Issue link: https://digital.copcomm.com/i/44136
COVER STORY distilled beverages along with an intro- duction to the SWS brand portfolio. "Product education helps people with the art form of the sell," says Donahoe, who also teaches more advanced courses in wine and spirits that include topics such as "Tasting Technique." As a career bartender, Director of Mixology and President of the United States Bartenders Guild, David Nepove trains SWS sales teams on the finer points of the company's exciting spirits portfolio and tailors his training to meet the needs of today's buyers. "In the past in the higher-end and craft accounts, bartenders often trained the salesperson," says Nepove. "Today, with the shift in focus to specialty cocktails, we've got to go into an account asking the right questions and providing solu- tions." Nepove, whose talent behind the bar has made him an industry celebrity, breaks accounts into specific categories with specific buyer demographics. He also conducts in-depth product training during sales meetings to equip the sales teams with the guidance they need to successfully position products. "At the end of the day, our goal is to sell great drinks," he says. Director of Education and President of the Society of Wine Educators, Ira Norof, says he's found his life's calling as an educator at Southern. Norof, who Reggie Narito, MS, Director in Training is shown here at Los Altos Golf and Country Club in Northern California with General Manager Randall Bertao, M.S. and Assistant Event Planner Leyla Perdue. Narito conducts training and field service seminars with SWS' sales force and supplier partners. Judy Donahoe, Director of Training in Northern CA leads a discussion with Courtney Giannini, SWS On-Premise Sales Rep; Greg Clefisch, Manager of Recruiting & Training, NoCal; Suzi Potts, Director of Recruitment; Ben VanAnda, Business Intelligence Analyst, Ernesto Rosario, Chain Territory Manager; (seated) Emily Shibata, Intern; and Nathan Wagner, District Manager, PWS-Chain Division. David Nepove is SWS-CA's Mixologist. 52 / the tasting panel / october 201 1 has been at Southern since 1983 and holds a CWE (Certified Wine Educator) and a CSS (Certified Specialist of Spirits), offers seminars on topics such as the intricacies of Bordeaux and single malts as well as training in all aspects of customer service, sales and sales support. He even helps the sales force beef up on coffee expertise, since Southern handles the illy brand. "It's a continuing education for me as well," says the soft-spoken educator. Frequent travel for speaking engage- ments and winery visits—from Rhode Island to Hong Kong and points in between—help Norof maintain his edge. "We have a Southern way," he divulges in a tone that lets us know he's part of what he considers a family. "My passion for the product is my mission statement." Southern takes pride in its support for continued education going beyond wine certifications and sales tech- niques: Employees can take charge of their careers at SWS by participating in a skill-building course designed to help employees bridge the gap between their existing role and where they want to go, or by enrolling in TiPS alcohol responsibility certification or classes on beverage laws and regulations. PHOTO: RYAN LELY HOTO: REBECCA WILKOWSKI PHOTO: JOHN CURLEY