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Our Story

Family-owned Couch Distributing Company, Inc. is the largest independent beverage distributor on California’s Central Coast.

Couch Distributing Company began operating in July, 1973 in small leased warehouse on Walker Street in Watsonville. The company ran six route trucks with two salesmen with a total employee count of eleven, with total annual volume just under 400,000 cases.

Today, Couch Distributing employs over 160 people, operates 55 delivery vehicles and has become the largest beverage distributor on the central coast of California with a portfolio of the largest selling and fastest growing brands in the malt beverage category. Couch is the exclusive distributor for Anheuser-Busch InBev whose brands include Budweiser, Shock Top and Stella Artois, Constellation (Corona, Modelo, Pacifico and others), Heineken USA (Heineken, Amstel, Newcastle and others, Diageo-Guinness (Guinness, Harp, Smirnoff Ice and others). In addition the company distributes a full array of fast selling craft brews including Kona, Anchor Steam, Firestone, Widmer, Redhook, Speakeasy and Gordon Biersch. A full product list is available on the Our Brands page.

We now operate from our 85,000 square foot home on Lee Road in Watsonville, visible from the south bound lanes of Highway 1. The company’s 2011 sales exceeded 4.4 million cases, sold locally to our 1500 restaurants, bars and retail outlets. George Couch III, Couch Distributing Company founder and President attributes the company’s tremendous growth and success to great employees, strong well marketed products and wonderful acceptance by the fine people of the Monterey, San Benito and Santa Cruz counties.

Employee loyalty at Couch is manifested by the fact that the average tenure of the top of management team exceeds 30 years of service to the company.

The company has and continues to make significant investments in technology and management systems to produce a smooth running operation offering our customers superior service, and state of the art sales information and account payment options.

Couch Distributing Company is committed to:

  • Customer satisfaction
  • Excellent service and products
  • Open and honest communication
  • Community involvement
  • The highest level of integrity, pride and dedication to our long-standing tradition of excellence.
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