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About General Beverage

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

Serving over 12,000 licensed retailers throughout WI

Our Company

We are headquartered in Madison, WI with additional locations in Barron, Chippewa Falls, Eagle River, La Crosse, Little Chute, Milwaukee, Oshkosh, and Stevens Point. In addition to these locations, we own Prestige Wines Wisconsin which caters to the boutique wine business.  In 2001 we partnered with Saratoga Liquor of Superior and added the northwest corner of Wisconsin to complete our statewide coverage.

Our total warehouse space is 550,000 sq. ft. including 50,000 sq. ft. of cooler space. We run up to 136 delivery routes per day using a combination of box trucks, side bay beverage trailers, tractor trailers, and refrigerated trucks. We also operate 5 over the road tractor trailers for transfers and shuttles between General Beverage operations and suppliers.

We bring a wide selection of alcoholic and nonalcoholic beverage products to retail, grow retailer profits, increase our suppliers’ market share and offer choice to the consumer.

Vision Statement

Our vision is to become the preferred wholesale distributor in all of Wisconsin. We will earn the lifetime loyalty of suppliers & customers through our commitment to our core values: Integrity, Inclusivity, Competitiveness, and Equity.

Mission Statement

Our mission is to be the trusted distributor partner of our suppliers and customers in order to advance our collective beverage business and support the growth of our family of employees.

  • Integrity: being honest and transparent, treating others with respect and dignity
  • Inclusivity: building a culture of belonging where everyone feels welcome
  • Competitiveness: offering best in class service, driving for growth and efficiency
  • Equity: partnering with our employees to help them grow and succeed, valuing diverse perspectives and people, being fair

General Beverage 90th Anniversary Picnic at Lambeau Field

Our History

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.