SERVING TENNESSEE, FROM FIRST DELIVERY TO LAST CALL.

Aaron serves as the Sales Execution Coordinator for Hand Family Companies across Tennessee and Kentucky, where he plays a key role in driving performance through data-driven insights. He analyzes sales data across multiple teams to identify opportunities, track progress, and support informed strategic decision-making. By developing clear reporting and actionable insights, Aaron helps align supplier objectives with field execution, ensuring sales teams are positioned for success. His focus on accountability and measurable results contributes to consistent and effective performance across the market.

Having built his career with Tri Star Beverage, Aaron has developed a strong understanding of the industry’s fast-paced and competitive nature. He thrives in an environment centered on teamwork, execution, and a shared commitment to winning every day. Aaron values the collaboration required to turn insights into action and takes pride in supporting teams in achieving their goals. His experience has strengthened his ability to connect strategy with real-world market impact.

Omayra is the Director of Human Resources Operations for Tennessee and Kentucky. The role oversees HR functions in TN & KY, benefit administration, and payroll operations. Since joining the company in September 2018, she has focused on making sure the company’s HR and payroll systems run smoothly for everyone involved.

Throughout her time here, Omayra has moved through several key roles, starting as an HR/Payroll Specialist and later serving as the HR Services Manager. This hands-on experience has given her a deep understanding of how to support team members, manage complex data, and help build better processes that keep the organization moving forward.

Outside of the office, Omayra stays busy spending time with family, diving into new craft projects, or hunting for unique treasures at antique shops.

Rock Haines has built a long-standing career in the beverage wholesale industry, bringing decades of hands-on experience and operational expertise to his role. He began his journey in 1997 as a driver helper in South Florida and quickly developed a strong understanding of the business from the ground up. Over the years, Rock has taken on nearly every role within the organization, gaining valuable insight across warehouse operations, delivery, and sales. His well-rounded experience allows him to approach challenges with a practical, solutions-oriented mindset.

Throughout his career, Rock has worked in seven different locations across three states, giving him a broad perspective on regional markets and operational strategies. This diverse background has helped him understand what drives success at every level of the organization, from frontline execution to overall business performance. He takes pride in his adaptability and his ability to connect with team members across various functions. Rock values the importance of teamwork, consistency, and strong leadership in achieving long-term success.

Known for his dedication and work ethic, Rock appreciates the dynamic and ever-evolving nature of the beverage industry. His journey through multiple roles has shaped his leadership approach and reinforced his belief in learning every aspect of the business. He is passionate about contributing to team success and helping others grow within the organization. Rock’s extensive experience and commitment continue to make him a valuable asset to the industry.

Mike Hayes manages the Tristar and Bluegrass Craft, Wine and Spirits, Non-Alcoholic, and THC portfolio, ensuring strong brand performance across a diverse and evolving set of categories. As a Brand Manager since 2020, he focuses on driving growth, supporting supplier partnerships, and executing strategic portfolio initiatives. His hands-on leadership and broad experience enable him to effectively navigate the fast-paced beverage industry.

Mike began his career in distribution as an Account Sales Representative in Cookeville, where he spent five years building customer relationships and developing his sales expertise. Prior to this role, he spent 18 years with Pepsi in a variety of sales and operations positions, including Territory Manager, Warehouse Manager, and General Sales Manager. These roles provided him with a deep understanding of both operational efficiency and market execution. He enjoys the competitive nature of the industry and the opportunity to build brands while working as part of a strong team. Mike’s favorite beverage is Michelob Ultra, reflecting his appreciation for well-established brands.

Originally from Livingston, Tennessee, Mike is a veteran of the United States Navy, where he served from 1994 to 1997 as an Information Systems Technician stationed in San Diego, California. During his military service, he traveled extensively and visited six of the seven continents. Outside of work, he enjoys spending time with his family and traveling whenever possible. Mike values the relationships, challenges, and sense of accomplishment that come with working in the beverage industry.