The Lyons Consulting Firm
Elevating Brands. Building Relationships. Driving Sales.
Sales-driven consulting that gets your brand placed, poured, and reordered across the New York market. From strategy to execution, I turn introductions into lasting partnerships and placements into revenue.
ABOUT
Your Brand Deserves More Than a Shelf. It Deserves a Strategy.
I'm Nicole Lyons, founder of The Lyons Consulting Firm. I provide hands-on sales consulting, brand education, and market activation for premium spirits and wine brands across the NYC metro area.
I work directly with suppliers and distributors to ensure brands aren't just placed — they're positioned, educated on, and sold through. From behind the bar to the boardroom, I make sure your brand gets the attention it deserves.
Years of consistent presence in the New York market have built the kind of account relationships that can't be bought. Bar managers, beverage directors, and retail buyers across the city know my name, take my call, and trust my recommendations. That means your brand doesn't get a cold call — it gets a warm introduction from someone already at the table.
I also maintain strong relationships across all major New York distributors — including Southern Glazer's, RNDC/Opici, Empire Merchants, and more. No matter who your brand is aligned with, I'm already in the door. You don't have to change your setup to work with me. I meet you where you are.
Currently representing Uncle Nearest Premium Whiskey and The McBride Sisters Wine Collection — two of the most important stories in the spirits and wine industry.
BRANDS
Brands I Represent
Proudly consulting for brands that are rewriting the narrative in spirits and wine.
The fastest-growing American whiskey brand and the most awarded bourbon and American whiskey. Honoring the legacy of Nearest Green, the first known African-American master distiller.
The largest Black-owned wine company in the United States. Founded by Robin and Andrea McBride, featuring Black Girl Magic wines and the SHE CAN Collective.
Rooted in the rich terroir of Roussillon at Domaine Sol Payre.
The 1st ever Canned Nutcracker
Services
SERVICES
Full-spectrum consulting that moves your brand from introduction to reorder.
Sales Consulting
Strategic sell-in to on-premise and off-premise accounts. Building relationships with buyers and retail partners across the metro area.
Tastings & Events
Whiskey tastings, wine experiences, corporate events, and brand activations that create lasting connections with your audience.
Brand Education
Staff trainings, distributor ride-alongs, and trade presentations that ensure the people selling your product know your story inside and out.
Supplier & Distributor Liaison
Working directly with suppliers and distribution partners to align priorities, manage inventory, and ensure your brand gets proper support.
Social Media & Content Creation
Strategic social media content that tells your brand's story — from behind-the-scenes tastings to lifestyle posts that drive engagement and keep your brand top of mind with consumers and trade accounts.
Product & Menu Placement
Getting your brand on cocktail menus, wine lists, and retail shelves with strategic positioning that drives visibility and sales.
Brand Ambassador
In-store promotions, corporate tastings, trade shows, and experiential activations with a passionate, knowledgeable brand representative.
PORTFOLIO
Portfolio
From menu placements to tastings and brand activations across New York.
TERRITORY
NYC Metro Territory
Serving accounts and building brand presence across the five boroughs and surrounding metro area.
Let's Build Your Brand
in New York
Whether you need sales support, a tasting event, or a full market strategy — I'm here to make it happen.