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Corporate sponsorship, community involvement and educational excellence are all important charitable concerns at Southern Wine & Spirits of California, according to Jack Brennan, Executive Vice President, General Manager of Southern Wine & Spirits of California, whose operations encompass Maine, and which is a division of Southern Wine & Spirits of America, Inc., the country’s leading wine and spirits distributor with a tradition of service since 1968.

I.   Southern Wine & Spirits of California and TIPS (Training for Intervention Procedures)
In September 2010, according to Mr. Brennan, the Company inaugurated a statewide    TIPS training program for every new Southern sales team member.  Mr. Brennan added that the Company has supported and offered TIPS training for both its customers on a statewide basis as well as in its efforts to reach out to academic institutions across the state.


In 2010, Patrick Daul, Vice President and General Manager of Pacific Wine & Spirits of California, a division of Southern Wine & Spirits of California, explained that TIPS is the outreach designed for the Company’s statewide customer base, as well as the university student population.  It has been particularly desirable for the student athletes and has given us a considerable amount of visibility on the college campuses where we were previously having difficulty with the nature of products and specifically NCAA regulations.

Southern Wine & Spirits of California’s Judy Donahoe, a Certified Wine Educator who works in our Northern California division as well as with Patrick Dual’s Pacific Wine & spirits team, oversees the training of on-off premise accounts in the program.  The training costs are managed by Southern up front and then the account reimburses us for the program. 

On California campuses, the cost to administer the program is approximately $13.00 per student-athlete.  For example, Sonoma State is the first location where the Company piloted the program and the audience was the women’s softball team.  As of 2010, more than 20 athletes have been TIPS certified and we had a 100% pass rate on the exam.  The Athletic Director and Women’s Softball coach participated in the event and have endorsed conducting with all out of season athletes with the eventual goal of training all 400+ members.

For more information about the TIPS program, visit its website at: www.gettips.com.

II.     Southern Wine and Spirits of Southern California and the Cal-Pac Scholarship Fund for African-American Students
In 2010, the Company remains an active, committed supporter of numerous social responsibility, educational and charitable programs throughout the state. "I am especially proud of our scholarship support of deserving African-American students in partnership with a distinguished group of African-American beverage retailers here in Southern California," said Mr. Brennan.
James Bradney, Vice President, General Manager, Southern Wine & Spirits of Southern California, said that among the many social services, medical and community-based charitable activities undertaken every year by the Company, the Cal-Pac scholarship program is one of the most meaningful.

In concert with the Southern California African-American Retailers Group, selected African-American college-bound high school students who show great promise are furnished with significant financial support in order to attend a university of their choice.

Part of the charitable effort, according to Mr. Bradney, involves an annual golf event in which many local dignitaries, ex-professional sports and football stars, retailers and SWS of Southern California team members all compete, with all proceeds benefiting the Cal-Pac Scholarship Fund.

III.     Southern Wine and Spirits of Northern California and Peninsula Outreach Programs, Inc.
In 2010, the Company continues to be a dedicated contributor to dozens of charitable causes throughout the state. Mr. Brennan said: “Here at Southern, giving back to the community is something our employees and executives do on a daily basis, and our dedication to being a socially responsible corporate citizen is equally strong. For example, in our Northern California Division, the annual Charity Golf Tournament is a good example of our Company's desire to help out at the local level, with proceeds benefiting POPS, the Peninsula Outreach Programs, Inc. group.”

Mr. Steve Harden, Vice President, General  Manager of Southern Wine & Spirits of Northern California,said, “The annual golf event is a sell out every year; we take over two courses at the Silverado Country Club in Napa, and more than 250 golfers compete, with all the proceeds earmarked for POPS.”

According to Mr. Brennan, POPS is an established non-profit organization that provides a variety of resources, assistance and needed advocacy services for and on behalf of children with disabilities. Peninsula Outreach Programs, Inc. is based in Redwood City, California, according to Ursula Miller, its Founding President and Chief Executive Officer.

Mr. Brennan added, “I am extremely proud of our employees' generosity and ongoing commitment to a host of worthy causes throughout the state, and I also would like to thank our parent company, Southern Wine and Spirits of America, Inc. for its support of all our charitable efforts in California.”

IV.     Southern Wine and Spirits of Northern California and the St. Anthony’s Foundation, San Francisco, CA
In 2010, the Company helped support St. Anthony’s annual Luncheon fundraiser, which included a silent auction, which altogether raised more than $50,000, said Mr. Harden. The mission of St. Anthony Foundation is to feed, heal, shelter, clothe, lift the spirits of those in need, and create a society in which all persons flourish.  According to Mr. Harden, 100% of proceeds raised go to the St. Anthony’s Foundation. 
For more, log onto: http://www.stanthonysf.org

In addition, according to Mr. Harden, the Company also contributed in 2010 to the following local charitable groups: Children's Hospital Guild Association; the Boys and Girls Club of the South Bay; and Best Buddies International, among others.