News
“IN HIGH SPIRITS” – Peter Morales & Elroy Goliath Featured in April 2005 Black Enterprise Magazine
04/01/05
Shaken, stirred or on the rocks? These professionals give you a reason to toast. By Joseph Dumas
Whether as part of a celebration, social gathering, or a quiet moment at home, alcohol consumption in 2003 reached $145.4 billion, according to the Adams Beverage Group, which publishes the annual Adams Handbook Advance- a compendium of statistics on sprits, wine and beer.
It’s a market being driven by new blends, high-end products, and imports, confirms Tiziana Mohorovic, director of information services Adams. Sales in spirits rose in every category. Beer dipped slightly, but lights, imports, and domestic superpremiums saw increases. In fact, consumers spent $8 billion more in 2003 than they did the previous year, with imported products outperforming domestic brands in three segments. Author Edward Burke once said, “One can drink too much, but one never drinks enough.” Consumers seem to be lifting their glasses to that sentiment. And so, too, do the following professionals, who work hard at bringing the very best in the wine, spirits, and brews to market. 
Peter Morales – Wine & Spirits Importer, 57 Main Street Imports
Garden City, NY
Peter Morales, 44, is president and founder of 57 Main Street Imports- a joint venture between Peter Andrew LLC and KWV International. Located in Garden City, New York, the company’s portfolio includes KWV wines and spirits, Cathedral Cellar, Imoya Brandy, Robert’s Rock, and estate wines from South Africa’s Cape region. Prior to founding his company in 1998, Morales worked for 18 years in sales and marketing for various corporate companies, where his focus was consumer product management. In 1989, a professional recruiter introduced him to the hospitality industry, where he first worked for Grand Metropolitan PLC of UK and then a U.S. wholesaler.
Today he imports wine and spirits South Africa, Argentina, Italy, and Spain, with much of his time spent assisting his team of nine U.S. sales reps as they develop their regional businesses. “Additionally, I interface with my foreign suppliers to discuss their objectives in the USA,” he says. Morales spends roughly five months out of the year developing business in foreign countries. Since Americans are more familiar with South Africa’s gold, diamond and platinum products, Morales says he particularly enjoys educating U.S. consumers on the country’s premium wine and brandy. 
Elroy Goliath – Brandy Master, Imoya
Paarl, South Africa
Created by Elroy Goliath, Imoya was judged best brandy in the world at the 2000 International Wine and Spirits competition in London. Goliath, 32, is presently manager of operations for the brandy and spirits division of KWV International in Paarl, his hometown in the heart of South Africa’s wine country.
After graduating in 1993, Goliath joined KWV International as an engineer-in-training with a focus on spirits. “I have remained with the company throughout my graduate studies, culminating with my Ph.D. in 2002,” says Goliath. Since then, he has been responsible for all technical aspects of brandy production. Goliath also manages 270 employees.
“My challenges range across various issues: Ensuring that KWV’s production facilities are on par with the best in the world; not only being a technical, production person, but having a complete understanding of the business; understanding the needs of our employees and continuously looking for means to improve the quality of life for those who did not have opportunities before."