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“ We continually try and find ways to raise the standard for what you expect in a partner.” Southern Wine & Spirits of Nevada is extremely proud to present you with the latest Introductory Guide to our company. We trust that you will find the enclosed information a useful tool whether you are opening a new establishment, remodeling for the future or upgrading your existing business. Over 30 years ago, we founded this company with a clearly defined goal: to become the leading beverage wholesaler in the state of Nevada by selling and showcasing the finest wine, spirits, and beer from around the world. In addition, at that time we realized the foundation for our success would be built on providing our customers with a service experience that exceeded their expectations. Throughout the years we have strived to build lasting, mutually beneficial relationships with our key customers, no matter the size of your business or the channel of trade. Our objective is to illustrate an unwavering commitment to customer service, deliver added value to your account, and provide you with the most professionally trained and highly responsive sales team in our marketplace. The results will be increased sales, and more importantly, optimal profit for your business. As our company succeeds, we want to share our success through our community service, thereby making Nevada a better place to live and raise our families. We recognize that when our community succeeds, so too does our company. It is our company’s and employees’ obligation to give back to the community in which we live. We have stayed true to our commitment by supporting hundreds of local charitable organizations throughout the years. Finally, we would like to thank you for your future loyalty and business as our respective companies grow together.

We can say “cheers” in a dozen languages. AS NEVADA’S LARGEST DISTRIBUTOR of premium wines and spirits, we pride ourselves on procuring popular and niche beverages from around the world, be it sake or sambuca. All of our clients can count on us to deliver their orders promptly and courteously.Now who wouldn’t want to toast to that?


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NOWHERE DO THE DRINKS FLOW as freely as in Las Vegas. To keep them coming, the Nevada arm of Southern

When it comes to distribution, we deliver.

Wine & Spirits opened in 1976. With hubs in Las Vegas and Reno, we procure beverages for all of the hotels and casinos in the state, as well as several chain and independent outlets. Plus, through our Academy of Spirits and Fine Service and our School of Fine Wine and Beverage Service, we ensure that every pour is superb. Because a good drink has as much to do with taste as with service.

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Modern facilities. Old-fashioned customer service. THE LAS VEGAS FACILITY is a 425,000-square-foot warehouse, education, and entertainment complex. Add another 210,000 square feet in Reno, and that’s a lot of space devoted to enhancing the art of beverages—and an art it is. We continuously monitor the wine room for proper temperature and humidity, protect imported wines with Cargo Gen Sets and Ryan Recorders, use only temperature-controlled trucks, and monitor all routes and deliveries with a state-of-the-art GPS system. We know exactly where every keg, bottle, and case are at any point in time. With this much devotion to meticulous beverage care and tracking, you might say we’re Type A individuals. And you would be right.




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1655 to 1670

Rum rations are given to British sailors to ease the long voyages at sea.


Rum distillation begins in Barbados with the Mount Gay Distillery, which is known as one of the oldest operating rum producers in the world.

Rum is used to clean hair and believed to keep it healthy.

The word “rum” is first recorded in Barbados. It is thought to come from the word “rumbullion” meaning, “a great uproar.”





Piña Colada First made in Puerto Rico by Ricardo Garcia around 1954; a delicious accident, now the essential tropical cocktail. 1 and 1/2 ozs. Captain Morgan 2 ozs. pineapple juice 2 ozs. coconut cream 1 oz. half and half




Dominican Republic

Puerto Rico

The Rum Map

YUM RUM. Mojito With origins in the early 19th century in Cuba. A traditional Cuban cocktail which became popular in the United States during the late 1980s. A refreshing mixture of fresh muddled mint, lime juice and 10 Cane Rum balanced with syrup and a touch of soda.

America develops a taste for rum bearing the name of Captain Henry Morgan, a British buccaneer. Captain Morgan Spiced Rum has grown into one of the leading selling rums worldwide.

“Yo, ho, ho, and a bottle of rum.”



Pirates fought over it. English colonists traded it. These days liquor cabinets are stocked with it. Rum’s rich history can be attributed to many things, but it can all be traced back to sugar plantations. Molasses, a byproduct of sugarcane, is a thick tar-colored substance that was once considered industrial waste. That is, until plantation workers made a drink out of it. In its early stages, the taste of rum

1 and 1/2 ozs. 10 Cane Rum 1 oz. simple syrup 8-10 mint leaves Juice of one whole lime Splash of club soda

was known as “hot, hellish, and terrible.” Centuries later, rum is described as smooth, complex, and flavorful—a far cry from when it was simply called Demon Water.

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The city of Tequila is officially established.



The first standards for the production of tequila are established.



State of Jalisco

–Francis Scott Key Fitzgerald

Don Julio Gonzales Estrada and sons develop higher priced tequila, opening the way for premium tequilas.



“ First you take a drink, then the drink takes a drink, then the drink takes you.”


