Steve Thomas

Skills

Core Skills & Competencies:
Luxury & Premium Brand Sales
Distributor & Channel Management
On-Premise & Off-Premise Execution
National & Regional Chain Account Strategy
Sales Team Leadership & Training
Retail Programming & Promotion
Pricing, Depletion & KPI Analysis
Route-to-Market Planning
Trade Events, Wine Dinners & Tastings
Market Launches & Product Authorization
CRM & IRI Data Utilization
Storytelling & Brand Messaging

About

Senior Wine & Spirits Sales Executive | Luxury Portfolio & Distributor Leadership | Western U.S. & National Accounts
Award-winning sales leader with 20+ years of success in the premium wine and spirits industry, driving growth for iconic domestic and luxury brands. Proven expertise in distributor management, strategic retail development, and on/off-premise execution across California and 18 Western states. Adept at leading cross-functional teams, launching high-impact sales programs, and building lasting partnerships with key accounts—including Trader Joe’s, Kroger, and top independent retailers. Recognized for expanding market share through ethical leadership, pricing integrity, and data-driven brand planning. Experienced in executing VIP wine dinners, national chain presentations, and field-level activations that connect storytelling with sell-through.

Key Skills & Competencies:

Distributor & Route-to-Market Strategy

Luxury Brand Development

On-/Off-Premise Sales Execution

National & Regional Chain Account Management

Trade Events, Wine Dinners & Consumer Activation

Depletion & Pricing Analysis

Retail Programming & Team Leadership

Sales Forecasting & KPI Performance Management

Career Highlights:

Led a $90M California portfolio and 45-person team at Foley Family Wines, driving 23% revenue growth through targeted retail programs.

Delivered 27% depletion growth at Shannon Family of Wines by aligning distributor execution with SKU strategy.

Increased CA on-premise sales by 18% and retail by 19% at Mendocino Wine Company through grassroots account development and over 75 trade events.

Spearheaded a national Kroger expansion (+2,100 placements) while managing a $26M portfolio at Vintage Point.

Directed $41M luxury wine portfolio at Hundred Acre Wine Group, boosting market share by 15 points in key retail markets.