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Company History

Robert Avery started General Distributing in 1967 with the Lucky Lager and Fisher Beer brands in Salt Lake City, Utah. Two years later he became the exclusive distributor of Anheuser-Busch products for the Salt Lake area. Working from a rented warehouse in 1971, he distributed 10,000 cases of Budweiser that year. A permanent facility near downtown Salt Lake, purchased in 1976, was eventually expanded to 109,000 square feet. In November 2001 General Distributing moved into a new 257,000 square foot warehouse near the Salt Lake Airport.

Conventional wisdom might have argued against Avery ever thinking he could establish one of the most successful beer distributing businesses in the country in Utah. But he stuck by his hunch and today, the company he started has been recognized multiple times as one of the top wholesalers in the nation.  General accomplished these remarkable milestones by demonstrating an unflinching loyalty to three bedrock principles: honesty, hard work and superior customer service.

In late 2016, General acquired four additional AB wholesalers in Utah, increasing its sales volume and greatly expanding its territory.  Today General represents dozens of national, regional, and local suppliers, delivers over 7 million cases to approximately 2,000 retailers, and its footprint covers the majority of the state.