If there’s one thing I know, as a dog, it’s loyalty. To me, loyalty is being faithful and devoted to someone. It means giving someone your attention and respect.


Today, loyalty is also about making the commitment to doing the right thing – and North Florida Sales is doing just that.


Their mission is bigger than beer. The local beverage distributor moves beyond words and puts their loyalty into action by giving back to the community and supporting local organizations, like The Jacksonville Humane Society.


Last week, I had the chance to meet with Craft and Import Sales Manager, Scott Russell. Let’s jump in and see what he has to say about North Florida Sales and their partnership with The Jacksonville Humane Society.

Davi: In three words, describe the company.

Scott: Reliable, Family, Service


Sounds like a barking good place to sniff around! So, what makes North Florida Sales stand out from others in town? 

We have a motto that “Every Case Counts”. Whether we are selling our products to the biggest national chain account or the smallest locally owned restaurant, every single customer is a priority. We take pride in building partnerships with our customers and believe you can see it in the market.


I’m begging for more! What has been the most rewarding part of your role with North Florida Sales? 

Running into consumers out in the market and sharing our passion for all things beer related. Jacksonville has grown to become an incredible beer city. It has been amazing to be an integral part of that growth.


You certainly are a top dog! How does North Florida Sales give back to the community? 

We sponsor numerous charities as well as participate in many community functions throughout the year. The Jacksonville Humane Society has always had a place in our heart and we are happy to be sponsors.


That got my tail wagging! So, how are North Florida Sales and Bold City Brewery working together to support The Jacksonville Humane Society? 

North Florida Sales and Bold City have been long time supporters of JHS. With the release of the new Duke’s Brown Ale 12 packs, Bold City thought it would be great to donate a portion of every 6 pack and 12 pack sold to The Jacksonville Humane Society. We thought it was a fantastic idea and agreed to match their donation.


I’m digging that idea! What is the story behind Duke’s Beer?

Duke was Brian (co-owner’s) boxer when they first opened back in 2008. He would hang out in the taproom and developed a reputation as something of a mascot for the brewery. People would come from far and wide just to see Duke, even bringing their kids to meet him. Sadly, he passed in 2010. Duke was so loved he even got an obituary in the Florida Times-Union. Fortunately, before he died, he was able to be immortalized in the branding for Dukes Brown Ale.


Wow! Duke was a good boy! How do your employees support local pets and people? 

We have held numerous supply drives for JHS as well as meal packing events for the less fortunate at various shelters around the city. We also do many events throughout the year like toy drives and waterway cleanups. In preparation for such events, we don`t hesitate to even hire an agency like The Marketing Heaven, in order to reach as many dog ​​lovers as possible. Community is something we take great pride in and is part of the culture at NFS.


That’s outstanding! Okay. Last question! If you were a dog, what breed would you be?  

Without a doubt, Siberian Husky. Those dogs have great hair and steely blue eyes.


Giving back is among the most important and valuable things a business can do. Our Paw Partners donate their time, talent, services, and more to The Jacksonville Humane Society to help support happy and healthy relationships between pets and people and animals in need.


Don’t forget to visit your favorite retailers to pick up a 12-pack of Duke’s today to support dogs and cats in our community!