General Distributing Company
General Distributing Company is a family-owned beverage wholesale distributor founded in 1967, serving as the exclusive Anheuser-Busch distributor for the majority of Utah, delivering over 7 million cases annually to approximately 2,000 retailers plus major sports and entertainment venues.
- Company typePrivate
- Founded1967
- HeadquartersSalt Lake City, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What General Distributing Company does
General Distributing Company is a family-owned beverage wholesale distributor headquartered in Salt Lake City, Utah, founded in 1967 by Robert Avery. The company holds exclusive Anheuser-Busch distribution rights for the Salt Lake area, established in 1969 and materially expanded in 2016 through the acquisition of four additional AB wholesalers, giving the company coverage of the majority of Utah. It distributes beer, beyond-beer (seltzers, ciders, wines, spirits), and non-alcoholic beverages from dozens of national, regional, and local suppliers to approximately 2,000 retailers across Utah, delivering over 7 million cases annually through a fleet of 50 trucks and 21 trailers out of a 257,000+ square foot warehouse near the Salt Lake Airport.
The company's product portfolio is organized across five core categories: domestic beer (Anheuser-Busch brands), Utah craft beer (Uinta, Squatters, Wasatch, Epic, Bohemian, and others), craft and import beer (Heineken, Sierra Nevada, New Belgium, Founders, Goose Island, Avery, Kona, Athletic Brewing, and specialty imports), beyond beer (Michelob Ultra Seltzer, Cutwater Spirits, Beatbox, Club Cocktails), and non-alcoholic beverages (Liquid Death, Core Hydration, Guayaki, Ghost Energy, C4, G Fuel, and others). The business model is B2B wholesale distribution with revenue generated through per-case margins on products sold to retailers, restaurants, bars, and venues, supplemented by a venues and events service line that provides mobile equipment, draft services, and sponsorship activation for major Utah sports and entertainment venues including the Utah Jazz, Salt Lake Bees, Real Salt Lake, and Utah Grizzlies.
The go-to-market is a sales-led, field-based B2B model emphasizing direct, in-person relationships with approximately 2,000 Utah retailers. No public revenue disclosure, funding history, or AI/ML capabilities are documented in available materials. The company has been recognized multiple times as one of the top wholesalers in the nation and operates without any disclosed parent company or institutional investors.
General Distributing Company firmographics
Firmographics- Name
- General Distributing Company
- Legal name
- General Distributing Company
- Website
- https://generaldistributingcompany.com
- Company type
- Private
- Founded year
- 1967
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- General Distributing Company is a family-owned beverage wholesale distributor founded in 1967, serving as the exclusive Anheuser-Busch distributor for the majority of Utah, delivering over 7 million cases annually to approximately 2,000 retailers plus major sports and entertainment venues.
- Ownership category
- akta.pro rank
General Distributing Company industry classification
Industry- Product category
- Beverage Distribution
- NAICS
- Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Alcoholic Beverage Wholesale (Beer, Wine, Spirits) (AFAIAGAA)
- akta.pro secondary industry
- Non-Alcoholic Beverage Wholesale (Soft Drinks, Water, Juice, RTD Coffee/Tea) (AFAIAGAB)
Keywords
Where General Distributing Company is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
General Distributing Company business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales
Revenue model
- Beverage Distribution: Revenue generated through wholesale distribution margins on beer, non-alcoholic beverages, and beyond-beer products sold to approximately 2,000 Utah retailers. Operates as a beverage distributor representing dozens of national, regional, and local suppliers, delivering over 7 million cases annually.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
General Distributing Company product offering
Product offeringCore offering
General Distributing Company is a wholesale beverage distributor that purchases beer, craft beer, beyond-beer, and non-alcoholic beverages from dozens of national, regional, and local suppliers and delivers them to approximately 2,000 retailers across Utah, generating revenue through wholesale distribution margins. The company also provides event beverage services, mobile equipment rentals (trailers, keg boxes, icers), and an in-house custom print shop for marketing materials, serving sports venues, music festivals, and cultural events in addition to its retail distribution business.
