Nichole Williams, WSET II
Nichole Williams is a Regional Sales Director in the beverage and spirits industry, currently leading growth and market expansion for Potieri Cocktail, a ready-to-drink brand focused on quality, convenience, and elevated consumer experiences. Based in the Miami–Fort Lauderdale area, she specializes in B2B sales, territory development, and strategic account management, working closely with distributors, retailers, bars, and restaurants to expand brand presence across competitive markets.
With over 18 years of experience in sales, hospitality, and the alcohol beverage industry, Nichole built her career from the ground up, beginning in restaurant hospitality before transitioning into beverage distribution and brand development. She has held progressive leadership roles across major industry organizations, including Southern Glazer’s Wine & Spirits and Republic National Distributing Company, where she managed large account portfolios, drove multi-million-dollar sales growth, and led training and marketing initiatives to strengthen brand performance.
Today, Nichole is recognized for her ability to build strong relationships, open new markets, and execute impactful on-premise and off-premise activations that drive both revenue and brand loyalty. She is also known for her entrepreneurial mindset, commitment to mentorship, and passion for helping emerging brands scale. Her work reflects a consistent focus on performance, persistence, and creating long-term success in a fast-moving and highly competitive industry.
• Leading Productive Meetings
• Critical Thinking
• Enhancing Your Productivity
• Achieving Your Goals
• Efficient Time Management
• Transitioning from Technical Professional to Manager
• Sales Performance Measurement and Reporting
• Microsoft Dynamics CRM Essential Training
• Business-to-Business Sales
• Sales Negotiation
• WSET Level 2 Certified
• Marketing Foundations: Integrated Marketing Strategies
• Florida International University- Bachelor's
• Boys and Girls Club
What do you attribute your success to?
I attribute my success to the mentorship I've received throughout my career and the foundational lessons from my father, Rupert. When I worked for Southern Glacian Wine and Spirits, the VP at the time, Richard Booth, taught me so much. He's been in the business over 45 years, and I took a lot of what he taught me as a salesperson back then and moved it into what I'm doing now. I still reach out to him for advice and suggestions. My father, God rest his soul, was my first mentor and always told me, 'Don't ever let anyone tell you that you can't.' I've always had that in the back of my mind. Even now in my business, there are days when I sit there and he's actually sitting there with me, and he would say, 'remember when I said this?' I take it back to that moment and move forward with what I'm doing. I've learned that nothing is done without work, and it's worth it in trying.
What’s the best career advice you’ve ever received?
The best career advice I ever received was from my father, who told me, 'Don't ever let anyone tell you that you can't.' I've always had that in the back of my mind throughout my career. Even now in my business, there are days when I'm working through challenges and I can feel him sitting there with me, reminding me of those words. That advice has pushed me to keep going forward no matter what obstacles I face in this male-dominated industry.
What advice would you give to young women entering your industry?
As you know, the liquor industry is male-dominated everywhere. I would tell that person to stand tall and go through that door, no matter how hard you think it may be. Just take the step forward and do it. That's what I've been doing for the last 10 years. When someone says no or tells me they don't think something is going to work, I do it anyway so I can get the outcome and see the outcome myself. I just want to be an example for other women. Just go out there and do it. There's so many wins out there, and you're never going to know if you don't take the opportunity to try or to go find them. We're counted out a lot in the business, but you have to push through.
What are the biggest challenges or opportunities in your field right now?
The biggest challenge in my field is working in a traditionally male-dominated liquor industry where women are often underestimated, but the greatest opportunity is the ability to carve out my own lane, build a strong personal and professional brand, and serve as an example that inspires and opens doors for other women coming up behind me.
What values are most important to you in your work and personal life?
Family is one of the biggest things to me. When my dad passed away, I feel like I was the one that stepped up because I'm the second oldest. I am like the glue for my family, and I take pride in that because my dad was the pillar to our family and I was right there with him. Work-life balance is also critical. You have to have that balance, and there are times that you need to take time out and reset. I'll take a day to go to a spa and clear my head, then come back 100% for everything else. Too much of one thing is not really good. I do my best to spend time with family and my team, and just being there for anyone that has questions. That's true leadership. You've got to learn how to lead yourself first in order to lead anyone else. I make time for the people closest to me, my children, my family. I try to talk to my mom every day. Even though I work a lot and this business is not 9 to 5, with nights coming home at midnight for events or dinners I'm sponsoring, you have to find time for the closest people around you.