Fred has been a leader in the premium adult beverage industry for more than thirty-five years and has a keen vision of the ever-changing consumer behaviors. This insight has enabled Fred to be ahead of the competition introducing newly emerging categories that include: imported and craft beers, cider, and specialty spirits. Fred co-founded a hard cider company in California and owned an independent marketing company for over 20 years. His inquisitive and adventurous nature drives his constant need to seek and learn. The sky’s the limit! In his downtime you will find Fred traveling with his wife, reading, trying new recipes and getting his hands dirty in the garden.