Michael Handman is a co-founder of Deko Cocktails and a two-decade veteran of the premium spirits and beverage industry, with deep roots in on-premise and retail sales across the New York market.
He helped launch Deko in 2019 on a simple conviction: a perfectly balanced, bar-quality cocktail shouldn't require a home bar or a bartender. That belief now powers an award-winning line of ready-to-drink craft cocktails built from real spirits and all-natural ingredients.
Experience
A career built behind the bar and the brand
Co-Founder
Deko Cocktails
2019 - Present, New York
Co-founded the award-winning ready-to-drink craft cocktail brand alongside Ushi Shafran and Dan Rabinowitz. Leads sales and commercial strategy, translating years behind the bar into a bottled cocktail that holds its own against anything mixed on-premise.
Sales Director - Spirits, Wine & Beer
Food & Beverage Industry
Greater New York City Area
An accomplished sales director with a demonstrated history across the food & beverage sector, specializing in hotel and restaurant on-premise liquor, beer, and wine sales.
On-Premise & Retail Sales
Spirits & Wine Portfolios
New York, United States
Built and grew accounts across hospitality and retail, developing the category and account relationships that inform Deko's go-to-market today.
Expertise
What Michael knows
Certified across spirits categories and shaped by years in the trade, Michael brings hands-on authority to how Deko is built and sold.
Ready-to-Drink CocktailsSpirits Category StrategyOn-Premise SalesTequila & Agave SpiritsAmerican Single MaltArmagnacWine EducationBrand Building
ASM Certified
American Single Malt Whiskey Commission, 2023
Tequila Culture: North America
Consejo Regulador del Tequila, 2022
Certified Specialist of Spirits
Society of Wine Educators, 2012
Armagnac Specialist
Armagnac News, 2015
Diversity, Equity & Inclusion
USF Corporate Training, 2021
Ads Fundamentals
Instacart, 2024
Education
Academic background
Arizona State University
Bachelor's Degree
Theta Chi Fraternity (Treasurer & Philanthropy Chair), Habitat for Humanity, Scottsdale Neighborhood Cleanup Program, Rohr Chabad Center at ASU (Executive Board).
Articles
Behind the Bar - recipes & pairings
All 192 posts authored by Michael on the Deko Cocktails journal.
