EDUARDO M. PAREDES
Coral Gables,USA
Summary
With extensive experience in the alcohol industry, I am a seasoned professional with a robust background in distributor management, having collaborated with prominent entities such as SGWS, RNDC, and Breakthru, among others. My expertise spans managing multiple brand portfolios, including On-premises, Off-premise, and Chains in Florida, the Southeast, and Control States. Additionally, I bring both national and international experience, having successfully navigated diverse markets within and outside the U.S. I excel in creating and managing budgets, consistently ensuring a strong Return on Investment (ROI). My proficiency in financial management contributes to maintaining healthy financial outcomes in every project I undertake.
Overview
28
28
years of professional experience
Work History
Director of Sales Florida/Caribbean
Lobos 1707 Tequila
06.2023 - Current
- The responsibilities involve comprehensive management of the Florida market and overseeing the business with Southern Glazers Wine and Spirits. This includes leading a team of 5 Brand Development Managers (BDM) across the entire state, implementing and setting up the Sales Force tool, and contributing to building the account base for each BDM. The role encompasses various aspects such as inventory management, brand marketing, on/off-premises programs, statewide chains, key accounts, brand events, sponsorships, and overall brand profitability for the region, particularly focusing on the ultra-premium Tequila Portfolio. Additionally, the position entails developing annual budgets, conducting market analysis for competitive price points, managing depletion allowances, establishing region-wide price programs, and creating incentives for the distributor sales teams. The responsibilities extend to managing, hiring, and recruiting the Florida Brand Ambassador team, overseeing chain pricing strategies for competitiveness and profitability, and ensuring the full execution of programs with distributor partners and sales teams. Moreover, the role involves managing all Travel & Entertainment budgets and brand budgets for the State. This includes reviewing and approving distributor invoices, leading monthly sales meetings, forecasting, compiling mid-month and end-of-month numbers, and conducting regular business reviews with distributor management.
- Key Achievements in Growing the Lobos Brand in Florida (2023-2025)
- Brand Growth: Increased Lobos sales by over 48% in 2023-2024, from 2,897 9-liter cases to 4,287 9-liter cases.
- Record Sales in 2025: Achieved a 94% growth in the first half (October-March), from 2,143 9-liter cases to 4,158 9-liter cases.
- Expanded Account Base: Increased account base in both off-premise and on-premise channels by 15%-35%, growing distribution from 2% to 28%.
- 375ml Product Launch: Successfully launched the 375ml bottle in Florida, selling over 1,500 cases.
- Retail Expansion: Secured placement of Lobos Reposado in 300 Publix stores across Florida.
- Anejo & Extra Anejo Growth: Achieved a 178% increase in sales of Lobos Anejo and Extra Anejo in Florida.
- Sales Blitzes: Conducted 10 successful sales blitzes across Florida, resulting in 1,800 cases sold and 356 new accounts.
Chief Executive Officer – USA, Mexico & Canada
Craft Solutions USA LLC
03.2019 - 06.2023
- In this role, my primary responsibilities revolve around establishing and building a portfolio of brands, contributing to the development and expansion of brands across Florida, the U.S., and international markets. Managing Open states, Control state and Franchise states. Fully in charge in negotiating contracts and terms, proposing initial orders, and collaborating with Brand Owners to formulate annual marketing plans. Distributor network encompassed major players such as Southern Wine and Spirits, Mexcor, RNDC, International Wine and Sirts, as well as various smaller wholesalers across the United States. I have established strong relationships with prominent retailers including ABC, Publix, Total Wine, Specs, and other key markets. Key aspects of my role include developing annual goals and budgets, implementing programs for both on/off-premises and chains, and establishing volume and Point of Difference (P.O.D.) goals for each brand and wholesaler. I take charge of managing all brand budgets, Travel & Entertainment budgets, inventory, and approving distributor invoices. Furthermore, I lead monthly sales meetings, complete mid-month and end-of-month numbers and conduct regular monthly and quarterly business reviews with distributor management. Additionally, I oversee all marketing programs, special events, promotions, and tastings. The diverse portfolio of brands I manage includes national brands like Sammy Beach Bar Rum and Rock N' Vodka, Florida-based brands such as Santo Tequila, Preiss Imports, Silver Star Vodka, and Dr Stoners Brands, as well as international brands including Sammy Beach Bar Rum & Rock N' Vodka
Southeast Regional Manager
Hotaling and Co.
