Established in 1933 and family owned ever since, General Beverage is the largest wholesale distributor of wine, distilled spirits, beer and non alcoholic beverages in Wisconsin. We have grown to 1000 employees by treating people like family. We consult with, sell to, and service over 11,400 licensed beverage retailers located in all of Wisconsin's 72 Counties from our offices located in Barron, Chippewa Falls, LaCrosse, Little Chute, Madison - HQ, Milwaukee, Oshkosh, Superior and Stevens Point.