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James Bradney is Vice President, General Manager, of Southern Wine & Spirits for the Southern California market. He is responsible for management of the sales force, business development and strategic supplier relations. Mr. Bradney’s prior position was Vice President, General Sales Manager, for the same region.

“My job is to build the best team and the best relationships with our customers, and give suppliers the support they need,” he says.

While his career is steeped in the beverage alcohol industry, Mr. Bradney regards the distribution aspect of the business as his true calling.

“From a consumer standpoint, the market is always changing,” says Mr. Bradney. “It’s trendy. It’s cutting-edge. It’s constantly reinventing itself with the vast number of items it has to offer. This is as competitive of marketplace as you can work in. I wouldn’t want to work for any other company.”

Mr. Bradney is a graduate for the University of the Redlands, where he played football and baseball and earned a bachelor’s degree in political science. Out of college, Mr. Bradney spent for four and a half years in chain sales for E & J Gallo Winery. He went on to work for two and a half years as an Orange County sales manager at PepsiCo, which is where he acquired a core understanding of distribution and merchandising standards. Motivated by his passion for the wine trade, Mr. Bradney joined Southern supplier Schieffelin Somerset – now Moët Hennessy USA – where he worked for four and a half years as a Southern California market manager. Mr. Bradney started out at Southern as a Pacific Wine & Spirits account executive calling on Costco and Trader Joe’s. In this role, he developed relationships with Southern executives Jack Brennan and Steve Harden, who mentored him in preparation for his most recent position.

Going forward, Mr. Bradney plans to capitalize on the company’s leadership role of the last 25 years. In “building the sales team for the next generation,” he anticipates capitalizing on Southern’s longstanding, family-oriented environment, which is characterized by high morale and buttressed by progressive business practices.

Mr. Bradney and wife Ashley have a daughter, Paige, and a son, Hunter.