3.3 billion in 2024 and nearly double by 2029.
- DeHydr8coreManufacturing partner for MariMed's hemp-derived THC products including Vibations hydrating drink mix being launched in the hemp THC market.
- Craft Collective HomegrowncoreRhode Island distribution partner for MariMed's hemp-derived THC products. Handles local distribution of Vibations and Betty's Eddies brands in Rhode Island market.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
CounterMeasures Corp competitors and assessment
Company assessmentDirect peers
- Advantage Solutions: One of the largest CPG sales and marketing services firms in North America, providing outsourced field sales, retail merchandising, and category management to CPG brands. Directly comparable to CMC's Shared Sales Reps and retail execution model, though at significantly greater scale and across broader CPG categories beyond beverage.
- CROSSMARK: Major CPG sales, marketing, and retail services company offering field sales, in-store execution, and retail media to brands. Highly comparable to CMC's integrated sales and retail marketing offering, serving as a direct competitor for outsourced CPG/beverage sales engagements.
- Acosta: Large outsourced sales and marketing services firm serving CPG brands across grocery, club, mass, and convenience channels. Overlaps directly with CMC's National Accounts and field sales capabilities and represents the incumbent CMC most directly competes with for mid-market and enterprise brand mandates.
- The Sales Group: Outsourced sales agency providing dedicated field sales teams and brand stewardship to CPG and beverage clients. Mirrors CMC's Shared Sales Reps service and operates with a similar dedicated-rep, multi-brand model in adjacent categories.
- Daymon Worldwide (now part of Spire): CPG sales, marketing, and retail services company historically focused on private label and emerging brands. Comparable to CMC's positioning around emerging and growth-stage beverage brands, and a direct competitor for outsourced sales mandates in the same brand cohort.
- PowerTeam Sales & Marketing: Outsourced sales and marketing services company with deep CPG and beverage experience across retail, DSD, and broker networks. Closest peer in beverage-specific outsourced sales execution, competing head-to-head for beverage brand mandates of similar size to CMC's roster.
- Premium Retail Services: National retail services company providing merchandising, retail sales, and in-store execution to CPG brands. Comparable to CMC's retail marketing and field execution layer, with similar reliance on distributed field rep labor pools.
- SAS Retail Services: Retail merchandising and in-store execution services firm serving CPG and beverage clients across major US retailers. Provides an alternative outsourced retail execution model to CMC's integrated offering, particularly for brands prioritizing merchandising over dedicated rep relationships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
CounterMeasures Corp social profiles
Digital presenceCounterMeasures Corp financial estimates
Financial estimateRevenue estimate
Valuation estimate
CounterMeasures Corp leadership team
Management profileNumber of profiles
Profiles8 records
CounterMeasures Corp funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CounterMeasures Corp M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CounterMeasures Corp
What does CounterMeasures Corp do?
CounterMeasures Corp (CMC) provides integrated sales, marketing, retail execution, and operations services to beverage brands. The company deploys a 75+ person field sales team that operates as an extension of brand partners, making 8-10 daily account calls to independent and chain retailers, while also managing national accounts, distributor relationships, and in-store retail marketing programs across 10+ U.S. states.
Is CounterMeasures Corp a public or private company?
CounterMeasures Corp is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CounterMeasures Corp founded?
CounterMeasures Corp was founded in 2020. It employs 11 to 50 people.
Where is CounterMeasures Corp based?
CounterMeasures Corp is headquartered in Franklin, United States, in the North America region.
How does CounterMeasures Corp make money?
Four revenue lines are on record. Shared Sales Reps are the primary driver. The others are expansion Strategy Services, retail Marketing Programs and national Accounts Management.
Who are CounterMeasures Corp's main competitors?
Direct peers on record are Advantage Solutions, CROSSMARK, Acosta, The Sales Group, Daymon Worldwide (now part of Spire), PowerTeam Sales & Marketing, Premium Retail Services and SAS Retail Services.
Does CounterMeasures Corp have an API?
No public API is recorded for CounterMeasures Corp.