Our Dedicated Approach
Most retail consultants bring frameworks developed from the outside looking in. We built ours from the ground up. Starting with a single store in 1974 and refining our methods across decades of real-world retail operation. Every system we offer our partners today was tested, iterated, and proven in stores we ran ourselves.
That experience gives us something no firm can replicate, an instinctive understanding of how a liquor retail business actually works, from the sales floor to the back office to the supplier relationship. We know where the margin is made and lost, what technology genuinely moves the needle, and how to read a market before the competition does.
Built for any size, any market.
Our proprietary reporting, IT infrastructure, and business development programs aren't built for one store format — they're designed to scale. Whether you're running a single neighborhood location or managing multiple stores across different markets, our tools and team adapt to where you are and where you're trying to go.
A Partner, Not Just a Consultant.
We work alongside our retail partners for the long term. That means senior leadership is genuinely involved, not just at onboarding but as your business evolves. Our team brings combined expertise across retail operations, distributor relationships, finance, marketing, and technology — so you have a full bench behind you, without the overhead of building one yourself..
LEADERSHIP TEAM
Carlos DeOliveira brings over two decades of industry expertise to his role as President & CEO of Wine & Spirits Retail Marketing Inc. His career has come full circle, returning as a partner to the company where he began his journey in the wine and spirits industry.
With a diverse background spanning retail, sales, finance, and procurement, Carlos has consistently driven innovation and growth throughout his career. His experience includes key leadership roles at Mancini Beverage, where he served as Vice President of Sales for Spirits, Vice President of Commercial Finance, and Vice President of Sales Operations.
Carlos's return to Wine & Spirits Retail Marketing Inc. as a partner, President and CEO marks a new chapter of growth and innovation for the company. His strategic vision, coupled with his deep industry knowledge, positions the company for continued success in the competitive wine and spirits retail landscape.
Born in Providence, RI John received his degree in pharmacy from URI in 1958 and spent the next 25 years establishing 16 super drug stores located in 3 States with over 800 employees and annual sales topping $70 million. In 1987, John opened Rhode Island's first full-service eye care facility, Vision World. With this eight-store eye chain and sales in excess of $6.5 million, John continued his retail presence.
In September 1974, John opened his first liquor store, Douglas Liquors. Identifying a new business opportunity, John established WSRM, Inc.
Now, a major cutting-edge company, WSRM Inc., continues to grow its franchising/consulting company offering investors an opportunity to be a part of a group that consistently produces returns on an investment that outpaces the industry averages.
John Haronian
Chairman of the Board
With over 20 years of experience as Operational District Manager, Keith Gillis, brings his extensive knowledge and expertise to the Executive position of Vice President of Operations. Keith is well-versed in brand management and operational imperatives. An expert in inventory control, training, and personnel.
Keith provides our clients with the assurance that their investment is in the best of hands. His innate ability to communicate, provides our team with the tools needed to ensure growth today as well as into the future.
Keith Gillis
Vice President of Operations
As Vice President of Marketing & IT, Dan brings over two decades of experience in the wine and spirits retail environment. His expertise spans E-commerce, IT infrastructure, server management, cybersecurity, and point-of-sale. Holding an M.A. degree and receiving certification from HBX, Dan collaborates across all facets of the business.
Dan’s passion lies in leveraging technology to enhance customer experiences and drive business growth. Whether optimizing online sales channels or fortifying cybersecurity protocols, he remains at the forefront of innovation. His commitment to excellence and adaptability make him an invaluable asset to the company.
Dan Pellegrino
Vice President of IT & Marketing
Matthew Guindon
Vice President of Business Development
Matt Guindon has over 13 years of experience working for a leading distributor, with various roles in sales, business development, and commercial finance, most recently as Director of Commercial Finance. Matt leverages his deep understanding of both supplier and wholesaler needs to forge partnerships that drive profitability and business growth.
Matt possesses strong analytical skills as well as the ability to implement and refine business processes to increase efficiency. This, combined with his strength in leading and developing a team is an integral part of our direction moving forward.
