Taverns are as much a part of Wisconsin’s landscape as dairy barns and steepled churches. They’ve long been the gathering places where blue-collar workers, farmers, and businesspeople alike meet after work to share a drink, a story, and a laugh. In towns like New Glarus, that tradition runs deep—woven into the Swiss-German heritage that helped shape the community more than 175 years ago.

Historically, these small-town taverns weren’t just watering holes; they were extensions of the community. For generations, they hosted card games, birthday celebrations, and spirited debates about local politics. In many ways, taverns were the original “third places”—spaces where everyone knew your name and where a handshake or a shared round could seal friendships and business deals alike.

But the times, and the customers, are changing.

A Culture in Transition

Across Wisconsin, younger generations—Millennials and Gen Z—are drinking differently than their parents. Studies show fewer people in their 20s and 30s drink regularly, and those who do are often more moderate. Nationally, nearly half of adults aged 18 to 25 reported drinking in the past month, compared to roughly two-thirds of adults overall. Also, binge drinking rates among young adults have declined steadily since the early 2000s.