Introduction
Wisconsin often grabs headlines with its reputation as the drunkest state in America. From Milwaukee being dubbed the drunkest city in the U.S. to studies showing that seven of the nation’s top ten binge-drinking cities are in Wisconsin, the state’s drinking culture is undeniably prominent.
But what lies behind this reputation? Is it as extreme as it seems, or is there more nuance to the story? To answer these questions, we’ll explore Wisconsin’s deep historical connection to alcohol, its legal landscape, and the economic and cultural factors that make it such a unique case.
A Historical Love Affair with Beer
German Immigrants and the Birth of Wisconsin Brewing
The roots of Wisconsin’s drinking culture can be traced back to the early 19th century, when German immigrants began settling in the state. Bringing with them their beer-brewing traditions, these settlers found Wisconsin to be the perfect environment for their craft.
- Rich Agricultural Resources: Wisconsin’s fertile soil and suitable weather were ideal for growing hops and barley.
- Waterways and Ice: Lake Michigan provided fresh water and easy shipping routes, while cold winters made ice storage accessible before refrigeration.
By the mid-1800s, Milwaukee had become a German stronghold, attracting more immigrants and earning the nickname “German Athens.” This boom laid the foundation for breweries like Pabst, Miller, Schlitz, and Blatz, which would dominate the beer industry for decades.
Prohibition and its Aftermath
Prohibition in the early 20th century challenged Wisconsin’s thriving beer industry. While breweries scrambled to adapt—producing near beer, ice cream, and soda—many went bankrupt. By the time Prohibition ended in 1933, the number of breweries in Wisconsin had halved.
The state’s rebellious spirit during Prohibition fostered a culture of defiance and resilience, cementing alcohol as a key part of Wisconsin’s identity. The Tavern League of Wisconsin, formed in 1935, became a powerful voice for the industry, shaping laws and preserving the state’s pro-alcohol stance.
Supper Clubs and the Brandy Connection
Wisconsin’s relationship with alcohol isn’t just about beer—it’s also famously tied to brandy. After World War II, supper clubs became a cornerstone of the state’s social life. These establishments popularized the Brandy Old Fashioned, which remains a staple in Wisconsin today.
Interestingly, Wisconsin’s demand for brandy is so high that it accounts for more than half of Korbel’s national sales. In 2023, the state even designated the Brandy Old Fashioned as its official cocktail—the first state in the U.S. to do so.
The Legal Landscape: Accessibility and Influence
More Bars Than You Can Count
Wisconsin is notable not only for its drinking culture but also for the sheer number of places to drink. With over 2,700 bars, the state ranks fourth nationally in total bars but third when adjusted for population, trailing only Montana and North Dakota.
Local control over liquor licensing plays a significant role. Municipalities can set their own limits—or choose not to, leading to a proliferation of bars. A 2023 law further loosened restrictions, allowing counties to issue licenses even when municipalities reached their limits.
Lobbying Power: The Tavern League of Wisconsin
The Tavern League of Wisconsin wields significant influence over the state’s alcohol policies. Since its formation, it has successfully lobbied for laws favorable to bar owners, such as funding for the SafeRide program and even removing drunk driving warnings from state road signs.
While the League isn’t the only player—the Wisconsin Beer Distributors Association and major breweries also spend heavily on lobbying—it remains a symbol of the state’s commitment to its drinking culture.
Low Taxes and Loose Rules
Wisconsin also has some of the lowest alcohol taxes in the nation. Beer taxes, for instance, haven’t increased since 1969. Additionally:
- Bars can serve minors if accompanied by a parent or guardian.
- Wisconsin’s drinking age was one of the last to rise to 21 in the 1980s.
These factors normalize alcohol consumption, embedding it further into the state’s culture.
The Economic Impact of Alcohol
A Booming Industry
Alcohol contributes over $10 billion annually to Wisconsin’s economy, supporting more than 69,000 jobs and generating $1.5 billion in tax revenue. With breweries, bars, and tourism intertwined, the industry is a vital part of the state’s financial landscape.
The Hidden Costs
However, alcohol also imposes significant costs. Excessive drinking costs Wisconsin around $4 billion annually, two-thirds of which comes from lost productivity. Medical expenses, law enforcement, and other public services account for the rest.
Interestingly, despite its reputation, Wisconsin’s per capita cost of excessive drinking is $700—right in the middle of the national average. This nuance suggests that while drinking is culturally pervasive, its broader economic impact is comparable to other states.
Contrasting Data: Is Wisconsin Really the Drunkest?
Binge Drinking Metrics
The CDC defines binge drinking as consuming a large amount of alcohol in a short period. Wisconsin consistently ranks high in self-reported binge drinking, but this may be influenced by cultural openness about drinking habits.
Alcohol-Related Deaths
Wisconsin has:
- A slightly above-average rate of alcohol-related fatalities (12.2 per 100,000 people).
- One of the lowest rates of death from alcohol poisoning (6 per million people).
By comparison, states like New Mexico and Alaska face much higher rates of alcohol-related harm.
Cultural and Seasonal Factors
Long Winters and Limited Activities
Many Wisconsinites attribute the state’s drinking culture to long, harsh winters and a lack of alternative activities. This, combined with a deeply rooted tradition of social drinking, makes alcohol a central part of life in the Badger State.
A Source of Pride
For many residents, the state’s reputation as a drinking haven is less a problem and more a badge of honor. Festivals, sporting events, and community gatherings often revolve around beer and cocktails, reinforcing the culture.
FAQ: Wisconsin’s Drinking Culture
1. Why does Wisconsin have so many bars?
Local control over liquor licenses allows municipalities to set their own rules, leading to a high concentration of bars in some areas.
2. Is Wisconsin really the drunkest state?
While it consistently ranks high in binge drinking, Wisconsin’s rates of alcohol-related harm are comparable to other states.
3. What is the Brandy Old Fashioned, and why is it so popular?
A twist on the classic Old Fashioned, the Brandy Old Fashioned became popular in Wisconsin supper clubs after Prohibition. It’s now the state’s official cocktail.
4. How does the Tavern League influence alcohol laws?
The Tavern League lobbies for policies that benefit bar owners, such as funding for SafeRide programs and lenient licensing rules.
5. Does alcohol harm Wisconsin’s economy?
Excessive drinking costs the state about $4 billion annually, but its economic impact is balanced by the $1.5 billion it contributes in tax revenue.
Conclusion
Wisconsin’s reputation as the drunkest state in America is both a source of pride and concern. Rooted in a rich history of brewing and bolstered by accessible laws and a strong cultural identity, alcohol is undeniably central to life in Wisconsin.
However, the state’s relationship with drinking isn’t without its challenges. As the data shows, Wisconsin’s alcohol-related costs are significant, but they’re not unique. The nuances of this story remind us that the “drunkest state” label may say as much about perception as it does about reality.
