Our History
Foundation
Beloit Beverage Company was chartered in 1938 by Lloyd P. Lindenman. In a small brick warehouse near the Rock River, Lindenman loaded trucks and brought Heileman products to the growing town of Beloit, Wisconsin. Lindenman maintained Beloit Beverage Company from 1933, when Prohibition ended, until 1960.

The Morello Family
In 1960, the Morello family of Beloit purchased the company from the aging Lindenman, bringing the first of many breaths of life into Beloit Beverage. Joseph Morello ran Beloit Beverage Company until 1981, when he handed the company to his sons Ralph and Don. Throughout this period, Beloit Beverage Company thrived. We became the first Stroh's distributor in Wisconsin in 1972. Many small regional breweries went bankrupt in the late 1970s because of the growing popularity of major-brand beers such as Miller and Pabst. In 1976, when Pabst beers reached 53% market share in the state of Wisconsin, Beloit Beverage was right there, distributing Heileman, Stroh's and Pabst products to Southern Wisconsin.

Growth, Consolidation and Relocation
Throughout the 1980s, most industries were undergoing a period of massive consolidation in which small regional companies merged in an effort to compete with national companies. Beloit Beverage Company acquired the distribution rights to Pabst distributors in six southern Wisconsin counties. In 1980, Beloit Beverage Company moved from the old Lindenman facility into a newly-built facility on the east side of Beloit. Seven years later, Beloit Beverage bought a facility in northern

Milwaukee and grew to fill this new building. In 1985, BBC began to distribute Labatt products, and at the end of 1983, we acquired distribution rights to Coors products. Since then, Beloit Beverage has grown and spread across most of southern Wisconsin, providing restaurants, bars and retail shops with Pabst, Coors and Labatt products.