Gulf was founded in 1973 by Maisel’s grandmother Freida G. Maisel.

Image courtesy of Gulf Distributing Company

“Freida was the first woman in the U.S. to purchase a beer distributorship,” Maisel explains. “She built Gulf through hard work, strong relationships, integrity, entrepreneurial spirit and a commitment to serving both our customers and our communities. Those principles continue to guide our family and our company today.”

Maisel’s father, Elliot Maisel, leads the company as chairman and CEO, while she and her brothers, Louis and Evan, are heavily involved in leading business alongside their father.

“We all understand the responsibility that comes with carrying forward the legacy our grandmother began more than 50 years ago,” Maisel says.

Highlighting Freida’s position as a true pioneer, Maisel details how innovation always has been part of Gulf’s DNA.

“Our mission is to improve the communities we serve and the lives of those that work with us through first-class service and quality products,” Maisel says. “We are always looking for new ways to invest in our people, our partners and operations, whether through technology, facility expansions or new growth opportunities.

“That balance between honoring our history and embracing innovation is what allows Gulf to continue evolving,” she continues. “We still view our employees, customers, suppliers and communities as partners in our success, and we remain committed to the family values and entrepreneurial spirit that Freida instilled in the company from day one.”

That spirit also is exemplified as the company enters a new chapter thanks to its new headquarters, located in downtown Mobile, Ala. Thanks to a $60 million investment, Gulf repurposed the vacant Mobile Press-Register building.

“We transformed a historic landmark into a 243,000-square-foot, state-of-the-art facility and created one of the most advanced beverage distributing centers in the country,” Maisel says. “The facility gives us the capacity and infrastructure to operate more efficiently and better serve our customers across Alabama, the Florida Panhandle and southern Mississippi. It also provides a modern, temperature-controlled environment for our employees and the products we distribute.”

Maisel adds that the new headquarters has positioned Gulf well for the future.

“The additional capacity, increased efficiency, enhanced safety features and room for continued expansion ensures we will support our customers, suppliers and employees as the company grows,” she says. “This investment reflects our commitment to building a stronger, more innovative Gulf for generations to come.”

For these reasons and more is why Beverage Industry has named Gulf Distributing Co. as the 2026 Wholesaler of the Year.

Adapting to the market

Beer wholesaler’s need to be innovative as today’s consumers are shifting their beverage preferences.

“Consumer preference in the beverage alcohol industry is currently undergoing a significant shift,” Maisel says. “Ready-to-drink (RTD) beverages continue to grow, including flavored malt beverages, canned cocktails and spirit-based RTDs. Consumer convenience is a major driver, making RTDs one of the fastest growing segments in many markets.”

Maisel adds that Generation Z has a different relationship with beverage alcohol than previous generations.

“Many are drinking less frequently and being more intentional about when and what they consume, with a greater emphasis on wellness, moderation and authenticity,” she explains. “This is fueling demand for low- and no-alcohol options, functional beverages and products that fit changing lifestyles.”

Given this shift, diversification has become more important to wholesale portfolios.

“Wholesalers must offer a portfolio that balances traditional beer, wine and spirits products while embracing emerging categories such as RTDs, non-alcohol beverages, energy products and other consumer-driven innovations,” Maisel says. “At Gulf, diversification allows us to respond as consumer preferences evolve while continuing to provide retailers with the variety they need to grow. It helps us remain agile in a rapidly changing marketplace and serve the diverse needs of consumers across the communities we support.”

As Maisel notes the evolving marketplace, Gulf also is tasked with understanding top needs and wants of the communities it serves.

Image courtesy of Gulf Distributing Company

“We take pride in being the experts in the different markets we serve across Alabama, Mississippi and the Florida Panhandle,” she says. “We understand the retailer account base and the target consumer in each territory, brand by brand. The communities and product preferences may vary, but our approach remains the same. We are brand builders at our core.”

Noting that the company always has been a multi-brand house, Gulf’s portfolio includes legacy beer and spirits brands as well as fast-growing RTDs and emerging non-alcoholic offerings, with each receiving the same focus, energy and commitment.

“Our portfolio includes both legacy brands like Miller Lite, Coors Banquet, Red Bull, Yuengling and Corona, as well as innovative growth brands such as Surfside, Garage Beer, SPYLT and Spiked Ade,” Maisel says. “We intentionally curate that mix and continually adapt based on local consumer preferences, so our retailers have the products they need to succeed.

