Sarah Qualters is the Vice President of Marketing at Rack & Riddle, bringing more than two decades of experience across consumer packaged goods, private label development, and national beverage branding. Joining the company in 2025, Sarah continues a career defined by leading innovation, driving strategic growth, and building brands that resonate with both retailers and consumers.

Sarah’s foundation in CPG began at Clorox, where she developed deep expertise in market research, product development, brand positioning, and omnichannel marketing. She later transitioned into the wine industry, quickly rising from brand manager to senior director and member of the Marketing Leadership Team. Her most notable role came as Head of Marketing for The Wine Group’s Private Label / Corporate Brand Division, where she oversaw a portfolio of 50+ brands and more than 200 SKUs. In that position, Sarah led teams that created and delivered private label programs for nearly every major national retailer, regional chain, and on-premise partner in the United States—giving her a unique perspective on how suppliers can create retailer-specific products that drive foot traffic, loyalty, and category differentiation.

Before joining Rack & Riddle full-time, Sarah served as a strategic advisor to the company, helping shape long-term innovation and growth strategies. Her work blends disciplined CPG methodology with the creativity and agility required for today’s beverage landscape, making her a trusted partner to retailers seeking data-informed product concepts, exclusive offerings, and high-performing private label solutions.

Sarah holds a Bachelor of Arts from The College of William & Mary and an MBA in Marketing from the UC Berkeley Haas School of Business. Beyond her corporate contributions, she is an active career coach for UC Berkeley’s MBA program, mentoring rising leaders as they pursue transformative roles in marketing and product management.

As part of the Product Innovation Panel: How Suppliers Are Helping Retail Chains Drive Foot Traffic, Sarah will share her expertise in how disciplined CPG strategies, consumer insights, and private label innovation can help retailers create exclusive launches, meaningful in-store moments, and product-driven experiences that attract new shoppers and increase repeat visits.