Frank Beverage Group
- Company typePrivate
- Founded1933
- HeadquartersMiddleton, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Frank Beverage Group does
Frank Beverage Group is a privately held, family-owned beer, wine, and spirits distribution company headquartered in Middleton, Wisconsin, founded in 1933 following the repeal of prohibition and now in its fourth generation of ownership by the Frank and Rotter Families. The company operates through four wholly owned distribution subsidiaries — Frank Liquor Company (wine and spirits), Frank Beer Distributors, La Crosse Beverage (western Wisconsin beer), and Beer Capitol Distributing (Greater Milwaukee area) — and extends its coverage to all 72 Wisconsin counties via membership in the Wisconsin Beverage Network (beer) and a licensing agreement with Badger Liquor of Fond du Lac (wine and spirits). It employs more than 950 people and serves roughly 4,000 retail accounts through Frank Liquor, 3,000+ through Frank Beer, 1,000+ through La Crosse Beverage, and 1,800+ through Beer Capitol, combining on-premise (restaurants, bars, venues) and off-premise (retail, liquor, grocery, convenience) channels.
The business model is wholesale distribution: Frank Beverage Group takes physical possession of branded product from brewers, vintners, and distillers (including MillerCoors-anchored beer, Yuengling, Sam Adams, Truly, Topo Chico, PRESS Hard Seltzer, RationAle non-alcoholic, Meiomi Wines, Bailey's, Crown Royal, Captain Morgan, Smirnoff, ZOA Energy, and Capital Brewery) and resells to licensed retailers, earning a per-unit margin. Revenue is therefore a function of case volume throughput and product mix rather than transactional fees or SaaS contracts. Go-to-market combines enterprise field sales with dedicated sales representatives, brand managers, and a 30+ person merchandising team, supported by category management acting as category captain in approximately 70% of retail accounts using JDA space-planning software. Operations are underpinned by Rutherford eoStar warehouse management, four-pick-module conveyor systems across a ~630,000+ square foot facility footprint, UPS Logistics routing, and a customer-facing Marketplace portal with integrated electronic payments via FTNI and Fintech. The company provides value-added services including draft beer installation and troubleshooting, custom graphics production, and certified Cicerone / Certified Specialist of Wine and Spirits advisory staff, all bundled into the wholesale relationship.
Frank Beverage Group firmographics
Firmographics- Name
- Frank Beverage Group
- Legal name
- Frank Beverage Group
- Website
- https://frankbeveragegroup.com
- Company type
- Private
- Founded year
- 1933
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Frank Beverage Group industry classification
Industry- Product category
- Beverage Distribution
- NAICS
- Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482), Beer and Ale Merchant Wholesalers (42481)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA)
- akta.pro secondary industry
- Alcoholic Beverage Wholesale (Beer, Wine, Spirits) (AFAIAGAA)
Keywords
Where Frank Beverage Group is headquartered
LocationHeadquarters
- HQ city
- Middleton
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Frank Beverage Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Wholesale Beverage Distribution: Frank Beverage Group generates revenue by distributing beer, wine, and spirits products from supplier brands to licensed retail and on-premise accounts. The company takes ownership of physical goods and resells them to retailers, earning margin on each transaction. Revenue is driven by volume of products distributed across the network.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Frank Beverage Group product offering
Product offeringCore offering
Frank Beverage Group is a wholesale distributor of beer, wine, and spirits that purchases products from supplier brands and resells them to licensed on-premise (bars, restaurants, venues) and off-premise (retail stores, liquor stores, convenience stores, grocery stores) accounts across Wisconsin. The company operates four distribution divisions (Frank Beer Distributors, Frank Liquor Company, La Crosse Beverage, Beer Capitol Distributing) supported by brand management, category management, merchandising, and a 24/7 online Marketplace ordering portal. Revenue is earned through the margin on each wholesale transaction.