05.2011 - 03.2019
- Established a culture of accountability within the team by setting clear expectations around performance standards while recognizing top performers for their achievements.
- Implemented comprehensive training programs for new hires, significantly improving employee retention rates and overall job satisfaction.
- Coordinated efforts with marketing department to create tailored promotional materials that resonated with local clientele demographics effectively driving engagement levels higher.
- Successfully negotiated contracts with clients, resulting in mutually beneficial agreements and long-term business relationships.
AREA MANAGER –FLORIDA
Phillips Distilling Company
STATE MANAGER –FLORIDA
Barton Brands, Constellation
- Company Overview: (Company was sold to Sazerac in 07/08)
TERRITORY ACCOUNT MANAGER
Allied Domecq Spirits and Wine
- Company Overview: (Company was sold to Pernod Ricard in 12/05)
ACCOUNT MANAGER – On and Off Premise – South Florida
The Boston Beer Company
KEY ACCOUNT MANAGER
BACARDI USA, INC.
- Southeastern Mass. And Cape Cod/ Franchise State
SALES CONSULTANT, Key Accounts – Chains, Wine Division
PREMIER BEVERAGE
Education
BBA - Business Adminstration
University of Maryland
College Park, Maryland05-1993
Skills
- Extreme Knowledge of Power Point, Microsoft Word, Excel, Lotus notes, VIP Compass, Karma, Sale Force
- Bilingual – English and Spanish
- Staff management
- Team development
- Goals and performance
- Performance management
- Relationship building and management
Training
- Bob Brown’s Training courses: Selling skills, building brands through Distributors, Affective sale meetings & negotiating skills.
- Received extensive marketing management and sales training from Ernest & Julio Gallo Wines.
- Extensive Bacardi USA, Inc. training.
- Attended a 12-week Dale Carnegie Sales Advantage Course.
SUMMARY OF QUALIFICATIONS
- Seasoned veteran owning and working for such companies as Craft Solutions Consultants, Anchor Distilling, Allied Domecq, Bacardi, Sam Adams, Constellation, and Phillips Distilling.
- Full understanding of Control States, Chains, Off and On premise.
- Own and operate my own company developing multiple brands Locally, Nationally, and Internationally.
- Great working history with all major distributors in Florida and throughout the Southeast – Southern Wine, Republic National, Breakthru, Mexcor, and many more.
- Highly successful in selling and marketing with a track record for developing leading beverage brands in competitive markets through the US and International Markets.
- Strong working experience in managing national marketing programs and budgets.
- New product introductions, strategic positioning, and market leadership.
- Extensive experience in training, selling, marketing, and managing Wine, Beer, and Liquor Portfolios and opening new states for numerous Suppliers.
- Aggressive salesperson with skills in Distributor Management, market analysis, price structures, profit planning, new business development, merchandising, account management, and client relations.
OTHER
- Member of Kiwanis Club of Little Havana since 2001
- Member of the United States Cuban Golf Association since 2005
Languages
Spanish
Native or Bilingual
English
Native or Bilingual
Timeline
Director of Sales Florida/Caribbean
Lobos 1707 Tequila
06.2023 - Current
Chief Executive Officer – USA, Mexico & Canada
Craft Solutions USA LLC
03.2019 - 06.2023
Southeast Regional Manager
Hotaling and Co.
05.2011 - 03.2019
AREA MANAGER –FLORIDA
Phillips Distilling Company
STATE MANAGER –FLORIDA
Barton Brands, Constellation
TERRITORY ACCOUNT MANAGER
Allied Domecq Spirits and Wine
ACCOUNT MANAGER – On and Off Premise – South Florida
The Boston Beer Company
KEY ACCOUNT MANAGER
BACARDI USA, INC.
SALES CONSULTANT, Key Accounts – Chains, Wine Division
PREMIER BEVERAGE
BBA - Business Adminstration
University of Maryland
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