Bernick's
Bernick's is a 100-year-old, family-owned wholesale beverage and food distributor serving Minnesota and western Wisconsin with Pepsi, beer, spirits, energy drinks, THC/CBD products, plus turnkey vending, micro market, and soda fountain equipment services.
- Company typePrivate
- Founded1916
- HeadquartersWaite Park, United States
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Bernick's does
Bernick's is a privately held, fourth-generation regional wholesale beverage and food distributor headquartered in Waite Park, Minnesota, operating across Minnesota and western Wisconsin since 1916. The company distributes an extensive beverage portfolio (Pepsi soft drinks, beer including Miller Lite, spirits including Tito's, seltzers/RTDs, water, tea, coffee, sports/energy drinks including Rockstar, juice) plus food and a growing hemp-derived THC/CBD assortment to retail and foodservice customers. Beyond product distribution, Bernick's delivers bundled equipment-as-a-service offerings — vending machines, self-serve micro markets, PICO markets, soda fountains, and hot beverage systems — installed and maintained at no cost to the customer, with revenue generated through ongoing product replenishment.
The company's operating model combines a direct-store-delivery (DSD) field sales force with a digital self-serve layer. Its internal route accounting platform ("VIP") powers a web-based Retailer Portal that lets retail accounts view real-time inventory, place orders, pay invoices, and manage account balances 24/7. Vending machines are equipped with electronic replenishment telemetry and cashless mobile payments (Apple Pay, Google Wallet). Customer segments are diverse and all flagged as primary: education, senior living/healthcare, bar/restaurant/hospitality, corporate workplaces, and convenience stores/retail. The company was founded over 100 years ago, employs 501-1,000 people, operates six warehouse/distribution facilities across MN and WI, and was led by John Torgerson as CEO.
Bernick's revenue is generated through four streams: traditional beverage/food distribution at margin to retailers; vending machine product sales (equipment CAPEX absorbed by Bernick's); micro market and PICO market product sales at automated kiosks; and soda fountain/hot beverage equipment placement plus ongoing syrup/beverage supply. Marketing combines a content blog, territory-exclusive sweepstakes (e.g., Rockstar Dirt Bike Sweepstakes 2026), community grant and scholarship programs, and email-driven reorder reminders. Recent strategic activity centers on a 2024 co-developed proprietary sparkling water (BUBBL'R, with Wis-Pak and Adventure Advertising) and a multi-brand push into regulated hemp-derived THC/CBD distribution.
Bernick's firmographics
Firmographics- Name
- Bernick's
- Legal name
- Bernick's
- Website
- https://bernicks.com
- Company type
- Private
- Founded year
- 1916
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Bernick's is a 100-year-old, family-owned wholesale beverage and food distributor serving Minnesota and western Wisconsin with Pepsi, beer, spirits, energy drinks, THC/CBD products, plus turnkey vending, micro market, and soda fountain equipment services.
- Ownership category
- akta.pro rank
Bernick's industry classification
Industry- Product category
- Beverage and Food Distribution
- NAICS
- Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820), Dairy Product (except Dried or Canned) Merchant Wholesalers (424430)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180), Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Beverage Wholesale (Alcoholic & Non-Alcoholic) (AFAIABAH)
- akta.pro secondary industries
- Alcoholic Beverage Wholesale (Beer, Wine, Spirits) (AFAIAGAA), Beverage Wholesale Distribution (Non-Alcoholic) (CRAOAAAH), Beverage (Non-Alcoholic) Foodservice Distribution (CRAOABAJ)
Keywords
Where Bernick's is headquartered
LocationHeadquarters
- HQ city
- Waite Park
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
Bernick's business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Beverage & Food Distribution: Bernick's distributes a broad portfolio of beverages (soft drinks, beer, spirits, THC/CBD, coffee, tea, water, sports drinks, juice, seltzers) and food products to retail and foodservice customers across Minnesota and western Wisconsin. Revenue is generated through product sales at margin, with brands including Pepsi, Miller Lite, Starbucks, Rockstar Energy, and THC/CBD brands.
- Vending Machine Services: Bernick's installs, stocks, and maintains vending machines at customer locations at no cost to the customer. Revenue is generated through the ongoing sale of products dispensed by the machines. The company absorbs costs of outdated products and provides 24/7 on-site service.
- Micro Market & PICO Market: Self-serve micro market kiosks and smaller PICO market installations offering full food and beverage menus, similar to fast food and convenience store offerings. Revenue generated through product sales at the automated kiosks.
- Soda Fountain & Hot Beverage: Equipment, supplies, and ongoing product supply for soda fountain systems and hot beverage machines in restaurants, bars, hotels, and corporate settings. Revenue from equipment placement and syrup/beverage product sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Vending Machine — Free Installation, Stocking & Maintenance |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Bernick's product offering
Product offeringCore offering
Bernick's is a regional wholesale distributor of beverages (beer, soft drinks, water, tea, seltzers, spirits, THC/CBD, coffee, sports/energy drinks, juice) and food products, serving retailers and foodservice businesses across Minnesota and western Wisconsin. The company also provides full-service vending, micro markets, soda fountains, hot beverage equipment, and equipment maintenance, along with a web-based Retailer Portal for ordering and account management.
