Choice Brands Inc. (formerly Testa Distributing Company) was originally formed by Frank Elkins, Jr. in 1954 and is owned 100% by the Elkins Family in Monroe, Louisiana. Choice’s sister company, Venture Marketing Corporation, is located in Alexandria, Louisiana and is also owned by the Elkins Family.
Choice Brands started in 1954 with three trucks and 7 employees servicing 15 parishes in Northeast Louisiana. In the early years, Choice distributed the brands of Miller Brewing Company, Lone Star Brewery, other regional beer brands as well as a portfolio of fine Wines and Spirits. The company continued to grow through the 50’s and 60’s, but it was the early 70’s that brought accelerated volume growth through the successful introduction of Miller High Life Ponies and Miller Lite. The brands of Heineken USA were added in February 1996 when Heineken USA aligned its Louisiana distribution network with the Miller beer wholesalers throughout the state. Through the years, numerous regional and national beer brands have been added, including Sam Adams, Seagrams Coolers, and Pabst Brands. Choice Brands is also the exclusive distributor of Red Bull Energy Drink in N.E. Louisiana. In 2000, Choice continued growing with the acquisition of Monroe Wholesale Beverage, which distributed the Old Milwaukee brands and other regional beers. In 2001, Choice acquired Coors of N.E. Louisiana which included the Coors Brewing brands, other national/regional beer brands, and various soft drink brands. Venture Marketing Corporation (Alexandria) was established in 1974, distributing Miller Brewing Company brands along with a portfolio of regional beer and soft drink brands. Venture’s brand portfolio today mirrors Choice Brands.
Today, Choice and Venture distribute over 2 million cases of beer and soft drink annually throughout their distribution territories in Louisiana.