Brand Management

At Frank Liquor we are focused on building brands, not just introducing products. We believe the marketing of wines and spirits requires consistency of positioning, focus on distribution and maintaining profitability at every level. We work diligently with our supplier partners to build a strong brand image and a clear positioning in our marketplace.

Category Management

The objective of any category management approach is to generate the most profit and volume from the available space. Wholesalers have an infinite number of products, but our retail customers have a finite amount of space. We strive to attain the most consumer relevant assortment in our category set proposals.


Merchandising products is the most important part of the marketing strategy. It all comes together at the Point of Purchase (POP) where the excitement and attention you can generate is vital. Good Point of Sale merchandising can produce immediate and significant results.


More than 20 drivers and 14 warehouse personnel make up Frank Liquor and Frank Liquors of La Crosse operations team. The delivery fleet consists of 18 box trucks. We have a state of the art conveyer and picking system with four pick modules. Everything is shipped out of our Middleton location with nightly shipments to our crossdock facilities in Fennimore and La Crosse. 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 Logisitcs and other systems ensure fuel efficient routing, and accurate delivery times for our nearly 4,000 customers.

Graphic Department

With a dedicated team of graphic artists specializing in the needs of the beer, wine and spirit industry, Frank Liquor 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, Frank Liquor’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