Indeed Brewing Company to Distribute Throughout Wisconsin with General Beverage

MINNEAPOLIS — As part of its long-term distribution plans in Wisconsin, Indeed Brewing Company is proud to announce a new distributor partnership with General Beverage. After deploying a unique self-distribution strategy in the state for over a year, the company looks forward to distribution throughout Wisconsin with the help of General Beverage, a family owned business established in 1933 with eight locations across the state.

“As one of Minnesota’s premier craft breweries, we’ve long admired Indeed’s great brewing skills, market insights, and commitment to superior customer service,” says General Beverage SVP Bob Nichols. “Their decision to open a brewery in Milwaukee is very exciting and will have a very positive influence on the Wisconsin craft beer market. We believe representing Indeed across our statewide General Beer wholesale network is an exciting opportunity to showcase their quality to Wisconsin consumers.”

Indeed’s newly announced satellite brewery and taproom in the Walker’s Point neighborhood of Milwaukee, once operational, will supply draft beer inventory to its Wisconsin wholesale business, contributing to greater efficiency, freshness, and brand innovation as its distribution footprint continues to grow throughout the state.

“Partnering with General Beverage makes so much sense not only because our business interests align but because the values of both businesses align,” says Tom Whisenand, co-founder of Indeed Brewing. “General Beverage and Indeed both focus on doing what is right for our customers, are committed to quality beer, and are not afraid to tackle old problems in new ways.”

General Beverage is expected to take over full distribution of Indeed Brewing Company’s portfolio of beers beginning in early 2019.

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