We Are Alta Beverage Group Pioneering Spirits since 1985
‘Spirits Elevated’ encapsulates our company’s ethos of elevating experiences and setting new standards of excellence since our establishment in 1985. This tagline, “Spirits Elevated,” reflects our commitment to crafting exceptional beverages and uplifting spirits and enhancing moments of enjoyment for our customers. Since our inception, we have been pioneers in our industry, leading with innovation, creativity, and a relentless pursuit of quality. This phrase signifies our dedication to continuous improvement and our unwavering ambition to shape the future of the beverage industry.
The boots on the groundAlta Beverage Group Team
Chris Song
Chris is a veteran of the beverage alcohol industry with over 20 years of experience. He has deep expertise across all three tiers of the U.S. distribution model and a proven track record in managing on-premise accounts. Chris has held key roles at prominent companies such as Premier Beverage Co., Jim Beam Brands, ROUST (Russian Standard Vodka), and Green River Spirits & Distillery. He served on the Executive Leadership Team as Vice President of Sales and Marketing for Ultra Pure LLC, a leading global bulk spirits provider. Most recently, Chris ran his consulting firm, representing numerous brands and brand owners across the U.S. and the APAC region as a distilled spirits broker.
Chris brings his knowledge and experience to the role of President.
Don Dixon
Donald Douglas Dixon is from a family with an aviation legacy. He began his career in high school, marketing airplanes and eventually selling corporate jets to Fortune 500 corporations. He has experience in aircraft acquisition, financing, trust account formation, leasebacks, and aircraft management. Mr. Dixon has worked as Vice-President of Sales for Midwest Aircraft Corporation of Chicago, a full-line Cessna, Aerostar, Aero Commander, and Mooney Aircraft dealer. He also served as VP of Sales, Corporate Jets Division, for Churchill Aeronautical Group of Indianapolis, Indiana, and Houston, Texas. He was President of Aviation Services International, an aircraft leasing firm based in Dublin, Ireland. Mr. Dixon has been involved in trustee, leasing, management, and tax consulting, with over 2000 aircraft under management.
In 1985, Don acquired a beer, wine, and spirits distributor in Texas, which has now become Alta Beverage Group, a beer, wine, and spirits importer and exporter. Alta Beverage Group and its distillery partners Frank-Lin Distilleries of California, Gulf Coast Distilleries of Texas, and Distillery partners in Ireland, England, and France produce over 1,800 brands with sales in over 150 countries. They offer private label formulation, development, trademarks, marketing, promotions, and turnkey designs for distilleries.
Rob Fabry
Robert Fabry is a seasoned professional with over 30 years of experience in various business roles, such as marketing, management, operations, human resources, and executive search. For the past two decades, he has been associated with Prince, Perelson, and Associates, a regional boutique search firm in Intermountain West. Mr. Fabry established and grew the firm’s IT team to take advantage of Utah’s thriving technology market. As a result, the team has flourished, and the company is enjoying its best year in its 23-year history.
In his new role, Mr. Fabry will oversee the company’s day-to-day operations and administrative functions. He will also contribute to the development and implementation of its business strategies.
Brian Kulpaca
Mr. Kulpaca earned a Bachelor of Science degree in Finance from Arizona State University and has successfully established a real estate and real estate investment business over the last 25 years. He also worked as a Contract Specialist at L-3 Communications, where he played a vital role in risk assessment, product pricing, and profitability for numerous high-profile projects and products.
In his new role, Mr. Kulpaca will be responsible for product procurement and will assist in developing .
Mike Koerbler
Mike Koerbler
Director of Client Experience, Alta Beverage Group
Mike Koerbler, our Director of Client Experience, brings over 30 years of expertise in sales, finance, client relations, and technology solutions. His diverse skill set and strategic insights have been instrumental in Alta Beverage Group’s growth and success.
Mike excels in navigating complex financial landscapes and making informed decisions that drive the organization forward. His exceptional ability to build and nurture strong client relationships has fostered trust and loyalty, solidifying long-term partnerships.
Committed to excellence, Mike consistently delivers top-tier results. Whether crafting innovative sales strategies or offering insightful financial guidance, his work ensures Alta Beverage Group remains adaptable and resilient in an ever-evolving business environment.
Beyond the office, Mike enjoys outdoor adventures with his family. Camping, hunting, fishing, shooting sports, and sport-dog training are among his favorite activities, reflecting his love for exploration and teamwork.
Mike’s extensive experience, strategic mindset, and dedication to client success make him an indispensable leader, driving Alta Beverage Group’s continued growth and excellence.
Ava Xing
Ava Xing is the President of Alta Beverage Group Guangzhou. She previously worked as the Deputy Director of Advancement and Government Relations at the American International School Guangzhou and as Director of Events and Government Relations at the American Chamber of Commerce Guangzhou. Ava also has experience setting up Chinese companies through China Consulting and ensuring compliance with import/export documents and China Customs and Tax Bureau regulations.
Her career focus is on Chinese business and government relations, as well as product development and operations management in business and advertising. Ava has a proven record of successful problem-solving in the USA and China, with highly developed skills in continuous product and profit improvement. She uncovered opportunities, established new goals, created achievement plans, marshaled resources, and managed them through completion.
Ava’s qualifications include extensive professional experience in developing and launching new products, living and working in China, managing relationships with the US and Chinese Governments at the local, city, provincial, and state levels, and establishing strong business and government relations in the USA and China. She also has experience in developing new applications for existing products, as well as in training and team-building.
Ava has been a member of the American Chamber of Commerce (Guangzhou) since 2005.
Daniel Benefield
Daniel is experienced in China compliance for new brands and product requirements for the China Food and Beverage Bureau and the CRN, import/export documents and clearance for China Customs and Tax Bureau, risk management and China consulting, and setting up companies in China/Asia. His career focus has been on China business, risk management, food and beverage, engineering, product development, manufacturing and operations management in business, printing, advertising/marketing, hi-tech manufacturing, commercial construction, and building maintenance. He has a proven record of innovative leadership, successful problem-solving, and managing leading-edge technology in the USA, Taiwan, and China.
Daniel is highly skilled in continuous product and profit improvement, especially successful in uncovering opportunities, establishing new goals, creating achievement plans, marshaling resources, and managing through to completion. He has extensive professional experience, including marketing and advertising both in the USA and China, comprehensive food and beverage experience in both the USA and China, implementing ISO9000 Quality Systems, developing and launching new products, running extensive production facilities, improving manufacturing to Six-Sigma standards, living and working in Asia for over 22 years, managing relationships with the US and Chinese governments, developing new applications for existing products, hiring, training, building teams, as well as sourcing and purchasing globally.
Daniel has held various leadership positions in professional affiliations, including Vice President, President, and Executive Director of the CABA (Chicago) Chamber of Commerce from 1981-1984. He is currently a member of the American Chamber of Commerce (Shanghai and Guangzhou).