Our Core Values

THE GUIDING PRINCIPLES that reflect our internal identity, and are the integral reason for our success, are our core values. These values, embraced by senior management and accepted by our employees, will stand testament to the endurance and success of Southwest Beverages®.


Above all else, we firmly believe in our customer’s satisfaction. This dedication to satisfaction begins with a clear understanding of their wants and needs, translates into flavorful, high quality products and ends only when we have exceeded their expectations.


Our brands reflect our commitment to an exceedingly high level of quality excellence and translates into enjoyable and comforting beverages for our customers to enjoy and savor. As dedicated professionals we continually quest for excellence in all that we do.


We believe management should not simply create the environment where the employee executes the action the executive desires, but rather that each executive should lead by example and be a coach and a mentor-fostering each employee to their maximum potential.


We hold sacred the value of trust with our customers, suppliers, co-packers, licensees and fellow employees. This value translates into transparent communication with our customers and maintaining confidentiality with sensitive supplier and co-packer information.


The hallmark of our success is our staff. We believe in giving full consideration to every employee’s career development through direct peer mentoring, formal training and increased responsibilities.


We believe in bringing together the most talented individuals our company has to offer to form a team that devotes its energy towards providing our customers with the best quality product at its fairest price.


We foster an atmosphere of independent openness where employees are encouraged to present their ideas without undue restraint.


We believe in treating all customers, vendors and co-workers in a fair and equal manner that builds long lasting, valued relationships.


We believe in dealing with our customers, employees, vendors and society with the highest professional and personal standards of ethics and integrity.