James Thomas Flaherty

James Thomas Flaherty – aka – Big Jim

Source: Flaherty Family, Colleagues & Friends

James Thomas Flaherty, lovingly called “Big Jim” by all, passed away from pneumonia in the early morning hours of January 2nd, 2021 at Los Robles Hospital and Medical Center in Thousand Oaks, California at age 83.  At his bedside for the last two days of life were his wife of 60 years, Joni, and younger daughter Erin. His other two children, Jim and Lori, along with Lori’s husband and their two children were present virtually through Facetime. 

In his usual, patient and uncomplaining manner, Jim valiantly fought a 6-year battle with a rare disease called Amyloidosis. Due to the course of treatment, he later developed complications from an aggressive form of squamous cell carcinoma. Although there is no cure for Amyloidosis, Jim nor his wife and #1 advocate, never considered any alternative to life and finding the doctors who would cure him. His sparkling, Irish blue eyes, welcoming smile, comforting aura, and strong desire to live forever melted the hearts of his family and every doctor and nurse that attended him during his illness. When asked how he was feeling Jim would say “good...but how are YOU?”  They were always flattered that he cared enough to ask. His easy-going and positive attitude was an example to which many would aspire.

Jim was born in Hammond, IN on April 18th, 1937, the elder of two children, to Tom and Frances (née Hughes) Flaherty. A good Irish lad and devout Catholic, he served as an altar boy at St. Joseph Catholic Church, washed the floors of the convent and ran errands for the nuns. Jim also attended St. Joe’s grade school where he played football, basketball, boxed and wrestled. Jim’s athletic ability in all sports continued through High School at Bishop Noll on a Football scholarship. He played defensive tackle and offensive end and was described as “the key to Bishop Noll that can turn the lock to the victory storeroom. His size and love for contact made him instrumental in ‘leading the brigade’”. Jim was also a star on Noll’s basketball team, a member of the Monogram Club, and managed the baseball team.  To help subsidize his private education, he worked at Inland Steel alongside his dad every summer. Noted in the Senior issue school paper, Jim’s plans for the future held a special place for coaching and attending Western Illinois University. Prior to graduation he was recruited by Western as an offensive end and was fortunate enough to be coached by Lou Saban. In addition to playing football, Jim was on the coaching staff of Western High School Cardinals. One of Jim’s many extracurricular activities included writing for the Western Courier where he had the opportunity to interview Eleanor Roosevelt. Most memorable, because of his life-long friendships, he enjoyed the camaraderie of his brothers from Sigma Tau Gamma, Alpha Delta Chapter.

The summer before his Junior year in college, Jim met the love of his life, Joanna (neé Plain). He was smitten and spent all of his free time with her, in between shifts as he was working construction. Summer ended and they dated at a distance, Jim at Western and Joni (Jo is what he called her) at Indiana University. They eventually married on October 1st, 1960, followed by a beautiful 60 years together, including the birth of three children between 1961 and 1975 - Jimmy born in Hammond, IN.; Lori born in Waukegan, IL.; and Erin born in Westlake Village, California.

Jim began his distinguished 41 year career in the beverage alcohol industry at the Schlitz Brewing Company in 1961 out of Waukegan, Illinois. He started as a Merchandising Manager and held the following positions; District Manager (WI), National Sales Promotion Project Manager (WI), National Sales Promotion Manager (WI), Regional Advertising Manager (CA), and V.P. Regional Advertising Manager (KS). Jim’s creativity and experience was highly admired and in 1973, the President of Jules Berman, the sole importer of Kahlua, called and offered Jim the position of National Advertising Manager. He would be responsible for all national advertising and merchandising activities for the company’s Kahlua coffee liqueur, Arandas Tequila, Grand Award Canadian Whiskey and Mistala Rosé Wine.

