April 13, 2015 13:00 ET

BevMo! Toasts New CMO

Pioneering Marketer Michelle Farabaugh Adds Kick to BevMo! Marketing Cocktail

CONCORD, CA--(Marketwired - Apr 13, 2015) - BevMo!, the ultimate neighborhood specialty beverage retailer, today announced that Michelle Farabaugh has joined the company as chief marketing officer. The former West Marine and Smith & Hawken executive will helm all of BevMo!'s marketing, promotions, advertising and public relations with the goal of keeping the brand aligned with its guiding philosophy: to make shopping for beverages as much fun as drinking them.

"BevMo! stands much to gain from Farabaugh's track record of innovative solutions that drive massive growth for a range of companies, from start-ups to Fortune 500," said BevMo! CEO Alan Johnson. "Also, Michelle has exceptional talent for direct marketing and customer loyalty, which is a central component of BevMo!'s ongoing strategy. Bringing her on board reinforces our commitment to knowledge and passion when it comes to cultivating the resources that will ensure BevMo!'s success in the years to come."

Farabaugh brings to the table more than 20 years of marketing experience, most of which deals directly with strengthening successful consumer and business-to-business brands. Her acumen spans iconic companies such as Galls, West Marine, Smith & Hawken, PETsMART Direct and LENSER/Merkle, an omnichannel direct marketing firm. She has a specialty for marketing strategies that synchronously target multiple channels and customer segments, a critical skill for expanding BevMo!'s footprint.

"BevMo! is in a fantastic position for continued growth, and I'm honored to now be a part of it," Farabaugh said. "One of BevMo!'s unique brand attributes is the breadth of its customer base. This is a tremendous opportunity to bring to bear all that I've learned in my experience with other brands to boost BevMo!'s status as the premier retailer for the specialty alcoholic-beverage lifestyle."

About BevMo!
BevMo! is the leading alcoholic beverage-lifestyle specialty retailer in the western United States and among the largest in the country. With 157 stores across California, Arizona and Washington, BevMo! provides a uniquely friendly and welcoming environment for competitively priced alcoholic and non-alcoholic beverages and "goes with" products such as specialty foods and snacks, cigars, glassware and related bar and wine accessories. For more information on BevMo!, please visit

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