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
Michael Wasteney
Michael is a transformative leader in the global alcohol beverage industry, bringing over three decades of high-level expertise to his role as CEO of Alta Beverage. With a career defined by a unique synthesis of corporate strategy and multi-regional field experience, Michael has navigated the complexities of both domestic and international markets with unparalleled precision.
His deep-rooted knowledge spans the entire trade development spectrum—from national chains and the general market to the intricacies of export distributor networks. Throughout his tenure, Michael has held pivotal senior management roles at industry titans and category leaders including Pepsico International, Interbrew, Southern Wine and Spirits, Skyy Spirits, and Frank-Lin Distillers. A specialist in the architectural phase of the business, he has been instrumental in the planning, development, and scaling of some of the world’s most successful premium beverage brands. By bridging the gap between global supplier logistics and local market execution, Michael continues to drive growth and innovation within the spirits and beverage sector.
Chris Song
Chris is a transformative executive leader with more than 25 years of experience driving growth across the global beverage alcohol industry. With deep expertise in the complexities of the U.S. three-tier system, he has spent over two decades scaling brands, expanding market presence, and optimizing distribution strategies for leading organizations, including Quintessential Brands Group North America, Breakthru Beverage Group, Beam Suntory, and ROUST.
Most recently, Chris served as Vice President of Sales and Marketing at Ultra-Pure LLC, where he was a key member of the Executive Leadership Team. In this role, he played a pivotal part in strengthening the company’s position as a global leader in bulk spirits.
Chris brings a unique, end-to-end perspective shaped by leadership roles spanning commercial sales, new product development, and international brokerage. His experience includes driving Private Label, Private Brand, and Bulk Spirits growth at Green River Spirits & Distillery, as well as expanding business across the APAC region.
Known as both a culture builder and growth accelerator, Chris combines strategic vision with hands-on execution. He is passionate about navigating the evolving spirits landscape and delivering sustainable, long-term value.
Don Dixon
Don is a multi-disciplinary entrepreneur with a career defined by high-stakes logistics, global trade, and a foundational legacy in aviation. As the Founder and Chairman of Alta Beverage Group, Don oversees a sprawling international network of import, export, and distillery partnerships that spans over 150 countries.
His professional trajectory began in the cockpit of the aviation industry. Rising from high school airplane marketing to selling corporate jets to Fortune 500 firms, he eventually served as Vice President of Sales for Midwest Aircraft Corporation and Churchill Aeronautical Group. His expertise in complex international structures was further solidified as President of Aviation Services International in Dublin, Ireland, where he managed a portfolio of over 2,000 aircraft.
In 1985, Don applied his mastery of regulated industries to the spirits sector. Under his leadership, Alta Beverage Group has evolved from a Texas distributor into a global powerhouse. In collaboration with elite distillery partners across California, Ireland, England, and France, Don’s organization manages the production and formulation of over 1,800 brands, offering turnkey solutions from trademark development to global distillery design.
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 has transformed standard business transactions into high-value, rewarding partnerships. With over 30 years of cross-functional experience in sales, finance, and technology solutions, Mike brings a rare depth of knowledge, enabling him to craft personalized client experiences that consistently exceed expectations.
His philosophy is rooted in the belief that trust and mutual success are the bedrocks of any long-term relationship. He excels at navigating complex financial landscapes and implementing innovative technology to help clients reach their goals with confidence. By fostering a culture of responsiveness and proactive problem-solving, Mike ensures that every Alta Beverage Group partner feels supported, valued, and empowered to grow.