Big League Distributing swings for success

Dusty Baker is a legend, so it is not surprising that he makes legendarily delicious wine. If you have ever enjoyed a glass of Baker Family Wines in Wisconsin, you can thank Big League Distributing LLC.

Founded in 2024, Big League Distributing was launched by serial entrepreneurs Larry Hisle Jr., James H. Burnett III, and Krishan K. Mehta. The company entered Wisconsin’s competitive alcohol distribution market with a unique advantage: a direct partnership with Dusty Baker, a baseball icon turned vintner. Baker, whose Major League Baseball career spanned over five decades as a player, coach, and manager, now produces award-winning California wines.

When Baker was looking for a Midwest distributor for his celebrated wines, he turned to Hisle Jr. and Burnett III. The pair saw an opportunity.

“My inaugural partner, Larry Hisle Jr., and I did about a year’s worth of research to determine whether or not we could start a viable alcohol distribution business in Wisconsin. There are some really giant distributors in Wisconsin that have built-in name recognition given their longevity and their size,” Burnett said.

“For us, the determining factor was whether or not we could bring something new and different to Wisconsin, a state that the entire nation knows enjoys its alcohol. We did our homework on the logistics of the wholesale side of this business in this sector, and we explored some of the products we might carry. We already knew that we had Baker family wines in our back pocket. If we determined we could do this, we’d be coming into the sector with a big name,” he continued.

“We identified other high-profile products that would help us with marketing and promotion, because unlike some of the giant distributors, we didn’t come into this with an enormous budget for promotion. Working with organizations like Baker Family Wine was very intentional because his name promotes itself,” Burnett said.

“Additionally, one of the newer wine products we carry is a Prosecco by Robert Randolph, who is a world-renowned guitarist currently on tour right now with Bruce Springsteen. It is a quality wine, but also his name helps sell the product. It is the same with Paul Cullen, the former bassist for the rock band Bad Company,” he continued. “Paul Cullen makes amazing quality wine. Paul is a world-renowned sommelier and private chef, in addition to his musical background. His wine is incredible and again his name helps promote the product.”

Big League Distributing started with wines but has since expanded its portfolio into spirits. Whiskey has gained traction with its customers, and the company is now exploring brandy — a natural fit for Wisconsin’s well-known passion for the brandy old-fashioned. The team has been deliberate about growth, avoiding the common pitfall of scaling too quickly.

“We’ve seen wholesalers flame out because they took on too many products too soon,” Burnett said. “We wanted to move at a marathon’s pace rather than a sprint.”

This measured approach is paying off. Restaurants, taverns, and retail outlets across the state have expressed interest in carrying their products. Beyond Wisconsin, the company is already exploring expansion into other states.

The Mequon-based company operates out of a 36,000 square foot facility designed to turn heads. While 11,000 square feet are used as a warehouse, the building doubles as a sophisticated gathering space where the company holds tasting events roughly every six weeks. These events, attended by hospitality professionals and community leaders, serve a dual purpose: introducing new products and gathering direct feedback from industry insiders.

“We want people to work with us because we provide great customer service and offer something different,” Burnett said. “That’s what matters most.”

As Big League Distributing gains momentum, the company is proving that there’s room for new players in Wisconsin’s beverage distribution scene—especially those willing to carve their own path with quality products and a thoughtful approach to growth.

To connect with Big League Distributing, click here.