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Reyes Beer Signs New Distribution Agreement

Harbor Distributing, L.L.C. has entered into an agreement to acquire substantially all of the assets of Elyxir Distributing, L.L.C. in the Monterey Bay Area of California. The transaction is scheduled to close on Friday, August 21, 2020 and will roll into Reyes Beer Division’s existing Golden Brands operations.

“We are pleased to have another great opportunity to expand our California operations,” said Tom Day, Chief Executive Officer, Reyes Beer Division. “We are building for the future and have continued to invest in our people, processes and technology to better enable us to be that trusted distributor of choice for both our supplier and retail partners.”

Tom Reyes, President of Reyes Beer Division West, said, “This acquisition is particularly exciting for our team because it will allow us to connect our current Golden Brands and Allied Beverages – Central Coast territories for the first time. We look forward to servicing the Monterey Bay Area, leveraging our scale and strengths, and sharing the best practices we’ve learned along the way across our national footprint.”

The acquisition will add approximately 100 employees, 2.5 million cases and nearly 1,200 new customer accounts, and includes brands from key suppliers such as Molson Coors, Heineken USA, Mike’s, Boston Beer, Sierra Nevada, New Belgium and Lagunitas.

“Elyxir Distributing has been providing outstanding distribution and marketing services to the Santa Cruz, Monterey, and San Benito counties for years and we are proud of what the team has accomplished, and we are gratified that our outstanding employees can continue their great work and grow with such a quality operation,” said Skip Ely and Glenn Ely, founders and owners of Elyxir Distributing. “The Reyes family knows this business inside and out, and our employees, customers and suppliers will have a good partner in them.”

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