Fred Makapugay

Dynamic and results-oriented wine and spirits professional with over 16 years of experience spanning retail, wholesale, importation, and portfolio management across diverse markets. Proven track record of driving brand growth, market expansion, and revenue generation through innovative sales strategies, data-driven business development, and collaborative project leadership. Adept at expanding market share and accelerating distribution by leveraging long-standing relationships with retailers, restaurants, brokers, collectors, and international producers.

Recognized for aligning cross-functional teams, leading sales enablement efforts, and crafting compelling brand narratives that resonate with trade and consumers alike. A strategic thinker with a hands-on approach to execution, known for cultivating meaningful partnerships and delivering lasting value across the three-tier and DTC landscapes.

Portfolio Manager, Sales & Marketing – Broad Market, Chains, and DTC at Amphorium Brand Development (2015-01 – Present)

Founded and scaled an import and brand development firm from launch to ~1,280 cases/year (+400% growth), curating a portfolio of boutique wine producers from France, Austria, Portugal, and Spain alongside premium spirits. Directed brand identity, portfolio strategy, and market entry for artisanal wines and craft spirits, with a focus on elevating presence in luxury on- and off-premise accounts.

• Introduced Don Papa Rum to California, securing 250+ high-value placements within 12 months through collector tastings, influencer engagement, and distributor execution.
• Engineered three-tier pricing, P&L forecasting, and chain retail programs for Whole Foods, Bristol Farms, and AVP, protecting brand equity while driving seasonal sell-through.
• Designed and executed market launch plans and repositioning strategies that increased visibility, premium perception, and long-term brand loyalty.

Regional Sales Manager at Sinegal Estate Winery (2024-01 – Present)

Appointed to reintroduce and expand the estate's presence across Los Angeles, Southbay Beach Cities, LA North, Santa Barbara, Mammoth, and Bakersfield. Positioned Sinegal as a leading choice for luxury wine programs, increasing active points of distribution by over 300% and growing case volume from ~320 to 950/year (+197%) within eight months through strategic territory planning, targeted account development, and high-touch engagement.

• Secured premium placements in collector-driven restaurant programs, luxury hotels, private clubs, and high-end retail (Total Wine, BevMo, AVP).
• Elevated regional visibility for flagship SKUs through targeted activations, curated wine dinners, and DTC experiences that deepened member engagement.
• Aligned closely with management teams to ensure flawless execution, brand integrity, and consistent storytelling in market.

Business Development Manager, Key Accounts at V59 Wines (2014-01 – 2016-01)

Recruited by industry peers to expand V59's presence in LA Metro, with a focus on prestige categories including Armagnac, Burgundy, Champagne, and other classic French appellations. Scaled sales from ~280 to ~930 cases/year (+232% growth) through curated trade education, portfolio tastings, and high-touch account service.

• Drove record-breaking velocity for V59's luxury Armagnac portfolio while boosting profitability across assigned territories.
• Elevated category awareness among key influencers, generating sustained reorder momentum in high-value accounts.
• Collaborated with management to refine pricing, streamline logistics, and optimize distribution systems for market impact.

Business Development Manager, Chains & Key Accounts at Angeles Wine Agency (2013-01 – 2014-01)

Recruited to manage key accounts, streamline sales operations, and elevate the market positioning of the French wine portfolio in preparation for acquisition. Grew Whole Foods regional placements from ~540 to ~1,400 cases/year (+159%) through seasonal programming, staff engagement, and in-store activations.

• Secured regional placements for five Provence Rosé SKUs in Whole Foods' Regional Kiwi Program, driving milestone achievements ahead of acquisition.
• Maintained pricing integrity while increasing store activations and building repeat sales.
• Delivered a Q1 performance trajectory of $1M annualized revenue for Westside LA territory, setting record monthly sales volume of $75K within the first quarter.

Key Accounts Specialist, Chain Accounts Representative at Titan Wine and Spirits (2010-01 – 2013-01)

Recruited to grow South American and California wine portfolio across national and independent retail accounts in Southern California. Increased Argentine wine portfolio from ~386 to ~1,140 cases/year (+195%) in fine dining, specialty retail, and key chain placements including Costco, BevMo, Vons-Albertsons, Whole Foods, and Cost Plus World Market.

• Positioned high-end Argentine wines as a premium category through targeted education and sommelier engagement.
• Led in-store demo teams, conducted staff trainings, and developed POS strategies to drive velocity and brand awareness.
• Delivered double-digit revenue growth despite economic headwinds, leading the territory in sales performance.

Assistant Manager, Wine Selection and Retail Sales at Los Angeles Wine Company (2009-01 – 2009-12)

Delivered personalized wine consultations to a diverse clientele, supporting both in-store and online operations in a fast-paced fine wine retail environment.

• Oversaw daily store functions including inventory control, order fulfillment, and merchandising to ensure efficiency and optimal product presentation.
• Supported the wine buying and selection process, aligning inventory with seasonal trends to maximize sell-through.
• Elevated the customer experience, driving sales growth and fostering brand loyalty through knowledgeable, service-driven engagement.

Bachelor of Science in Business Administration – Notre Dame de Namur University