Jim Riley

Jim Riley is an entrepreneur and beverage industry executive with extensive experience in brand-building, marketing strategy, and business leadership. Riley began his career as the youngest store manager at In-N-Out Burger, where he became the first to sell 1 million burgers at a single location and contributed to the development of the Cook Out Trailer. He later served as Food and Beverage Director at Sierra Tahoe Ski Resort, where he enhanced the resort's food offerings and reputation for quality dining in the Tahoe region.

Riley's career in the spirits industry includes nearly eight years at Ketel One Vodka as vice president of public relations and events, where he developed communications strategies supporting sales and marketing initiatives. As chief executive officer for Intersect Beverage, Riley oversaw distillery operations, distribution partnerships, public relations, sponsorships, and marketing programs. He founded Azunia Tequila, raising $5 million to launch the brand in 43 U.S. markets. Riley provides executive leadership and strategic counsel in branding, communications, crisis management, public relations, marketing, and investor relations across both private and public sectors.

Riley's involvement with the Baja Peninsula began through off-road racing, where he won the Vintage Baja 1000 twice in a 1971 Nova and once in a 1957 Chevy. Inspired by his experiences in the region, Riley founded Baja United Group after visiting an orphanage in Baja California, Mexico. Baja United Group imports wine from Valle de Guadalupe wineries into the United States and produces Baja United handcrafted beers in Ensenada, Baja California. The company is recognized for pioneering the introduction of these wines to the U.S. market and has secured distribution in major outlets including Whole Foods Market, Sprouts Farmers Market, Costco, Northgate Gonzalez Markets, and Vons/Pavilions.

Philanthropy is integral to Riley's work. He and the other founders of Baja United Group have supported local orphanages in Baja for 20 years, providing food, education, and personal advancement opportunities for children. The company donates 3 percent of its earnings to orphanages in Mexico.

In addition to his business ventures, Riley is an endurance athlete, having finished second in the World Championship Age Group at the Iceland Ultra Spartan Race and ranking fourth globally in Spartan racing in the 50 and over male age group. Riley shares his entrepreneurial philosophy on the podcast "The Answer is Yes," where he discusses marketing trends and the importance of embracing opportunity.