20 UNDER 40 | Keith Carlson

That’s why as a business development manager for Indiana Beverage, Carlson focuses on positioning people for success by understanding who they are — their strengths, weaknesses, aspirations and level of commitment to achieving their goals.

“Aligning with those goals and being transparent about their progress helps harness and leverage their own motivation,” he said.

Still, Carlson acknowledges he wasn’t always certain of the direction his career would take.

“Two years into my career, lacking a clear vision of my goals, I was encouraged to take a risk and move my wife and son to the South Bend area,” he said. “My time there allowed me to be myself, establish career goals, create incredible relationships, and raise and grow our family.”

Carlson joined the Indiana Beverage team in the company’s facilities department before joining the sales team when he relocated to the South Bend area. His 10 years of experience on the sales team allowed him to learn the ins and outs of the business as a merchandiser, sales assistant and sales consultant, before he was offered the opportunity to lead a team as a district manager.

“Since returning to Valparaiso in 2021 as business development manager, I’ve helped to navigate the expansion of our portfolio into non-alcoholic beverages, and more recently, spirit-based ready-to-drink products,” he said. “I work with a great team that collaborates directly with our supplier partners, retailers and consumers.”

While Carlson says he has faced challenges, it’s through those experiences that he has learned to embrace adversity as an opportunity to create better outcomes.

“Those challenges have consistently turned into valuable experiences, and often, even blessings,” he said.

Although change is inevitable, Carlson says embodying the mantra of “embracing change” has been vital to him.

“It is an important mindset for when change finds you, to thrive in a new situation,” he said. “It is also applicable in seeking change, thinking differently and being creative in providing solutions that may differ from the traditional way.”

Through Indiana Beverage partnerships, Carlson has developed a passion for supporting organizations like St. Jude Children’s Research Hospital.

“My wife and I had the opportunity to visit the hospital in Memphis,” he said. “Being there and seeing firsthand their passion for finding cures and commitment to their patients and families, all while embodying joyous energy, was an incredible thing to witness.”