ALEXANDRA BECK
Senior Manager Ecommerce Pernod Ricard USA
Age : 35 First Industry Job : Charmer-Sunbelt Group ( wholesale ) Management Development Program Favorite Drink : I love all wine , and especially bubbles
Beck is a passionate leader with more than a decade of experience spent supporting the growth of dozens of wine and spirits brands . Notably , she has been at the forefront of ecommerce in the industry , accelerating digitization with new technology solutions and equipping brands with critical tools to excel in an evolving digital landscape .
At Pernod Ricard , Beck has continued to drive digital transformation and ecommerce growth , supporting chains , marketplaces and DTC initiatives . She is responsible for launching and leading the Digital Shelf team , advancing the company ’ s online presence and ensuring excellence across digital touchpoints .
This came in handy when facing her biggest career hurdle to date . “ Covid was an especially challenging time in our industry ; one of the wonderful things about our industry is that it fosters human connection , which became really challenging during this time ,” she explains . “ I was really impressed by brands ' abilities to shift their strategies accordingly , finding creative ways to connect with retailers and consumers . This has ultimately shaped the future of the industry , providing consumers easier access to products through online channels , and enabling brands to build stronger 1:1 connections with consumers through data and digital touchpoints .”
Beck is deeply involved in the professional community , championing industry growth and collaboration . As a member of the Womxn ’ s ERG at Pernod Ricard USA and a member of Women of the Vine & Spirits , she actively supports initiatives to advance women in the Wine & Spirits industry .
Having started her career in a male-dominated distributor environment , she is passionate about encouraging more women to join and thrive in the industry . She also serves as an Advisory Board Member for OXA , a group focused on strengthening ecommerce collaboration between suppliers and retailers , furthering her commitment to driving innovation and inclusivity across the sector .
Additionally , Beck is a Candidate Member of the San Francisco chapter of the non-profit , Toastmasters , dedicated to strengthening public speaking and leadership skills .
How does she stay so motivated ? “ I think one of the most critical parts of setting goals is outlining a plan to achieve that goal ,” she says .
“ Typically , I lay out the longer-term vision , and then come back to fill in a roadmap to get there including checkpoints . I love using checklists and tracking apps to monitor progress and keep me motivated !”
ZAK GROSS
General Manager Heavensake
Age : 39 First Industry Job : Sake buyer for a Japanese restaurant Favorite Drink : I lean towards Burgundy and Rhone wine , or a Mezcal Negroni
His first industry job “ gave me invaluable exposure to premium sake and the intricate world of Japanese beverage culture .” Gross explains . “ It ’ s where I truly developed my passion for sake , which has fueled my career ever since .”
When Gross joined Heavensake , the brand ’ s distribution was limited to just three U . S . states . Through his strategic vision and targeted market approach , he expanded distribution to more than
30 states , and established Heavensake in key international regions , including the Caribbean , South and Central America , the EU and Asia . Gross has helped transform Heavensake ’ s strategy , positioning it as a luxury lifestyle brand .
“ One of the biggest challenges I ’ ve faced was expanding Heavensake into new markets and convincing distributors and accounts to embrace a modern , luxury take on sake ,” Gross says .
“ Sake , for many , is still niche , and positioning it alongside high-end wines and spirits required breaking preconceived notions . Overcoming this challenge came through education , consistent quality and building relationships with key partners .”
In terms of establishing objectives for himself , “ I set personal goals by aligning them with both the company ’ s vision and my long-term aspirations ,” he says .
“ I break them down into actionable steps and track progress regularly . Success for me comes from maintaining a disciplined schedule , staying curious and surrounding myself with a team that shares a passion for what we do .”
24 2025 BEVERAGE INFORMATION GROUP 40 UNDER 40