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New Glarus: The Beer That Owns Wisconsin
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New Glarus: The Beer That Owns Wisconsin

New Glarus: The Beer That Owns Wisconsin

Sam Lewey / Contributor

New Glarus Brewing Co. is a craft brewing company that was founded in 1993 by Deborah and Daniel Carey in the town of New Glarus, Wisconsin. Daniel, the master brewer, was experimenting with used brewpub equipment in an abandoned warehouse until 1997. At that point, the company was able to purchase used brewing equipment from Germany and began to brew on the new equipment. Soon after, New Glarus was officially selling beer in December of the same year.

By 2002 New Glarus Brewing Co. was one of the fastest growing in the region, and distributed beer to both Wisconsin and Illinois. They faced a challenge that many businesses encounter when experiencing success, however: managing the growth of their business. After struggling for two years to fill distributors’ orders in Illinois and meet demand in their own state, New Glarus pulled out of Illinois and focused all of its distribution and marketing efforts on Wisconsin. By doing this, they were able to more closely monitor the quality of their product, ensuring they were keeping their closest customers happy by meeting the local demand.

New Glarus Brewing Co. went against the grain by choosing to shrink their geographical customer base, but the bold move turned out to be successful. They have become one of the most well-known craft breweries in the world. New Glarus now owns Wisconsin; it is tough to find a restaurant, bar, grocery store, or liquor store that doesn’t sell their beer. Also, by exclusively selling in the state of Wisconsin, many of their beers have become more sought after because they are harder to get.

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