Football games and “beer” are basically inseparable. But whether it’s just because of Big Beer’s stranglehold on NFL sponsorships and marketing or because game day drinking calls for cheaper, lower alcohol drinks that are better for chugging and getting into fights and forgetting everything you just watched (this is what we do in Cleveland at least), the connection between football and beer isn’t usually craft beer. That’s about to change in Green Bay though, as Hinterland Brewery and Restaurant is breaking that ground, literally and figuratively.
Hinterland is going to move from its current downtown Green Bay location and fuse itself into the new Titletown District adjacent to Lambeau Field in the spring of 2017. The new, 24,000-square foot Hinterland building will include bars, restaurants and event spaces. The recent groundbreaking event (pictured above) was celebrated with cases of Hinterland Groundbreaker, a beer that was specially created for the occasion.
“This is a big day for us,” said Bill Tressler, owner and creator of Hinterland artisanal brewery, “Hinterland was born from a pioneering spirit that has certainly taken us on a colorful journey. My wife, Michelle, and I have been brewing for over 21 years and this will be our third location. From a rented cheese factory in Denmark, Wis., we moved to our current location in 1999 with founding Brewmaster, Joe Karls. Today we’re pushing the boundaries again and are off on our next adventure.”
The move isn’t all about proximity — it kind of furthers the brewery’s brand messaging as well. Being Green Bay natives, the Tresslers’ ties to the city are only strengthened by the new location. “Imagine tasting one of our small-batch craft beers against the backdrop of Hinterland and the stadium,” Tressler added, “We originally chose the name Hinterland because it means a place untraveled and unknown. That’s where I want to take people with our craft beer and our food to a place they haven’t yet been, but once they do, they feel they have found home.”
While maintaining the urban lodge feel of their current restaurant, the plans will accommodate guests in any season offering a fireside escape from harsh Wisconsin winters or a place to sip Hinterland beer in the summer beer garden. The new space and menus will also create a destination that’s not only accessible to friends and families of all ages but also to the serious craft beer connoisseur.
The vision for the Titletown District was announced last August by Packers President/CEO Mark Murphy. In addition to the new Hinterland Brewery and Restaurant, the Titletown District development will include a public plaza and further opportunities for entertainment.
“We are thrilled that Hinterland is a part of the plans for the development,” said Murphy. “They are a quality organization, and we know they will bring many people to the district.”
The new location will feature:
- A facility nearly four times larger than the current Hinterland Brewery
- Brewery capable of producing 20,000 barrels (275,000 case equivalents) annually
- Tours and tasting rooms for guests to learn about Hinterland’s unique approach to brewing
- Gift shop featuring craft beer and lifestyle items
- Main beer hall and restaurant that pairs farm-to-table fare with gameday specialties
- Lounges featuring wood and leather interiors and two signature wood burning fireplaces
- A heated beer garden for outdoor dining, beer sampling and pre-event tailgating
- An intimate 75 -eat restaurant featuring a wood-fueled, display kitchen and chef’s counter
- Two private dining rooms for special events