Don has served as Chairman and CEO of Atomic Brands since founding the company in 2006. He transformed Atomic into a pioneer in the beverage alcohol industry with the launch of Monaco canned cocktails in 2012. Monaco quickly helped redefine the ready-to-drink category and elevate consumer expectations with its premium offerings.

Today, Monaco is distributed nationwide through leading beer, wine, and spirits wholesalers and is activated across high-energy platforms including UFC sponsorships and major music festivals. Don remains committed to driving innovation at Atomic Brands, shaping the next era of the beverage industry.

Previously, Don founded Firefly Mobile, where he invented the first cell phone designed specifically for children, paired with a prepaid wireless network and sold globally through major carriers and retailers. He holds a Finance degree from Loyola University and lives in Miami, Florida with his wife and children.

Mark Treichel serves as President and Chief Commercial Officer of Atomic Brands, overseeing corporate strategy across sales, operations, finance, and brand development. Since joining the company in late 2022, he has been instrumental in scaling distribution and strengthening Atomic Brands’ position as one of the fastest-growing suppliers in the beverage alcohol industry.

Treichel brings more than 15 years of leadership experience in food and beverage, with deep expertise in adult beverage. Prior to Atomic Brands, he spent nearly eight years at a leading global spirits company, holding senior leadership roles including Global Vice President of Brand Marketing, where he led iconic global brands across general management and integrated marketing.

A graduate of Marquette University, Treichel lives in Louisville and is married with three children.