Pillsbury Bolsters Its Wine Beer & Spirits Practice and Increases Its Presence In Southern California

“Having served as a leading regulator for the state in Southern California, Joe brings significant resources to Pillsbury’s internationally recognized beverage law practice,” said James Seff, the leader of the firm’s Wine, Beer & Spirits Law practice and a partner in the firm’s San Francisco office.

“Along with Jerry Jolly, the former Director of the state’s Department of Alcoholic Beverage Control, and Carrie Bonnington, a litigator who was recently named counsel in Pillsbury’s Sacramento office who focuses on licensed beverage litigation and regulatory issues, our team is growing in influence and size and we can now offer even better coverage to our clients in Southern California,” Seff said.

Cruz brings over 25 years of experience in beverage law in issues ranging from licensing to trade practices, enforcement, business practices and the fiscal management of statewide programs. As a member of the ABC’s executive staff, he participated in the development, implementation and evaluation of department policies in all areas. He was also instrumental in planning and implementing the department’s Licensing Unit which allowed it to better serve the alcoholic beverage industry. Likewise, he developed extensive statewide prevention and enforcement strategies.

“I’m thrilled to join a firm with such a prominent and renowned beverage law practice,” Cruz said, noting that the firm’s practice dates back to the turn of the last century. “I’m especially looking forward to working with Jim Seff, Jerry Jolly and Carrie Bonnington, all of whom I have known and worked with for many years.”

Cruz will help the firm's beverage industry clients, especially those in Southern California, navigate the state’s complex regulatory scheme regarding the manufacture, sale and distribution of alcoholic beverages. He has extensive experience negotiating settlements between opposing factions within state and local government, citizens groups, major entertainment venues, restaurants, tribal entities as well as large grocery chains and non-retail businesses.

Cruz earned his undergraduate degree from California State University, Fresno, and completed Session 243 at the FBI National Academy for the U.S. Department of Justice. He belongs to the National Conference of State Liquor Administrators, National Liquor Law Enforcement Administrators, Los Angeles Downtown Hospitality Forum and Recording Artists Against Drunk Driving.

Pillsbury has represented alcoholic beverage clients for more than 100 years. The firm provides a complete portfolio of legal services to help clients comply with the maze of regulatory requirements for the production, distribution and sale of alcoholic beverages. Pillsbury also helps clients organize and establish production and import companies and get the required permits, licenses, TTB (formerly ATF) label and formula approvals and similar permissions. The firm advises clients on state and federal compliance questions and defends them in regulatory investigations and in negotiations with state and federal agencies.

About Pillsbury Winthrop Shaw Pittman LLP

Pillsbury is a full-service law firm with a keen industry focus on energy & natural resources, financial services, real estate & construction, and technology. Based in the world's major financial, technology and energy centers, Pillsbury counsels clients on global regulatory, litigation and corporate matters. We work in multidisciplinary teams that allow us to anticipate trends and bring a 360-degree perspective to complex business and legal issues—helping clients to take greater advantage of new opportunities and better mitigate risk. This collaborative work style helps produce the results our clients seek.