As Vice President, Sale of the Southern Wine & Spirits National Accounts Division, Bill Edwards acts as a key account executive responsible for working with national customers to help grow all aspects of their beverage business.
Edwards has a proven track record in the national account restaurant industry and a reputation for beverage innovation, results and strong working relationships. Since 1997, he has focused on creating a best in class beverage program at Olive Garden Italian Restaurants that grew total beverage sales to more than $300 million annually - an increase of nearly 50 percent. During this period, wine sales alone grew more than 70 percent and Olive Garden was recognized by the Wall Street Journal as having the "best casual dining wine program."
As Director of Culinary & Beverage Strategy, Edwards developed the company's strategies for future growth, directed all beverage marketing and development initiatives, established its category management discipline, and managed its Italian joint venture partnerships. He led the concept's innovative efforts to integrate beverage into the dining experience and its growth strategy to become the largest wine venue in the restaurant industry.
Recognized industry successes under his tenure included:
* Creating the lobby wine sampling program - reaching 30 million guests annually
* Establishing the Wine Institute of Napa Valley - beverage education program for restaurant managers, in partnership with major wine producers
* Launching a first-to-market premium well program - elevating brand exposure, consumer satisfaction and profitability
* Introducing category management - first restaurant concept to adapt the business strategy discipline across all beverage categories to drive consumer based incremental sales
* Directing national wine marketing, assortment and pricing strategies - overseeing the 529-unit chain's expansion to 500,000 cases per year
Edwards was named Restaurant Wine & Spirits Professional of the Year by Santé Magazine in 2002 and is a member of the Santé Hall of Fame. He was Restaurant Wine Magazine's Marketer of the year in 2001. He received the Robert Mondavi Hospitality Award in 1999, is a two-time recipient of Darden Brilliance Award and frequently serves as a guest contributor to industry conferences and publications. Under his direction, Olive Garden has been recognized with the Cheers Magazine Awards of Beverage Excellence for Best Specialty Drink/ Casual Dining (2003), Best Chain Overall Beverage Program (2002) and Best Chain Wine Program (2001).
Edwards joined the Olive Garden as marketing manager in 1988 when the concept had 70 restaurants and held positions of increasing responsibility in menu development, culinary and brand marketing.
He has a Bachelor of Arts degree in business from Westminster College and an MBA for the University of Central Florida.