Carlos e Morales Wset Spirits
Business Development Manager @Southern Glazer's Wine & Spirits
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WORK HISTORY
Business Development Manager @Southern Glazer's Wine & Spirits
Orange County, CA, US
Business development manager — CPWS / Current • Build and maintain client relationships to drive category growth in Whiskey • Execute brand activations and tastings, educating staff and clients on Whiskey • Develop strategic recommendations for menu placement, events, and consumer experiences. • Achievements: Successfully hosted multiple high-impact activations, and Balcones & Bulleit distillery trips.
EDUCATION
Universidad del Istmo
Bachelor’s Hospitality Management
ABOUT CARLOS E MORALES WSET SPIRITS
Long before I ever poured my first glass of whiskey, I was learning about spirits in the highlands of Huehuetenango, Guatemala. My grandmother, a single, fearless woman, made a local drink called cusha quietly and courageously, at a time when home distillation was illegal. I’d help her bottle it, not knowing that those hidden afternoons would become the foundation of my life’s passion.What began in secrecy with cusha has led me to walk beside some of the most respected names in whiskey, a journey that started with curiosity and grew into a lifelong devotion to the craft.Today, I\'m an Executive Bourbon Steward and Whiskey Educator, with a background spanning bar operations, program development, and trade education. I specialize in Bourbon & Scotch production, maturation, and sensory evaluation, translating technical whiskey knowledge into engaging, real life experiences.With years of experience running bars, creating programs, and consulting for high-volume venues, I specialize in helping clients build memorable experiences that drive engagement and loyalty. My work blends deep category knowledge with hands-on insights from the industry floor and behind-the-scenes activations.
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