The story of Classic begins in the early 1980’s when Miller Brands was looking for a partner in the Los Angeles area. Miller Brands recognized that they needed to connect to the heart of Los Angeles and needed a partner with deep roots within the community. The Sanchez Family was well known in Los Angeles for their successful Hispanic grocery stores, creation of the Mexican American Grocers’ Association, as well as civil rights activism. Their deep passion for their community gave the Sanchez Family the unique perspective and experience that Miller Brands was looking for in a partner. The partnership with Miller Brands would lay the foundation for Classic Beverage as we know it today.
In preparation for his new role, Joe Sanchez III spent one-year training in every position within the company; this enabled him to grow this business from the view-point of every department. The Sanchez family officially took over the company in 1986, and the cross-functional training fundamentals instilled by Joe still shape the way we do things today.
From the start Joe was passionate about building a successful company that would not only help to shape his community, but which would also provide great jobs so that people could support themselves and their families. This compassion for people has truly influenced the way we do business to this day.