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The latest news from Badger Liquor, our Suppliers, Brands & Industry

First look inside Badger Liquor's new Schlitz Park offices, including a speakeasy

By Scott Paulus – Photographer, Milwaukee Business Journal

There are a few downtown Milwaukee offices with bars, but probably very few that have a speakeasy similar to one included in Badger Liquor's new offices in Schlitz Park. Check out the attached slideshow to get your first look inside Badger Liquor's offices, including the speakeasy and conference rooms named the "Chardonnay Room" and "Champagne Room."

The West Allis firm signed a 10-year lease for 24,000 square feet in Schlitz Park and recently moved about 100 of its employees to the new location. A ribbon cutting for the new space will be held Oct. 12.

The office has many unique features, including several dozen “hotel stations” and standing desks where Badger employers and suppliers from across the state can “dock” to check emails and make calls. A large kitchen and gathering area anchors the space with a refrigerator packed to the brim with Fiji water for Badger employees.

But the "crown jewel" of Badger’s Schlitz Park office is the custom-built bar and tasting room flanked with whiskey barrels used for training, events and impromptu happy hours. And there is a secret door into the speakeasy.

Badger Liquor co-owner Lacey Sadoff said the company had the millennial generation in mind when considering the move.

“Today’s workforce is driven by what millennials are looking for: great location, non-conventional workspaces and attractive design," Sadoff said. "We were able to combine all three at Schlitz Park; it was the perfect fit for the future of our business.”

The company’s warehouse and operations employees will remain in its West Allis location at 2200 S. 114th St.

“It was important for us to be building for the future and that meant being in the epicenter of the rapidly growing Milwaukee market,” said John Boulahanis, Badger Liquor's executive vice president of sales. “We wanted to be close to our customers, provide a cutting-edge space for training and presentations, and be able to share our successes with our suppliers and customers.”

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Study Documents Economic Impact of U.S. Wine & Spirits Distributors

74,000+ employees earn $5.6 billion in wages; industry generates $50 billion in annual tax revenue

(WASHINGTON, D.C.)—Family-owned distributors deliver wine and spirits from every corner of the globe to America’s neighborhood restaurants, bars and stores—and are a major economic engine, employing more than 74,000 workers nationwide who earn a collective $6.5 billion in annual wages as part of an industry that generates more than $50 billion in tax revenue each year.

This data is part of a new industry economic impact study and forms the heart of Wine & Spirits Wholesalers of America (WSWA) advocacy, advertising and media relations efforts, the association announced today. WSWA’s industry economic impact analysis and ongoing studies are prepared by John Dunham, President of John Dunham & Associates, Brooklyn, N.Y.

“American Family-owned wine and spirits wholesalers are local marketing, brand building and logistics experts for beverage alcohol brands, operating in every state and congressional district, and are the central link of the three-tier beverage alcohol market between wineries, distilleries and retailers,” WSWA President and CEO Craig Wolf said.

“Our industry is a powerful economic engine that supports tens of thousands of good-paying, U.S. jobs as part of an industry that generates more than $50 billion in tax revenue to state and federal governments each year. Distributors operate at more than 3,000 locations nationwide, and their employees are active and engaged corporate citizens, supporting all manner or local and regional groups and charities,” Wolf added. “Our employees comprise a major force in the U.S. economy and we’re proud to share their story.”

WSWA’s new economic impact analysis will support ongoing state and federal government relations activities and will be utilized in media relations and social media communications projects. The association is also deploying a new portable video player called a “Flip Book” that enables members and state wholesaler organizations to share targeted short-subject educational videos with key stakeholders in a format that is effective and innovative, wrapped in compelling, branded marketing content. This campaign also includes a new, animated video explaining how distributors help a bottle go from suppliers around the world to local outlets. Click here to view this educational video.

WSWA is the national trade association representing the wholesale tier of the wine and spirits industry, dedicated to advancing the interests and independence of wholesalers, distributors and brokers of wine and spirits. Founded in 1943, WSWA has more than 380 member companies in 50 states and the District of Columbia, and its members distribute more than 80 percent of all wine and spirits sold at wholesale in the U.S.

