History of Reed Beverage


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 1952 selling Coors brands and others such as Carling Black Label, Falstaff, Schlitz, Pearl, and various other beer brands.

Bill graduated from 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 from Borger High School in 1961. He married Anita Courtney on February 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. In 2011, Vance and Bill merged their organizations to create Reed Beverage, Inc. dedicated to building brands and being a valuable partner to our supplier and retail partners. We lost Bill after a long battle with cancer on October 5, 2014. Bill maybe gone but his legacy in the beverage business will always be remembered.


Under the guidance of the Reed Family, the dedicated and hard-working Reed Bev Team maintains the highest product quality standards possible, gives excellent service to their customers, and provides a safe work environment for all employees. The Reed Bev Team keeps the environment and their community in mind with everything they do. They find a great deal of satisfaction knowing that they help Texans enjoy every day with a beer, wine or spirit in hand and a smile on their faces.


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