CHRISTOPHER HELMLY
East Regional Sales Director, Frey Ranch Distillery
Age: 35 First Industry Job: A Merchandiser at Breakthru Beverage Favorite Drink: I enjoy whiskey neat. If I had to choose a cocktail, it would be a Rye 75; I love the twist on the classic gin cocktail.
Chris Helmly is a natural relationship-builder and brand ambassador whose passion for bourbon, agriculture and conservation sets him apart. He consistently goes above and beyond to elevate not only the Frey Ranch brand, but also the people and communities he serves.
Helmly has played a pivotal role in expanding market presence, strengthening distributor relationships and driving meaningful revenue growth through authenticity, education and trust. His ability to connect with accounts is unmatched; he doesn’ t just sell a product, he tells the Frey Ranch story in a way that resonates deeply with customers and consumers alike.
Beyond sales, Helmly is a creative visionary with a strong entrepreneurial spirit, always exploring new strategies and partnerships. His integrity, work ethic, and commitment to excellence make him a standout leader under 40 and a true asset to the industry.
Says Helmly,“ One ongoing challenge has been gaining the mindshare of our distributor partners nationwide. Competing in the craft sector against some of the largest suppliers can be tough. I ' ve found that adopting a " rowing together " approach, rather than just‘ screaming from the dock’, helps me navigate these challenges and build lasting relationships that ultimately drive sales.”
As for personal goals, he says,“ Professionally, I aspire to become a National Sales Director and continue to coach an incredible sales team. I believe this is a people business, and helping others grow to their full potential is what I love most. While I’ ve achieved aggressive sales goals and built brands throughout my career, I take the most pride in mentoring others to become better versions of themselves.”
“ On a personal note, as a husband and father of two little girls, my top goal is to support their growth into confident, independent and strong women,” he adds.“ Who knows, they might even follow in the industry’ s footsteps one day!”
Chris is deeply involved in both the bourbon and local charity communities through service, leadership and mentorship. He is an active member of several bourbon societies, including the Stave & Thief Society, staying engaged in ongoing education and professional development within the spirits industry. He regularly mentors newer team members and industry peers, sharing his knowledge and helping others grow with confidence.
Chris also serves as Chairman for Anglers for a Cure( AFC), a fishing tournament that raises awareness and funds for colon cancer. In this role, he dedicates countless hours to organizing events, building sponsorships and rallying the community around a cause that directly saves lives. His leadership with AFC has helped grow participation and expand the tournament’ s reach and impact.
SEAN KILEY
Vice president / general manager, distributor partnerships, Provi
Age: 35 First industry job: Bouncer at an Irish Bar in Boston Favorite drink: Rye Old Fashioned
Sean Kiley has significantly elevated how the B2B platform Provi supports and partners with distributors. He redesigned the distributor engagement model, strengthened communication channels and brought structure to a previously fragmented process. His leadership has improved onboarding, increased adoption of new digital tools, and made problem solving faster for both internal and external teams.
What’ s more, Kiley has built a high-performing account management team— investing heavily in developing the women on his team and ensuring they receive real visibility and advancement opportunities. And he’ s pushed the distributor tier forward by helping them replace outdated, manual workflows with modern technology.
Kiley’ s work has improved order accuracy, enhanced sales execution and helped thousands of reps work more efficiently. His practical, real-world guidance has helped distributors understand how to implement change— not just why it matters.
Mentorship is central to Kiley’ s leadership. He devotes meaningful time to coaching early-career professionals— both within his team and across distributor partners— helping them navigate an industry that can be difficult to break into. He also uses his senior role to create real advancement pathways for the women on his team— intentionally giving them ownership, visibility and leadership opportunities that have been historically limited in distributor-facing roles.
Kiley understands the distributor tier from every angle because he has lived every version of it— from merchandising and account-level selling to managing regional revenues nearing $ 1 billion to now shaping national distributor strategy for a leading technology company.
26 2026 BEVERAGE INFORMATION GROUP 40 UNDER 40