Cherokee Distributing Company names Chris Monroe as president upon Jeff Knight retirement

Cherokee Distributing Company, a leading beer wholesaler in the state, has selected Chris Monroe as the new president of the organization.

The leadership transition follows the retirement of Jeff Knight, who served in the top executive role for more than 20 years. He joined the company in 2003 as general manager before becoming president. During Knight’s tenure, Cherokee Distributing Company expanded its business footprint and earned dozens of distributor awards for sales performance and customer service excellence, including the 2025 Molson Coors Distributor Excellence Award and 2023 Boston Beer Company President’s Award.

“Our company, partners, employees and customers are grateful for Jeff’s years of service and leadership,” Cherokee Distributing Company Vice President Lauren Bowman said. “His dedication and industry expertise played a major role in how our company has evolved, and he is a primary reason for our continued success. Even after his retirement announcement, Jeff made sure the team was set up to succeed going forward. We are excited for him as he begins a well-earned retirement.”

Knight, who will take the role of chairman, knows Monroe well as the two crossed paths multiple times in Tennessee during their work in the beverage distributing business.

“It has been an honor to serve Cherokee Distributing Company for more than two decades,” said Knight, who will take the role of chairman. “I’m proud of what our team has accomplished together and grateful for the relationships we’ve built with our employees, supplier partners and communities. I look forward to watching Cherokee Distributing Company continue to grow and succeed in the years ahead, and I can retire with peace of mind knowing that Chris is here to lead this family-focused operation.”

Monroe, who will take the helm July 1, 2026, brings more than two decades of beverage industry experience to Cherokee Distributing Company. Most recently, he served as director of marketing and brand development for DET Beverages, LLC, in Nashville, where he led brand management, supplier relations, business development initiatives and special events across 22 counties in Tennessee.

“Chris is a proven leader with a strong track record of building successful teams and developing supplier relationships,” Bowman said. “We are confident he will thrive working with our Chattanooga, Kingsport, Cookeville and Knoxville locations to keep Cherokee Distributing Company a successful, family-owned business in Tennessee for years to come.”

Prior to joining DET Beverages in 2020, Monroe served as general manager for Ajax Distributing Company in Memphis. He began his career in distribution with D. Canale Beverages, LLC, advancing from sales representative to account manager.

“I’m excited to join Cherokee Distributing Company and excited for the opportunity to work alongside such a passionate team,” Monroe said. “This company has built an outstanding reputation throughout the region, and I look forward to continuing that legacy while supporting our employees, supplier partners, retailers and communities.”

Monroe earned a bachelor’s degree in accounting from Christian Brothers University in Memphis. As he transitions into his new role, Monroe will relocate to the Knoxville area along with his wife, Dana. In his free time, Monroe enjoys spending time at the lake, fishing, enjoying good food and playing golf.

To learn more about Cherokee Distributing Company, visit cherokeedistributing.com.