6169 McKee Rd, P.O. Box 44326, Fitchburg, WI
General Beverage was established in 1933 as a family owned business located on Murray Street in Madison, WI. They moved to their current Fitchburg location in 1962 and under the leadership of cousins Dan Weinstein, president and Joel Minkoff, vice president, had a major Fitchburg expansion beginning in 2012 that more than doubled their headquarter building. One of the largest wholesale distributors of wine, distilled spirits, bear and non-alcoholic beverages in Wisconsin, they now have locations in Barron, Chippewa Falls, La Crosse, Little Chute, Milwaukee, Oshkosh and Stevens Point. Together they serviced over 11,400 licensed beverage retailers in Wisconsin in 2019 with up to 136 delivery routes per day.