Herbert E. Schilling II, known to his friends as “Herbie”, was born in Lafayette, Louisiana, October 12, 1949. He was the only child of Herbert and Olga Richard Schilling married in 1932. Herbie’s mother was from Jeanerette, Louisiana. She was a 1932 graduate of SLI and received her master’s degree from Columbia University. She was a professor at SLI/USL for 40 years. His father came to Lafayette in the late 1920’s to play baseball. By 1932, he was co-owner of the Lafayette White Sox, and then became a co-founder of the Evangeline League. Mr. Schilling was involved with baseball until he was called to serve his country during World War II at the age of 37. After the war, he returned to Lafayette to discover that the Evangeline League and his team were no longer a viable business option. Mr. Schilling was then presented the opportunity, in 1949, to become a wholesaler for Anheuser-Busch (“AB”), who brewed only Budweiser and Michelob beers at that time. Schilling Distributing opened its doors January 1, 1950. 

Herbie is a 1972 graduate of USL with a degree in Business Management. He was a four-year letterman on the USL Golf Team. The team won the Gulf State Conference Championship in 1971, and played in the NCAA II Championship in Chico, California. He was a member of Sigma Alpha Epsilon Fraternity. Upon graduation, he enlisted in the Army Reserves and when he returned from active duty went to work in the family beer business. 

Herbie’s father died in 1981 and it became necessary for him to take over leadership of the company. Herbie was required by his father to work in every position and division of the company starting with summers off during high school and while attending college. His degree in Business Management and working knowledge of all divisions of the company served him well as he moved from Sales Manager to General Manager, Vice President and President. Under his leadership, Schilling Distributing achieved the inaugural Ambassador of Excellence Award from Anheuser-Busch in 1981. Only six distributorships out of 1,470 nationwide received this honor. It was awarded for overall performance in every facet of the company. August Busch III, Chairman of the Board of Anheuser-Busch, Inc., came to Lafayette to present the award at the Grand Opening of the new Schilling facility on Pinhook Road April 9, 1983.

Herbie was selected to serve on the prestigious AB Wholesale Advisory Panel in 1983. There were 15 wholesaler principals selected out of the 1,470 wholesalers in the country at that time.  He was then elected chairman of the Advisory Panel in 1985 by his fellow panel members. He was and still is, the youngest chairman ever elected. This position required meeting with Mr. Busch and his management team every three months. The education he received at USL allowed him to communicate comfortably and effectively with the leaders of a Fortune 500 company that included Dr. Russell L. Ackoff, Chairman of Wharton School of Business, University of Pennsylvania.

Herbie has grown Schilling Distributing from one million cases of annual volume in 1981 to over four million cases today. He opened its present office and warehouse at 2901 Moss Street in 2003. It is worth noting that the location was his father’s farm, which was purchased in 1933. A recent addition of 42,000 sq. ft. of warehouse has just been completed providing a total of 104,000 sq. ft. of controlled environment warehouse space and over 180,000 sq. ft. with ambient area, office and mechanic shop.  He has expanded the products distributed from exclusively AB beers to over 200 brands of beer, non-alcoholic products, water, along with a varied selection of wine and spirits.

In addition to his leadership role in Schilling Distributing, Herbie has proven to be an active entrepreneur. He has started many different businesses beginning with the building of Pelican Park in Carencro, Louisiana, in 1987. It was the premier softball complex in the United States, and his development of that facility lead to his induction in the USSSA Hall of Fame.  From that starting point, he purchased two local radio stations, and changed their formats along with personnel. They are now known as “The Dawg” and “Planet Radio”.  He also started Argus Security whose customers were monitored exclusively by Acadian Ambulance. He was a founding partner of Dolphin Compactors.  Currently, he is part owner of various other business entities: Louisiana Rice Mill, L.L.C., Fairway Logistics, L.L.C., Acadiana Waste Services, L.L.C. and iTA Truck Sales & Service, L.L.C./Idealease with locations in Houma, New Orleans, Lake Charles, Slidell, Baton Rouge and Lafayette.

Herbie has also been involved in various non-profit organizations. In 1980, he resurrected the Louisana Open State golf tournament. For the first four years, the tournament was held only for Louisiana pro and amateur golfers.  In 1985, Herbie formed Louisiana Open, Inc., a 501C non-profit corporation to manage the tournament and open the field to all golfers in the United States. In 1992, the Louisiana Open became part of the Ben Hogan Tour and part of the PGA Tour. The Chitimacha Louisiana Open is still part of the PGA Tour via the Korn Ferry Tour and run by the non-profit corporation Herbie created in 1985. Since 1986, the tournament has donated a total of over $4 million to charities in the Acadiana area such as Boys & Girls Club, Hospice of Acadiana, Inc., Children’s Museum, Hearts of Hope and Louisiana CASA to name a few. 

Herbie also started the Recycling Foundation, a 501C non-profit organization, which provided curbside recycling to residents of the City of Lafayette. As a lifelong resident of Lafayette, community has a strong influence on Herbie’s decision to become involved in organizations that positively affect the growth of Lafayette and the Acadiana area.  He was one of the founders of the Upper Lafayette Economic Development Foundation. He is a founding member of One Acadiana and served on the CEO Advisory Board.

Herbie is a member of the Oakbourne Country Club.  He served as the Greens Committee Chairman in 1984, President in 1985, and was responsible for the construction of the redesigned course that exists today. He is also a member of the National Beer Wholesalers Association, Beer Industry League of Louisiana, and Louisiana Automobile Dealers Association. Herbie is also a member of Mystic Krewe of Louisianians and Krewe of Gabriel. Being an avid golfer, he is a member of Edgewood Tahoe golf club on Lake Tahoe, Sage Valley Golf Club in Graniteville, South Carolina and Berckmans Place which is a part of Augusta National.

Herbie was the Honoree of the 2015 Rice Festivel 50 years after August Busch III was the Honoree for the 1965 Rice Festival.  

Herbie is married to Renée Vidrine Schilling from Golden Meadow, Louisiana, a graduate of Louisiana State University. They are members of St. John’s Cathedral Catholic Church. Renée and Herbie have a blended family of eight children and 21 grandchildren. They will be celebrating 25 years of marriage in 2022.