Video Storytelling – Milwaukee, Wisconsin Battles Craft Beer Growth
Besides Cheese, What Is Milwaukee, Wisconsin Known For? Beer.
Most Wisconsinites would know this answer. However, regulations from the age of prohibition are keeping craft breweries from expanding in Milwaukee and a state known for beer – Wisconsin. I remember when we first moved to Milwaukee, Wisconsin. My wife and I were amazed that you could attend a festival and walk around with open beer. The places we lived in the past would rope off the areas where we were supposed stay in order to partake in that frothy beverage of hops and barley. Milwaukee, Wisconsin seemed a place where the brats, cheese, and beer flowed freely. That is, up until the advent of craft breweries.
Savior of the Suds
Enter the latest savior of craft brewing in Wisconsin – Dale Kooyenga, Wisconsin State Assemblyman. I met Dale at a graduation party for the son of a friend. At six foot seven Dale is a tall yet humble force for deregulation. We met to discuss ways in which he could spread the word about deregulation. That’s what storytelling is all about. In an authentic way, we strive to get the answers to the issues that are keeping craft breweries from expanding in Wisconsin.
When prohibition was repealed, a 3-tier system was set up. The three tiers are importer or producers, distributors, and retailers. The basic structure of the system is that producers can sell their products only to wholesale distributors who then sell to retailers, and only retailers may sell to consumers. Producers include brewers, wine makers, distillers and importers. Many craft breweries today desire to brew, distribute and retail their product.
Milwaukee Brewing Company Looking To Expand
In the late 1980’s, craft breweries started popping up across the U.S. and Wisconsin. The craft breweries would like to expand but cannot under the 3-tier system. One such brewer is Milwaukee Brewing Company. When Dale approached Pixelbox to help him make people aware of the issue, being beer lovers, we jumped at the chance. I am not in any position to work for beer, but I can tell you Milwaukee Brewing Company’s beers could tempt me. In the age of mass produced products and big box consumerism, sucking down an artisan-made product is a real treat that should be welcomed, and the regulations that hold it back should be repealed just like prohibition itself.
Like Minds Brewing In Milwaukee, Wisconsin Poised To Grow
In our video series we are working on not only one brewery, but a handful of breweries, distilleries and wineries that are looking to expand and create more jobs in Milwaukee and all of Wisconsin while growing the category of craft beverages as well. One other brewery, Like Minds Brewing, is fighting the same fight. If you visit this brewery be sure to ask for the beer DK67. It stands for Dale Kooyenga six foot seven. Yes, they gave him his own beer for his efforts. I can only hope to be memorialized in such a fashion. Thanks, Dale, for your efforts, and may the kegs keep flowing.
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For more information about Pixelbox and the art of video storytelling, contact us at info@pixelbox.tv or 262.432.0294
