In 1893, chemist and pharmacist Caleb Bradham developed “Brad’s drink” - a combination of carbonated water, sugar, vanilla, rare oils and cola nuts. It made his drugstore in New Bern, North Carolina a popular destination. Renaming his drink in 1898, Bradham began to bottle and distribute Pepsi-Cola. The first franchise was established in 1907.
The Gillette Pepsi-Cola Companies were founded by Norman Gillette, Sr., who started in the business in 1937 when a wholesale grocer in Winona, Minnesota decided there was no future for them in soft drinks. The grocery owners contacted Gillette and offered to give him the Pepsi-Cola franchise if he would buy their bottles and wooden shells, which Gillette purchased for $1,200. Gillette originally ran the struggling business out of Viroqua, Wisconsin with one delivery truck.
In 1940, GPC moved its franchise operations from Viroqua to La Crosse, WI — establishing roots in the heart of the city where we still proudly operate today.
In 1943, Gillette Pepsi grew its reach by acquiring the Rochester and Mankato franchises, strengthening distribution across southern Minnesota and building lasting connections with local communities.
In 1964, Pepsi acquired the Mountain Dew brand from the Tip Corporation of Marion, Virginia. Gillette took on this new brand and invested in it as much if not more than anyone in the United States. The brand gained success nationally and due to Gillette’s belief in the brand at the beginning, sales surged in our market. From the start, Mountain Dew was a winner and continues to be one of Pepsi’s most popular brands.
In 1965, Gillette Pepsi embraced change by transitioning from refillable glass bottles to aluminum cans, making it easier than ever for customers to enjoy their favorite beverages.
In 1967, GPC expanded its footprint by acquiring the Decorah, IA territory, bringing refreshing beverages to more communities in the Driftless Region.
In 1969, Wis-Pak was formed as a cooperative of independent bottlers, including GPC, to streamline production and fuel growth. Over the years, Wis-Pak has developed beloved brands like Klarbrunn Sparkling Water, Vita Ice, and Bubbl'r Sparkling Antioxidant Sparkling Water — giving customers even more ways to refresh and recharge.
In 1991, the Pepsi-Lipton partnership brought a fresh twist to beverage offerings, introducing a lineup of ready-to-drink teas that quickly became fan favorites — adding even more variety to GPC’s distribution portfolio.
In 1994, the North American Coffee Partnership launched, bringing ready-to-drink Starbucks coffee options to the market. This collaboration added rich, energizing beverages to GPC’s portfolio, meeting the growing demand for coffee on the go.
In 1996, GPC expanded its Minnesota market offerings with distribution rights to Dr Pepper and other Keurig Dr Pepper brands, bringing even more iconic flavors to local shelves.
In 2009, GPC added Rockstar Energy to its portfolio, offering a variety of drinks designed to sustain mind-body energy for all active lifestyles. From the classic Original and Sugar-Free Rockstar to the Pure Zero line, Rockstar Focus, Recovery, and Punched, this brand delivers delicious flavors and an unmistakable energy boost.
In 2011, a devastating tornado struck the La Crosse area including the GPC facility, causing significant damage. Despite the setback, GPC rebuilt and bounced back stronger than ever, showcasing resilience and commitment to the community and operations.
In 2012, GPC opened a new, modern facility in La Crosse, following the damage from the 2011 tornado. This updated location continues to serve as the cornerstone of our operations, supporting growth and innovation today.
In 2016, GPC opened a new facility in Rochester, further strengthening its presence in southern Minnesota and improving distribution capabilities to better serve the region.
In 2017, Wis-Pak, in partnership with GPC, introduced Bubbl’r – a sparkling antioxidant water packed with flavor, antioxidants, and a splash of caffeine. This new brand expanded GPC’s offerings, providing a better-for-you option for today’s consumers.
In 2018, GPC secured the distribution rights for Gatorade, adding the iconic sports drink to its portfolio and expanding its reach in the hydration market across the region.
In 2023, GPC launched Starry, a bold and refreshing lemon lime soda designed to bring a new burst of flavor to the market. With its crisp taste, Starry quickly became a go-to option for those craving a vibrant, refreshing, caffeine-free experience.
In 2023, Pepsi celebrated its 125th anniversary with a bold rebrand, while GPC took a significant step forward by transitioning from Gillette Pepsi to GPC. This rebranding positions the company for future growth, building on a strong legacy while embracing new opportunities for the years ahead.
GPC continues to lead in their markets through the enduring philosophy and vision of Norman Gillette, Sr. - to continually emphasize the Pepsi-Cola image and uphold a determination to be the best. Our modern day mission, vision and values expand on Norm's vision.
