Q&A with Mike Shiffer

Jan. 28, 2015

Mike Shiffer assumes the role of Vice President of Sales for the Avant Division of Wirtz Beverage Illinois on February 1st, 2014. Mike has 17 years of beverage industry experience. Most recently, he led WBI’s Horizon Division as Director of Sales. The Horizon Division encompasses 125 team members & 13 teams covering Chicagoland as well as the Heartland, several of the teams represent all WBI suppliers.
Prior to joining Wirtz Beverage in 2010, Shiffer spent 13 years on the Distributor side representing many suppliers, as well as at E&J Gallo Winery.

You joined Wirtz Beverage in 2010 after working on the supplier side of the business. What has kept you on the distributor side?

I’ve truly enjoyed and learned a lot working in both tiers of our industry. At the end of the day the distributor is responsible for execution — that’s what I love. A supplier, a brand, all the way down to a SKU has success based on how well their distributor partners perform vs. competition. Every day I get to work with teams towards that simple goal of executing at a higher level. That’s what I enjoy.

Why Wirtz Beverage?

Within the first month of being here it became clear that Wirtz Beverage is different. Some of those differences that make Wirtz great — a true "One Wirtz" culture. I give a lot of credit to the Wirtz family for building that. It’s not just a tagline, each Division of our company lives it on a daily basis. Wirtz is definitely focused on the future. You can see it with our state of the art facilities. You can see it with our technology. The company also allows for great individual growth. We’re challenged every day to do more and keep growing, and given the tools to get there.

You mentioned you have a passion for execution. Can you expand on that?

Execution to me is a mix of two buckets: mechanical (alignment with supplier / proper planning) and attitude. I believe we can manage both areas effectivly, especially the attitude! All great teams are confident and most importantly, believe that they can win. For me, winning is executing at a high level and consistently beating competition.

What do you like doing outside of work (and family)?

I work out and lift weights 4 days a week. I love the discipline in it. You get out what you put in. I also love financial planning….which isn’t what I lead with at cocktail parties. But feel free to quiz me on preferred asset allocations. I’m an avid Bulls, Bears and University of Iowa sports fan (who have pained me recently). If there’s a basketball game on — I have to watch. I also like doing any type of coaching for my daughters.

What excites you most about running the Avant and Premier Divisions?

First, I’m excited to work with three great leaders: Pete Korbar, Kelly Aloisio and Brad Clawson. They have a history of success. Both Divisions call on some of the most competitive accounts in the state — high-end bars, restaurants, and hotels. I’m looking forward to diving in, utilizing some of my fine wine knowledge (CSW) and growing that skill. In addition, representing our portfolio of spirits is truly an honor. I realize the challenge in front of us, but I’m excited by it. I’m confident we’ll continue to grow our share and hopefully allow our employees and supplier partners to enjoy their favorite drink at their favorite bar or restaurant.

What can we expect regarding your leadership style?

For as long as I’ve managed teams, I’ve had three goals that have remained consistent. I look at them every morning to make sure I’m focused on what is truly important: Culture, People, and Priorities. My goal is to always foster a culture of winning and a "can do" attitude. It’s amazing what can be accomplished if all of your energy is focused on "how" as opposed to reasons why something can’t be accomplished. I want every member of my team to realize how important he / she is to our purpose, and develop them to accomplish their own personal goals.

I try to make my priorities crystal clear so we’re all charging in the right direction and remove any obstacles and "noise" that is in our way.

Can you tell us a bit about your family?

I’m truly blessed. I married to an incredible lady, Katie. We’ve been together for 18 years. We have three great kids (all girls!): Clare 9, Kaylee 7, and Ashley 4. They make me laugh every day! My house is never quiet and always entertaining. They use me as their jungle gym. There’s times I come home and have 7 or more girls in my house. My wife and kids plus their friends. I’m proud to tell you I know most Top 40 songs, and am starting to like them! I truly value work/family balance — it’s something I try to prioritize.