Product overview
General Distributing Company is a family-owned beverage distribution business founded in 1967, serving as Utah's premier distributor for Anheuser-Busch products, craft beer, and non-alcoholic beverages. The company operates as a multi-category distribution platform with distinct service lines: Domestic Beer Distribution (Anheuser-Busch brands), Utah Craft Beer Distribution (local Utah breweries), Craft and Import Beer Distribution (national craft and international imports), Beyond Beer Distribution (seltzers, ciders, wines, spirits), Non-Alcoholic Products Distribution (water, energy drinks, functional beverages), and Venues and Events Services (sports venues, music festivals, event sponsorship). Supporting operations include Facilities and Equipment Services featuring warehouse storage, delivery fleet, and event equipment rentals. The company delivers over 7 million cases annually to approximately 2,000 retailers across Utah.
Differentiator
Problem solved
Functional benefit
Products and services
- Domestic Beer Distribution Wholesale distribution of domestic beer brands including Bud Light, Budweiser, Busch, Michelob Ultra, Natural Light, Shocktop, and other Anheuser-Busch products to approximately 2,000 retailers across Utah.
- Utah Craft Beer Distribution
Quantifiable outcome
- Delivers over 7 million cases to approximately 2,000 retailers annually
- +2 more outcomes
Companies that use General Distributing Company
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
General Distributing Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
General Distributing Company partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and minor.
- Anheuser-BuschcoreExclusive distributor of Anheuser-Busch products for the Salt Lake area since 1969. Partnership expanded in late 2016 when General acquired four additional AB wholesalers in Utah, significantly expanding territory. Core supplier representing domestic beer brands including Budweiser, Bud Light, Busch, Michelob, and Natural Light.
- Uinta BrewingcoreUtah craft brewery distributed by General Distributing. One of the flagship Utah craft beer brands in the portfolio.
- Squatters BeerscoreUtah craft brewery distributed by General Distributing. Local craft beer brand representing Utah's craft beer scene.
- Wasatch BeerscoreUtah craft brewery distributed by General Distributing. Historic Utah craft beer brand.
- HeinekencoreInternational import beer brand distributed by General Distributing as part of craft and import beer portfolio.
- Sierra NevadacoreMajor craft beer brand distributed by General Distributing as part of craft beer portfolio.
- New BelgiumcoreMajor craft beer brand distributed by General Distributing as part of craft beer portfolio.
- Founders BrewingcoreMajor craft beer brand distributed by General Distributing as part of craft beer portfolio.
- Odell BrewingcoreRegional craft brewery distributed by General Distributing as part of craft beer portfolio.
- Goose IslandcoreCraft beer brand distributed by General Distributing as part of craft and import beer portfolio.
- Liquid DeathminorNon-alcoholic beverage brand distributed by General Distributing as part of non-alcoholic product portfolio.
- Core HydrationminorNon-alcoholic hydration product distributed by General Distributing.
- Guayaki Yerba MateminorNon-alcoholic energy beverage distributed by General Distributing.
- Ghost EnergyminorEnergy drink brand distributed by General Distributing.
- Michelob UltracoreAnheuser-Busch seltzer and low-carb beer brand distributed by General Distributing as part of beyond beer and domestic beer portfolio.
- Cutwater SpiritsminorReady-to-drink cocktail brand distributed by General Distributing as part of beyond beer portfolio.
- Vivint Smart Home Arena / Utah JazzcoreVenue partnership for Utah Jazz NBA games. General Distributing provides beverage supply and participates in watch parties, giveaways, and fan engagement events.
