As 2025 winds down, New Glarus continues to punch far above its weight online — and most locals already know why. Between the New Glarus Brewing Company hillside expansion, a steady drumbeat of weekend events, and a downtown that rarely sits still, curiosity about the village didn’t slow this year. It accelerated.

Search data from 2025 shows what many residents already feel anecdotally: people aren’t just Googling New Glarus because of beer anymore. They’re Googling because they’re trying to decide how much time to give it, when to come, and whether it’s more than a quick stop-and-go.