Proudly Serving Wisconsin Retailers Since 1933

General Beverage Companies is a business-to-business wholesale distributor of wine, distilled spirits, beer, soda, bottled water and non-alcoholic beverages.

Family-Owned & Operated

Established in 1933 and family-owned ever since, we operate in all of Wisconsin’s 72 counties as consultants to over 11,000 licensed retail business customers helping them to profitably select, promote, merchandise and sell consumer products in the beverage category. We proudly represent the finest beverage producers in the world communicating and executing their brand plans with our retail partners.

Beer

Providing beer distribution in 48 counties throughout Wisconsin.

Each location distributes to dedicated regions, with each region offering a unique product selection based on client demand and preference.

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Wine & Spirits

Providing wine and spirits distribution statewide, covering all of Wisconsin’s 72 counties.

Each location distributes to dedicated regions, with each region offering a unique product selection based on client demand and preference.

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Locations

We operate from many locations throughout the state of Wisconsin!

Headquartered in Madison, WI – General Beverage Companies provides employment to approximately 1,000 people in our six beer companies and four wine & spirits companies located in Wisconsin’s major markets.

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For Suppliers

View our up-to-date product directory based on your service region.

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For Retailers

Interested in setting up a new account? Begin the process of applying to become a customer.

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Careers

Our company culture can be summed up in one word – Family.

We have career opportunities primarily in outside sales, and sales management, but also provide careers in supply chain, delivery, customer service, HR, IT and finance.

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