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Yountville, CA winery adds a distributor

Yountville, Napa Valley and Wisconsin, August 2017 ---- Silver Trident Winery is pleased to announce that its wines are now represented in Wisconsin by Badger Liquor.

“We're excited to partner with Badger Liquor in the great state of Wisconsin,” said Shane Soldinger, the winery’s General Manager. “Our winemaker, Kari Auringer, grew up in Madison and I graduated from the UW there, so there's a really unique connection between our brand and the Badger state. We look forward to sharing this story and we're extremely confident how well we'll be represented by the wonderful team of professionals at Badger Liquor,” he added.

"We are thrilled to welcome Silver Trident to our family of brands,” said Steve Roth, General Manager Wine, Badger Liquor. "The wines are an excellent addition to our fine wine portfolio and reflect Silver Trident's dedication to top-notch quality and a hands-on approach in everything they do."

The Silver Trident Winery wines now available in Wisconsin are 2016 Apollo’s Folly (Rosé of Pinot Noir), 2016 Symphony No. 9 (Napa Valley Sauvignon Blanc) and 2013 Playing With Fire (Napa Valley Red Blend).

Silver Trident Winery is a small production winery whose Yountville Tasting Home is an elegant showroom with décor and furnishings by the Ralph Lauren Home Collection. Exemplifying a new business model for winery tasting rooms, guests can taste the winery’s five wines while relaxing in either the dining room, study or living room. Made by winemaker Kari Auringer, the wines are presented with unique ‘bites’ designed by Chef Sarah Scott. Located at 6495 Washington Street, Silver Trident Winery Tasting Home is open seven days a week and appointments are encouraged. For groups larger than six, an appointment is required.

The winery’s name is a tribute to the owners’ long-standing affiliation with cruise ships. Bob Binder is the co-founder of Oceania Cruises, a luxury cruise line which has partnered on projects with The Wine Spectator, Lalique, Bon Appétit Magazine and Ralph Lauren Home. The Culinary Director for Oceania Cruises is Jacques Pépin; the line is regarded as serving the finest cuisine at sea. The winery’s co-founder is Swiss-born Walter Jost, an accomplished advertising and media executive.

Badger Liquor has been a family owned and operated company since 1935. A strong and focused management team along with cutting edge technologies and dedicated employees make Badger Liquor the largest and most effective alcoholic beverage sales network in Wisconsin, according to John Boulahanis, Executive Vice President of Sales, Badger Liquor. The corporate office is located in Fond du Lac, WI with additional offices and transfer points in Milwaukee, Green Bay, Eau Claire, Mosinee and Elcho.

Badger Liquor also has a state of the art print and design shop in-house, which creates and prints wine lists, drink menus, bar cards, banners, store signs and much more. Badger also offers complete store lay-out and design strategies through its Category Management Division.

Coordinates are: Badger North, 850 South Morris St., Fond du Lac, WI 54936-1137, Phone: 920.923.8160; Badger South, 1517 North River Center Drive, Milwaukee, WI 53212, Phone: 414.546.2060; Badger West, 5400 Old Town Hall Rd., Eau Claire, WI 54701, Phone: 715.836.8600.

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For the Most Exclusive Happy Hour in Town

MILWAUKEE, Wis. (Aug. 3, 2017) –
The Cream City meets the South of France when the Veuve Clicquot Voyage comes to town every Thursday, Friday, and Saturday evening this summer!

Sponsored by Badger Liquor, the idea of bringing these happy hour cruises to Milwaukee was a no-brainer for Badger’s Executive Vice President of Sales, John Boulahanis, “What’s more summer in Wisconsin than taking the boat out on the water and having a drink with friends? We wanted to take this quintessential Wisconsin experience and elevate it.”

Veuve Clicquot boats have been spotted in some of the most exciting cities around the world. Badger Liquor owner, Lacey Sadoff, wanted Milwaukee and its booming river scene to be next. “It’s exciting to join the ranks of cities like New York, Chicago, & Austin, Sadoff says. “ It’s just another testament to the eating and drinking destination Milwaukee is quickly becoming. These cruises are a fun way to treat our clients and employees to a perfect summer evening in Milwaukee.”

