This strategic hire shows the company is committed to revolutionizing the wine and spirits industries.
May 28, 2025 — Steric, an award-winning technology company that uses an advanced patent-pending electromagnetic field process to enhance the quality of distilled spirits and wine, is pleased to announce that Britney Hupp has joined the company as Director of Sales. Hiring Britney marks a key expansion of Steric’s sales and marketing talent to better serve clients in the Bourbon Belt and beyond.
As the Director of Sales, Hupp brings extensive market knowledge and a focus on building strong relationships to Steric’s robust sales strategy.
“We are thrilled to add someone as talented as Britney to our sales division,” said William Fay, CEO of Steric. “She has deep ties to the spirits industry and brings a great deal of knowledge, energy, and expertise to the team.”
Before joining Steric, Hupp served as Sales and Marketing Director at Kelvin Cooperage, a Kentucky-based barrel fabrication studio serving major distilleries worldwide.
“I am excited to bring Steric’s groundbreaking technology to a vital region near and dear to me,” said Britney Hupp. “Steric’s focus on blending innovation with sustainability speaks to my core values and those of our clients.”
Raised along the Bourbon Trail just outside Louisville, Kentucky, Hupp naturally found herself drawn to the region’s rich spirits culture. That early connection sparked a lasting passion for both the bourbon industry and the marketing world. For the past eight years, she’s brought those two loves together as Director of Sales and Marketing on the cooperage side of the business—where craftsmanship and storytelling go hand in hand.
Steric continues to elevate its profile among major spirits and wine producers by bringing in top talent with the experience to speak directly to their clients’ needs.
About Steric
Steric is the developer of the revolutionary, patent-pending Steric Process, which employs an adjustable electromagnetic energy field to break down and transform specific compounds in wine and distilled spirits. This process results in noticeable enhancements in flavor, aroma, and mouthfeel. Winner of the 2023 Innovation of the Year Award from the Distilled Spirits Council of the US (DISCUS), the Steric Process is designed to be highly scalable, accommodating the production needs of any size producer.
For more information about Steric and its innovative solutions, please visit steric.com
