SGWS Appoints Jeffrey to EVP and GM, CO

Southern Glazer’s Wine & Spirits has appointed Michael Jeffrey to the role of Executive Vice President & General Manager of Southern Glazer’s Wine & Spirits of Colorado.

The move is effective November 8, 2021.

Jeffrey, who will report to Mike McLaughlin, President, Central Region, will be responsible for leading and executing the company’s business initiatives in the state. In addition, he will oversee broad market sales activities for Colorado, including formulating overall strategy, managing and developing people, and establishing policies for the market. 


Jeffrey succeeds Steve Noorlun, who will be retiring from this role on December 31, 2021 after 23 years with Southern Glazer’s. Jeffrey will work closely with Noorlun until his retirement date to ensure a seamless transition.

Noorlun originally joined the Company in Arizona in 1998 and served in various sales and leadership positions in the market until being promoted to Vice President and General Sales Manager of Colorado in 2005. He has nearly four decades of experience in the wine and spirits industry, having started his career with Western Davis Distributing Company in Colorado, the state he ultimately led at Southern Glazer’s.

“We are extremely thankful to Steve for his expertise, dedication to the company, and commitment to serve our suppliers and customers so professionally for so many years,” says McLaughlin. “On behalf of the Central Region team and Steve’s many colleagues and friends, we wish him a happy and fulfilling retirement.”


Jeffrey most recently served as the Vice President & General Manager of Southern Glazer’s Wine & Spirits of Oregon. Prior to that, he held the role of Vice President of Trade Development for the Pacific Northwest division of the Company, where he helped Washington become the first state to privatize spirits, the company says.

Jeffrey has three decades of experience in the wine and spirits industry, including sales positions of increasing responsibility at E&J Gallo Winery, Valley Wine Company, and Mt. Hood Beverage Company. Jeffrey holds a Bachelor of Science from Northern Michigan University

“Michael is a proven leader with vast industry experience and strong leadership skills,” says McLaughlin. “He is not only focused on results, but on cultivating a culture of integrity and inclusiveness, and I am confident he will be a great role model for our Colorado team.”

An announcement for Jeffrey’s replacement in Oregon is forthcoming.


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