Product overview
Frank Beverage Group is a family-owned beer, wine, and spirits distribution company operating four distinct but related distribution divisions: Frank Beer Distributors (Middleton), Frank Liquor Company (Middleton), La Crosse Beverage (Onalaska), and Beer Capitol Distributing (Sussex). Together they service thousands of accounts across Wisconsin through strategic networks including the Wisconsin Beverage Network (beer, 6 members) and Badger Liquor partnership (wine/spirits). The company operates the Frank Beverage Marketplace, an online Account Management Portal for ordering, invoice management, and payment processing. Their distribution portfolio includes major beer brands (Yuengling, Sam Adams, Truly, Topo Chico, RationAle, PRESS Hard Seltzer), wines (Meiomi), spirits (Bailey's, Crown Royal, Captain Morgan, Smirnoff), and non-alcoholic beverages (ZOA Energy, Seedlip). The group provides comprehensive services including brand management, category management using JDA space planning, merchandising, delivery logistics (Rutherford eoStar, UPS Logistics), and custom graphics production.
Differentiator
Problem solved
Functional benefit
Products and services
- Frank Beer Distributors Beer distribution division servicing over 3,000 licensed accounts across 15 counties in southern Wisconsin. Operates with 60+ drivers, 40 warehouse personnel, 35 side-bay trucks, and 25 tractor/trailers. Includes the Beers of Distinction craft and import department and offers brand management, category management, merchandising, delivery, and graphics services.
- Frank Liquor Company Wine and spirits distribution division serving south central and southwest Wisconsin through four generations of family ownership. Employs over 200 people, including Certified Specialists of Wine and Spirits. Operates 20+ drivers, 14 warehouse personnel, 18 box trucks, and serves nearly 4,000 customers. Offers brand management, category management, merchandising, delivery, and graphics services.
- La Crosse Beverage Beer distribution division servicing over 1,000 local accounts on the West Coast of Wisconsin from a state-of-the-art 96,000 square foot distribution facility in Onalaska.
- Beer Capitol Distributing Beer distribution division serving over 1,800 customers in the Greater Milwaukee area from a 275,000 square foot facility in Sussex, Wisconsin.
- Frank Beverage Marketplace
Quantifiable outcome
- Category captain in nearly 70% of retail accounts serviced
- +2 more outcomes
Companies that use Frank Beverage Group
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Frank Beverage Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature5 records
Frank Beverage Group partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Wisconsin Beverage Network (Beer)coreIn 2011, Frank Beer partnered with other distributors to form the Wisconsin Beverage Network, a distribution network spanning all 72 Wisconsin counties, providing beverage suppliers with seamless access to the largest distribution network in Wisconsin. The network is comprised of 6 members: Frank Beverage Group (Beer Capitol, Frank Beer, La Crosse Beverage), CJW Inc, Lee Beverage of WI, Kay Beer Distributing, Dean Distributing, and Bernicks.
- Badger Liquor (Fond du Lac, WI)coreIn July 2002, Frank Liquor entered into a licensing agreement with Badger Liquor of Fond du Lac to forge a statewide wine and spirits distribution network spanning all 72 counties in Wisconsin. The network provides comprehensive sales, marketing, and merchandising support for every account.
- Wisconsin Beverage Network (La Crosse Beverage)coreLa Crosse Beverage partnered with ten other distributors to form the Wisconsin Beverage Network. Members include: Beer Capitol Distributing (Greater Milwaukee area), Lee Beverage (Oshkosh, Eau Claire, Hudson), Frank Beer (Greater SE,SW,SC WI area), Kay Beer Distributing (Greater Green Bay area), C.J.W., Inc. (Greater Kenosha area), Zastrow the Beer Man (Wausau), La Crosse Beverage (La Crosse), Northwest Beverages (Superior), Ott Schweitzer Distributing (Milton), and Four Seasons (Marinette).
- MillerCoorscoreFrank Beer Distributors was awarded the Coors franchise for Wisconsin markets in 1984. The business represents MillerCoors brands as a core part of its portfolio, along with craft, import, and FMB brands. The Wisconsin Beverage Network group is primarily composed of MillerCoors distributors.
Scale indicators6 records
Recent moves13 records
Expansion highlights6 records
Frank Beverage Group competitors and assessment
Company assessmentBroad incumbents
- Southern Glazer's Wine and Spirits: The largest wine and spirits distributor in the United States, operating across 44 states. Directly comparable as a multi-category alcohol wholesaler serving on- and off-premise accounts, though at vastly greater national scale than Frank Beverage Group.
- Republic National Distributing Company (RNDC): Second-largest wine and spirits distributor in the U.S., serving 32 states plus the District of Columbia. Closely aligned with Frank Beverage Group's wine/spirits distribution model, supplier partnership structure, and category management services.
