For decades, Heaven Hill and Badger Liquor have been thriving together in Wisconsin. Starting with Chief Executive Officer Gary Sadoff and Executive Chairman Max Shapira, the relationship has evolved into a lasting partnership between two family-driven companies focused on building brands and driving results across the state.

“For nearly 50 years, the Sadoff family, the owners of Badger Liquors, has been a trusted Heaven Hill partner in Wisconsin. Spanning three generations, our relationship has been built on mutual respect, friendship, and shared success. Their exceptional distribution network and unwavering commitment have helped bring our entire portfolio to consumers across the state while exemplifying the very best of long-term partnership.” – Max Shapira, Executive Chairman

According to Cary Johnson, Regional Manager of Wisconsin, the companies operate with many of the same values and expectations.

“Our partnership works so well because there is strong alignment in how both organizations approach the business,” Cary shared. “Badger leads with integrity, values open communication, invests in its people, and approaches every opportunity with a collaborative mindset. Those shared values have helped us build a strong foundation together over the years.”

That alignment has helped create strong momentum for us throughout the state. From on-premise growth to expanding distribution opportunities, the teams continue working side by side to build sustainable success. One standout achievement has been the continued focus on Elijah Craig, with more than 2,000 on-premise Wisconsin accounts and the state earning recognition as a top contender for Heaven Hill’s internal Elijah Craig Sales Award.

Since 2019, the Heaven Hill portfolio has grown by more than 8 million dollars in Wisconsin, continuing to deliver year-over-year growth even in a challenging environment. The portfolio’s sustained momentum has positioned Wisconsin among the top-performing markets in the country and reflects the strength of the strategy and execution behind the program.

A key driver behind that success has been Dan Werner, Chief Sales Officer at Badger Liquor. Through his leadership, strategic vision, and unwavering focus on execution, Dan has helped accelerate the growth of Elijah Craig across Wisconsin while championing on-premise development throughout the state.

After working alongside the Badger team for more than 20 years, Cary reflects on how the relationship is a partnership in every sense of the word.

“The Badger team continues pushing limits,” Cary said. “They are easy to work with, highly adaptive, and committed to growing the business together.”

Looking ahead, both teams remain focused on continuing to bringing our beloved brands to Wisconsin across the state.