Bill's Distributing
Bill's Distributing is a family-owned, third-generation beverage wholesaler founded in 1954, serving on-premise and off-premise retailers across Northwestern Wisconsin with over 500 brands and 1,500 SKUs via a Direct Store Delivery model.
- Company typePrivate
- Founded1954
- HeadquartersMenomonie, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Bill's Distributing does
Bill's Distributing is a family-owned beverage wholesaler founded in 1954 in Menomonie, Wisconsin, now in its third generation of Giertz family leadership. The company distributes over 500 brands and 1,500 SKUs sourced from approximately 50 suppliers across beer, wine, spirits, sodas, energy drinks, wellness drinks, mixers, THC-infused beverages, water, tea, and seasonal varieties. Its primary customers are on-premise (bars and restaurants) and off-premise (liquor stores and retail outlets) accounts in Northwestern Wisconsin, served via a Direct Store Delivery (DSD) model using a company-owned fleet.
Core operations are anchored at a 218,000 square foot distribution center at 5900 Packer Drive in Menomonie, built in 2007 and expanded in 2020, featuring Controlled Environment Warehouse (CEW) and Ambient Room storage with current capacity of approximately 3 million case equivalents (out of 8 million designed capacity), a 92' x 450' drive-through loading area, and routing/distribution management systems. The company also operates satellite sales locations in Superior (acquired 2023) and Sparta, and runs B4U Vending as an adjacent service. Proprietary assets include the Badger Claw spirits line, Northern Ice Spring Water (sourced from Chippewa Falls, WI), and an exclusive regional relationship with New Glarus Brewing Company.
Bill's generates revenue as a transaction-based wholesale distributor, purchasing beverages from manufacturers and reselling to retailers with margin; pricing is not publicly disclosed and is driven by manufacturer suggested retail. Its go-to-market is multi-channel: route-based DSD for core accounts, a consumer/retailer web portal for ordering, and field sales coverage organized by beer and soda divisions with dedicated Key Account Managers and Area Managers. Long-tenured supplier relationships (Anheuser-Busch since 1958) and recently acquired distribution rights (Red Bull 2025, Congo/Prime brands 2023) anchor a portfolio spanning mainstream national brands and craft/local producers.
Bill's Distributing firmographics
Firmographics- Name
- Bill's Distributing
- Legal name
- Bill's Distributing
- Website
- https://billsdist.com
- Company type
- Private
- Founded year
- 1954
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Bill's Distributing is a family-owned, third-generation beverage wholesaler founded in 1954, serving on-premise and off-premise retailers across Northwestern Wisconsin with over 500 brands and 1,500 SKUs via a Direct Store Delivery model.
- Ownership category
- akta.pro rank
Bill's Distributing industry classification
Industry- Product category
- Beverage Wholesale Distribution
- NAICS
- Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248), Beer and Ale Merchant Wholesalers (424810), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA)
- akta.pro secondary industries
- Non-Alcoholic Beverage Wholesale (Soft Drinks, Water, Juice, RTD Coffee/Tea) (AFAIAGAB), Bar, Restaurant & On-Premise Beverage Supply Wholesale (AFAIAGAI), Bar & Beverage Service Supplies Wholesale (AFAIALAG)
Keywords
Where Bill's Distributing is headquartered
LocationHeadquarters
- HQ city
- Menomonie
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Bill's Distributing business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales
Revenue model
- Beverage Distribution: Revenue generated from distributing beverages (beer, wine, spirits, soda, energy drinks, wellness drinks, THC products, water, mixers) to retail accounts including bars, restaurants, and liquor stores across Wisconsin. The company purchases products from manufacturers and resells to retailers with margin.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Bill's Distributing product offering
Product offeringCore offering
Bill's Distributing is a family-owned wholesale beverage distributor that purchases beer, wine, spirits, sodas, energy drinks, wellness drinks, mixers, water/tea, and THC products from approximately 50 manufacturers and resells them to on-premise and off-premise retail accounts (bars, restaurants, liquor stores) across Northwestern Wisconsin using a Direct Store Delivery model. The company carries over 500 brands and 1,500 SKUs out of a 218,000 square foot distribution center in Menomonie, WI.
Product overview
Bill's Distributing is a family-owned beverage distribution company founded in 1954, headquartered in Menomonie, Wisconsin. The company operates as a full-line beverage distributor offering a comprehensive portfolio of over 500 different brands and 1,500 unique SKUs. Their core service is beverage distribution across multiple categories including beer (domestic, craft, and import), wine/spirits/cider, sodas, energy drinks, wellness drinks, mixers, THC products, water/tea, and variety packs. The company has grown from one person (Bill Giertz in 1954) to approximately 150 employees and serves Northwestern Wisconsin. Key distributed brands include Anheuser-Busch products (Budweiser, Bud Light, Michelob Ultra), Cutwater Spirits ready-to-drink cocktails, Kona Brewing Co., Hillsboro Brewing Company craft beers, Langer juices, Red Bull (acquired 2025), Bang Energy, Monster Energy, and THC products. The company also operates B4U Vending Services (launched 2017) and owns/proprietary brands like Northern Ice Spring Water and Badger Claw spirits. In 2023, they acquired the Superior Beverages Wisconsin footprint, expanding from 7 to 12 counties.
