Lake Beverage sells and distributes some of the finest beers, wine, spirits,  and non-alcoholic beverages in the world, and is committed to supporting our employees, families and the larger community. That’s the short story.


Lake Beverage was founded as a POP wholesaler that started selling beer after Prohibition ended in 1933. Richard Herr was the family’s pioneer in beer distribution as he bought Lake Beverage from a Mr. Partridge in 1944. The big brands of the day were Old Topper Beer and Standard Ale. The Company has remained in the family since that time. Dick’s brother in law, Raymond Scheible, purchased the business in 1965 and remained active until 2001. Hank and Bernie Schroeder joined the business full time in 1974 and 1986 respectively and remain the principal owners today.

Since 1991, Lake Beverage has been located at 900 John St. in W. Henrietta, NY. We currently employ close to 130 full and part time team members and service approximately 1600 accounts across Monroe, Wayne, Livingston, Ontario, Yates, and part of Steuben counties.

Our portfolio appeals to a wide range of tastes and includes brands from the Anheuser-Busch family, as well as many others from brewers like Southern Tier, Three Heads, Brooklyn, New Belgium, Great Lakes.  Vintners like Lost Vineyards, Poeima, Copa and Albertoni.  Distillers like LiDestri (Recipe 21), Irish American Trading Co. and Southern Tier.  As well as Non-Alcoholic producers like Arizona Iced Tea, Body Armor, and Saratoga Spring Water.

Additionally, we provide information, training, service and promotional support to retailers so they’re able to sell and maintain our products effectively and responsibly. We’re also proud to support a wide variety of nonprofit organizations with humanitarian goals.



1981 Christmas

    Where it all began –  Vongontard & Herr                                Raymond Scheible – 1981 Christmas

         Richard Herr 4th from left                                                 (with loving Bride, Esther)

       (1948-49 at Rochester Airport)



 Image courtesy