A few days ago, I was going through some of my “posts in progress” — drafts I had started but never quite finished. They’re all in different stages of completion. Some may eventually be published, while others will probably never see the light of day.
One draft I stumbled across was titled “Drink Wisconsibly.” To my surprise, it was actually finished — just never published. I have no idea why. I wrote it back in the summer of 2024.
So, here it is: “Drink Wisconsibly.” Enjoy.
Two years ago at Christmas, my oldest daughter and her husband gave me a white T-shirt. Across the front was an outline of the state of Wisconsin with the words Drink Wisconsibly splashed across it. It’s a clever twist on the familiar “Drink Responsibly” tagline from TV commercials, with a nod to the great state of Wisconsin.
If T-shirts aren’t your style the Drink Wisconsibly website offers plenty of other options — ball caps, sweatshirts, beer mittens, lip balm, and more — all featuring the same logo. The site proudly describes Drink Wisconsibly as “Wisconsin’s preeminent lifestyle brand”.
Wisconsin has long shared a deep and storied connection with beer and the brewing industry. Brewing began in the state in the 1830s, and it didn’t take long for it to become woven into everyday life. According to the Wisconsin Historical Society, during the latter half of the 19th century, “nearly every community had at least one operating brewery,” and breweries were “as much a part of Wisconsin communities as churches and schools.”
By the start of the Civil War in 1861, Wisconsin was home to nearly 160 breweries. That number continued to climb, surpassing 300 by the 1890s.
The remarkable growth of the state’s brewing industry in the 19th century was closely tied to the influx of German immigrants who settled across Wisconsin. They brought with them a deep appreciation for beer — especially lager — along with the skills and expertise needed to brew it. In fact, by the late 19th century, German immigrants dominated the American brewing industry. By 1880, 80.5% of brewers in the United States were either German immigrants or the sons of German immigrants.
According to Mark Louden, Director of the Max Kade Institute for German-American Studies at the University of Wisconsin–Madison, many German immigrants were drawn to Wisconsin by the abundant supply of affordable farmland. By 1900, 34 percent of the state’s population was of German ancestry.
Today, that influence remains strong: 40.5 percent of Wisconsinites claim German heritage. In several counties across the state, more than half of residents trace their ancestry to Germany (see map below).
Several breweries that achieved iconic status among American beer drinkers were founded in Wisconsin — particularly in Milwaukee. Pabst Brewing Company was established in 1844, followed by Jos. A. Schlitz Brewing Company in 1848, and Miller Brewing Company in 1855.
I should add that Old Milwaukee — brewed by Schlitz — was my beer of choice during my doctoral student days at Arizona State University in the late 1980s (by then, the brand had been acquired by Schlitz Brewing Company of Detroit, Michigan).
By 1914, brewing had become Wisconsin’s fifth largest industry. Given this long and storied history of beer production, Dr. Robin Shepard of the University of Wisconsin–Madison has suggested that the state may be “on a par with other worldly recognized brewing areas such as Bavaria, the Czech Republic and Belgium“.
In addition to beer, Wisconsin was also a significant producer of hops between 1840 and 1910, with production peaking at five million pounds in 1860.
As in many other states, Wisconsin was home to a strong and active temperance movement. During the latter half of the 19th century, lawmakers passed numerous measures aimed at curbing excessive drinking. For instance, an 1849 law held tavern owners “responsible for any costs associated with supporting drunkards”, reflecting growing concern about alcohol’s social impact.
The advent of Prohibition (1920–1933) posed serious challenges for Wisconsin’s breweries. Many were forced to close their doors permanently, while others managed to survive by pivoting to alternative products such as soft drinks, ice cream, and cheese. For ordinary citizens, bootlegging and homebrewing became key sources of beer during those dry years.
There is little doubt that Wisconsinites love their beer. One writer describes Milwaukee’s relationship with beer as a “liquid romance”, observing that “drinking infiltrates almost every social activity.” Another points to the state’s “enduring love of dairy, beer and sausage”, neatly capturing a defining trio of Wisconsin culture.
That affection is woven into the state’s identity. Wisconsin’s only Major League Baseball team, the Milwaukee Brewers, proudly carries the brewing tradition in its name. Milwaukee is also home to the Museum of Beer and Brewing, celebrating the city’s rich brewing heritage.
Today, Wisconsin boasts a thriving craft beer scene, with 266 breweries across the state. In 2023, it ranked 6th in the nation for the number of breweries per 100,000 adults of legal drinking age — further proof that the state’s love affair with beer is alive and well.
According to data from County Health Rankings & Roadmaps, reported by 24/7 Wall St. in 2022, Wisconsin was ranked the drunkest state in America, with 25.2 percent of adult residents reporting excessive drinking. The same dataset revealed that six of the ten drunkest cities in the country were located in Wisconsin — with Appleton claiming the number one spot.
A 2019 report from the University of Wisconsin Population Health Institute found that, across every age group, Wisconsin residents exceeded the national average for binge drinking. The study defined binge drinking as consuming five or more drinks per occasion for men and four or more for women.
Among those who engage in binge drinking, Wisconsinites average 4.1 binge drinking episodes per month — roughly once a week.
It is worth noting that, in terms of per capita alcohol consumption, Wisconsin ranks 8th among the 50 states and the District of Columbia (with New Hampshire holding the top spot). However, when it comes to the rate of excessive drinking, Wisconsin ranks first.
Excessive drinking, unfortunately, contributes to alcohol-related deaths. The graph below illustrates that the total number of alcohol-induced deaths in Wisconsin (excluding automobile accidents) rose steadily from 1999 to 2021.
I, along with other academics, have written about the benefits of moderate alcohol consumption – specially in social settings—while also cautioning against the dangers of excess. Drink Wisconsibly is a brilliantly clever twist on the familiar advice to Drink Responsibly.
Wisconsin boasts a rich brewing history and a thriving community of creative modern craft breweries. So why not do both? Let’s drink Wisconsibly—savoring the state’s fantastic beers—while also drinking responsibly, enjoying them in moderation with friends. In other words: Drink Wisconsibly, Responsibly.