Product overview
Bernick's is a beer distribution and beverage supplier serving Minnesota and Wisconsin for over 100 years. Their offering is a diversified beverage and food distribution portfolio combined with equipment services. The core products include Beer, Soft Drinks, Water, Tea, Seltzers/Ciders, Spirits, THC & CBD, Coffee, Sports & Energy Drinks, Juice, and Food. Service offerings include Vending Services (with free installation and maintenance), Micro Markets (self-serve kiosks with self-checkout), PICO Markets (smaller-scale micro markets), Soda Fountain equipment, Hot Beverage solutions, and Equipment & Supplies. They also offer a Retailer Portal web-based platform for ordering and account management. The company serves diverse industries including education, senior living, bars/restaurants, corporate, healthcare, and convenience stores.
Differentiator
Problem solved
Functional benefit
Products and services
- Beer Distribution Distribution of a wide selection of domestic and craft beers to retailers and businesses in Minnesota and Wisconsin.
- Soft Drinks Distribution
Quantifiable outcome
- Adding fountain beverage logos or line items to a menu can increase beverage sales by 20%
Companies that use Bernick's
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles5 records
Bernick's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Bernick's partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- Rockstar Energy DrinkcoreRockstar Energy Drink is a brand partner in Bernick's Rockstar Dirt Bike Sweepstakes 2026. Bernick's sponsors the sweepstakes as a promotional initiative for their Rockstar Energy distribution business. The sweepstakes is open to Minnesota and Wisconsin residents within Bernick's distribution territory. Rockstar Energy Drink products are part of Bernick's extensive beverage distribution portfolio.
- Kawasaki Motors Corp., U.S.A.minorKawasaki provides the prize (Kawasaki KLX 140R dirt bike valued at $4,000) for the Bernick's Rockstar Dirt Bike Sweepstakes 2026. Kawasaki is not a sponsor or administrator of the sweepstakes.
- Power LodgeminorPower Lodge provides the prize for the Bernick's Rockstar Dirt Bike Sweepstakes 2026. Power Lodge is not a sponsor or administrator of the sweepstakes.
- Wis-PakcoreWis-Pak is a co-development partner with Bernick's and Adventure Advertising for the launch of BUBBL'R, an antioxidant sparkling water. Wis-Pak manufactures and supplies the BUBBL'R product, which Bernick's distributes through their beverage distribution network in Minnesota and Wisconsin.
- Adventure AdvertisingcoreAdventure Advertising collaborated with Bernick's and Wis-Pak to develop and brand BUBBL'R, an antioxidant sparkling water. Adventure Advertising handles brand development and marketing for the product, while Bernick's handles distribution.
- Bent Paddle CannacoreBent Paddle Canna is a Minnesota-based cannabis brand (an extension of Bent Paddle Brewing) that produces THC+CBD hybrid gummies and drinkables. Bernick's distributes Bent Paddle Canna products to retailers across Minnesota and western Wisconsin.
- You Betcha! Cannabis Co.coreYou Betcha! Cannabis Co. is a Minneapolis-based cannabis brand known for quirky branding reflecting Minnesota culture. Bernick's distributes their THC gummy products featuring functional ingredients like chaga, reishi, yerba mate, and maca.
- North Canna Co.coreNorth Canna Co. is a Minneapolis-based cannabis brand offering THC and CBD gummies and beverages. Bernick's distributes their products to retail locations in Minnesota and Wisconsin.
- BLNCD NaturalscoreBLNCD Naturals is a women-owned and operated Minneapolis-based apothecary-style cannabis company specializing in THC and CBD edibles, caramels, and sparkling beverages. Bernick's distributes BLNCD products across their retail network.
- Kushy PunchminorKushy Punch is described as California's best-selling gummy brand with reach extending to the Midwest. Bernick's distributes their THC gummy products including original sheets and individual gummies in various strains and flavors.
- WanaminorWana is a high-end edible cannabis brand featuring vegan and organic ingredients. Bernick's distributes Wana gummies (classic, quick, optimals, and solventless) across their retail network.
- District Cannabis (D.C.)minorDistrict Cannabis is a cannabis brand offering lozenges, tinctures, honey, and chocolate edibles with both strains and hybrid ratios. Bernick's distributes their products to retailers.
- Charlotte's WebminorCharlotte's Web is a long-established CBD brand selling exclusively CBD products including gummies designed for sleep, calming, immunity, and wellness. Bernick's distributes their CBD gummy products.
