BELOIT BEVERAGE TO BE SOLD

A Milwaukeeworld Scoop!

By Michael Horne

A deal was signed last Friday to arrange the sale of Beloit Beverage Co. of Milwaukee to W.O.W. Distributing, of Sussex, according to three industry sources familiar with the deal. Representatives of the two beer wholesalers did not return calls asking for comment.
According to the sources (two brewery owners and one beer delivery driver) Beloit would be sold to W.O.W. (The initials stand for Waukesha-Ozaukee-Washington.) Beloit, owned by the Morello family, was the longtime distributor of Pabst in Milwaukee. Its product lines include Coors and Schlitz. In 2001 it sold the rights to such brands as Olde English Malt Liquor, Mickey's and Hamm's to Miller Brewing Company, which bought the brands in 1999. W.O.W., owned by the Madrigano family, employs about 125 and distributes Miller and Heineken, among other products.
The deal is expected to close in a month.
--Michael Horne