Milwaukee Brewery Museum Opens!

As most Milwaukeeans know, our city was once the home of four of the world's largest breweries – Schlitz, Blatz, Pabst, and Miller – making Milwaukee the number one beer producing city in the world for many, many years.

Three out of the four breweries have since left Milwaukee, but due to Miller's solid position as the second-largest beer-maker in the United States and by basing its world headquarters in Milwaukee, the city remains known as a beer town despite now only representing a fraction of its economy, sources say.

Naturally, last summer when I heard the buzz about the city’s plan to revamp an old Schlitz Brewery building and transform it into a beer museum, I was elated. I mean, seriously, it’s about time, people! I’ve always said that Milwaukee should have a beer museum; after all, the city once was the beer capitol of the world and, as many might say, the breweries were responsible for putting Milwaukee on the map.

Evidently, Milwaukee was able to pool together some resources and raise the needed money through local funding and private donations to fashion this local visionaries’ dream into a reality. Now, the heart of Brew City is home to the recently opened Milwaukee Brewery Museum and I’m thrilled!

On Saturday afternoon, Eric and I were two of the first few people to set foot through the heavy wooden doors and into a place that’s brimming with Milwaukee history.

After paying $8 for admission, we entered the brick reception hall and moved toward a vast collection of photographs strewn across a gold-colored wall in the middle of the foyer. The multi-room exhibit was captivating and educational and really exciting; unfortunately, I wasn't allowed to take any photos.

As we perused the first floor, the entire museum remained quiet even though it was teeming with visitors. Many people filed in wearing headphones as they began their guided tour. The audio tour only cost an additional $6, so if you’re not penny-pinching like I currently am, I highly recommend taking advantage of that opportunity if you want the full experience. Base on my knowledge, the audio tours take you around the entire exhibit and offer extra information that’s not found on display, which in my opinion makes for a valuable learning tool.

The two-story museum pays homage to Milwaukee’s history and the brewing industry that flourished in Milwaukee years ago. Visitors get to go back in time by catching a glimpse into the life of local beer moguls and their families who lived in the mansions that once lined Wisconsin Avenue, which was hailed as Grand Avenue back then. Tiny models of several mansions and photos that hearken back to their glory days exemplified this fraction of history. Also on display were miniature replicas of the old breweries and an aerial view of “Miller Valley.”

We continued to follow the flow of museum-goers as they wound through the isles stopping at each display on the path. We spent an untold amount of time reflecting on the oversized sepia photographs and thoroughly reading each description. We also spent several minutes gazing earnestly into numerous glass cases holding artifacts like bungs, bottles, sterilizers, temperature gages and other gizmos. Such objects were used at the Pabst, Blatz and Schlitz breweries along with the aged wooden casks holding up each glass case.

As I pored over every display on the first floor, I became filled with pride for Milwaukee. We have a great city that’s steeped in a rich past and I love that this aspect is finally being showcased!

Next, we moved through a section that was devoted to beer making. Not only do I like a delicious brew every now and again, but I’ve become more interested in brewing – the process and the history – after Eric and I began making home-brewed beer this winter. It was really interesting to learn even more about the beer making process, especially when measuring the amount of beer a large brewery churns out daily in comparison to our meager five-gallon “vat” (it's actually a plastic bucket) that can only mix-up about 50 bottles of beer each time.

Another section I enjoyed was the wall of bottles and cans depicting different logos and designs that spanned many years of production. I had no idea that at one point cans of Pabst actually had a real blue ribbon around them – it was later when the cans had the blue ribbon graphic instead of the kitschy fabric decoration.

About a half hour later we ascended the stairs to the second floor. As we climbed the winding steps, I admired the photographs on the wall that hung in spotlights. These photos were primarily of Milwaukee and the breweries and the architecture reminiscent of the time. I could almost smell the hops piping out of the brewery’s stacks in some of the pictures.

Upstairs devotes a segment to current stand-alone breweries operating in Milwaukee. Those mentioned include Lakefront and Sprecher Brewery, as well as, several brewpubs, namely the Milwaukee Ale House, Rock Bottom, Water Street Brewery, even the latest addition, Hinterland Gastropub, which are all found throughout the Milwaukee area and are noted for their rising popularity.

As we continued our tour, taking in all of the visuals and information, it began to feel like someone was pulling our leg. Or perhaps, I’m yanking on yours! APRIL FOOLS! Ha-ha!

Did I get you?

Despite this being a faux post, don’t you think that Milwaukee SHOULD have a beer museum? I do! And so do these people who are petitioning for a Museum of Beer and Brewing since Potosi beat out Milwaukee as the site for the National Brewery Museum, according to this article.

In the meantime, I searched the web and found a small beer museum located on Fifth Street in Milwaukee. I'm not sure if it still exists, but if it does, it might be worth a visit.

Photo taken by Jim Sponholz

Comments

[wfbdoglover]

(hanging head in shame) yes you got me!

[Amanda]

I was reading this post and wondering how the heck I haven't heard about this museum opening... I've been bamboozled!

[SuzieQ]

You got me! I never knew anyone was actually petitioning for a REAL museum in Milwaukee. I also didn't know there will be a National Brewery Museum opening this summer elsewhere in Wisconsin. So, even though you totally fooled me, I appreciate the extra bit of TRUE information.

[Melanie]

Nicely done

[sam]

If I hadn't read the comments first I would have believed you. Your write-up sounds legit.

[char]

Good one!! Just like you.

[wfbdoglover]

Ha Ha - someone copied your concept... just a different twist on it!

http://www.jsonline.com/watch/?watch=1&date=4/14/2008&id=38317

Milwaukee distillery will open to public
A vodka and gin distillery located on Milwaukee's north side is moving to the Walker's Point neighborhood, and will begin offering weekend tours.

Great Lakes Distillery plans to be in its new location, at 616 W. Virginia St., by July, said owner Guy Rehorst. Great Lakes has already started leasing 9,500 square feet at the building, located in The Tannery business park, and hopes to get a zoning variance at the city Board of Zoning Appeals meeting Thursday.

The new location is much larger than the 3,500-square-foot space that Great Lakes leases at 3950 N. Holton St. Great Lakes Distillery, which began operations in 2006, makes Rehorst Milwaukee Premium Vodka and Rehorst Milwaukee Premium Gin.

[Karen]

A tour of a local distillery would be interesting. I might have to check it out since we don't actually have a brewery museum yet. :)

Thanks for sharing the article!