Colorado Companies to Watch spotlight: Elite Brands

Snapshot: Elite Brands is a statewide adult beverage distribution business that serves as the link between wineries, breweries and distilleries and customers in Colorado.

Leadership: Terry Cekola has been president of the Denver company since 2003, when it was founded. Revenue grew 41 percent in 2011 and is expected to increase 31 percent this year.

Work force: The company employs 38 full-time workers and expects to add four more this year.

Pivotal moment: Three years after its founding, Elite Brands created a delivery division that enabled it to warehouse and deliver for other distributors. It also became a statewide distributor by adding sales representatives and delivery into the high country and Western Slope.

Technological edge: Sales team members are outfitted in the field with a laptop or iPad for real-time inventory and access to account information.

Company culture: Decisions are made as a team, and balanced sales are encouraged instead of quotas. Elite Brands donates product to nonprofit organizations for fundraising events. The company’s sales team picks all of the products sold, enabling them to focus on smaller brands in Colorado.

Categories: Company Perspectives