To be the leading, most-trusted and most-efficient distributor of beverage alcohol—creating distinctive, measurable and innovative value for our customers and supplier partners alike.

Our Mission 
To leverage leading approaches and tools to provide tailored business solutions that drive growth and value for our customer and supplier partners through superior…

• Consolidated ownership, customized trading partner relationships, and national scale efficiencies;
• State-level share, market intelligence, sales effectiveness, and brand-building expertise;
• Investments in our people, recognized and reward tangible results.

Our Beliefs and Values
Our people are our most fundamental resource. Diversity in thoughts and actions are welcome. Individual differences are respected. We recognize that employee contributions through teamwork and empowerment are critical to the success of the company. Our goal is to provide a positive environment for our employees that encourages creativity, recognizes innovation and rewards results.

Quality
Superior quality and continuous improvement in all aspects of our business. This includes dedication to employee development and a commitment toward ever increasing customer satisfaction.

Customers & Suppliers
By being customer and supplier focused, we understand the needs and expectations of each. We strive to provide unsurpassed value in both product and services offered. Building long-term, cooperative, professional relationships are the common objectives we share for our trading partners. We endeavor to conduct business in a manner beneficial for these important partners—with highly trained and specialized resources delivering superior value-added services.

Integrity and Social Responsibility
Our company accepts responsibility for maintaining the highest standards of integrity, ethics, and support for all our employees, customers, environment, and the communities we live and serve. Southern urges all retail customers and adult consumers to market, sell, serve and enjoy its products responsibly.