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.