“A man without knowledge of himself and his heritage is like a tree without roots.” – Dick Gregory
The history of Hayden Beverage starts in Boise in 1936, when a grocery distributor added Olympia Beer to his lineup after Idaho repealed Prohibition. One partner saw a bigger opportunity in beer than in Oleo and Moxie, so he struck out on his own — taking the Oly rights with him. He later sold the business to the local Coors distributor, a decision that did not earn the enthusiastic endorsement of Bill Coors (who was irked by the #2 brand joining his #1 brand in the same house).
So, in 1970, the Coors distributor grudgingly sold the Oly rights to a local gentleman, who hired a 28-year-old Boise Cascade cardboard box salesman and Harvard Business School graduate named John Hayden to run the operation. That same year, Idaho shifted wine distribution from state stores to private distributors—a change that would shape the future of the business. A few years later, John bought the company outright and renamed it Hayden Beverage Company. (There’s a more colorful version of that story.)
From the beginning, Hayden Beverage built its reputation on independent brands and a sales force with something to prove. With a chip on their shoulders, the team consistently over-performed, building brands like Schlitz, Rainier, Stroh’s, Henry Weinhard’s, Kokanee, and Pabst into strong regional players and earning multiple distributor of the year honors along the way.
From California Coolers to Mike’s Hard Lemonade, and Snapple to Menage a Trois, Hayden was often early to the next wave. In the 1980s, John became the first Idaho distributor to embrace the craft beer movement, bringing in Red Hook, Widmer, Sierra Nevada, and Sam Adams, helping shape a category that would redefine the industry.
In 2008, a strategic partnership with Young’s Market Company accelerated growth even further, helping establish the first true statewide Idaho distributorship. As the company grew, so did its footprint, expanding from Boise into Sun Valley, Twin Falls, Pocatello/Idaho Falls, North Idaho/Eastern Washington, and eventually expanding into Montana in 2018.
As part of the Montana expansion, Hayden built a statewide distributorship from the ground up—a bold chapter that reflected the company’s entrepreneurial roots and willingness to take risks. In February 2026, Hayden Beverage sold the Montana business to another distributor, allowing the company to sharpen its focus on Idaho while taking pride in the work and relationships built within that market.
John Hayden was larger than life — 6’4”, 220 pounds, a former football and rugby player who once earned a Dallas Cowboys tryout. Known for his close-talking style and sharp humor, he was equal parts intimidating and deeply loyal to his people. A first-generation owner raised by parents shaped by the Depression, he treated employees like family and the company like a third child.
After 35 years at the helm, John passed away suddenly in 2006. His son Dodds stepped in to lead the company forward, continuing a legacy built on grit, independence, and growth. Dodds Hayden currently serves as Owner & Chairman of the Board of Hayden Beverage Company, and President of RNDC of Idaho.
Today, the two legal entities — Young’s Market Company of Idaho (wine and low-proof spirits) and Boise Sales Company (beer and non-alcoholic beverages) — operate under the Hayden Beverage Company banner, sharing sales, logistics, and administrative functions. In 2020, RNDC purchased Young’s Market Company and became our partner.