The Tasting Panel magazine

November 2013

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Page 36 of 152

DAN GAYE/STUDIO 75 IMAGING BEVFORCE HOT SHOT Charlie Rios VP, Division Sales East, VeeV E ach month we check in with one BevForce Mover & Shaker to provide you with some behind-the-scenes insight on the job search process, the beverage industry's most innovative companies and the executives who drive them. This month, we chatted with Charlie Rios, who was recently named VP Division Sales East at VeeV. He had been Eastern Region Director at Florida Caribbean Distillers. THE TASTING PANEL: How would you define VeeV's culture and what attracted you to it? Charlie Rios: It's certainly entrepreneurial but also with a focused concern towards the impact on the world around us. Founders Courtney and Carter Reum have always emphasized that building an effective community of people is the key to our success. In fact, we call our associates "The Tribe," as each of us plays a critical part in building our community. We are here to make an impact on the industry and the world around us.  TTP: What are your plans to further develop the business over the next year? CR: We will continue to build on our success around the country in the on-premise with our "Better Way to Drink" platform, but developing our off-premise business is key to our future. Using our premix cocktail line Vita Frute by VeeV, we have been able to secure some top off-premise placements in some of the biggest chains in the country. This expands our brand presence and further enhances our reach to a wide variety of consumers looking for an organic, great tasting cocktail. Developing and exposing this brand to the large off-premise universe is important to our development in the coming year.  TTP: What advice would you give to job seekers looking for their next role? CR: Prepare yourself and learn all that you can in your current role. Develop a network of people that you admire and that are influential in their respective circles. Stay attune to all aspects of the industry because you never know where or when the best opportunities for your career development will appear. And lastly, maintain positive relationships with everyone you meet because organizations want to hire candidates with the "can do" attitude.  TTP: What are some of the most valuable lessons you have learned from mentors in the industry? CR: That there are no shortcuts to brand building or career building. Taking a positive approach to help all of those around you will pay off in the long run, but the rewards come on their own schedule. There is no rushing a great career or a great brand. Most importantly, all brands have an opportunity to become the next big thing—it all depends on how the consumer reacts and relates to what they have to offer and the hard work the employees of the company put into the brand.  TTP: If you didn't work in the beverage industry, what would you be doing? CR: I would love to teach in a business school. Impacting lives in a positive way and developing people beyond their own perceived limits is such a rewarding experience. The ideas, products and influence that come from the people we have daily contact with will change the world. Being a part of that process is incredibly rewarding and magical in its own respect.  TTP: If you weren't sipping on a VeeV Açaí Mojito you would be drinking a . . . CR: The fall season has arrived and a nice glass of Pinot Meunier is welcome at the end of the day. 36  /  the tasting panel  /  november 2013 TP1113_034-65.indd 36 10/24/13 9:18 AM

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