OUR HISTORY
Theo P. Costas Sr.
The founder of the company, Theo P. Costas Sr., was born in Peleta, Greece. He came to the United States in 1912 at the age of 15. In 1924, at the age of 27 he operated three restaurants and his own candy factory in New Orleans. In 1929, he came to Jackson to assume the food operations of the Robert E. Lee Hotel, and on March 18, 1937, Mr. Costas announced the grand opening of his new coffee shop, The New Ritz. On September 1, 1939, as a first step in making his dream come true, he became a distributor of Anheuser-Busch products and opened Southern Beverage Company with a warehouse in Jackson and then the following year, March 1, 1940, opened branch distribution facilities in Laurel and Hattiesburg.
Theo P. "Sonny" Costas, Jr. started working as a young man during his junior high and high school years helping to load delivery trucks. In 1964, after graduating from Mississippi College, Sonny joined the company full-time. He worked as a route driver, unloading and delivering beer and started learning every aspect of the company — every position within the company and what the role of each position meant to the success of the company. Eventually, he worked his way into the management and began running the company under direction of his father.
Theo P. "Sonny" Costas Jr.
Southern Beverage Opens
In 1939, Southern Beverage began its operations! Theo P. Costas Sr became the first Anheuser-Busch distributor in Mississippi. Starting in a Jackson distribution center with hopes for the future.
Laurel & Hattiesburg Opens
Under the guidance of Costas Sr., Southern Beverage started its expansion. The establishment of two new distribution centers in Laurel and Hattiesburg enabled Southern Beverage to enhance its service in Mississippi.
The Next Generation Enters
Theo Costas, Jr., the beloved son of founder Theo Costas, Sr., began his full-time journey at Southern Beverage after completing his active duty in the army. Emulating his father's path. He immersed himself in all facets of the business. Gradually, he ascended to management, and overseaing the company with his father's guidance.
Theo P. Costas, Jr
After the death of Theo P. Costas, Sr., Mr. Costas Jr. was appointed as the president of the company. He has held the position of President and CEO of Southern Beverage ever since, embodying the teachings of his father and nurturing the vision for the future that his father established when founding the company.
Magee Distribution Center
In 1987, Southern Beverage experienced growth once more under the leadership of Mr. Costas Jr. They opened a new site in Magee, which has since closed and merged with a later location.
Yazoo Distribution Center
The Southern Beverage Business expanded significantly, resulting in the necessity for an additional branch in Yazoo.
Vicksburg Distribution Center Opens
Mr. Costas Jr. recognized the necessity of establishing a distribution center in the historically rich city of Vicksburg, Mississippi. This site has now integrated with the corporate headquarters.
Batesville Distribution Center
In the northern section of the state, growth is occurring at a fast pace. Mr. Costas Jr. opened a new establishment in Batesville that remains quite successful even today.
Future Generation Joins The Team
In 2017, a fresh generation began their journey at Southern Beverage. Theo Costas III, the son of Theo Costas Jr., initially took on various tasks before advancing to the delivery team.
Ridgeland Main Office Opens
In 2023, Southern Beverage embarked on a new chapter with the opening of a 180,000 sq ft main office in Ridgeland. This central location aims to enhance the efficiency of the company's operations.
Summit & Natchez Distribution Is Acquired
In 2025, we expanded our distribution network to the southeast region of Mississippi, adding new locations in Summit and Natchez.
Future Generation
Theo Costas III, along with his twin sister Rebecca Costas, has immersed themselves in the legacy of their father, acquiring knowledge about various aspects of Southern Beverage and Anheuser-Busch. Under the mentorship of Theo Costas, Jr., they are demonstrating their potential as outstanding future leaders of Southern Beverage.
The Future is Bright
At this time, Southern Beverage is prospering! The future seems bright as Theo P. Costas Jr. and our amazing teams across Mississippi continue to develop and serve the community with immense dedication.
Theo P. Costas Sr.
Theo P. "Sonny" Costas Jr.