About Us
Our History
Built from Experience. Focused on What Works.
The Assortment Agency was founded in 2026 on more than two decades of experience in beverage alcohol, spanning sales, category management, and strategic leadership. After years of leading assortment and category initiatives inside a global supplier, we saw a consistent gap in the market: companies had more data than ever—but lacked the clarity to turn it into actionable assortment decisions.
The Assortment Agency was created to close that gap.
We bring a practical, results-driven approach to assortment strategy—grounded in real-world execution, not theory. Our work is designed to help suppliers, distributors and retailers simplify complexity, align on the right priorities, and drive measurable growth where it matters most: on the shelf and in the cart.
Our Founder
Matt Parker is a beverage alcohol strategist and category management expert who helps suppliers, distributors, and retailers unlock growth through data-driven commercial strategy.
With more than two decades of industry experience, Matt has built deep expertise in assortment optimization, channel strategy, distributor performance analysis, and retail category management.
He spent much of his career with Constellation Brands, where he led off-premise channel strategy and category insights initiatives supporting a $1.6B wine and spirits business across grocery, mass, liquor, and convenience channels.
Matt has worked extensively with major retailers including Kroger and Walmart, advising on assortment strategy, pricing architecture, shelf optimization, and category growth initiatives. His work focuses on helping organizations translate complex syndicated and retailer data into clear, actionable strategies that improve distribution, shelf productivity, and overall category performance.
Today, Matt works with beverage alcohol suppliers, distributors, and retailers to identify growth opportunities, build commercial analytics frameworks, and develop scalable strategies that drive long-term revenue growth.
How We Work
Our approach is simple: bring clarity to complexity, apply discipline to decision-making, and deliver strategies that drive measurable results.
- Analyze – Turn complex data into clear insights
- Strategize – Build focused, growth-oriented assortments
- Execute – Align teams to bring plans to life
- Optimize – Continuously improve based on performance