Badger Liquor: Four Generations of Service
Just a few days after Prohibition was repealed in 1933, Abraham Sadoff saw an opportunity, shifting his focus from selling rubber and metal to liquor.
Two years later, he founded the Badger Liquor Company, setting in motion a family story that would unfold across four generations, growing the business while building lasting connections throughout Wisconsin.
Today, Badger Liquor has the strongest wine and spirits infrastructure in the state, supported by a team that is as committed to its customers as it is to one another. Many employees have built careers here that span 10, 20, and even 30 years or more.
“We’ve built deep, lasting relationships with some of the oldest bars and establishments in Wisconsin,” said Paul Schwartz, Badger Liquor’s Chief Systems Officer, who oversees IT and Operations. “For us, it’s personal. Our customers are treated like part of the family.”
Badger’s commitment to their values – achieving great things, continuous improvement, and building relationships with superior service – aren’t limited to how they do business. They also shape the equipment they choose to deliver their products.
Delivering with Equipment Designed for Efficiency & Durability
Even when there are challenges in the industry, Schwartz says Badger Liquor can meet customers where they are because of their systems and relationships.
Choosing durable Great Dane Champion dry van trailers and Sahara truck bodies also helps the company to maintain their high level of service.
“Midwest Great Dane, a Great Dane dealership, supplies our trailers and truck bodies,” said Jeff Twohig, Fleet Manager for Badger Liquor. “We work closely with their team on our customizations. Our 53-foot dry vans are built a foot lower than standard and are designed to carry forklifts. We also add side doors, steps, stairs, and grab handles, plus a backup camera with a built-in radio.”
Twohig went on to explain that these customizations offer many benefits including efficiency, safety, and durability, but he also pointed out that a standard trailer feature is providing significant savings compared to what other manufacturers offer.
“The rear impact guard on our Great Dane trailers saves us a huge amount of money,” he explained. “The ICC bumpers on equipment we purchased outside of Great Dane broke all the time – these don’t break.”
Twohig is referring to Great Dane’s RIG30 impact guard that exceeds U.S. and Canadian rear impact standards, designed to be among the safest on the market.
Learn more about how RIG30 rear impact guard offers exceptional safety for every driver on the road.
Twohig says the truck bodies Great Dane provides are equipped with the same side-door, step, and grab-handle customizations as their trailers. But more than any individual feature, he says the quality of the equipment is what stands out most.
A Shared Commitment to Customer Service
With more than a thousand deliveries to manage each day, Twohig says they appreciate having an equipment partner that shares Badger’s commitment to customer service.
“We choose Great Dane because they provide durable equipment, but we also work with them because of their customer service. We communicate closely with the Great Dane Sales team when we’re planning our next purchases and customizations. They always provide what we need,” Twohig explained.
Schwartz expanded on that point in relation to Badger’s customers.
“Because our company’s ownership has such close relationships with our customers, we can easily plan ahead for their needs and not let any opportunities pass us by,” he said.
For nearly a century, Badger Liquor has built its reputation on strong relationships, dependable service, and a commitment to improvement. As the company continues to grow, its focus remains unchanged: investing in the people, partnerships, and solutions that support long-term success.
Looking for a more reliable trailer or truck body? Contact us today about our durable trailers and truck bodies built for dependable delivery.