Bill's Distributing began business in Menomonie in 1954 by Bill and his father, Henry Giertz. The two started out selling 25 cases of beer on this very beer truck. The truck, a 1938 Ford with canvas top, was purchased from Bob Young, Ellsworth Bottling Works. The driver is Bill Giertz, then 29 years-old and his father, Henry Giertz, the man waiting to unload. Bill still claims he drank 12 out of the first 15 cases of Schmidt Beer to promote his new business. The first warehouse was a 1,000 square foot garage.