Who We Are

Why 'Novel'?

We chose the name Novel because it reflects our commitment to uncovering unique opportunities and creating groundbreaking solutions. Like a great story, we craft ideas that captivate, inspire, and leave a lasting impact on the market.

With decades of CPG experience, proven success in acquisitions, and a track record of launching complex, regulated products, we bring hands-on expertise and forward-thinking strategies. From navigating regulatory hurdles like Drawback programs and DTC compliance, to designing scalable operations and commercialization plans, we help brands turn bold ideas into market-ready realities.

What sets us apart is our ability to solve the toughest operational and regulatory challenges with creative, tailored solutions. When the industry zigs, we zag—delivering innovative products, streamlined processes, and growth strategies that let your brand lead confidently in competitive markets.

Principal

Our team, supported by a network of trusted external partners, is led by Josh Winzelberg. A 14-year veteran of the spirits industry, Josh developed and launched a premium French vodka brand that grew to acquisition through game-changing innovation. Beyond his own success, he has guided CPG companies across industries, helping them captivate consumers, navigate complexity, and disrupt markets. An expert in navigating complex challenges, Josh is committed to equipping entrepreneurs with the insights and support needed to launch, scale, and pivot groundbreaking ventures.

Values

  • Novelty

    We are driven by curiosity and creativity, delivering innovative solutions that push boundaries and redefine industry standards.

  • Integrity

    We operate with transparency and honesty, fostering strong partnerships and delivering on commitments with excellence.

  • Authenticity

    We craft products and strategies that reflect genuine purpose, ensuring alignment with brand values and consumer trust.

Mission

Turning bold ideas into compliant, market-ready products—and the strategies to make them thrive. We navigate regulation, streamline operations, and launch products that stand out.

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