Direct peers
- Breakthru Beverage Group: Multi-state alcohol beverage distributor formed via the merger of Southern Wine and Spirits of America and Republic National Distributing Company's northeastern operations. Comparable in offering beer, wine, and spirits distribution across multiple states with similar supplier and retail partner relationships.
- Johnson Brothers Liquor Company: Family-owned (fourth-generation) multi-state wine, spirits, and beer distributor headquartered in Minnesota. Highly comparable to Frank Beverage Group in family ownership structure, geographic scale, and three-category distribution focus across the Upper Midwest.
- Reyes Beverage Group: Large-scale beer and beverage distributor operating in multiple U.S. markets through Reyes Coca-Cola Bottling, Reyes Beer Division, and Champion Foodservice. Directly comparable as a regional multi-category beverage distributor with similar supplier partnerships and large route-based delivery operations.
- Major Brands: Midwest beverage distributor operating across Missouri, Kansas, and Oklahoma with beer, wine, spirits, and non-alcoholic portfolios. Comparable as a family-influenced regional distributor serving on- and off-premise accounts with similar supplier portfolio breadth and field-sales-driven GTM motion.
- J.J. Taylor Companies: Florida-based beer and beverage distributor with a portfolio spanning major domestic, craft, and import brands. Comparable as a regional full-service beverage wholesaler with similar supplier partnerships (MillerCoors portfolio), category management capabilities, and route-based distribution.
- Horizon Beverage Group: Massachusetts-based wine, spirits, and beer distributor serving New England. Comparable as a regional full-line alcohol distributor with similar brand management, merchandising, and category management services supporting both on-premise and off-premise accounts.
- Winebow Group: Multi-state wine and spirits distributor operating in 16 states. Comparable as a portfolio-based distributor serving on- and off-premise accounts with strong brand-building expertise and supplier partnership focus, though narrower in beer than Frank Beverage Group.
Regional players
- Allied Beverage Group: New Jersey's largest distributor of beer and non-alcoholic beverages, serving over 12,000 on- and off-premise accounts. Comparable as a large-scale regional distributor with similar route delivery, supplier partnership model, and category management services in a single-state footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Frank Beverage Group social profiles
Digital presenceFrank Beverage Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Frank Beverage Group leadership team
Management profileNumber of profiles
Frank Beverage Group subsidiaries and ownership
Company hierarchySubsidiaries4 records
Frank Beverage Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Frank Beverage Group 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 Frank Beverage Group
What does Frank Beverage Group do?
Frank Beverage Group is a wholesale distributor of beer, wine, and spirits that purchases products from supplier brands and resells them to licensed on-premise (bars, restaurants, venues) and off-premise (retail stores, liquor stores, convenience stores, grocery stores) accounts across Wisconsin. The company operates four distribution divisions (Frank Beer Distributors, Frank Liquor Company, La Crosse Beverage, Beer Capitol Distributing) supported by brand management, category management, merchandising, and a 24/7 online Marketplace ordering portal. Revenue is earned through the margin on each wholesale transaction.
Is Frank Beverage Group a public or private company?
Frank Beverage Group is a private company. It is classified as family owned and is currently operating.
When was Frank Beverage Group founded?
Frank Beverage Group was founded in 1933. It employs 51 to 100 people.
Where is Frank Beverage Group based?
Frank Beverage Group is headquartered in Middleton, United States, in the North America region.
How does Frank Beverage Group make money?
One revenue line is on record: wholesale Beverage Distribution.
Who are Frank Beverage Group's main competitors?
Broad incumbents on record are Southern Glazer's Wine and Spirits and Republic National Distributing Company (RNDC). Direct peers are Breakthru Beverage Group, Johnson Brothers Liquor Company, Reyes Beverage Group, Major Brands, J.J. Taylor Companies, Horizon Beverage Group and Winebow Group. Allied Beverage Group is listed as a regional player.
Does Frank Beverage Group have an API?
No public API is recorded for Frank Beverage Group.
What industry is Frank Beverage Group in?
Frank Beverage Group's product category is Beverage Distribution. Its primary akta.pro industry code is CRAOAIAA, Beer, Wine & Spirits Wholesale Distribution, with a secondary code of AFAIAGAA, Alcoholic Beverage Wholesale (Beer, Wine, Spirits). Its NAICS code is 42482 and its SIC code is 5180.