by Joseph H. RADDER
Seventy-five years ago, Stephen L. Vukelic decided that prohibition-weary Western New
Yorkers needed a better legal way to quench their thirst, and so he started bottling soft
drinks in his native Lackawanna. At age 28, he selected the catchy name Try-It Bottling
Works, a name that has meant quality and good service ever since.
Today, Try-It Distributing is a huge beverage firmexclusive Western New York
distributors of Budweiser beer and related Anheuser-Busch products since 1946 and a major
distributor for Labatt of Canada since 1949. Try-Its headquarters is a massive
140,000 square foot building on Walden Avenue in Lancaster housing the companys
warehouse and offices.
Gene Vukelic is Chairman and Chief Executive Officer of the Company. His five sons are
like a strong offensive line for the veteran quarterback. Paul is President
and Chief Operating Officer, Jeff is Executive Vice President, Tim is Vice President of
Sales and Support Systems, Peter is Vice President Premium and High End Products, and
Matthew, the youngest member of the family, is a Service Supervisor.
Top row, left to right: Paul, Tim, Gene and
Jeff. |
It doesnt take long for the visitor to sense that this is a firm built on family
values. It all started with Genes grandparents who operated a boarding house for
Bethlehem Steel workers, then a grocery store and eventually a tavern on Simon Avenue in
Lackawanna. We grew up over the tavern, Gene says, reminding us of the play
with that title.
My grandparents were Croatian, he said. They came to the United States
when my father, Stephen, was six years old. Hes proud to say We grew up
in the shadow of Our Lady of Victory Basilica. Gene was seven years old when the
Basilicas famous founder, Father Baker, died.
My Dad worked wherever he could, at the steel plant and other jobs. But he was an
entrepreneur at heart. So eventually he opened the Try-It Bottling Works in a small
building in Lackawanna with one truck. He also had a restaurant nearby called The Mohawk
Grille. My father only finished the sixth grade, Gene says, but he loved to
study words and eventually became a wordsmith. When youd sit and talk to him
youd think you were talking to a Philadelphia lawyer. The senior Vukelic then
became active in politics, twice campaigning for Mayor of Lackawanna and he was a
Republican state committeeman for many years. Later he was appointed Executive Secretary
of the Erie County Water Authority and eventually became its Chairman. When prohibition
was repealed in 1933 he expanded Try-It into the beer business and became the distributor
for Phoenix Beer, Schreibers Manru and other minor brands. This, of course was the
beginning of Try-It Distributing as it exists today. They were appointed a Budweiser
distributor for Western New York in 1946, and thats when Try-Its rapid growth
began.
Left to right: Stephen Vukelic and August
Busch, Jr. |
Gene Vukelic went to elementary school in Lackawanna, and then to Canisius High School. He
then attended LeMoyne College in Syracuse.
Stephen Vukelic (on the left) and Genes mother Katherine (lady on the left). |
During summer vacations he would work for Try-It, then in its embryo stages.
Gene has two brothers and a sister. Both of his brothers, Steve and Jack, had equity in
Try-It Distributing but sold their interest to Gene when they retired. His sister, Paula
Storey, is a Guidance Counselor at Nardin Academy. Dave Storey, Paulas husband, is a
Member of Try-Its management team.
From top to bottom: Gene Vukelic, his
brother Jack, |
Indeed Try-It Distributing, huge though it may be, is still a family business. I
have three nephews working here, Gene is proud to say, along with five sons in
the business. Indeed the Canisius College Center for Entrepreneurship selected
Try-It recently for a Family Business of the Year award.
Gene at Try-It Distributing riding on the Budweiser Clydesdale Wagon. |
Paul, President and Chief Operating Officer, is married to Amy Vossen. They have four
children and live in Buffalo. Tim, VP Sales Support Systems, is married to Shelby Deck.
They have one child and live in East Aurora. Jeff, Executive Vice President, is married to
Elaine Bruno. They have two children and live in Williamsville. Peter, Vice President
Premium and High End products, was recently voted as Buffalos #1 bachelor on Channel
7. He lives in Buffalo. Matt, Service Supervisor, is married to Heather Daley. They live
in Hamburg and are expecting their first child.
Paul Vukelic and family. |
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Tim Vukelic and family. From left to right: wife Shelby Deck, son Maytham and Tim. |
Jeff Vukelic and family. From left to right: wife Elaine, daughter Olivia, Jeff and son Jeffrey. |
Gene Vukelic and Carole Rose were married in 1958. In addition to the five sons they also
have two daughters. Mary Ellen Sullivan lives in Cincinnati with her husband Jim and four
children. Suzanne Mahoney lives in Buffalo with her husband, Dr. Tim Mahoney, and their
five children.
Gene had gone to work for General Motors after being honorably discharged from the Marine
Corps, where he served as an instructor with the 3rd Marine Division. . He then worked for
Cottrell Bus Service and Sales. Joe Cottrell was probably one of the biggest
influences in my life, Gene remembers. He is a wonderful man and was a great
mentor. He was the only CEO who started every meeting with a prayer.
Peter Vukelic - voted Buffalos #1 Bachelor. |
When he was working for Cottrell, Genes dad asked him to come in and take over the
business. It was still small, with only ten to twelve employees, compared to over 200
today. We went through a lot of adversitybut adversity is a great
teacher.
Since 1960 the Company has made seven acquisitions and we continue to be on the
acquisition trail Vukelic is pleased to say.
Matt and his wife Heather are expecting their first child. |
The Try-It philosophy considers all employees to be stakeholdersand community
service is fundamental to the Vukelic family. The company advances education about
responsible consumption of alcohol with programs in area schools and participation in
media messages of moderation. Try-It is a major supporter of organizations and charities
benefiting children. Gene and several other Try-It executives serve on numerous community
boards and committees.
The Company is also a proud sponsor of numerous community events such as The Taste of
Buffalo, Thursdays in the Square and the Erie County Fair.
Mary Ellen Sullivans (Vukelic)
family. |
Gene is convinced there are two requirements for success One, you have to work hard,
thats a givenand two, you have to pay attention to the details. If you do
those two things right, they will really get you where you want to go. Also, the old adage
applies, being in the right place at the right time. But you have to know youre
there.
Surprisingly, Gene Vukelic does find time for recreation, especially golf and fishing. He
loves to go fishing with his sons. His favorite fish story is about his son, Peter, who
caught a fifty-two pound lake trout in western Canada, breaking a twenty-seven year
record.
Suzanne Mahoneys (Vukelic) family. |
Future plans? Gene is bullish about expansion of the business in Erie and Niagara counties
and continuing to be a good corporate citizen. From where we sit, future success for the
Vukelic family and Try-It Distributing are assured primarily because they care about
people.
Joseph H. Radder is a freelance writer.