Wisconsin microbeer makers tap into tourism

MILWAUKEE - Wisconsin lost its unofficial beer capital designation when large brewers moved away decades ago, but the state's reputation remains strong among beer-lovers as brewpubs and microbreweries have taken the reins - with nearly 70 throughout the state.

With that in mind, the Wisconsin Department of Tourism has posted itineraries of brewery tours for those who want to learn all about barley, hops, yeast, wheat, fermentation and pasteurization for all their favorite craft beers. And of course, sample some at the end.

The support from the Department of Tourism means "it's not just regarded as beer - but this is artisanal craft beer," said Anne Sprecher, spokeswoman for Glendale-based Sprecher Brewing Co. It brews 17 year-round beers and four seasonal beers, and distributes to 14 states.

Paul Gatza, director of the Boulder, Colo.-based Brewers Association, said more governmental agencies have started promoting beer and related activities over the past six or seven years. Denver promotes its breweries through its convention and visitor bureau, and the Washington State legislature created the Washington Beer Commission to promote brewers.

The trade association representing most U.S. brewing companies reported in August that craft brewers still were growing despite the economic downturn. It noted barrels sold in the first half of 2009 increased 5 percent over last year.

He expects governmental promotion to continue, with interest in craft beers growing.

"It's a lot more unusual (now) than it will be in a few years," he said.

Gatza said beer lovers' reviews posted on the Internet have helped spread the word about brewers and tours. Also, craft beer popularity is being fueled by people who want to buy from local independent companies and those who have been educating themselves during the past 20 years on beer styles and tastes.

Wisconsin lost megabrewers Schlitz, Pabst and Blatz in the past 50 years as beermakers consolidated, but it's now seventh in the nation for craft breweries - boasting 66 in 2008. California had the most with 221, but Gatza said Wisconsin's number is "pretty healthy" for a state with just fewer than 6 million people.

The Department of Tourism's

Comment on "Wisconsin microbeer makers tap into tourism"