As a family-run business, it’s understandable that Deary family members manage most areas of the company. Each member began his or her career in an entry-level position and gradually moved to levels of increasing responsibility. That bottom-up learning style has proved remarkably successful and continues to foster the company’s success.

Executive Biographies

Shannon Deary-Bell, President and CEOShannon Deary-Bell


President and CEO

Shannon began her career at Nor-Cal Beverage in May 1990. She worked for two years in the Food Service Division, where she sold fountain equipment, convenience store appliances, and full kitchen restaurant equipment. In 1992, she moved into the vending division as a buyer and sales person, eventually becoming assistant manager of the Sacramento department before running the larger Stockton vending division for three years. In 1996, Shannon was promoted to assistant branch manager, overseeing the carbonated soft-drink distribution division, as well as the vending division. Two years later, Shannon was promoted to Stockton branch manager, where she worked for three years.

In 1998, during Shannon’s tenure as Stockton branch manager, the Stockton Teamsters Union went on strike and Shannon was responsible for negotiating with the union. Within three months, the employees voted to decertify the Teamsters and vote in the Nor-Cal Beverage Union.

In 2000, Shannon moved back to the Sacramento corporate office and began learning the manufacturing side of the business. She was promoted to executive vice president of operations and, as such, was involved in the daily operations of the Anaheim and West Sacramento manufacturing facilities. Shannon was elected as Nor-Cal Beverage president and CEO in 2010.

An active community member, Shannon served as Chairman of the American Heart Association in 2010 and as co-chairman in 2011, and she continues to support the foundation and many other charitable organizations.

Prior to joining Nor-Cal, Shannon worked for La Canada Flintridge Country Club as a membership director, where she focused on membership sales. After approximately fifteen months, the membership was full and Shannon decided to move back to Sacramento and work for the family business. Shannon attended the University of Southern California and was a member of the women’s golf team. She graduated from USC in May 1989 with a bachelor’s degree in public administration.

Timothy Deary, Executive Vice President, Beer Sales and DistributionTimothy Deary

Executive Vice President, Transportation and Logistics

Tim Deary’s 35-year career has been at Nor-Cal Beverage Company. He started working in the company’s warehouse operations in 1976 and was promoted to the transportation department in 1978, where he was in charge of dispatching, shipping, and receiving. In 1981, Tim was promoted to transportation manager with 13 direct reports. In this position, he was in charge of all shipping and receiving for the company.

In 1985, Tim moved into the position of beer administration manager, where he developed managers and staff in the company’s beer branches and built the company’s relationship with its beer suppliers. In 1986, Tim was promoted to Auburn branch manager with total operating and financial responsibility for a branch of approximately 50 employees. In 2002, he was promoted to executive vice president of beer sales and distribution and was elected to the company’s board of directors. Tim is now the executive vice president of transportation and logistics.

Roy Grant Deary, III, Executive Vice President, Marketing and External AffairsRoy Grant Deary, III

Executive Vice President, Marketing and External Affairs

Roy Grant Deary, III, “Grant,” has more than 25 years in the beverage manufacturing and distribution business. Following his graduation from college in 1987, Grant joined the family business as a sales representative for the Sunglo® brands, an aseptically packaged juice product that was produced and distributed within the Nor-Cal Beverage sales territory. Later, he was responsible for developing key accounts via the direct store delivery system with major chain accounts.

In 1989, Grant was transferred to the Diamond Springs and South Lake Tahoe Anheuser-Busch beer and soft-drink satellite facilities to gain experience in running the day-to-day sales, administration, and operations responsibilities required to qualify for successor manager approval by Anheuser-Busch, Inc. Over the next several years, Grant led the new Anheuser-Busch Equity Agreement project to full implementation. In 2000, he successfully negotiated the purchase of the Labatt’s® USA brand portfolio for all beer territories and in 2001 he negotiated a purchase of the Heineken® USA brands for the Tahoe market.

In 2003, Grant was promoted to vice president, sales and marketing, overseeing the company’s soft-drink, water, and new-age sales divisions. In 2007, Grant led a team to sell off the company’s soft-drink franchise rights. Following the sale, Grant began leading the company’s brand marketing and product development division, encompassing Go Girl Energy Drink. In October 2010, Grant assumed an additional role handling external/government affairs for the company.

Grant earned his bachelor’s degree in business administration-marketing from the University of Southern California in December 1986. He has also graduated from the UC Davis Executive Program in April 2000.