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Splash Beverage Group Hires Allred As SVP, Sales

Fort Lauderdale, Florida-based Splash Beverage Group has named James Michael Allred to the position of SVP of sales.

Reporting to Bill Meissner, president and CMO, Allred will become a member of the Splash leadership team and be responsible for leading the sales organization, driving sales initiatives through its distribution network and building the size of its national retail-chain customer base.

Prior to joining Splash Beverage Group, Allred was employed by Anheuser-Busch InBev where he held several senior level sales roles since beginning his career at the company more than 20 years ago. Most recently, Allred was senior sales director of AB InBev with oversight of its largest convenience store customer, 7-Eleven, and the team of 30 people which serviced this customer.

“After a rigorous nationwide search begun in June, we’re delighted to have James join the Splash team. The rapid pace of new distribution partners and chain retail customers created the need for a senior level sales position with oversight of our growing team and ever-expanding network of wholesalers,” Meissner said.

“James emerged very clearly as the candidate we needed to recruit. He has a proven track record of growing brands within a beer-wholesaler network comprised of the same participants as ours and a history of driving volume through the nation’s largest chain retailers. James saw the opportunity Splash presents…and we’re thrilled to have him leading our sales team.”

CEO Robert Nistico, added, “As we build out distribution across the U.S., it is imperative that we execute on all current and future opportunities. James is the perfect person for this job, his experience and track record are exactly what we need as the company grows. Every minute of every day, 100 percent of his focus is on distributor and retail execution…which equals more sales and revenue. James will accelerate our traction in the chains and assist our distributors with execution in the street.”

For more information, visit splashbeveragegroup.com.

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