Just a few weeks after the official grand opening celebration at SanTan Brewing Co.’s new 35,000-square foot production facility, owner and brewer Anthony Canecchia announced his plans to expand distribution of SanTan’s hand-crafted beer into southwest markets including California, Nevada, New Mexico, Colorado and Texas. To help put those plans into action, SanTan Brewery has hired former Oskar Blues’ national sales director, Wendy Weathers, to head its national business development.
“We have been friends with Wendy for several years and couldn’t be happier about having her join our family at SanTan,” stated Canecchia. “Wendy’s passion for craft beer and accomplishments at Oskar Blues [Brewery] are two of the many traits that complement the culture of SanTan Brewing.”
In her tenure at Oskar Blues, Weathers worked her way up from a part time bookkeeper to sales coordinator before ultimately earning her place as national sales director.
“I’m very excited to be a part of a forward-thinking, ambitious company that wants to grow their business in a way that keeps them grounded and enthusiastic about what we will be doing,” Weathers said. “This position allows me to celebrate my passion for the business of beer as well as my love for the inner workings of the distributors, account and consumer relationship that are so important in this industry.”
SanTan Brewing Co. is the second largest craft brewery in the state of Arizona and the 14th fastest growing craft brewery in the nation according to the Brewers Association data of 2012. Weathers’ goal will be to identify and develop expansion efforts into new markets. This will entail analyzing and developing relationships with distributors and accounts as well as creating marketing/business plans to drive sales, specific to each territory. In addition, her goal will be to identify sales representatives in each market that will help educate consumers and tell the SanTan story.
SanTan‘s core brands, Devil’s Ale, HopShock IPA and GABF award winning seasonal, Mr. Pineapple Wheat, will be the focus of SanTan’s expansion into the new markets.