Brand Management

La Crosse Beverage’s Marketing and Brand Management department concentrates on brand development in the local market. Our Brand Managers are dedicated to the development and implementation of mutual goals and strategies set between Frank Beverage Group and our supplier partners. In addition, our Graphics Department, Special Events, Media and Promotions departments work together to deliver engaging and effective brand campaign strategies and tactics.

Cicerone Certification

All La Crosse Beverage sales personnel merchandisers and space planners are certified “Beer Servers” in the Cicerone Certification Program.

Category Management

With a strong focus on the front-end, the Category Management team works collaboratively with our retail partners to increase profits and maximize value. By utilizing JDA space planning software to generate customized planograms using store data and current market trends, the team is able to identify appropriate inventory levels reducing out of stocks during key selling times. La Crosse Beverage is the category captain in nearly 70 percent of the retail accounts we service in our service area.


Our merchandising team is responsible for making sure products are properly rotated, fully stocked and up to date with the most current Point of Sale items. The Merchandising department consists of skilled and committed employees dedicated to each account they represent.


More than 20 drivers and 15 warehouse personnel make up La Crosse Beverage’s operations team. The delivery fleet consists of 9 side-bay trucks, and 6 Tractor/Trailers. With a high-quality software management system (Rutherford eoStar), the operations team is able to provide reliable, dependable and professional service to every account, minimizing administrative costs and maximizing productivity. A state-of-the-art handheld computer system electronically captures signatures allowing our drivers to immediately generate invoices, saving time, money and energy. UPS Logistics and other systems ensure fuel efficient routing, and accurate delivery times for our nearly 1000+ customers.

Graphic Department

With a dedicated team of graphic artists specializing in the needs of the beer, wine and spirit industry, La Crosse Beverage is able to work closely with their suppliers and customers to develop customized signage and event promotion materials. From table tents and drink lists to posters, window displays and digital marketing campaigns, La Crosse Beverage’s talented team has the ability to produce custom, quality materials.

We offer the unique advantage to fully represent any establishment’s products all in one design studio. We showcase new products with an attractive, high quality design tailored toward your customers. Our designs create greater visibility for your products, which leads to higher sales.

Items Produced:

  • Table Tents
  • Drink / Wine / Whiskey / Beer Menus
  • Special Boards
  • Price signage of all sizes
  • Large indoor and outdoor banners
  • Special Event Signage for festivals, Wisconsin football tailgates, and seasonal accounts (e.g., racetracks, waterparks, etc.)

Long-term POS (Point Of Sale) such as:

  • Perforated window graphics
  • Backlit Signage
  • Wall Graphics


  • Flatbed printer for direct to rigid material printing
  • Two (2) 64” Large Format Printers
  • Digital Press Printers
  • Guillotine & Electric Cutters
  • Laminator
  • Latest Design Software