James Edward and Companies was founded in 1994 by James “Jim” Rubenstein, as a full-service brokerage firm that helped innovative beverage brands set up new distribution.

Jim Rubenstein grew up in Chattanooga, TN and graduated from the University of Georgia. He had more than 44 years of experience in the beverage industry, working with companies such as Coca-Cola Bottling Company and Silver Eagle Distributors (Anheuser-Busch) in Houston, TX.

In the early 1990’s, Red Bull was already an established brand in Europe, however It was relatively unknown in the U.S. Jim was intrigued by the “Red Bull phenomenon” that was sweeping Europe, and was sure that it would become more than just a popular drink in the U.S.  In 1997, Jim contacted Red Bull North America about brokerage opportunities; however, Red Bull was looking for wholesale distributors, not brokers. If Jim wanted to be a part of the ”phenomenon”, he would have to streamline the company’s product line and business model.

Convinced of Red Bull’s potential, Jim and his partners mobilized into action starting Matador Distributing in March of 2000 with only 3 employees.

Jim Rubenstein passed away on June 17th, 2022. In his 22 years since starting in the Red Bull Distribution Business, Jim brought his extensive beverage distribution experience, integrity, and smart decision-making to successfully build our company into the multistate distributor it is today with over 400 employees. Through our partnership with Red Bull North America, James Edward and Companies has grown to levels only imagined when he started the business in 2000.   Jim was a mentor to many within and outside the organization and is missed by all.

The dedication and support of our employees will ensure Jim’s legacy far into the future.