Fallow Collective
Rawnica Dillingham is an executive, entrepreneur, and industry leader with more than 25 years of experience across the spirits and hospitality industries. She operates at the intersection of commercial strategy and human-centered leadership, building brands, teams, and systems designed for both performance and long-term impact.
She is the Founder & Chief Executive Officer of Fallow Collective, a hospitality-driven ecosystem of purpose-led companies built to support emerging beverage alcohol and hospitality-adjacent CPG brands from strategy through execution. Through Fallow, she is bringing hospitality back to retail and building businesses that prioritize both people and performance.
The Collective spans sales and field execution, hospitality concepts, leadership development, and brand-building services, with an affiliated foundation extending the work into community impact.
Prior to founding Fallow Collective, Rawnica served as Chief Sales Officer at New Riff Distilling, where she led global sales strategy across domestic and international markets, with scope spanning distributor partnerships, pricing architecture, forecasting, and market expansion. She played a critical role in scaling the brand's national presence while strengthening its position in emerging international markets, and continues to serve as Advisory Chief Sales Officer to New Riff through a fractional consulting engagement. Earlier leadership roles at Uncle Nearest Premium Whiskey and Southern Glazer's Wine & Spirits built deep expertise across the full commercial landscape, from national account strategy to distributor management and team development.
Rawnica's leadership is guided by three principles: intentionality, accountability, and connectedness. These values shape how she builds teams, develops partnerships, and grows brands, anchoring her belief that sustainable growth is achieved through alignment between people, purpose, and performance.
Beyond her executive and entrepreneurial work, Rawnica is deeply committed to mentorship, leadership development, and advancing equity across the beverage and hospitality industries. She actively contributes to organizations including the Distilled Spirits Council of the United States and Women of the Vine & Spirits, supporting initiatives centered on education, mentorship, and belonging, and helping shape a more inclusive and forward-thinking industry.