Milwaukee’s Sprecher Brewing Co. is maybe the most well-rounded indie craft beverage producer in the country, using its hand-built gas-fired brew kettle to produce a range of craft sodas and sparkling waters in addition to its craft beers. This diverse offering lets it get a little more creative in its marketing and events.
Its latest cool idea (pun orginally not intended, but now fully intended) is partnering with Cedar Crest Ice Cream to host an epic root beer float giveaway from noon to 8 p.m. on Aug. 6 — National Root Beer Float Day. Event organizers are calling it The Great Sprecher Root Beer Floatilla and hope for a big crowd to line up to try the root beer that has been voted the best in America along with one of Wisconsin’s favorite ice cream brands.
The goal, other than providing a fun thing to do in this horrible pandemic summer, is to get into the record books for hosting the World’s Largest Root Beer Float Drive-Thru.
Under new ownership, Sprecher Brewing decided to host this drive-thru event as a way to bring the community together, safely, in light of many of the state’s summer festivals and events being cancelled due to COVID-19. Sprecher is prepared to make thousands of root beer floats —which equates to hundreds of gallons of root beer and tubs of ice cream.
While the floats are free, attendees will be highly encouraged to make an online donation to Feeding America Eastern Wisconsin by texting FLOAT to 41444.
“2020 is a year when everyone needs something to feel good about and what makes you feel better than a delicious root beer float?” said Sharad Chadha, CEO of Sprecher Brewing. “This free float event is the perfect way for us to connect with fans and introduce Sprecher to those who haven’t tried it before, all while contributing to a good cause.”
Sprecher Brewing worked with the city to ensure smooth traffic flow with only one way in and out of the brewery parking lot. To provide a safe experience, all service will be drive-thru only and the free root beer floats are intended to be enjoyed inside patrons’ vehicles and/or at home. Attendees will be asked to remain in their vehicles and staff will bring floats directly to the passenger- or driver-side window. All staff members and volunteers will be wearing masks, and patrons are encouraged to follow the current mask protocols set forth by the City of Glendale.