Trial Victory and Permanent Injunction in Alcoholic Beverage Distribution Dispute

In General Beverage Sales Co. – Milwaukee v. W.J. Deutsch & Sons Ltd. et al., the court ruled in GB-Milwaukee’s favor, permanently enjoining Deutsch from terminating GB-Milwaukee’s exclusive distribution rights in seven Wisconsin counties for seven years and awarding attorney’s fees and costs totaling approximately $4.4 million.

Retained by Stafford Rosenbaum

Background

General Beverage Sales Co. – Milwaukee (GB-Milwaukee), an alcoholic beverage distributor in Milwaukee, Wisconsin, alleged that the defendant, W.J. Deutsch & Sons Ltd. (Deutsch), made an unlawful attempt to terminate their contract in 2023. GB-Milwaukee sought injunctive relief to prevent the termination.

Retention and Testimony

Counsel for GB-Milwaukee retained Gabriela Antonie of Cornerstone Research to opine on the nature of the relationship between the parties. Dr. Antonie testified at trial regarding her economic analysis of how GB-Milwaukee’s long-term relationship with Deutsch is subject to “hold-up” risk.

The court issued a final judgment in October 2026, granting permanent injunctive relief for seven years. The court awarded attorney’s fees and costs totaling approximately $4.4 million out of the nearly $5 million that GB-Milwaukee sought, marking a victory for our client.

Outcome

The two-week jury trial in the Waukesha County Circuit Court in July 2026 resulted in an advisory verdict in GB-Milwaukee’s favor. The court later upheld this verdict and found that GB-Milwaukee had exclusive distribution rights in seven Wisconsin counties and was a protected dealer under the Wisconsin Fair Dealership Law. The court cited Dr. Antonie’s testimony as a persuasive factor in its decision, noting that “the Court credits the testimony of Dr. Antonie and concludes that there is a hold-up risk evidenced by [GB-Milwaukee’s] loss of its ability to reap the rewards of its significant, substantial, and lengthy (i.e. 25 year) investments … in the Deutsch relationship as a result of the termination …”

The court issued a final judgment in October 2026, granting permanent injunctive relief for seven years. The court awarded attorney’s fees and costs totaling approximately $4.4 million out of the nearly $5 million that GB-Milwaukee sought, marking a victory for our client.