OUR LEGACY IS AS RICH AS OUR BEER

At Standard Sales, we understand each ingredient plays an important role in crafting a fine beer. It’s this perfect combination that gives each beverage its own spirit and we pride ourselves in selecting only the best products for your unique spirit, too. We share this attitude with our Standard Sales family – a family of individuals and partners with a variety of unique and diverse talents, abilities, thoughts and feelings that together, make the perfect team. Since 1952, this has been our philosophy, and today, continues to shape our proud legacy.

...“Beer is proof that God loves us and wants us to be happy.” Benjamin Franklin...

THE LEGACY BEGINS: TED AND PINKIE RODEN

Little did Ted and Pinkie know an idea would become reality and that reality would become legacy. Ted moved to Odessa in 1947 to join his brother, Tom “Pinkie” Roden to help his retail package store. Soon, Ted set his sites on the King of Beers – the famous Anheuser-Busch company – where he became the sole Anheuser-Busch beer distributor in Odessa. Little did Ted and Pinkie know they were creating a legacy that continues today.

World-Famous Budweiser Clydesdales Visit Odessa.

By 1953, it was clear West Texas was beer thirsty. Standard Sales Company sold more than 100,000 cases of Budweiser beer in its first year. The Famous Budweiser Clydesdales made the first of many stops in Odessa, Texas. The hitch visited the Sand Hill Hereford and Quarter Horse show and drew crowds along parade routes on the streets of Odessa.

OPEN FOR BUSINESS AND BEER: ODESSA, TX GRAND OPENING

In 1979, the Standard Sales team put on their best 70s-style duds and celebrated the grand opening of its Odessa warehouse. The massive warehouse played a key role in expansion efforts, providing fine establishments from all over Texas with the coldest, best-tasting beer for their thirsty customers.

TED NAMED ODESSA CITIZEN OF THE YEAR

It’s no secret Ted loved his community just as much as he loved Standard Sales. A man of integrity, he believed in giving back to the city and community that gave so much to him. In 1995, the City of Odessa honored him by naming him Citizen of the Year. To Standard Sales, he’s ALWAYS held that honor – it’s nice to know others felt the same way.

TED PASSES THE STANDARD SALES TORCH

In 1984, Ted decided it was time to pass the Standard Sales torch, selling the company to the Executive Management Team who appointed Ray Teutsch as president. Ray served the company from 1984-2000, heavily relying on his mentor’s great leadership and foresight, paving the way for a new generation of beer drinkers with greater selection and reach. Even after retirement, Ted refused to slow down, remaining an active and influential part of the company.

FRANK DEADERICK TAKES THE REINS

After Ray retired, Frank Deaderick took the reins as president. From 2001-2010, his leadership further solidified the company into a major player in beer distributors across Texas, Mississippi and Colorado. In 2007, Frank was honored by the Odessa Chamber of Commerce as Entrepreneur of the Year – a well-deserved honor, if we say so ourselves!

THE MAN BEHIND THE LEGACY

Just because Ted decided to retire doesn’t mean his legacy retired with him. Ted and his beautiful wife, Jan, remained a staple of Standard Sales even after retirement, solidifying his dedication and commitment to the company, workplace family and community.

NOT GOODBYE, BUT SEE YOU LATER

Almost 60 years after our founding father, leader and mentor began the Standard Sales journey, he was called back home again at the ripe age of 88-years old. And while Ted is no longer with us physically, his legacy and philosophy live on, playing a very important role in how we continue to treat our work family, partners and customers today. Godspeed, Ted – it’s not goodbye, it’s see you later.

FRANK DEADERICK RETIRES

After 9 years of leading Standard Sales into a new era, Frank retired in 2010. His vision was much like Ted’s with a focus on providing an excellent selection of products for all tastes and customers, creating and maintaining strong family-based values and relationships, and of course, providing the service that made Standard Sales a leader in beer distributorship.

LANNY LAYMAN CONTINUES STANDARD SALES LEGACY

In 2011, Lanny Layman took the Standard Sales reigns, forging a future that encompasses Ted’s legacy and expanding customer choices with a wide variety of beer, beverages and mixers aimed to quench an even wider group of thirsty customers with unique tastes. In addition to his dedication to Standard Sales, Lanny also is a strong community pillar, currently serving as the San Angelo ISD School Board president.

