COMPANY OVERVIEW

Wine & Spirits Retail Marketing Inc. (WSRM) was founded in 1974 by John Haronian with a single liquor store, Douglas Liquors, in North Providence, RI. Since then, WSRM has grown into a specialized franchising model in Massachusetts, providing comprehensive operational and marketing support to independently owned stores. In Rhode Island, the company offers expert consulting services to help retailers optimize their business operations.

Recognized as a leader in the beverage alcohol retail sector, WSRM’s senior leadership brings decades of industry expertise, driving innovation and growth. With an entrepreneurial spirit and a forward-thinking approach, WSRM continuously adapts to market shifts and consumer trends, ensuring retailers are equipped for success today and in the future.

DISTINCT RETAIL MODELS

WSRM operates three unique retail models, each designed to cater to specific customer needs and shopping experiences.

The Douglas Group

A neighborhood-focused model that emphasizes friendly service and community engagement. These stores typically range from 7,000 to 10,000 sq. ft., offering 3,500–4,000 SKUs tailored to local preferences.

Liquor Warehouse

Built for value-driven shoppers, Liquor Warehouse delivers a warehouse-style experience with competitive pricing made possible by bulk purchasing. Stores range from 12,000 to 15,000 sq. ft., offering a wide selection at discounted prices.

Wines & More

Our premium destination retail model, Wines & More spans 17,000 to 26,000 sq. ft. and caters to discerning, affluent customers. With an extensive wine collection, over 1,400 craft beers, and rare, high-end spirits, it’s more than a store — it’s an experience. Expert staff offer product education and tasting seminars to elevate the shopping journey.

Carlos DeOliveira

President & CEO

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.

John Haronian

Chairman of the Board

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.

Keith Gillis

Vice President of Operations

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.

Dan Pellegrino

Vice President of IT & Marketing

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. 

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.