Issue link: https://digital.copcomm.com/i/326040
june 2014 / the tasting panel / 83 HOT SHOT E ach month we team up with the beverage industry recruiting and staffing experts at BevForce and chat with one of their Movers & Shakers to get a 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 David Sardella, who was recently named New England Multi-Market Manager at Russian Standard Vodka. He had been MA State Manager with Sidney Frank. How would you define Russian Standard Vodka's culture and what attracted you to it? The one word that best describes the culture at Russian Standard is "entrepreneurial." It's an incredible organization of extraordinarily talented people who sup- port one another and celebrate successes. One specific characteristic that attracted me to Russian Standard is the desire to build the brand through realistic expecta- tions and organic growth. Additionally, and quite possibly the most important thing, is that the quality of the brand is tremendous and undeniable. I love watch- ing the reactions when people taste the brand for the first time . . . watching their preconceived notions about the category melt away as they taste what quality vodka tastes like. What are your plans to further develop the busi- ness over the next year? My main goal over the next year is to seat the brand properly in the marketplace, and continue seeking out the right opportunities to partner up. Recently we partnered up with Legal Sea Foods on their spring/sum- mer menu with two delicious cocktails: • The Raspberry Mule: an interesting interpreta- tion of a traditional Moscow Mule. • Fresh Watermelon Crush: An incredibly refresh- ing summer cocktail featuring Russian Standard Vodka and muddled fresh watermelon. What was the best career advice you've ever been given and who gave it to you? There have been a few good ones over the years, but the one that immediately comes to mind is George Sideris telling me, "Never become a parked car; no one respects a parked car—they're useless and content. Never become content. Always keep pushing to learn more and improve yourself." Thanks, George! What advice would you give to jobseekers looking for their next role? Network as much as possible, and utilize every tool at your disposal. The services that BevForce provides are outstanding; they put your resumé in front of many folks you might not get a chance to communicate with other- wise. Also, make sure to get out and be seen at industry events. Always have your business cards, research the company and indi- vidual you're going to be interviewing with. Be thoughtful in your approach to asking questions. Show that you have a strong knowledge and understanding of the industry and be able to articu- lately lay out how you will bring value to their organization. What are some of the most valuable lessons you have learned from mentors in the industry? The importance of networking can never be over- stated. Your reputation is very important in any business, but especially in the beverage industry where everyone knows each other. If you step on someone's toes to get where you want to go, it will come back to bite you. Never speak poorly of any product or company in the marketplace, even a direct competitor—it's a sign of weakness on your part. Besides, you never know who is going to buy whom next these days. You don't want to have egg on your face walking back in to sell a product or brand you were blasting a week ago. If you didn't work in the beverage industry, what would you be doing? I would probably move to Nashville and try to make it as a working musician, likely living gig to gig. How do you prefer your Russian Standard Vodka Cocktail? On the rocks with a lemon twist, although I do enjoy a well-made Moscow Mule! David Sardella NEW ENGLAND MULTI-MARKET MANAGER, RUSSIAN STANDARD VODKA David Sardella, photographed at Legal Harborside in Boston. PHOTO: RACHEL LEAH BLUMENTHAL TP0614_072-101.indd 83 5/23/14 9:38 PM