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march 2010 / the tasting panel / 69 into the Southern portfolio. I was one of those producers." In 1992, Schrader co-founded the now legendary Colgin-Schrader Cellars. Following that success he founded his namesake wine brand, Schrader Cellars, in 1998 and contin- ues to fulfill his passion by creat- ing world-class wines from the country's most noble and historic vineyard estates. "What impresses me in being part of the Southern family is how they treat each of my wine brands differently." As a boutique winery with a long list of critical acclaim and awards, Schrader's wines are highly allocated, with two 100-point ratings from Robert Parker and two 99s from Wine Spectator's James Laube. "That created an amount of excitement," Schrader laughs. "We can sell ten times the wine we make, but for our purposes Southern has the wherewithal to get us into the best accounts. It's because they are large that they have these kinds of connections—and insight—for our best exposure." Speaking Sommelier For the purposes of showcasing small wine brands in just the right spotlight, SWS of Florida created TransAtlantic Wines & Spirits, a boutique wine sales division that caters to white-tablecloth restaurants, hotels and boutique wine shops. It is headed by VP/GM Ron Sedia. The statewide sales force repre- sents family-owned properties and producers from all over the world. Names such as Montelena, Ridge, Heitz and Trefethen on the domestic side and Italian portfolios from prestigious importers such as Winebow, Vin Divino, Frederick Wildman and Vias on the international front make for an incomparable selection for buyers. "Our group of salespeople is tal- ented, knowledgeable and they are known for having the ability to talk on the sommelier's level. But we also have the strength and backing of our parent company to make our deliver- ies on time, assist our customers with events, conduct educational waitstaff seminars and ultimately, to get our wines noticed," says Sedia. Sedia, who has been with SWS for 13 years, worked on the supplier side, selling the gamut from pre- mium vodka to Mouton Cadet. He understands the needs of the brands and finds salespeople (he oversees 45 salespeople, nine area managers, two market managers and two general sales managers) who can focus on the specific goals of each winery. "When a supplier comes to town, we find out who they want to see, if they want us to help organize a trade or consumer event or just hit the ac- counts and taste wines with buyers." Far Niente "We ended up with Southern in Florida because they purchased our former distributor, South Florida Liquor," explains Larry Maguire, President and CEO of Far Niente. The Far Niente, Dolce, Nickel & Nickel and EnRoute wineries are owned by Maguire and longtime friends and partners Beth and Erik Nickel, Jer- emy Nickel and Dirk Hampson. Under Maguire's leadership, Far Niente has grown from a small, locally known winery to a critically acclaimed producer. "We could have moved to another distributor, but from day one, South- ern showed us how they would focus their attention on our wine. Never have I felt that we were not impor- tant. They also employ people who love wine but also, like us, are serious about the way we do business." Pursued by SWS's Larry Ruvo in Las Vegas, Maguire admits it took him several years to make the move. "But once we did move into Proprietor Fred Schrader at the Beck- stoffer To Kalon Vineyards, Napa Valley. Larry Maguire, President and CEO of Far Niente.