Vance & Bill Reed grew up in the Northern Panhandle of Texas in a town called Borger. Their parents were Joe and Elma Reed. Vance & Bill’s father known, as Papa Joe was a local butcher who later became a Wholesale Beer Distributor in 1953 selling Coors brands and others such as Carling Black Label, Falstaff, Schlitz, Pearl, and various other beer brands.

Bill graduated Borger High School in 1956 where he met & eventually married his high school sweetheart Shirley Tidwell. They were married on July 19, 1957 where they began a family of 3 children, 2 daughters (Julie & Judy) and a son (Joe).

Vance graduated Borger High School in 1961. He married Anita Courtney on Febuary 18, 1966. They have one daughter (Shellia) and one son (Chris). Vance also has another daughter (Kelly) from a previous marriage.

Vance & Bill have another brother Dale in Waco. All three sons all worked for Papa Joe and the beer business at one time or another and all 3 ended up owning and operating their own Texas beer distributorships in Abilene, (Bill Reed Distributing Company) Amarillo, (Great Western Distributing Company) and Waco, (Brazos Valley Distributing Company.) Dale eventually sold his distributorship to Glaziers Wholesale in the early 2000’s.


Bill gained his business experience working for Papa Joe in 1957 and he began his career when the Coors Brewing Company began expanding into North and West Texas in 1965. Bill was awarded the distributorship in Stamford Texas and serviced a rural 10 county area with one building, one employee, one old truck, and one big dream of building a successful and community oriented business. Over the next 15 years he and his team built the business and market share that at one time reached over 52%. Bill moved the distributorship to Abilene Texas in 1980 after voters decided to allow beer sales in Taylor County where he was one of 5 beer distributors competing for thirsty new customers. Over the next 30 years Bill Reed Distributing Company purchased 3 of those distributorships including Miller Brewing Company brands just this past January and now is one of only two remaining beer distributors in the area. Bills philosophy is now and has always been to provide quality brands through superior service and has always maintained a passion for the beer business and for the community in which he lives.

Bill has been in the business of selling Coors and Miller beers for the past 53 years and has always been thankful for the growth of his business. He has tried to show that thanks by giving back to the area by supporting charitable & civic organizations such as serving as President of the Stamford Jaycees as well as Officer on Texas Jaycees board of Directors. He has served as board member of the Stamford Texas Chamber of Commerce, and was elected to the Stamford City Council. He has been a member of the Abilene Chamber of Commerce for the past 35 years and served on the Military Affairs committee as council member and Honorary Base Commander at Dyess Air Force Base. Bill has also been instrumental as committee member and contributor of time and funding for programs such as the American Cancer Society, The American Heart Association, New Horizons Home for Children, The Noah Project, Love & Care Ministries, The Ben Richey Boys Ranch and countless others. He has served his community well but has also served his industry as President, lifelong member and current Advisory Committee member of the Wholesale Beer Distributors of Texas. He continuously supports local government initiatives and is active in confronting industry issues as Director and PAC committee member of the National Wholesale Beer Distributors Association of America. Bill was awarded the distinction as a MillerCoors Legend in 2012.

Bill & Shirley Reed have 6 grandchildren and 7 great grandchildren ranging in age from 18 months to 30 years. Bill Reed Distributing began and has remained a family business with 2 Daughters, a Granddaughter, 3 Grandsons and his Son in Law working in the business. Bill & his wife Shirley’s love for family and passion for the beer business are evident in the way they run their business and the way they live their lives.


Vance gained his business experience working for Papa Joe beginning in 1956 with a broom in his hand sweeping the warehouse floor as well as loading and unloading trucks. Eventually, he would get his own route. However, being a route salesman was not his end goal. In 1966, Vance went to work for the Adolph Coors Company as a Merchandiser then promoted to a Regional Merchandising Director a few months later. In 1966, Vance moved to Amarillo and went to work for his cousin, Arley Barnett, at Great Western Distributing Company as General Manager. Vance would serve as General Manager until 1973 when he and his brother Dale would purchase the distribution rights for Great Western Distributing Company. Both Vance and Dale worked zealously to grow market share in their territory. The hard work paid off when Dale was offered the opportunity to purchase Brazos Valley Coors in 1983. In 2003, Vance purchased North Country Distributing to expand Great Western Distributing Company. In 2011, Vance and Bill decided to merge their two operations to create a stronger go to market distributorship. Great Western was a Founders Award winner in 1983, a 17x CBC Quality Award winner, 2002 & 2003 won the Coors Quality Platinum Award, 2005 Coors Central Region Excellence Award, 2008 Nestle Waters named Great Western their Top New Distributor of the Year, and in 2009 was awarded the Rising Star award from United Brands. Great Western has also been nominated by the Better Business Bureau twice as Small Business of the Year.

Vance’s community involvement belief is “This community has been good to my family so we need to be good to it.” Hence Vance and Great Western are known for their generosity to 100’s of charities in Texas. Vance has been instrumental in starting two non-profits, The Coors Cowboy Club and The 100 Club of the Texas Panhandle. Vance has been recognized as a top community supporter several years and serves on the board of directors for Maxor National Pharmacies a national company based in Amarillo. He has served on numerous boards and held numerous offices. They include, Potentate Khiva Shrine Center in 1983, Chairman of the Shriners Hospitals for Children Houston Unit in 1985, has served for the past 30 years as a representative to the Shrine of North America as well as chairing several standing committees, Past President of the Tri-State Fair and Exposition in 1995 & 1996 and continues to serve on the Executive Committee, serves on the board of directors of the Amarillo Events Venue District, President of the Amarillo Economic Development Council in 1997 & 1998, and Chairman of the Amarillo Chamber of Commerce in 2003. Vance’s industry involvement is as strong as his community involvement. He has been a member of Wholesale Beer Distributors of Texas since 1973 and was elected President in 2003 and Chairman of the Executive Committee in 2004 and has continued a as board member even today, he served as Co-Chair of the MillerCoors National Business Council from 2004-???, Co-Chair MillerCoors Product Supply Committee 2003-???, and actively works with his fellow distributors as a member of KEG 2. Vance always actively supports the WBDT and NBWA PAC in addition to the numerous Local, State, and Federal election campaigns. He was recognized as a MillerCoors Legend in 2010.

Vance and Anita have 7 grandchildren, and he relishes the opportunity to work side by side with his three kids every day. Vance’s commitment to his family, his business, and his community is the reason he has been so successful for so many years.


3701 SE 25th Ave
Amarillo, TX 79103 

Mon-Fri 9:00am - 5:00pm
Sat 9:00am - 12:00pm
Closed Sunday



4101 Amarillo Street
Abilene, TX 79602

Mon-Fri 9:00am - 5:00pm
Sat 9:00am - 12:00pm
Closed Sunday