Willows, California · Three generations since 1984
The North State's beverage house.
We proudly distribute a world-class portfolio featuring many of the finest beverages in Northern California. Diverse books of craft, domestic and import beers, wines & spirits, and non-alcoholic sodas, teas, juices, waters and energy drinks.
42
Years of family ownership
3
Generations of Carters
10
Counties served
100+
Suppliers represented
Since the 1940s
Three generations of Carters. Still based in Willows.
We are a family-owned and operated company, three generations of Carters, still based in Willows. Bob Carter purchased the distributorship in 1984. Mark Carter joined the business full-time in 1990. Robert Carter joined in 2018. Energetic employees provide quality service and sales support to our valued retail partners.
Founded in the 1940s, Superior Products Company originally serviced the North State out of Willows, expanding its 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 2026 we proudly celebrate 42 years of family ownership. Three generations of Carters still operate from Willows. We continue to expand our portfolio with many of the best new brands launched in the marketplace, and we look forward to continued growth in the beverage business for years to come.
Our story
Ten counties
From the rice fields to the Oregon line.
Colusa, Glenn, Shasta, Tehama, Eastern Trinity, Eastern Siskiyou, Northern Sierra, Plumas, Lassen, Modoc — and Meridian in Sutter County. 24 to 48 hour delivery from Willows.
View territory
For retailers
Sales coverage, rotation, and a book that keeps moving.
Weekly and bi-weekly sales calls. Product rotated and merchandised. Price and promo books. Online ordering through BEES with VIPPAY.
Office
Call the Willows warehouse.
110 E County Road 53, Willows, CA 95988