Differentiator
Problem solved
Functional benefit
Brands
- B4U Vending: Vending service offering snacks, cold entrees, and office coffee supply, launched in 2017.
- Badger Claw
- Northern Ice Spring Water
Products and services
- Beer Distribution
Companies that use Bill's Distributing
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Bill's Distributing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Bill's Distributing partnerships and signals
Strategic signalScale indicators5 records
Recent moves13 records
Expansion highlights6 records
Bill's Distributing competitors and assessment
Company assessmentBroad incumbents
- Breakthru Beverage Group: One of the largest beverage wholesalers in North America, formed from the merger of Southern Wine & Spirits and Republic National Distributing Company operations in select markets, with significant Wisconsin presence. Comparable to Bill's in serving retailers with multi-category alcohol and non-alcoholic distribution, but at national scale.
- Republic National Distributing Company (RNDC): A major U.S. beverage alcohol distributor with multi-state operations serving retailers, restaurants, and on-premise accounts. Comparable to Bill's in DSD-style alcohol distribution model and customer base, though operating at significantly greater scale and broader geographic footprint.
- Southern Glazer's Wine and Spirits: The largest wine and spirits distributor in the United States, operating across 44 states with a broad portfolio and significant scale advantages. Directly comparable to Bill's in core wholesale distribution of alcoholic beverages to on- and off-premise accounts.
Direct peers
- E.F. Berger: A Midwest-focused beverage alcohol distributor serving retailers and on-premise accounts across multiple states. Comparable to Bill's in mid-size regional distribution model and multi-category alcohol portfolio.
- Wirtz Beverage Group: A multi-generation, family-owned beverage alcohol distributor with strong Midwest presence in beer, wine, and spirits. Comparable to Bill's as a privately-held, family-operated regional wholesaler serving on-premise and off-premise accounts.
- Johnson Brothers: A family-owned, multi-state wine, spirits, and beer wholesaler with regional U.S. operations. Highly comparable to Bill's as a family-led, mid-size beverage distributor with similar category mix and DSD-style customer relationships.
Regional players
- Hand Family Companies (Handcrafted Beer & Wine / Handcrafted Beverages): Family-owned beverage distributor with regional U.S. operations across craft beer, wine, and spirits. Comparable to Bill's in family-owned, craft-and-mainstream beverage distribution to on- and off-premise retailers.
- Heartland Beverage Group: A Midwest-focused beverage alcohol distributor with operations in multiple states, serving on- and off-premise accounts across beer, wine, and spirits. Comparable to Bill's as a mid-size regional wholesaler with overlapping category mix.
- General Beverage Sales Co. Wisconsin-based beer, wine, and spirits wholesaler that has operated in the same three-tier system serving Midwest retailers. Directly comparable to Bill's in geography and category mix, though serving different Wisconsin territories.
- Del Papa Distributing: A Texas-based beverage distributor operating across beer, non-alcoholic, and emerging categories with a DSD model serving retail and on-premise accounts. Comparable to Bill's in regional mid-size distribution scale, though serving a different geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Bill's Distributing social profiles
Digital presenceBill's Distributing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bill's Distributing leadership team
Management profileNumber of profiles
Profiles8 records
Bill's Distributing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bill's Distributing 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 Bill's Distributing
What does Bill's Distributing do?
Bill's Distributing is a family-owned wholesale beverage distributor that purchases beer, wine, spirits, sodas, energy drinks, wellness drinks, mixers, water/tea, and THC products from approximately 50 manufacturers and resells them to on-premise and off-premise retail accounts (bars, restaurants, liquor stores) across Northwestern Wisconsin using a Direct Store Delivery model. The company carries over 500 brands and 1,500 SKUs out of a 218,000 square foot distribution center in Menomonie, WI.
Is Bill's Distributing a public or private company?
Bill's Distributing is a private company. It is classified as family owned and is currently operating.
When was Bill's Distributing founded?
Bill's Distributing was founded in 1954. It employs 1 to 10 people.
Where is Bill's Distributing based?
Bill's Distributing is headquartered in Menomonie, United States, in the North America region.
How does Bill's Distributing make money?
One revenue line is on record: beverage Distribution.
Who are Bill's Distributing's main competitors?
Broad incumbents on record are Breakthru Beverage Group, Republic National Distributing Company (RNDC) and Southern Glazer's Wine and Spirits. Direct peers are E.F. Berger, Wirtz Beverage Group and Johnson Brothers. Regional players are Hand Family Companies (Handcrafted Beer & Wine / Handcrafted Beverages), Heartland Beverage Group, General Beverage Sales Co. and Del Papa Distributing.
Does Bill's Distributing have an API?
No public API is recorded for Bill's Distributing.
What industry is Bill's Distributing in?
Bill's Distributing's product category is Beverage Wholesale Distribution. Its primary akta.pro industry code is CRAOAIAA, Beer, Wine & Spirits Wholesale Distribution, with a secondary code of AFAIAGAB, Non-Alcoholic Beverage Wholesale (Soft Drinks, Water, Juice, RTD Coffee/Tea). Its NAICS code is 4248 and its SIC code is 5180.