 “Flaherty brings us valuable marketing experience, primarily gained during the past 12 years with a major brewer in the fields of advertising, merchandising and sales both on the West Coast and in the Mid-West…” – President of Jules Berman (Los Angeles Herald Examiner, Monday, July 30th, 1973)

Jim was instrumental in the success of Kahlua from a brand marketing and sales perspective. He continued his career under the umbrella of Maidstone Wine & Spirits and held positions as Director of Marketing and Brand Development, National Sales Manager of Kahlua and Vice President. Jim was loyal to the core and remained an important asset to Allied Domecq Spirits & Wine (formerly Hiram Walker). He was appointed Senior Vice President, Director of the Business Development Group and SVP Director of Corporate National Accounts. He is most widely known for planting “Corporate On-Premise National Accounts” on the beverage alcohol industry map and leading the most successful and talented teams in the industry. They were responsible for a large portfolio of brands including Maker’s Mark, Canadian Club, Kahlua, Courvoisier, Sauza, and more. Their mission, simply stated;

 “to be recognized by customers and distributors as the most prolific, consumer-focused brand and profit-building team in the industry. Our business is based on relationships. The corporate Accounts sales team cultivates long-term, strategic partnerships with accounts, working closely in helping them design and implement programs that meet the mutual needs of both the chains and Allied Domecq” – Jim Flaherty (article by Elizabeth Sterling).

It is a mission that remains within National Accounts to this day. Jim’s impact and influence can be found spread throughout the industry from the success of the professionals who have gone on to work for suppliers like Pernod Ricard USA, Beam Global Spirits & Wine, and The Patron Spirits Company; across Independents, buyers and third party agencies.

“He was one of my first mentors in the business working on the Kahlua brand (back in 1988) and was instrumental in bringing IMI to Marriott International to help develop the “Gold Standard Brands” beverage program. The first of its kind for the on-premise. Jim was sometimes referred to as the “Godfather of National Accounts” – Don Billings IMI Agency

Jim retired in 2002, but continued to consult, and remained on the Millennium Advisory Board. Over the years, Jim was honored with many awards and accolades which included receiving the first Hospitality ICON Award in 2009, given by Patrick Henry Creative Promotions.

“Jim is a dear friend and I have tremendous respect for him. It’s a true testament to his talent and influence that some of the best people in the beverage hospitality industry today are the ones that Jim personally hired and trained” – Patrick Henry, PHCP 2009 (ICON Awards)

“On-premise National Accounts wouldn’t be what it is today without Jim Flaherty. His vision and leadership truly molded the beverage supplier role in the National Account arena earning him the affectionate title of ‘Godfather of National Accounts’” – Linda Barnhart, Sr. Mangager, National Account, On-Premise Chains (2009 ICON Awards)

Those who know Big Jim love and admire him.  They describe him as humble, honest, caring, kind, fair, fun, generous, a mentor, a role model, a solid guy, soft but tough, having a big heart. He led by example at work and home. He was a quiet man but larger than life. His warm and magnetic manner gathered a multitude of friends from Kindergarten to college, throughout his career and retirement, who always remained in contact. In the last 6 years during his illness when he was unable to walk alone, drive, travel or play golf he would say, “I miss you. When I get better let’s get together, I’m going to come see you. He really meant that, his thoughts never wavered. Prior to Jim’s illness, he loved to golf, travel, volunteer with the Disaster Response Team in Westlake Village, Los Angeles County, and watch his favorite sports teams – Chicago Bears, Chicago Cubs and Notre Dame Fighting Irish. He deeply loved his family and was a devoted husband, father and adoring grandfather to his twin grandchildren.

“A tough Irish Kid with a huge heart – from the steel mills of Northern Indiana. He never forgot where he was from. He was humble and always treated his people great. That’s why everyone wanted to work for him. I am truly blessed to have been included in that group” – Gregg Walker, President of Beverage Management

Jim is survived by his devoted wife of 60 years, Joanna (née Plain) Flaherty of Westlake Village; children - James Flaherty, Lori (née Flaherty) Vance and her husband Victor Vance; Erin Flaherty and her fiancé Cory Leibin; grandchildren Vanessa Vance and Dylan Vance; sister, Patricia (née Flaherty) Cox and her husband Charles Cox; nephews Tim Cox, wife and children and Tom Cox, wife and children; cousins and friends. Jim is preceded in death by his parents and other relatives.

Jim's Funeral service and celebration of life information will be posted on this site in the near future.  

In the meantime, we would love for you to share your favorite stories, memories, tributes and photos of Jim for all of us to enjoy and remember just how he touched our lives in a special way.