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Welcome to Superior Products Company

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We proudly distribute a World Class Portfolio featuring many of the finest beverages in Northern California.

We feature many diverse portfolios of domestic, import and craft beers, wines, spirits and non alcoholic teas, juices, waters and energy drinks.

We are a family owned and operated company with almost 50 energetic employees providing quality service and sales support to our valued retail partners.  Founded in the 1940’s, Superior Products Company originally serviced the North State out of Willows expanding it’s reach to surrounding cities.  Over the years, territories evolved and Bob Carter purchased the distributorship from Phil Jackson in 1984.  At that time the business was focused on Glenn and Colusa Counties.  In 2000, Superior purchased Lassen Beverage in the Susanville area opening up the northeastern counties of Lassen, Plumas, Modoc and Sierra to our company.  Finally in 2007, we once again expanded our service footprint to include the counties between our 2 warehouse operations ~ returning to servicing the territory with a variety of both Alcoholic and Non-Alcoholic products. 

In 2014 we will be celebrating 30 years of ownership and we have a very exciting year of special events planned.  Watch our web site and ask your sales rep for details - we have some great suppliers offering some great special rewards during the year with the month of May being especially "special" because that is our anniversary month.

We continue to expand our portfolio to include many of the best new brands launched in the marketplace.  We proudly represent partnerships with many great, high caliber suppliers and we look forward to continued growth in the beverage business for years to come.  Here are some of the suppliers we are proud to represent and click here to see the geography we cover.