John Sans
President of Sans Wine & Spirits
John has worked in almost every capacity within the spirits industry. He began his career at the age of 14 by working in a wine and spirits warehouse and moving up to become warehouse manager while in high school. After completing his degree in business administration at California State University in Chico, John worked as a salesman in Northern California working closely with Southern Wine & Spirits. Wanting to take his career to the next level, he moved to Southern California to learn the executive side of the business from his father, Lou and mother Nancy.
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Having over 30 years in the spirits industry – John has a passion to work closely with manufacturers to market and develop their brands as well as a strong passion for developing in house brands to create high quality, affordable brands in appealing packaging for the Sans Wine portfolio. Coa Tequila and Bacoo Rum are the result of his first endeavors to brand ownership. John purchased the company from his parents in January of 2020. He successfully navigated through the unprecedented year of covid with total success. John increased the sales force during this time as well as sought out new brands to add to the portfolio.
John is driven by integrity. His honest approach to working with customers, suppliers and employees have resulted in long term bonds. John is true to his leadership skills with his staff and strives to create a diverse working environment for the company.
John is the proud parent of two amazing boys and is eagerly involved in their school and sports activities. When John is not at Sans Wine HQ, you can find him at an outdoor concert, hanging with friends and family or planning his next adventure with his wife, Valerie.
Valerie Sans
Comptroller of SANS wine & spirits
Valerie started working with Sans Wine & Spirits in 2004 after a career in political campaigns in Northern California. Her passion for creating and living in a positive community drove her away from the negativity of politics and into the heart of family business.
Valerie is responsible for taking Sans Wine into the 21st century by implementing advanced accounting, data management and human resources technology which enables business success through intelligent, data-led solutions.
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She thrives on personal relationships and has grown the team as an employer and through forging strong supplier relations. Valerie is a problem solver and brings her positive energy to all facets of life.
Valerie was originally born in Thailand and grew up in the Bay Area. She received her degree of Political Science from Saint Mary’s College in Moraga. She has a passion for people, travel and success. Valerie and John married in 2004 and have two incredible children, Lou and Frankie. When Valerie isn’t at Sans Wine HQ, you can find her at home with her children, bike riding on the beach, traveling with John or planning fun things to do with family and employees.
Marisol Falcon
Director of Operations for Sans Wine & Spirits
Born and raised in Mexico, Marisol holds a Bachelor’s degree in Marketing and Business Administration. She has an extensive background that spans over two decades, encompassing Marketing, Branding, Sales and Operations.
Skilled in problem-solving, strategic planning and team leadership, Marisol’s ability to bridge cultural differences and cultivate relationships adds depth to her skill set. Fluent in both English and Spanish, Marisol’s bilingual proficiency empowers her to connect and understand the distinct niche that Hispanic products hold in the US market; her understanding of Hispanic culture gives her a unique perspective on the Wine and Spirits industry.
Coming from the heartland of Tequila, Marisol’s passion for this iconic spirit is more than a personal connection; it’s a commitment to preserving and celebrating a cultural heritage.
David Welch
Director of Marketing for SANS wine & spirits
Joining Sans Wine & Spirits in December 2021, David spearheads the development and growth of brands in our portfolio, creating effective marketing strategies and campaigns to drive brand awareness and grow sales.
David brings over 20 years marketing experience and a solid foundation of curating marketing strategies and executing campaigns for several household consumer brands, including Mercedes-Benz, Samsung, Aston Martin and IBM.
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Throughout his career David has been instrumental in new product launches, go to market strategies, retailer marketing programs, and brand development, generating incremental revenue growth across a number of industry sectors in multiple countries including the United States, United Kingdom and Europe.
David grew up in England where he earned his Bachelor’s degree in Marketing and now lives with his family in Huntington Beach CA.
Daryl Sans
Director of IT/MIS for Sans Wine & Spirits
Daryl’s journey with Sans Wine & Spirits began in 1995 when he joined the team to address their general technology needs. He established his own beverage company in 1998 while concurrently overseeing the IT Software, Hardware, and telecommunications needs for Sans Wine & Spirits.
In 2010, Daryl assumed the position of Director of IT/MIS. In this role, he manages all IT systems, seamlessly integrating cloud-based and on-premise infrastructure, as well as overseeing VoIP systems.
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His forward-thinking approach became particularly evident in 2012 when he implemented remote access servers, Site-to-Site VPNs, and VMs, laying the foundation for efficient remote work. The year 2020 posed unprecedented challenges, but thanks to foresight almost a decade earlier, Sans Wine & Spirits navigated the pandemic seamlessly. Their business-as-usual approach during COVID was a testament to strategic IT planning.
Born in West Palm Beach, Florida, Daryl has called Southern California home for 49 years. Beyond his professional prowess, he shares a passion for music and concerts with his daughter, Isabella, and indulges in vintage audio equipment, vintage skateboards, and cutting-edge technology. Weekends often find him enjoying getaways with his girlfriend at their Arizona residence relaxing, hiking and enjoying amazing food, drink and good friends.
