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. LEARN MORE Featured Brands 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 52 counties throughout Wisconsin. Each location distributes to dedicated regions, with each region offering a unique product selection based on client demand and preference. VIEW MARKETS 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. VIEW MARKETS Madison 6169 McKee Road P.O. Box 44326 Madison, WI 53719 P: 608.271.1234 F: 608.271.8625 Little Chute 1825 Rosehill Drive Kaukauna, WI 54130 P: 920.462.0330 F: 920.766.1859 Chippewa Falls 2200 Lake View Drive Chippewa Falls, WI 54729 P: 715.720.2600 F: 715.723.1315 Milwaukee 16255 W. Stratton Drive P.O. Box 510203 New Berlin, WI 53151 P: 414.543.3300 F: 414.543.4340 Stevens Point 5201 Coye Drive Stevens Point, WI 54481 P: 715.341.6512 F: 715.341.0880 Oshkosh 2855 Oregon Street P.O. Box 2728 Oshkosh, WI 54903 P: 920.235.9130 F: 920.235.3085 Saratoga Liquor Co. 3215 James Day Avenue Superior, WI 54880 P: 715.394.4487 F: 715.394.4183 Eagle River 120 Jack Frost Street Eagle River, WI 54521 P: 715.479.9060 F: 715.479.6916 La Crosse 6169 McKee Road P.O. Box 44326 Madison, WI 53719 P: 608.271.1234 F: 608.271.8625 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. CONTACT US For Suppliers View our up-to-date product directory based on your service region. LOGIN NOW For Retailers Interested in setting up a new account? Begin the process of applying to become a customer. APPLY NOW 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. VIEW JOB LISTINGS Get In Touch CONTACT US Headquartered in Madison, GB has additional locations in: Chippewa Falls, Eagle River, La Crosse, Little Chute, Milwaukee, Oshkosh, Stevens Point and Superior. HOME ABOUT BEER WINE & SPIRITS CAREERS CONTACT © 2021 General Beverage. All Rights Reserved. Website by Kella Design