Heineken's Distributor of the Month
Albuquerque, Roswell and Las Cruces, New Mexico
Since its inception in 1948, Richard
Distributing Company has grown into
a multi-branch distributing organiza
tion servicing 1200 licensed retail liq
uor dealers throughout the entire state
of New Mexico. Within 13 years of the
company's founding, Richard Distrib
uting Company employs a staff of 67
including office personnel, sales repre
sentatives, display and promotion spe
cialists, warehousemen and drivers. Its
daily operations are conducted from 3
strategically located warehouses in Al
buquerque, Roswell and Las Cruces.
Directly responsible for the incredi
ble success of Richard Distributing
Company is its founder, Mr. Richard
R. Zanotti, an-always-on-the-move dy
namo who chose his first name to iden
tify his company because it was (and
still is) easier to remember. Assisting
her husband as secretary-treasurer and
personnel director of the company is
Mrs. Zanotti, most often referred to by
her first name, "Baldina". She also
serves as an administrative assistant to
Richard and alertly keeps a finger on
every phase of the company's opera
tions from making appointments to
placing and receiving orders from
world-wide suppliers.
Richard Distributing Company is
the exclusive Heineken's beer distribu
tor for the entire state of New Mexico
where we are happy to say that our
sales have favorably progressed year
after year. In the past 3 years Heine
ken's sales jumped better than 133%.
In addition to the aggressive sales
and display efforts on behalf of Heine
ken's beer, Richard has authorized a
promotion program including adver
tising on radio, billboards and in news
papers throughout the state. He is the
sponsor of a bowling team known as
the Heineken's Team, that are State
Champions. It is these combined efforts
that have helped to make Heineken's
the Number 1 imported beer in New
Mexico.
Richard's crew of 17 sales represen
tatives and 16 trucks operate from all
3 branches. They are ably supported
in their sales efforts by the personnel
of such departments as sales promo
tion, warehousing, shipping and ac
counting.
The main offices and warehouse of
Richard Distributing Company in Al
buquerque occupies 19,000 square feet
in a modern air-conditioned building.
Beyond the tastefully furnished recep
tion room, one finds 12 offices, a mahog
any panelled conference room, the dis
play department, a massive warehouse
and loading dock, and a separate re
frigerated draught beer storage room
and loading dock. The draught beer
facilities can maintain 300 kegs at 38 °F.
On the personal side, Richard
Zanotti is an ardent sportman, a loyal
fan of boxing, racing, baseball and
football. He is a dedicated contributor
to his church and to many other char
ities, often anonymously. Richard
formed the Richard Distributing Com
pany shortly after his separation from
the U. S. Air Force with which he
served in both the European and C-B-l
theatres. The firm was also incorpo
rated shortly thereafter.
In addition to Richard, who is also
general sales manager, other members
of the Zanotti family in this organiza
tion include Baldina Zanotti, men
tioned earlier as secretary-treasurer
Maria Zanotti, vice-president, and M.
F. "Rico" Zanotti, sales manager of the
Albuquerque office.
Richard Distributing Company
Richard says: This is the story of Richard Distributing Company, its modern facilities and of our friendly
staff who serves the alcoholic beverage trade throughout New Mexico.