- Green RoadsminorGreen Roads is a comprehensive CBD brand dedicated to consumer confidence in the cannabis market, offering gummies in specific formulas for relaxation, sleep, immunity, and stress support. Bernick's distributes their products.
- CBDistilleryminorCBDistillery is a sleek CBD brand offering specific gummy formulas for unwinding, sleep, and stress relief, incorporating therapeutic properties like vegan, hemp, Ashwagandha, and melatonin. Bernick's distributes their products.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Bernick's competitors and assessment
Company assessmentDirect peers
- Refreshment Services Pepsi (RSP): Pepsi-affiliated vending and beverage distribution company operating a similar DSD-plus-vending model across multiple US regions. Most directly comparable business model (Pepsi franchise + free vending equipment + 24/7 service + multi-category distribution) to Bernick's.
- Johnson Brothers Liquor Company: Family-owned, Minnesota-headquartered wine and spirits distributor with a multi-state Midwest footprint. Direct peer in alcohol distribution with similar family-owned, regional-density strategy and overlapping MN/WI customer base.
- Breakthru Beverage Group: Major US beverage alcohol distributor (beer, wine, spirits) with strong regional density and on-premise focus. Comparable to Bernick's spirits/beer/seltzer wholesale arm at greater scale and broader geographic reach.
Broad incumbents
- Southern Glazer's Wine and Spirits: The largest US wine and spirits distributor, operating nationally with broad customer relationships across on-premise and off-premise. Broad incumbent competitor in Bernick's spirits and beer categories with significant scale advantages.
- Reyes Beverage Group: Large multi-beverage distributor (beer, spirits, soft drinks) and foodservice operator with national reach. Comparable across Bernick's full-service distribution and vending/fountain operations at much larger scale.
- Vistar (Performance Food Group): National vending, concessions, and foodservice distribution business owned by Performance Food Group. Direct comparable to Bernick's vending/micro market distribution arm at much larger scale with similar product breadth.
- Canteen Vending Services (Compass Group): National vending, micro market, and office coffee services operator under Compass Group. Directly comparable to Bernick's vending/micro market/PICO business, with national scale advantage and broader corporate account base.
- Sysco: Largest US broadline foodservice distributor, including beverages, vending, and supplies. Competes with Bernick's in the food and beverage distribution layer, particularly with hospitality and healthcare customers across MN/WI.
Regional players
- Heartland Coca-Cola Bottling: Regional Coca-Cola bottler/distributor serving the Midwest including parts of MN. Analogous to Bernick's as a competing anchor-beverage DSD distributor with multi-warehouse regional density, though aligned with Coke rather than Pepsi.
Others
- Advantage Solutions: Sales and marketing agency serving consumer goods brands in retail and foodservice channels. Adjacent comparable for Bernick's promotional, menu support, and brand activation work on behalf of distributed brands like Pepsi, Rockstar, and THC/CBD partners.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Bernick's social profiles
Digital presenceBernick's compliance and trust
Trust signalCompliance1 record
Bernick's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bernick's leadership team
Management profileNumber of profiles
Profiles2 records
Bernick's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bernick's M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bernick's
What does Bernick's do?
Bernick's is a regional wholesale distributor of beverages (beer, soft drinks, water, tea, seltzers, spirits, THC/CBD, coffee, sports/energy drinks, juice) and food products, serving retailers and foodservice businesses across Minnesota and western Wisconsin. The company also provides full-service vending, micro markets, soda fountains, hot beverage equipment, and equipment maintenance, along with a web-based Retailer Portal for ordering and account management.
Is Bernick's a public or private company?
Bernick's is a private company. It is classified as family owned and is currently operating.
When was Bernick's founded?
Bernick's was founded in 1916. It employs 251 to 500 people.
Where is Bernick's based?
Bernick's is headquartered in Waite Park, United States, in the North America region.
How does Bernick's make money?
Four revenue lines are on record. Beverage & Food Distribution is the primary driver. The others are vending Machine Services, micro Market & PICO Market and soda Fountain & Hot Beverage.
Who are Bernick's's main competitors?
Direct peers on record are Refreshment Services Pepsi (RSP), Johnson Brothers Liquor Company and Breakthru Beverage Group. Broad incumbents are Southern Glazer's Wine and Spirits, Reyes Beverage Group, Vistar (Performance Food Group), Canteen Vending Services (Compass Group) and Sysco. Heartland Coca-Cola Bottling is listed as a regional player. Advantage Solutions is listed as an others.
Does Bernick's have an API?
No public API is recorded for Bernick's.
What industry is Bernick's in?
Bernick's's product category is Beverage and Food Distribution. Its primary akta.pro industry code is AFAIABAH, Beverage Wholesale (Alcoholic & Non-Alcoholic), with a secondary code of AFAIAGAA, Alcoholic Beverage Wholesale (Beer, Wine, Spirits). Its NAICS code is 424820 and its SIC code is 5180.