Wednesday, April 20, 2016

Beach Whiskey™ Announces Veteran Spirits Team

LOS ANGELES, April 20, 2016-- Beach Whiskey™, a new meticulously crafted flavored American whiskey, announced new additions to their core team of industry veterans.

Bill Henderson joins as Chief Marketing Officer, leading all brand marketing and strategic communication for Beach Whiskey. Henderson previously served as Executive Vice President for Sidney Frank Importing Company, Inc., where, during an 18-year career, he played a key role in the creation, promotion and expansion of brands such as Grey Goose, Jägermeister, Casamigos and American Harvest. Henderson began his career in the wine & spirits industry with M. Shanken Communications.

Denise Raab has been named Regional Vice President of Sales, responsible for sales leadership for Beach Whiskey. Prior to joining Beach Whiskey, Raab served as State Manager New York at Sidney Frank Importing Company, Inc. with previous roles as State Manager for Massachusetts and Kentucky. During her 10 year-career she was integral to the launch and sales success of brands such as Casamigos, Monkey 47 and American Harvest.

Michael Tolley joins as Vice President, On-Premise Sales & Training. Tolley will drive sales and training as Beach Whiskey expands through the on-premise channel. During a career of more than two decades, Tolley has gained invaluable experience building successful on-premise businesses, advising brands and training some of the world's leading operators. He is an award-winning Bartender, Beverage Manager, ShowTender, National Marketing Director, Restaurant and Bar Owner Operator.

"I am thrilled to not only showcase our exceptional new brand – Beach Whiskey – to the attendees at WSWA, but also demonstrate the depth of the experienced talent of our executive team," said J. Smoke Wallin, Co-Founder and CEO of Beach Whiskey and former Chairman & President of WSWA. "This cadre of seasoned beverage veterans have demonstrated an extraordinary ability to drive new brands from inception to distribution to retail to the consumer, and Beach Whiskey is in great hands."

"When I left Sidney Frank, I took my time to select my next move. Beach Whiskey captured my imagination," said Bill Henderson, Chief Marketing Officer, Beach Whiskey. "The brand, the liquid, the founding partners and the leadership all scream success – right time, right place, right brand."

Launching in June 2016, Beach Whiskey (SRP $23.99, 750ml) celebrates the beach life and all that comes with it…parties, sports, relaxing, good music, and having fun. Even the packaging—an etched label on custom sea glass bottles—is designed to evoke the spirit of the beach life and bring whiskey to day time.


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