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Alejandro E. Roca is an experienced executive in the wine and spirits industry, currently serving as Vice President/General Manager of the Atlantic Division at Southern Glazer's Wine & Spirits of Florida since June 2018. With a robust background in sales and marketing, Roca has held multiple leadership roles, including Vice President Sales & Marketing at Southern Wine & Spirits and Division Marketing Director for William Grant & Sons. A notable achievement includes leading the development of the WineStyles franchise in South Florida, which earned recognition as a Hot Retailer of the Year in 2007. Roca's extensive career spans over three decades with expertise in brand management, market strategies, and business solutions, having held key positions at renowned companies such as Diageo and PepsiCo. Roca holds an MBA in Marketing from the University of Miami and a BSE in Computer Engineering from Tulane University.