What does Muller Advisory Group do?

Muller Advisory Group is an international market-entry and commercial development advisory firm working exclusively with food and beverage, wine and spirits, and hospitality and foodservice brands. We help international brands assess, enter and grow in the United States and Canada through market assessment, route-to-market strategy, distributor and commercial-partner identification, sales development and coordinated execution with qualified regulatory, legal and logistics professionals.

How does food and beverage market entry into the USA usually work?

In practice it follows three stages. First, assessment: product readiness, positioning, landed-cost logic, target states or provinces, channel fit and which specialist requirements apply. Second, entry: preparing commercial materials, identifying and approaching importers, distributors and buyers, and sequencing a launch. Third, growth: local representation, pipeline follow-up and turning early market feedback into commercial priorities. Timelines vary by category, channel and readiness.

Is Muller Advisory Group an importer, distributor or customs broker?

No. MAG is a strategic and commercial advisory firm. It is not a law firm, accounting firm, customs broker, importer of record, distributor, investment adviser, FDA agent or regulatory authority. Regulated, licensed and laboratory work is performed by qualified independent professionals retained for the relevant jurisdiction; MAG coordinates the commercial process around them.

Which markets does MAG cover?

The United States and Canada, for brands based in Europe and other international markets. Work is conducted in English and French.

How do engagements start?

With a short qualification conversation covering your category, current markets, target market, stage and commercial objective. From there we propose a focused engagement scoped to what the brand actually needs next rather than a fixed package.

EUROPE → NORTH AMERICA

European Excellence. North American Growth.

Market entry, distribution and commercial development for food, wine and hospitality brands.

Discuss Your Expansion Explore Our Expertise

Focused industries

Three sectors. One North American mandate.

Sector-specific commercial development for brands whose products, routes to market and operating realities require informed local execution.

Food & Beverage Brands

For packaged food, specialty foods, bakery, dairy, snacks, ingredients and non-alcoholic beverage brands preparing for North America.

Wine & Spirits

For wineries, Champagne houses, spirits producers and premium beverage brands selecting and developing North American markets.

Hospitality & Foodservice

For restaurant groups, hotels, cafés, bakeries, hospitality concepts and professional foodservice suppliers entering North America.

Capabilities

From market decision to commercial momentum.

Market Entry Strategy

Clarifies where, when and how to enter before resources are committed.

Sales & Distribution Development

Builds a credible route to market and a qualified commercial pipeline.

Local Representation

Provides consistent local presence when a brand is not yet staffed in market.

Launch & Growth Support

Keeps commercial, operational and specialist workstreams aligned through launch and early growth.

Explore all four capabilities

How MAG works

Assess. Enter. Grow.

Assess

Evaluate product readiness, positioning, pricing, target markets, channels and specialist requirements.

Enter

Coordinate market preparation, route-to-market partners, buyer outreach and a disciplined launch sequence.

Grow

Represent the commercial agenda locally, follow the pipeline and turn market feedback into priorities.

Why MAG

Operator-led. Transatlantic. Commercially specific.

01Operator-led perspective
02Transatlantic market understanding
03Local commercial execution
04Select external specialists where required

SIAL Paris 2026

Considering North America after SIAL?

European exhibitors can use the show to test their North American proposition, prepare the right commercial conversations and structure follow-up beyond the stand.

Schedule a Conversation Explore the SIAL Campaign

Founder perspective

Built from operating experience in New York.

Sébastien Muller brings over a decade of operating experience in New York and a transatlantic perspective between France and the United States. MAG applies that practical lens to market entry, commercial development and local execution.

About MAG

Common questions

Direct answers.

What does Muller Advisory Group do?: Muller Advisory Group is an international market-entry and commercial development advisory firm working exclusively with food and beverage, wine and spirits, and hospitality and foodservice brands. We help international brands assess, enter and grow in the United States and Canada through market assessment, route-to-market strategy, distributor and commercial-partner identification, sales development and coordinated execution with qualified regulatory, legal and logistics professionals.
How does food and beverage market entry into the USA usually work?: In practice it follows three stages. First, assessment: product readiness, positioning, landed-cost logic, target states or provinces, channel fit and which specialist requirements apply. Second, entry: preparing commercial materials, identifying and approaching importers, distributors and buyers, and sequencing a launch. Third, growth: local representation, pipeline follow-up and turning early market feedback into commercial priorities. Timelines vary by category, channel and readiness.
Is Muller Advisory Group an importer, distributor or customs broker?: No. MAG is a strategic and commercial advisory firm. It is not a law firm, accounting firm, customs broker, importer of record, distributor, investment adviser, FDA agent or regulatory authority. Regulated, licensed and laboratory work is performed by qualified independent professionals retained for the relevant jurisdiction; MAG coordinates the commercial process around them.
Which markets does MAG cover?: The United States and Canada, for brands based in Europe and other international markets. Work is conducted in English and French.
How do engagements start?: With a short qualification conversation covering your category, current markets, target market, stage and commercial objective. From there we propose a focused engagement scoped to what the brand actually needs next rather than a fixed package.

North America

Make the next market move deliberate.

Tell us where your brand stands today and what you want to achieve in the United States, Canada or both.

Discuss Your Expansion