“When life hands you lemons - break out the tequila and salt.”

causing the cultivation of the blue agave plant to increase.

Jesús Flores becomes the first to “bottle” tequila in glass vessels.

1950 The tequila industry improves its production techniques


The Tequila Map




TEQUILA: THE WORM’S EYE VIEW. Tequila is made from the distilled sap of the blue agave plant.

Paloma A traditional Mexican cocktail not as popular as the Margarita, but every bit as refreshing. A simple combination of Patrón Silver and Ruby Red Squirt. 1 and 1/2 ozs. Patrón Silver Tequila 3 ozs. Ruby Red Squirt Juice of half a lime Sea salt

Legend has it that lightning struck a blue agave field, causing it to burn. A native noticed liquid seeping from the burning base of an agave plant and tasted it. Centuries later, fans of Mexico’s favorite drink have found many ways to enjoy tequila. It can be shot, sipped or mixed into various cocktails. Drink a few to realize why it’s the national beverage of Mexico.

John Paul Dejoria and Martin Crowley create Patrón Tequila.

The Tequila Cocktail


Mexico and the U.S. sign an agreement to allow the continued bulk import of tequila into the United States.

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Brothers Adolphe and Edouard-Jean Cointreau invent this fruit snifter using sweet and bitter orange peel.

D.O.M. Benedictine is resurrected when Philippe La Grande finds the recipe.


Jägermeister is first introduced in the forestry administration to designate senior foresters and hunters.


Baileys is introduced in Ireland. Making it the first Irish Cream liqueur available.


The recipe for Chartreuse is given to a Carthusian monastery, Marechal d’Estrees.


Doctor Cornelius Bontekoe prescribes a liqueur for use against scurvy.


A Mr. Poncelet coins the term liqueur.


–W. C. Fields



“ There are only two real ways to get ahead today – sell liquor or drink it.”


“I drink when I have occasion, and sometimes when I have no occasion.” –Miguel De Cervantes The Cocktails Grasshopper With origins in the 1950s, this is a classic dessert cocktail. 1 oz. green Marie Brizard Crème de Menthe 1 oz. light Marie Brizard Crème de Cacao 1 oz. cream

SUGAR AND SPICE AND EVERYTHING LIQUEUR. In their efforts to extend life and cure a host of ailments, medieval alchemists and monks stumbled upon these delicious elixirs. But one man’s medicine soon became another’s good time. By the mid-19th century, commercial distilleries were opening to quench the thirst for these sweet drinks. And monks

Mocha Pistachio A decadent blend of Starbucks® Coffee Liqueur, Godiva Milk Chocolate Liqueur and Pistachio Cream. Starbucks® Coffee Liqueur Godiva Milk Chocolate Liqueur Pistachio Cream

White Russian With origins from the mid 1960s, a rich after-dinner libation made with Stoli Elit Vodka, Starbucks® Coffee Liqueur and cream. 1 and 1/2 ozs. Stoli Elit 1/2 oz. Starbucks® Coffee Liqueur 3 ozs. cream

guarded their ancient recipes as if they were the Holy Grail. Today, it’s fairly well known that liqueurs won’t alleviate your sciatica, but they sure can make you forget all that ails you.

SUN. SAND. AND TINY UMBRELLAS. Today, making a frozen cocktail is as easy as drinking one, just check out our fine specialty frozen drink division, prepared to assist you in building incremental profits with their state-of-the-art equipment and progams. There was a time when ice was reserved for royalty and blenders were nonexistent. That all changed when a few innovative thinkers flexed their creative


The Daiquiri cocktail is named after the village and iron mines of Daiquiri near Santiago de Cuba, a Cuban city where the cocktail originated around 1900.

minds. First came Frederick Tudor and Nathaniel Wyeth who, in the early 1800s, made it possible to cut, store, and transport ice worldwide. Then in 1922, Stephen J. Poplawski invented the liquefier blender. So the next time you get a brain freeze drinking a pi単a colada, margarita, or daiquiri, just know you have these guys to thank for it. < 36 37 >

Spätlese is accidentally invented when the harvest at Schloss Johannisberg is delayed by accident, resulting in a late harvest of largely rotten grapes.

“ Wine is sunlight, held together by water.”

Many French vineyards fall to phylloxera.


Agoston Haraszthy brings 300 varieties of European wine grapes to California.

Dr. Konstantin Frank plants Riesling and Chardonnay in the Finger Lakes region of New York.

“Beer is made by man. Wine by God.” –Martin Luther

The Church is the primary producer of wine in France.

5th Century Egyptian records refer to the use of grapes for winemaking.

