Shannon Barowich Felton, WSET II
hannon Barowich Felton, WSET II, is a seasoned wine and spirits executive with more than 20 years of experience spanning sales leadership, brand strategy, and distributor management. She currently serves as Regional Manager – Southeast for Aveleda Inc. USA, the esteemed family-owned Portuguese winery, where she oversees performance across 10 states and leads key national partnerships including Total Wine & More, Publix, Costco, and Target.
Holding a WSET Level II certification, Shannon pairs technical wine knowledge with sharp commercial execution—educating partners, strengthening brand positioning, and driving disciplined growth across both distributor and on-premise channels.
Her career began at Georgia Crown Distributing in Atlanta, where she rose from sales representative to Wine Director, leading district managers and sales teams while sharpening her operational and leadership acumen. She later advanced into senior roles at Ste. Michelle Wine Estates, directing national and regional accounts across Florida with a focus on sales strategy, market expansion, and portfolio development.
Since joining Aveleda in 2020, Shannon has guided the Southeast region through strategic partnerships, budget oversight, P&L management, and sustained brand-building initiatives. Known for her integrity, loyalty, and relentless follow-through, she has built a reputation as a trusted leader who balances big-picture vision with boots-on-the-ground execution. Recognized as one of Atlanta’s Influential Women in 2026, Shannon continues to champion tenacity, education, and service as cornerstones of long-term success in the wine and spiris industry.
• Crossfit Level 1 Certification
• WSET Level II
• International Sommelier Guild Level 1
• Wine & Spirit Education Trust
• Louisiana State University
• 2022 Sales Person of the Year
• Women of Wine and Spirits
What do you attribute your success to?
I attribute my success to perseverance, tenacity, and an unwavering focus on my goals. Throughout my career, I have learned that growth rarely comes without obstacles—whether navigating distributor challenges, rebuilding placements, managing inventory gaps, or competing for shelf space in highly saturated markets. Instead of stepping back when faced with setbacks, I lean in. Perseverance keeps me steady during long sales cycles and complex negotiations. Tenacity pushes me to follow through, revisit opportunities, and find another path forward when the first door closes. Staying focused on my goals ensures that every action—whether strategic planning, field work, or relationship building—moves the business forward with intention. Success, in my experience, isn’t accidental; it’s the result of consistent effort, disciplined execution, and refusing to lose sight of the bigger picture.
What’s the best career advice you’ve ever received?
The best career advice I’ve ever received is to work smarter, not harder. I’ve learned that true impact comes from focusing on high-value activities, leveraging strategic relationships, and prioritizing disciplined execution rather than simply putting in longer hours—because efficiency, clarity, and intentional action consistently outperform exhaustion.
What advice would you give to young women entering your industry?
My advice to young women entering this industry is simple: know your numbers and know your business. Walk into every room grounded in facts—understand market dynamics, margins, placements, and the operational nuts-and-bolts—so your confidence is built on preparation, not emotion. This business is competitive and not always gentle, but let that resilience sharpen you rather than discourage you. Preparation is power, and when you combine it with composure and credibility, you command the room.
What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges in the wine and spirits industry today is adapting to rapidly shifting consumer habits—particularly as Millennials and Gen Z are drinking less alcohol overall than previous generations. Consumption is no longer automatic; it’s intentional. Younger consumers are prioritizing wellness, moderation, premium experiences, and authenticity, which means brands can’t rely on legacy positioning or volume-driven strategies alone.
To remain competitive, the industry must evolve—focusing on occasion-based marketing, premiumization, lower-ABV options, sustainability, and transparent storytelling. Innovation in packaging, digital engagement, and experiential programming is no longer optional; it’s essential. The brands that will win are those that understand these behavioral shifts, meet consumers where they are, and deliver value beyond the liquid in the bottle.
What values are most important to you in your work and personal life?
The most important values in both my personal life and professional career are family, honesty, integrity, and loyalty. Family is my foundation—it keeps me grounded, reminds me why I work hard, and shapes the way I show up for others.
Honesty and integrity guide every decision I make, whether negotiating with a distributor, managing a budget, or building long-term partnerships. In an industry built on relationships, credibility is everything, and trust is earned through consistent, transparent actions. Loyalty—both giving it and receiving it—creates lasting partnerships and meaningful connections. I believe success is strongest when it’s built on character, and those core values influence how I lead, how I serve, and how I measure achievement.