About

Institutional Infrastructure for High-Growth CPG Brands & Regulated Enterprises

For when brands reach a point where hustle no longer scales. Manual spreadsheets, fragmented logistics, and inconsistent operations break under the weight of national retail or sudden volume spikes.

Where traditional consultancies deliver theoretical slide decks, we embed directly alongside your team as exited operators. We build, execute, and de-risk the backend systems that turn operational chaos into exit-ready, investment-grade assets.

By bridging high-level corporate strategy with hands-on systems design, we safeguard your enterprise value and protect your margins

Why 'Novel'?

In high-growth ventures, "Novel" isn't just a creative idea- it’s the sophisticated architecture required for that idea to survive and thrive in high-barrier markets

We chose the name Novel CPG because we specialize in one of a kind, highly resilient solutions to the industry’s most rigid challenges.

Our Mission

To ensure that brilliant consumer products are never defeated by operational complexity.

Principal

Josh Winzelberg

Josh is an exited founder and operations executive with over 16 years of experience leading strategic planning, international logistics, and M&A readiness. He built and scaled a premium French vodka brand from a napkin sketch to a nationwide footprint and a Private Equity acquisition.

Beyond his own exit, Josh has become a trusted advisor to global CPG leaders and Private Equity firms, specializing in the "Growth Paradox"- the point where rapid scaling begins to break legacy systems.

As a Business Mentor for the US Small Business Administration (SCORE), he is committed to installing the professional-grade infrastructure that allows founders to step back from the daily hustle and lead with data-driven confidence.

Our Pillars of Belief

1 / Innovation Deserves Resilience

A brand’s creative vision should never be compromised by rigid supply chains or opaque regulatory systems. Operational architecture exists to liberate innovation, not restrict it

2 / Execution Dictates Enterprise Value

The market value of an exceptional product is determined by the discipline of its backend infrastructure. A premium brand must be backed by premium data, audit-ready financial ledgers, and institutional SOPs

3 / Scars Outperform Theory

Regulated CPG operations cannot be successfully navigated from the sidelines. We bring low-ego, high-impact operator experience since we’ve lived the chaos, built the infrastructure, and crossed the finish line

Awards

San Francisco World Spirits Bronze Medal // Graphic Design USA American Package Design Award // American Academy of Hospitality Sciences International Star Diamond Award // The Fifty Best’s Flavored Vodka Gold & Silver Medals // The Spirits Business Top Marketing Campaign Recognition