2500 B.C.

GETTING TO THE BOTTOM OF THE BARREL. Winemaking has been around since the ancient Egyptians first developed a liking for fermented grapes. Still, the art of vinification remains a mystery to most of the folks who enjoy its fruits. Sure we hear talk of soil types and ideal rainfall, nod as others go on about legs and noses, but what do all these body metaphors really mean? Aside from images of Lucy stomping grapes in Turo, we’re close to clueless. Truth is though, even the most complex cabernets are derived from a pretty simple process. All you really need are some juicy grapes, an oak barrel and loads of time.

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“In water one sees one’s own face; But in wine one beholds the heart of another.” -French proverb

The first known wine vintage reference comes from a Roman Historian named Pliny the Elder.


Guests at the wedding of Alexander III of Scotland drink over 25,000 gallons of wine.

Early 1700s

Labels are first put on wine bottles.

Late 1700s

121 B.C.

Cork is developed as a bottle closure.

1850s Many prospectors plant grapes on their land when the gold rush ended which helped establish the California wine industry.



An ancient Persian fable attributes the discovery of wine to a princess. After losing the king’s favor, the princess tried to poison herself by eating spoiled grapes. Instead of ending it all, she couldn’t stop laughing and soon passed out. When she woke, she quickly realized that the spoiled grapes had relieved her stresses. So much so, that she frequently returned to the source of her newfound happiness. In the end, her demeanor changed so much that she regained the king’s favor. The king then shared his daughter’s discovery with his people. The rest is history.

The world’s oldest bottle of wine is discovered in a vineyard near the town of Speyer, Germany. The bottle dates from approximately 325 A.D.

“When you think of friends, think of wine and a fireplace.”


“ I cook with wine; sometimes I even add it to the food..” –W. C. Fields



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4800 B.C

Saké is first brewed in the Yangtze Valley in what is now China.


Mass production allows saké to become Japan’s most important drink.


The first saké-brewing research institute is opened.


The first government-run saké tasting competition is held.


In Japan, beer consumption surpasses saké for the first time.

CENTURIES OF TRADITION. DOWNED IN SECONDS. Saké is as ancient as the Japanese language. Even from its earliest beginnings, it has long been part of Japanese culture. It’s consumed for good health. Shared to show

“ It is the man who drinks the first bottle of saké; then the second bottle drinks the first, and finally it is the saké that drinks the man.”

respect between friends. It’s even used in Shinto weddings to seal the vows between a bride and groom. So the next time you find yourself taking a shot or shooting a saké bomb, just know that you’re helping keep tradition alive.

- Japanese proverb

WASTE NOT. WANT NOT. Made from the discarded skins and seeds of wine grapes, Italian grappa has recently experienced a resurgence in popularity. After all, distillation will yield you a bottle that’s 80 to 90 proof, and grappa needs only six months of aging. One can flavor this clear liquid with fruits and spices, or drink it straight for a burst of heat that’ll warm the coldest of winter nights. You can also do what the Italians do: drop a teaspoonful into your morning espresso for a real eye-opener. Hey, when in Rome…or Las Vegas or Tahoe.


Medical School of Salerno codifies rules for distillation and alcohol concentration.


The Brunello brothers begin producing grappa.

Early 1970s

Giannola Nonino starts making grappa from a single grape to improve the taste and quality.

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Dr. Alexander Nowell finds that ale stays fresh longer in cork-sealed, glass bottles.


Adolphus Busch develops refrigerated rail cars to ship Budweiser nationwide.


U.S. retail beer sales exceed $45 billion.

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4300 B.C.


Babylonian clay tablets describe recipes for making beer.

1200 A.D

In Germany, Austria, and England, beer becomes a commercial enterprise. The Germans like their beer cold so it is stored in Alpine caves. The English like it warm and store it in cellars.


Sir Walter Raleigh of Virginia is the first to brew beer in the New World. However, his fellow colonists snub his beer and request ale from England.



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

THE UNITED STATES OF BEER Beer. America has gone to great lengths to ensure it’s never in short supply. The first English settlers in Virginia had it shipped from England. George Washington brewed it on the grounds of his Mount Vernon estate. Teddy Roosevelt loved beer so much, he brought over 500 gallons of it on a trip to Africa. Now a multibillion-dollar industry, beer can be found in just about every city, town and desolate gas station across the U.S. So it’s safe to say you don’t have to travel far to find a cold one waiting.

Headquartered in Las Vegas, Nevada, Southern Wine & Spirits is committed to defining the industry standard of excellence for service, value, and performance. To find out more about our products and services, please contact one of our Territory Managers today or visit our website:

JOHN WITTIG ExecutiveVice President & General Manager Phone. 702.876.4500 Cell. 702.572.3562 Voice Mail. 702.248.3357 Fax. 702.876.1227 8400 S.Jones Blvd. LV, NV 89139

“There can’t be good living where there is not good drinking.” –Benjamin Franklin

8400 South Jones Blvd. Las Vegas, NV 89139 T. 702.876.4500 F. 702.876.1227

Southern Wine & Spirits Book