Family Fare

Life is Short, Stay Awake for it. Make a stop at the Caribou Cabin part of your routine - it's fast, easy, and oh-so-friendly. Order Ahead, or at the window, drive-thru, and be on your way. Welcome, and enjoy your really short stay!

General Beverage, established in 1933 and family-owned, is one of Wisconsin's largest wholesale distributors of beer, wine, distilled spirits, and non-alcoholic beverages. The company operates across all 72 counties in Wisconsin, consulting with over 12,000 licensed retail business customers to help them effectively select, promote, merchandise, and sell consumer products within the beverage category. With a workforce of approximately 1,000 employees, General Beverage encompasses six beer companies and four wine and spirits companies, each offering a unique product portfolio tailored to the preferences of their respective regions. The company prides itself on representing the finest beverage producers globally and fostering a culture that emphasizes family values. Generated from the website