These exclusive hour-long rides are by invite only and last one hour. Cruisers will enjoy the magnificent views of downtown Milwaukee and the shoreline of Lake Michigan, while enjoying the bubbly star of the cruise: Veuve Clicquot Champagne.

Cruises start this Friday, August 4th and run every Thursday, Friday, and Saturday evening at 4:00pm and 6:00pm. But summer doesn’t end on Labor Day for the #VeuveVoyageMKE; these cruises will go until September 23rd.

Veuve Clicquot is based in Reims, France and specializes in premium products. Founded in 1772 by Philippe Clicquot-Muiron, Veuve Clicquot played an important role in establishing champagne as a favored drink of haute bourgeoisie and nobility throughout Europe.

Badger Liquor Wine and Spirits Badger is a family-owned and operated company since 1935. A strong and focused management team along with cutting edge technologies and dedicated employees is what makes Badger Liquor the largest and most effective statewide alcoholic beverage sales network.

For media inquiries, call 920.923.3160 ex. 1376
# # #
BADGER LIQUOR WINE & SPIRITS, 850 South Morris St. Fond du Lac, WI 54936-1137 800.242.9708,

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Wine & Spirits Wholesalers of America Women’s Leadership Council

To Hold First Annual Networking, Development and Policy Education Conference

(WASHINGTON, D.C.)—The Wine & Spirits Wholesalers of America (WSWA) has launched a new educational, networking and professional development group designed for and led by senior wholesaler executives and employees from around the country—the WSWA Women’s Leadership Council. The group will host a first-of-its kind event September 14-15 in the nation’s capital to connect current and future leaders in the wholesale tier, and to forge ties between wholesalers as well as industry partners.

The group’s two-day conference will include in-depth policy briefings and issue discussions led by WSWA Government Affairs staff, as well as unique and valuable sessions on a host of current topics. Women Chiefs of Staff for Senators and Representatives will talk about how they forged their own paths to the top ranks of leadership, and Lee Dunn, a senior Google executive, will discuss her experiences as a female technology executive and talk about new digital trends and brand development tactics in the rapidly evolving online and mobile landscapes.

In addition, beverage experts will help attendees broaden their palette with a custom whiskey tasting and trend report, and top executives from other industry tiers and organizations will network with wholesaler attendees.

“The WSWA Women’s Leadership Council has in just over a year grown in size and scope and made a real impact among the nation’s wholesaler community. Our volunteer leaders began the year with an effective partnership and panel discussion at the popular Women of the Vine and Spirits Symposium, and will cap this year with a valuable and informative conference—all designed to better unite, create greater educational opportunities, and forge deep networking connections for tomorrow’s top industry professionals,” WSWA President and CEO Craig Wolf said. “I encourage WSWA member companies to send their rising stars to this event where they can build strong ties and expand their base of policy and industry knowledge,” he added.

The WLC Conference is open to employees of WSWA member wholesaler companies. Prospective attendees can review the event marketing brochure here or click here to register. WSWA has secured a special attendee rate at Sofitel Washington, D.C., Lafayette Square, the event venue. WSWA launched a new educational video about the group which can be viewed here.

The WSWA WLC is led by Chair Dina Opici of Opici Family Distributing and Vice Chair Philana Bouvier of Young’s Market Company. Advisory Board members include Heather Alper of Southern Glazer’s Wine & Spirits; Megan Ross Iaccino of Great Lakes Wine & Spirits; Stacy Gabel of Republic National Distributing Company; Lacey Sadoff of Badger Liquor Company; Monica Chaplin of Southern Glazer’s Wine & Spirits; Hillary Wirtz of Breakthru Beverage; Jessica Cyr of Martignetti Companies; and Jenn Zenker of Breakthru Beverage.

WSWA is the national trade association representing the wholesale tier of the wine and spirits industry, dedicated to advancing the interests and independence of wholesalers, distributors and brokers of wine and spirits. Founded in 1943, WSWA has more than 370 member companies in 50 states and the District of Columbia, and its members distribute more than 80 percent of all wine and spirits sold at wholesale in the U.S. Visit to learn more.

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