Collaborative S&OP – Best-in-class Approach & Case Study

  • October 07, 2014
  • 5:30 PM - 8:30 PM (PDT)
  • University Club, San Francisco


  • For Members of CSCMP
  • Pay at the door

Registration is closed

Traditionally, S&OP has been limited to collaboration internally within organizations amongst sales and operations functions to improve customer service levels and reduce cost-to-serve. Evolution is driving the process towards collaborative S&OP across the value chain in individual industries, bringing suppliers, manufacturers, distributors, retailers and others together. 

We will discuss how Southern Wine & Spirits continues to be on the cutting edge of the Wine & Spirits sector engaging with its Supplier community on Collaborative S&OP processes. Southern Wine recently partnered with one of its key Suppliers on value chain optimization and has jointly started to realize benefits such as the following: 
  • Reduced forecast error 
  • Improved Supplier and Customer fill rates 
  • Lower costs of freight
Roundtable participants will discuss how to extend traditional S&OP within their organizations to their value chain partners. Discussions will also include incremental benefits organizations can expect to receive by engaging in cross-company S&OP.

We hope that you will join us for this exciting event, and look forward to seeing you in October.


Bobby Burg

SVP Operations,

Southern Wine & Spirits

Bobby Burg joined Southern Wine & Spirits of America, Inc. (SWS) in May 1993 when SWS acquired the Burg’s family-owned wholesale Liquor and Wine Company in South Carolina. The company, Columbia Distributing Corp., had been in the Burg family since 1951. After his father, H. Robert Burg Jr., retired Bobby stayed on as Director of Operations for SWS’ new South Carolina Division

In December 1997 Bobby’s role expanded to a national level acting as SWS Director of Operations for the eastern U.S. Early in 1998, SWS management called for Bobby to relocate to company headquarters in Miami. 

On October 1, 2006, Bobby was given the responsibility of designing, enhancing, and implementing Southern’s Enterprise Supply Chain Strategy. As Senior Vice President of Supply Chain Strategy, Bobby oversees areas of Purchasing, Logistics, Facilities, Warehouse Technology, Labor, and Fleet Management. All of which form the new Supply Chain Team.

Bobby received his BS in Accounting from the College of Charleston and his Masters Degree in Business from Hugh McColl School of Business. 

Phil Morsing

VP of Operations,

Southern Wine & Spirits

Phil Morsing has over 32 years of industry experience at both the supplier and distributor tiers. He has played an integral role establishing several SWS Divisions since he joined the company in 2002. As Vice President of National Operations, Phil and his team oversee Distribution Center, Fleet, Safety, and Supply Chain initiatives at all SWS Divisions. Phil reports directly to Bobby Burg, Senior Vice President Supply Chain Strategy.

Previously, as Vice President of Operations for SWS of New York, Phil was charged with starting up the SWS Syosset and Syracuse New York operations. Prior to Southern’s New York acquisition, Phil held the position of Vice President of Warehouse and Distribution for SWS of California. Before transferring to California, Phil was Vice President, Operations Manager for SWS of Illinois. In this role, Phil orchestrated the consolidation of Romano Bros and Pacific Wine and Spirits into the new SWS facility in Bolingbrook, Illinois. Phil was Vice President of Operations for Romano Bros Beverage Company, before Southern acquired the company in 2002. 

Phil earned his BSIE from California Polytechnic State University, San Luis Obispo and his MBA from Arizona State University, Tempe.

Sean Ryan


A. T. Kearney

Sean is a partner in A.T. Kearney and Leads the firm’s Strategy, Marketing and Sales Practice in the Americas. He has over twenty years consulting experience with U.S. and European corporate clients and international lending institutions. He lived and worked for several years in Southeastern Europe, opening A.T. Kearney’s office in Ljubljana, Slovenia.

Sean’s client work focuses on driving growth and profitability through organization transformation. Sean serves clients across multiple industries including Wine & Spirits, Appliances, Food Retail, Transportation, Chemicals, Healthcare and Aerospace / Defense.

He has authored several studies on growth related topics, the most recent of which was recently published in the Journal of the American Management Association. He is regular speaker at industry conferences on the topics of growth and transformation. He was recently recognized by the Chicago Council on Global Affairs as one of Chicago’s emerging leaders.

Sean holds an MBA from the University of Chicago Booth School of Business, an MA in International Relations from The Johns Hopkins University School of Advanced International Studies and a BA from Boston College.

Arun Kochar


A.T. Kearney

Arun is a principal in A.T. Kearney’s Strategic Operations Practice. He has close to ten years consulting experience with U.S. and Canadian corporate clients. Arun’s client work focuses on driving cost efficiencies across the entire operations value chain – supply chain planning, procurement, manufacturing, warehousing, inventory management, transportation and customer service. Arun has experience working across manufacturers, distributors and retailers in multiple industries – Wine & Spirits, Transportation, Food, Confectionary & Snacks, Healthcare, Mass Merchandise, Apparel, and Home Improvement. 
He has authored several publications on operations related topics, the most recent of which was recently published in the Supply & Demand Chain Executive Journal. He is regular speaker at industry conferences on the topics of distribution and supply chain planning. 
Arun holds an MBA from the Kellogg School of Management, an MEM in Operations and MS in Transportation Engineering from the McCormick School of Engineering at Northwestern University, and a BTech in Civil Engineering from the Indian Institute of Technology (IIT). 

Event Time - Tuesday, October 7th, 2014

  • 5:30PM Networking & Cash Bar
  • 6:15PM Dinner
  • 7:00PM Panel
  • 8:30PM Close
Event Location
David's Restaurant
The University Club of San Francisco
800 Powell St
San Francisco, CA 94108
Event Pricing
  • CSCMP Members: $65
  • General Admission: $80
  • Full Table of 8: $520 ($65 per person)
  • Pay at the Door: $95
  • Press/Speakers: Free
  • Student Rate: $35
Menu choices
Heavy Hors d'Oeuvres and drinks
Cash Bar - after program

Event Chair
Hector Gutierrez
CSCMP Event Chair

Platinum Level Sponsor:
Global Supply Chain Logistics

Gold Level Sponsors:
ALOM: The Strategic Link in Your Supply Chain  The RK Group
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