About Us


Public Relations

Natasha Swords began her career as a journalist at Jemma Publications, Dublin, Ireland in the mid 1990s. She was quickly promoted to editor of Off-License Magazine covering the off-premise retail category for the national trade.

After moving to the United States, she took up the position of Associate Publisher and Senior Editor at I.C.I. Publishing in Glendale, California overseeing California Beverage News and Patterson’s California Beverage Journal and remained there until 2003.

She accepted the role of P.R. Manager at T.G.I.C. Importers in Woodland Hills, California, where she ran public relations for over 100 wine brands until she to moved L.A.-based COP Communications, a print-digital media company as Marketing Director.

In 2012 Natasha started SwordsPR to represent wine and spirits brands within the North America market, with offices in Woodland Hills, California. In 2016 SwordsPR merged with SKU Activation to provide a turn-key service of importer, distributor acquisition and public relations to brands engaging in the North American market.

Contact: natasha@swordspr.com; 310-422-9173.


Shawn Loggins

Distribution Acquisition & Sales

After Shawn graduated from California Polytechnic University located in Southern ShawnCalifornia, with a Bachelor of Science degree in business management, hefound his calling within the adult beverage industry with Young’s Market Company -a major wine and spirits distributor located on the west coast.

After several years with Young’s Market, Shawn became affiliated with Heublein / Diageo as a multi-state manager for its wine division. With Shawn’s strong belief that lifeis a school and we are here to learn,  he returned to California Polytechnic University where he earned an MBA in International Marketing.

Again, accelerating up the corporate ladder Shawn became the Director of Marketing for Rosemount Estates of Australia. As part of the executive team at Rosemount Estate, Shawn would help navigate and establish the Rosemount brand as an interntaional icon.

As a true success story, Rosemount Estate’s rise lead to an acquisition by Southcorp (Lindemans and Penfolds) which would become Foster’s – the largest Australian wine producer in the world. While at Foster’s, Shawn’s interest in winemaking reached new depths as he studied under two of the world’s greatest winemakers.

His interest grew in the global wine world and he went on to manage all aspects of winery operations – winemaking, sales, marketing , finance and public relations for three different global labels from global wine producing regions – Italy, Sonoma County and Argentina.

After, a quick thirty plus years, Shawn has realized his two true passions in life:

  1. drink what you like and don’t drink what you don’t like – it really doesn’t matter where the product comes from or how much it costs
  2. products taste better when enjoyed with family and friends.

With Shawn it is hard to distinguish which are family and which are friends.

Contact: shawn@skuactivation.com; 707-481-1872.


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