High Country Beverage CEO Dave Nichols began his career in the beer business in 1972 as a driver for Coors Distributing Company in Denver.
During his years with Coors, he earned leadership positions in distribution, field sales, national accounts, and human services.
In 1996, after 24 years of experience in the beer industry, Dave left his position as Vice President of Distributor Development for Coors Brewing Company and celebrated the start of his own venture. He purchased two Northern Colorado beer distributors and merged them create High Country Beverage (HCB), adding the Western Slope territory in 2012.
HCB operates as an independent family-owned and operated company with Dave as CEO and Dave’s son Steve serving as president. While Dave ensures the timely development and implementation of business strategies, Steve oversees all day-to-day operations for the company. He is accountable for achieving operating objectives and growing volume and market share. Steve likes to celebrate success, and the HCB team ensures we do that often.
Under the guidance of the Nichols Family, the dedicated and hard-working HCB team maintains the highest product quality standards possible, provides excellent service to our customers, and creates a safe work environment for our employees.
We are committed to being a green company and minimizing our impact on the environment, reducing waste and inefficiencies where possible. And we support the Colorado communities in which we live and work through product donations, volunteer hours, and financial contributions.
Distributing to more than 2,200 accounts, the HCB team delivers thousands of cases every day to be enjoyed by more than a million Colorado residents and visitors. Our approach includes lucrative sales incentives and pay-for-performance programs, enticing shelf management tools, and powerful operational technology. Our mission is to help our suppliers and retailers reach their goals faster and celebrate the results.
Now a nationally recognized leader in the industry, High Country Beverage is known for performance in volume, distribution, and retail execution. We are also recognized for our commitment to quality and service. Our goal is to create a reason to celebrate for everyone involved.
Thanks to the hard work of our employees, HCB has been recognized with:
In striving to reach this goal, we give our customers superior service, maintain the quality of our products at the highest level, and provide a safe and ideal work environment for employees. We want to generate pride and a desire for personal improvement that we can all celebrate. We also expect and reward aggressive sales efforts that result in sales growth for our retailers and increased market share and profitability for our company and our suppliers.
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