Winner 2024 Torch Awards for Ethics
BBB Serving Northern Colorado and Wyoming
High Country Beverage is a family-owned beverage distribution headquartered in Johnstown, CO with additional locations on Colorado's Western Slope and in Kansas. High Country Beverage was founded by Dave Nichols with the purchase of two distributors in Fort Collins and Greeley in 1996 after his 24-year career at Coors Brewing Company. High Country now serves over 2000 accounts in Northern Colorado and the Western Slope, plus their business in Kansas, and has repeatedly won awards from MillerCoors for sales and quality performance.
Character
Dave Nichols expresses a very simple moral philosophy when it comes to business. "We don't go gray, we don't break the law, we don't cut corners." Especially in a heavily regulated industry like alcohol distribution, most ethical issues are fairly black and white. As a result, employees are never pressured to skirt the line of what is legal or ethical and the focus is on long-term sustainable growth rather than short term profits.
High Country Beverage's P.R.I.D.E program recognizes employees who go above and beyond in upholding the company's core values:
Passionate
Responsible
Independent
Dedicated
Excellence
Employees acknowledged through the P.R.I.D.E. program receive recognition and rewards at company meetings and annual company events.
Culture
While a lot is expected of Employees, High Country Beverage makes sure that this hard work is matched with a caring and supportive atmosphere that emphasizes fun as well. On Tuesday, Wednesday, and Thursday, co-workers may have a shift beer at the bar in the company's headquarters. Every quarter HCB has a Friday Afternoon Club where families are welcome in addition to co-workers and there are annual events like holiday parties, casino nights, and summer picnics. At each of these events (as well as on the job), HCB has a zero-tolerance policy for drinking and driving, so all employees are provided with no-questions-asked reimbursement for safe transportation home.
When looking for potential employees, the most valued traits are whether someone is a team player and willing to go above and beyond. To that end, interview questions ask about whether someone considers themselves a nice person and what they like to do for fun. Positives on a resumé include having a job or playing on a sports team in high school or college. Once hired, HCB focuses on retention with competitive pay and benefits and annual employee surveys to assess if there are areas employees feel are lacking and what can be improved. As a result, many offices at HCB are filled with the awards for 5, 10, 15, 20, and even 25 years of service to the company.
Customers
As a distributor in the middle of the three-tier system for alcohol sales, High Country Beverage's customers are the retail establishments like restaurants, bars, and liquor stores rather than the consumers who eventually buy the products they sell. To achieve their mission to be the best beverage distributor in the country, HCB focuses on service and quality. HCB never uses automated or outsourced call centers, so accounts always get a real person at HCB on the phone when they call. HCB works to provide a live person on the phone when customers call as close to 24/7/365 as they can.
When it comes to quality, HCB maintains strict quality control over all their products, even though they aren't the manufacturer. They inspect shipments, monitor storage conditions, and ensure proper handling techniques are followed at every step. Product that is past its best-by date or spoiled or broken in transit is promptly replaced. And sales representatives out in the market are constantly checking dates and tasting samples to ensure that any product supplied by HCB is of the highest quality and freshness.
Community
While the High Country Beverage website lists over 40 nonprofits the company has supported in its lifetime, the company sees it as a responsibility more than a way to gain attention. "Philanthropy to me, is being able to give something without recognition," said Dave Nichols. Highlights include raising over $600,000 over the last 21 years for St. Jude's Children's Research Hospital and funding the summer program for SummitStone Health Partners High Intensity Youth Treatment and Peer Services (formally the Namaqua Center). HCB's Employee Directed Donation Program also provides all HCB employees with at least three years of service the opportunity to select a nonprofit organization for HCB to donate $500 to each year on their behalf.
Over the past 27 years in operation, High Country Beverage has experienced great expansion and success for many reasons mainly the leadership of Dave Nichols and his sons who set the high expectations and positive attitude of the company. Their commitment to doing things the right way and providing their customers with the highest quality products possible is commendable but not as impressive as the amount they have given back to the community and the positive impact they have had on so many people's lives. As High Country Beverage grows so does the amount they are able to give back, never wavering on their promises to the community.