Built from the ground up across every side of the business.
Stephen Magliocco has spent more than 25 years in the beverage and alcohol industry, building experience across supplier, distributor, chain, retail, and customer-facing roles throughout California and Hawaii.
He began his career in 1999 with Southern Wine & Spirits, learning the business from the ground up as a chain merchandiser. Within a year and a half, he was promoted to district manager, overseeing a team of new chain merchandisers.
Stephen later joined Skyy Spirits, which became Campari America, where he spent 10 years advancing through off-sale independent, off-sale team, and total market leadership roles. Before leaving at the end of 2012, he was responsible for California and Hawaii total sales and managed a team of more than 10 people across those markets.
He then returned to what would become Southern Glazer’s Wine & Spirits, serving as VP of Chains for Southern California. In 2023, his role expanded statewide, adding Northern California to the model and overseeing teams calling on retail buyers throughout the state.
Leadership across suppliers, distributors, chains, and accounts.
Stephen’s career spans supplier leadership, distributor strategy, chain account management, and statewide market execution. This experience gives suppliers a practical perspective on how brands move through the California beverage market and where the right opportunities may be found.
Southern Wine & Spirits
Started as a chain merchandiser and developed a ground-level understanding of retail execution, merchandising, and account-level discipline.
Skyy Spirits / Campari America
Spent 10 years in supplier-side leadership, advancing through off-sale independent, off-sale team, and total market roles across California and Hawaii.
Southern Glazer’s Wine & Spirits
Served as VP of Chains for Southern California, working with buyers across grocery, hotel, restaurant, bar, and retail accounts while leading teams focused on chain strategy and market execution.
Statewide Market Leadership
Expanded into a statewide VP of Chains role, adding Northern California and overseeing teams calling on retail buyers throughout the state.
Experience across beverage categories.
Stephen has worked with emerging and established brands across a wide range of categories, helping suppliers understand where they fit, which channels matter, and how to approach the California market with discipline.
Practical Guidance. Clear Communication. Market Discipline.
California Beverage Advisory is built around practical guidance. Stephen works closely with suppliers to understand their goals, evaluate the right opportunities, and create a smarter path through the California marketplace.
The approach is hands-on, transparent, and focused on the decisions that matter most: where to do business, how to price, which accounts to prioritize, how to work with distributors, and how to build a sustainable retail and on-premise strategy.
Direct Guidance
Senior-level perspective without layers of account management.
Market Discipline
Clear recommendations on where to focus time, money, and attention.
Key Account Access
Guidance shaped by direct relationships with buyers and key accounts.
Execution Focus
Practical advice that helps brands move from strategy to market action.
Established relationships and access to the accounts that matter.
For suppliers entering or growing in California, knowing where to focus is only part of the challenge. California Beverage Advisory helps brands understand the right customers, channels, buyers, and account opportunities to pursue with a more focused plan.
Relationships
Accounts
Focus
Work directly with someone who knows the California market from the inside.
Whether you are entering the market or sharpening execution, California Beverage Advisory helps suppliers move forward with clearer direction and stronger market discipline.