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General Beverage Company is a distributor of Fine Wine and Spirits in the state of Wisconsin. Founded in 1933, GB's entire workforce of two was headquartered in a rented Madison Storefront and served a few counties in south central Wisconsin. Today, we employ more than 400 people in Madison, Milwaukee, Oshkosh, Eau Claire, and La Crosse and serve nearly every county in the State. We sell more than 5 million cases of beer, Wine, and Spirits annually through fourteen sales divisions and two companies; General Beer Sales and General Beverage Sales.