This new black and woman-owned business is using expertise and innovation to build a new distribution powerhouse in New York.
Rising Tide Distributors (RTD), a new wine and spirits distribution and brand strategy firm, has officially launched its operations in Wheatley Heights, New York. As a black and woman-owned enterprise, the company enters the liquor business with a focus on logistical efficiency and long-term brand development. "We champion underrepresented voices with passion, purpose, and precision," reads the mission statement on the company’s official website as it stakes a claim in a rapidly changing spirits industry.
Bridging the Gap for Emerging Brands
Founded and led by CEO Nicole Lyons, Rising Tide was established to provide a specialized alternative to larger, traditional distributors. The company offers a suite of services that combines wholesale distribution with comprehensive brand strategy to help labels navigate the complexities of the local retail and hospitality sectors.
The firm’s arrival coincides with a surge in consumer interest in craft spirits and boutique wines, where storytelling and strategic positioning are often as critical as shelf placement. “As we continue to build our distribution and brand portfolio, we plan to expand thoughtfully—much like many of today’s legacy distribution companies that began as small, family-led operations,” Lyons said in an interview with the Long Island Business News website.
Rising Tide's Strategy Goes Beyond Simple Logistics
A central pillar of the company’s philosophy is the idea that distribution should be a partnership rather than a mere transaction. Lyons emphasizes that the company is designed to act as an advocate for the brands in its portfolio.
“I’ve worked in the wine and spirits industry for several years,” Lyons told Long Island Business News. “Through that experience, I saw firsthand the gap between emerging brands and meaningful market access.”
This approach allows Rising Tide to provide a more personalized level of service, ensuring that smaller or newer producers receive the attention necessary to establish a lasting presence in a crowded marketplace.
A Commitment to Industry Diversity
Beyond its operational goals, Rising Tide represents a significant shift in ownership dynamics within the spirits industry. By establishing a firm in Wheatley Heights, Lyons aims to contribute to the economic fabric of Long Island while championing broader representation in a historically homogeneous sector.
“I’m originally from Long Island and, although I’ve spent the past 15 years living in Manhattan, I’ve continued to work closely across both the Long Island and Metro New York markets,” Lyons told Long Island Business News. “Through that experience, I saw an opportunity to create something with more space, flexibility, and community connection—while still being closely tied to the broader [New York City] industry.”
As part of its commitment to community, Lyons says Rising Tide's new 2,500-square-foot Wheatley Heights facility “serves as an operational warehouse, office, and space for curated brand activations and events.”
Artwork courtesy of Rising Tide Distributors.