- USANA AmphitheatreminorConcert venue partnership for beverage supply at major events and concerts.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
General Distributing Company competitors and assessment
Company assessmentDirect peers
- L. Knife & Son: Family-owned, multi-state beverage distributor with AB and craft/import portfolios. Highly comparable business model emphasizing single-source retailer relationships and exclusive supplier partnerships.
- Zink Distributing Company: Family-owned, multi-state AB wholesaler with similar craft and beyond-beer portfolio expansion. Directly comparable mid-sized regional beverage distributor emphasizing face-to-face retailer relationships.
- Ben E. Keith Beverages: Major regional AB wholesaler serving Texas and surrounding markets with comparable multi-category beer, beyond-beer, and non-alcoholic distribution. Operates similar large warehouse and fleet footprint.
- Crescent Crown Distributing: Regional AB wholesaler operating across multiple U.S. markets with beer, beyond-beer, and non-alcoholic distribution. Closely comparable route-based B2B wholesaler serving thousands of retail accounts.
- Reyes Beverage Group: Largest U.S. Anheuser-Busch wholesaler with multi-state operations and similar AB-exclusive franchise structure. Closest functional peer in terms of supplier concentration, route-to-market model, and national wholesaler recognition.
- Hand Family Companies: Multi-state AB wholesaler with deep Anheuser-Busch concentration. Comparable mid-large regional beverage distributor with similar product mix spanning domestic, craft, import, and non-alcoholic.
- Western Beverage Company: AB-affiliated wholesale distributor operating across adjacent Mountain West geographies with similar product mix and route density. Comparable regional AB wholesaler with overlapping geographic footprint.
Broad incumbents
- Republic National Distributing Company: Major U.S. beverage alcohol distributor with broad beer, wine, and spirits portfolio. Comparable three-tier distribution model but significantly larger scale and broader geographic reach.
- Breakthru Beverage Group: Large multi-category beverage distributor across beer, wine, and spirits. Competes for similar on-premise and retail accounts and offers comparable supplier and route-based distribution services.
- Southern Glazer's Wine & Spirits: Largest U.S. beverage alcohol distributor with nationwide footprint across beer, wine, and spirits. Overlaps in beer distribution and supplier relationships but operates at materially larger scale and broader product scope.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
General Distributing Company social profiles
Digital presenceGeneral Distributing Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
General Distributing Company leadership team
Management profileNumber of profiles
General Distributing Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
General Distributing Company 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 General Distributing Company
What does General Distributing Company do?
General Distributing Company is a wholesale beverage distributor that purchases beer, craft beer, beyond-beer, and non-alcoholic beverages from dozens of national, regional, and local suppliers and delivers them to approximately 2,000 retailers across Utah, generating revenue through wholesale distribution margins. The company also provides event beverage services, mobile equipment rentals (trailers, keg boxes, icers), and an in-house custom print shop for marketing materials, serving sports venues, music festivals, and cultural events in addition to its retail distribution business.
Is General Distributing Company a public or private company?
General Distributing Company is a private company. It is classified as family owned and is currently operating.
When was General Distributing Company founded?
General Distributing Company was founded in 1967. It employs 11 to 50 people.
Where is General Distributing Company based?
General Distributing Company is headquartered in Salt Lake City, United States, in the North America region.
How does General Distributing Company make money?
One revenue line is on record: beverage Distribution.
Who are General Distributing Company's main competitors?
Direct peers on record are L. Knife & Son, Zink Distributing Company, Ben E. Keith Beverages, Crescent Crown Distributing, Reyes Beverage Group, Hand Family Companies and Western Beverage Company. Broad incumbents are Republic National Distributing Company, Breakthru Beverage Group and Southern Glazer's Wine & Spirits.
Does General Distributing Company have an API?
No public API is recorded for General Distributing Company.
What industry is General Distributing Company in?
General Distributing Company's product category is Beverage Distribution. Its primary akta.pro industry code is AFAIAGAA, Alcoholic Beverage Wholesale (Beer, Wine, Spirits), 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.