DISTRIBUTOR
SPOTLIGHT
A
d istributing force in Wisconsin since the mid-1940s, Wirtz Beverage Wisconsin covers the entire state, offering bar and tavern owners high-quality brands such as Three Olives vodka, Southern Comfort and Korbel brandy and champagne. Wirtz Beverage Wisconsin is part of the Chicago-based Wirtz Corporation, one of the largest privately held companies in the country with interests in a variety of industries. Wirtz Beverage Group operates in five states — Wisconsin, Illinois, Iowa, Minnesota and Nevada — with The Dairy State representing the company’s first foray into the distributing industry. Now in its third generation, the Wirtz Corporation remains family owned and operated. “Arthur Wirtz made Wisconsin Wirtz’s first entrance into the beverage business,” says Dick Deutsch, Senior Vice President of Wirtz Beverage Wisconsin. “Today, one of the things that makes us different is that we are the largest multistate operator in Wisconsin.” Wirtz’s venture into Wisconsin began in 1945, when it purchased a small distributing company serving the seven-county Milwaukee area. Twenty-five years later, Wirtz purchased Simon Companies, a small company serving the 13-county Madison region, effectively tripling its reach. As companies struggled to stay afloat in the 1990s, Wirtz acquired additional small distributors around the state. With suppliers seeking distributors that represented the entire state, Wirtz expanded its services to the entire state of Wisconsin in 2004, and today is headquartered in Hartland with offices in Madison, Green Bay and Eau Claire. At present, Wirtz represents some of the top names in wines and spirits. Statewide, the company offers, among other spirits, Proximo’s 1800 tequila, Three Olives vodka and Kraken rum; William Grant & Son’s Stoli vodka, Glenfiddich and Tullamore Dew; and Diageo’s Ketel One vodka. The company also distributes Wisconsin’s renowned Death’s Door gin, which is made from Washington Island wheat. In Milwaukee, Wirtz Beverage Wisconsin also distributes Brown-Forman’s Jack Daniels, Southern Comfort and Korbel champagne and brandy, and the company has rights to distribute Sazerec’s Fleischmann nameplate in Milwaukee 26
On Premise 2012 July/August
and Madison. In Madison alone, the company offers Jim Beam. As for wines, it’s Sonoma-Cutrer, Rodney Strong, Diageo, Treasury Wine Estates, J. Lohr and Schmitt Sohne, which produces a Wisconsin favorite, German Riesling. Wirtz Beverage Wisconsin has a number of smaller wine companies in its portfolio as well, including Wisconsin’s own Spurgeon Vineyards. Speaking of wine, Deutsch notes that customers’ desire for upper-tier wines is on the upswing.
In addition to broad market experience, Wirtz trains its people to do more than sell; they teach them how to be consultants to help customers including tavern owners grow and thrive. Increasingly, that means offering customers assistance with the digital sphere. “Online and social media are where consumers are getting their information now,” says Deutsch. “They are going to the Internet to find drink specials, food specials and entertainment. How people will spend their money is increas-
“We’re seeing more and more experimentation with wines and that market continues to grow.” — Dick Deutsch “Many places are pouring better wines by the glass in response to demand,” says Deutsch. To capitalize on this, he suggests offering half-price bottle wine nights and specials on slower evenings to bring out customers. “We’re seeing more and more experimentation with wines and that market continues to grow.” In the last year, he adds, vodka has increased in popularity and tequila remains strong. Deutsch and Wirtz get this sort of market intelligence through its own data capture and by drawing on the experience of its operations in other states. This helps Wirtz keep customers updated on trends and ahead of the curve to remain competitive. “Market intelligence is a big piece of what we offer that others can’t,” says Deutsch. “Those who will be successful are ones that are willing to change, and with our organization, we bring you the information to make that change in a smart, profitable way.”
ingly being decided online and if you’re not there, you’re not going to get those dollars.” Working with suppliers and partners, Wirtz’s digital activation team does more than promote brands, trends and events. They also help get customers online to be more successful. “Whether it’s helping you get into the digital age, informing you of trends or helping you find new ways to access your customers, we offer excellent products and up-to-date information on trends and market changes,” says Deutsch. “Our people aren’t just order takers. They are your partners, working to help you succeed. We truly have the best people in the industry, ready to help you and your business.” Wirtz Beverage Wisconsin Dick Deutsch, Senior Vice President 262-814-1500 www.wirtzbeveragewisconsin.com
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