“The key is staying close to our customers, understanding what consumers want in each market and executing well across every category,” she continues. “Our go-to-market strategy, attention to detail, and willingness to adapt are consistent across our entire footprint.”

Image courtesy of Gulf Distributing Company

When going deeper into the brands that drive Gulf’s performance, Maisel points to the industry-leading beer, wine, spirits and non-alcoholic suppliers.

“Longtime partners such as Molson Coors, Red Bull North America, Constellation Brands, Diageo, Mark Anthony Brands, The Boston Beer Co. and Yuengling produce some of the most recognizable and trusted brands in the market,” she says. “Our spirits portfolio also includes leading suppliers Stateside (Surfside), Carbliss, Sazerac, and Pernod Ricard. Together, these partners bring the quality, consumer loyalty, and brand strength retailers count on.”

Yet, Maisel also highlights how the wholesaler’s portfolio is always evolving.

“We continuously monitor the categories driving growth, including ready-to-drink (RTD) beverages, non-alcoholic alternatives, flavored malt beverages and other premium

refreshment products,” Maisel says. “As consumer preferences and occasions change, our portfolio likewise evolves.

“We have expanded our relationships with innovative suppliers such as Carbliss, Stateside Brands, whose products include Surfside and Super Lyte, as well as Black Rifle Coffee Company and Athletic Brewing Co.,” she continues. “By balancing the strength of established brands with the momentum of emerging ones, we can offer retailers a well-rounded portfolio that drives sales, attracts consumers and keeps pace with a rapidly shifting marketplace.”

Maisel highlights that non-alcohol continues to thrive, with Gulf embracing this change. For example, its partner Red Bull continues to drive growth in the energy drink market as well as momentum from functional brands.

“We expect non-alcoholic beverages to play a much larger role as consumers continue to seek moderation, wellness and more choices for different occasions,” she says. “Non-alcoholic beer is one of the industry’s fastest-growing segments, with brands such as Athletic Brewing Co. helping drive category growth and newer entrants such as BERO generating significant interest.”

For future partnerships, Maisel notes that Gulf looks beyond short-term benefit and aims to build long-term partnerships that serve its retailers and consumers. Additionally, innovation is vital when exploring new partnerships.

“We look for partners that bring fresh ideas and products to market, stay close to consumers and use data and market insights to identify growth opportunities and anticipate changes in purchasing behavior,” she says. “Ultimately, the right partner complements our established portfolio, helps us compete in high-growth categories and is willing to invest alongside us in building the brand.”

Community ties

Compared with other industries, beverage wholesalers are such an active part of the communities it serves thanks to the visibility of its products. With that, Gulf has been able to utilize that visibility to support the people and programs it cares about.

“People, community and partnerships are all part of our core values, so giving back is at the heart of who we are,” Maisel says. “Across Alabama, Mississippi and the Florida Panhandle, our recent efforts include sponsorships with The University of Alabama Athletics, the University of South Alabama, the University of North Alabama, the Pensacola Blue Wahoos, the Regions Tradition and the Panini Senior Bowl, along with numerous local festivals, events, nonprofit fundraisers and community initiatives.”

Maisel adds that Gulf also partners with more than 50 charitable organizations within its communities, including National Multiple Sclerosis Society, Wings for Life, United Way of Southwest Alabama, Boys & Girls Clubs, Feeding America and the American Cancer Society, and Toys for Tots, among many others.

“These partnerships allow us to support the places where our employees, customers and neighbors live and work,” she says.

Recently, Gulf also signed a multi-year agreement with Crimson Tide Sports Marketing, renewing Gulf as an official partner of The Crimson Tide.

Image courtesy of Gulf Distributing Company

“This will be the fifth consecutive season Gulf Distributing products will be available in Bryant-Denny Stadium, with fan favorites including Coors Light, Modelo, and White Claw, helping enhance the game day experience for thousands of attendees,” she notes.

Maisel adds that the partnership extends beyond the stadium by creating more opportunities to connect with Crimson Tide supporters, aid university initiatives, and take part in these community events.

“We have several additional partnerships and activations in development, but this renewed relationship with The Crimson Tide is a great example of how Gulf invests in the communities we serve,” she says.

With community ties running deep, Gulf has positioned itself to serve the needs of its partners and consumers.