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Serving Wisconsin since 1933.

General Beverage is one of the largest wholesale distributors of wine, distilled spirits, beer and non-alcoholic beverages in Wisconsin.

one of the largest wholesale distributors

Family Owned & Operated

Established in 1933 and family-owned ever since, we operate in all of Wisconsin’s 72 counties as consultants to over 12,000 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.

We consult with, sell to, and service over 12,000 licensed beverage retailers throughout the state.

10 locations throughout wisconsin

Our 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.

Join Our Team

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

We have career opportunities in sales and sales management, as well as supply chain, delivery, customer service, HR, IT and accounting.