National Spirits Executive Takes Helm at Matcha Liqueur Brand YOSHI Matcha Liqueur has appointed Jamie Gruwer as President, bringing her two decades of beverage distribution and national accounts experience to the emerging spirits brand. Gruwer previously led National Accounts On-Premise at Southern Glazer's Wine & Spirits, where she built national customer relationships and distribution strategies for premium spirits brands. The appointment arrives as matcha-based beverages show accelerating consumer interest. According to Yelp's 2026 Trend Review, searches for matchatinis increased 1,036% year-over-year, while cloud matcha queries jumped 429%—metrics that underpin the timing of YOSHI's leadership restructuring. YOSHI claims to be the first matcha liqueur to reach the U.S. market. The brand currently operates through a network of distributors and on-premise accounts in key metropolitan markets. "Jamie understands what it takes to grow an emerging brand into a national business," said Brett Jacobs, Founder & CEO of YOSHI Matcha Liqueur. "As YOSHI Matcha Liqueur continues to expand, her experience across distribution, national accounts, and commercial strategy makes her the right leader to help us build on our momentum and reach more consumers."
Why It Matters
For hospitality operators and beverage buyers, Gruwer's background in national distribution signals YOSHI's intent to pursue wider mainstream placement beyond specialty retailers. Her experience negotiating large-chain accounts could accelerate the brand's availability in restaurants, bars, and retail chains over the next 12–18 months.
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Written by FBM Publications Editors
