Shasta Sales, Inc.

The company was founded as Shasta Mineral Springs Company by a group of California business men, who also opened a health and vacation resort at the site and offered the naturally carbonated spring water to guests. In addition, they packed and distributed the Shasta water throughout the West Coast.

Shasta opened a third bottling facility in Los Angeles. All of the water was transported from the springs to bottling facilities in special glass-lined redwood tank cars. A successful regional firm was established with route truck distribution. The renamed Shasta Water Company expanded its product line to include flavored soft drinks.

Three major industry breakthroughs - Shasta becomes the first company to package soft drinks in cans; it introduced low-calorie or diet soft drinks; and it developed a new direct distribution system to grocers through wholesale channels.

Shasta became the distributor of the largest flavor line of regular and diet soft drinks throughout the United States, Canada and Puerto Rico. The company established its Food Service Division and further increased its market penetration by offering eight-ounce cans and returnable bottles.

In 1982, new labeling was introduced on all regular and diet Shasta packages. In 1985, Shasta was acquired by National Beverage Corporation and went through an extensive reorganization that changed its management philosophy and expanded its distribution network. A decentralized aggressive entrepreneurial organization was implemented, and the five year downward thrust of sales and earnings was reversed.

Shasta enters a new decade with a new look, new flavors and new innovative package sizes. Shasta is the only soft drink beverage company with wholly-owned bottling operations nationwide. Shasta continues to expand its warehouse and c-store distribution with regional distribution networks throughout the United States.