YOSHI Matcha Liqueur Names Southern Glazer’s Jamie Gruwer President

YOSHI, the world's first matcha liqueur, appointed Jamie Gruwer as President, marking a key milestone as the brand continues to expand its national footprint and meet growing consumer interest in matcha-inspired beverages.

Gruwer, who formerly led national accounts on-premise at Southern Glazer's Wine & Spirits, brings extensive experience building national customer relationships, strengthening distribution strategies, and helping emerging brands breakthrough in the premium spirits space.

The first brand to introduce matcha liqueur to the market, YOSHI is accelerating its national growth to meet surging consumer demand for matcha. According to Yelp's 2026 Trend Review, searches for matchatinis increased 1,036% and cloud matcha 429%, underscoring the category's rapid growth and the importance of Gruwer's appointment timing.

As President, Jamie will help deepen YOSHI's presence in key markets, strengthen strategic partnerships, and build the commercial infrastructure needed to support the brand's next phase of growth.

"Jamie understands what it takes to grow an emerging brand into a national business," said Brett Jacobs, founder/CEO of YOSHI Matcha Liqueur. "As YOSHI Matcha Liqueur continues to expand, her experience across distribution, national accounts, and commercial strategy makes her the right leader to help us build on our momentum and reach more consumers."