EXPANDING REACH: LUBBOCK, TX GRAND OPENING

Standard Sales has grown a reputation as the king of beer and beverage distributors, celebrating their expanding royal line with the Lubbock warehouse grand opening in 2011. Our partner and friend, Budweiser, joined the festivities, spreading even more beer and cheer across Texas.

THE TWO KINGS: TED AND AUGUST BUSCH III

It began more than 60 years ago – and became a bond that remains strong today – the partnership between Standard Sales and Anheuser-Busch. Ted believed his employees were family, and shared this belief with partners, too. This philosophy forged many strong relationships, one of them being Anheuser-Busch.

STANDARD SALES: BREAKING NEW GROUND IN BEER DISTRIBUTION

Hold on to your hardhats – there’s a new warehouse in town! In 2013, the Odessa Chamber of Commerce broke ground to pave the way for a state-of-the-art Standard Sales distribution warehouse. Beautiful, functional and able to hold plenty of tasty beer, the warehouse would become the city’s welcoming mat.

HARD WORK AND DEDICATION: ODESSA WAREHOUSE CELEBRATES OPENING

After years of planning and construction, the new Odessa Standard Sales warehouse opened its doors in 2015. This state-of-the-art facility serves as the entryway to the city, and serves as a constant reminder that a strong vision, combined with plenty of hard work and dedication, can not only create a company that changes an industry, but a community, as well. At Standard Sales, we are proud of our continued legacy and honored to serve our customers, partners, workplace family and communities.

STANDARD SALES MAKES ITS MARK IN KENTUCKY

In 2015, Standard Sales brought its distributing empire to Kentucky, the home of fast horses, jockeys, big hats, and of course, the Kentucky Derby! And after a hot day in the Kentucky sun, nothing quenches a thirst more than an ice-cold beer – we’re pretty sure it’s jockey-approved!

STANDARD SALES TO PURCHASE FALLS DISTRIBUTING COMPANY

June 23rd 2017, Standard Sales announces it will extend its Texas footprint east after agreeing to purchase Falls Distributing Company in Wichita Falls, Texas. Falls Distributing Company was founded in 1961 and is headquartered in Wichita Falls. Falls Distributing serves 13 counties, across 12,300 square miles along the Texas-Oklahoma border. Falls provides outstanding service to close to 400 accounts from its 38,328 square foot facility. Lanny Layman, President of Standard Sales Company stated, "We are extremely excited to have an opportunity to purchase Falls Distributing Company whose reputation of quality service is unsurpassed. Our Companies share many of the same philosophies and values."

LANNY LAYMAN RETIRES

Lanny retired at the end of 2018, leaving behind a Standard Sales Company that was quite different from the one when he began as President. From the opening of the new warehouses in Lubbock and Odessa to the selling of our Colorado branches, the purchasing of Louisville and Owensboro, and finally the purchasing of Falls Distributing in Wichita Falls, Texas. Lanny continued the vision of providing an excellent selection of products for all tastes and customers, creating and maintaining strong family-based values and relationships, and of course, providing the service that made Standard Sales a leader in beer distributing.

SEAN MOORE NAMED AS PRESIDENT AND CEO OF STANDARD SALES COMPANY LP

In 2019, Sean Moore was named the CEO/President for Standard Sales Company, LP. A "Bud Man" since graduating from Eastern New Mexico University, Sean has been selling and distributing great beer for over 25 years. In 2005, Sean made the pivotal decision to leave a general manager position at a neighboring A-B wholesaler and move his family to Texas and join the Odessa, Texas, branch of Standard Sales as sales manager. Sean became the managing partner of the Odessa branch in 2007. Sean serves on the boards of various local charities in the Permian Basin, including the Odessa Chamber of Commerce, Grow Odessa Economic Development Corporation, and the Metropolitan Planning Organization Panel. Sean serves on the boards of the Wholesale Beer Distributors of Texas, National Beer Wholesalers Association, and BevCap Management LLC.

History