Wisconsin’s smallest craft brewers, large retailers and other producers, wholesalers and retailers are getting behind a rapidly moving proposal that would overhaul the state’s alcohol laws and lead to stricter enforcement efforts
Wisconsin's smallest craft brewers, including the maker of the popular Spotted Cow beer, large retailers like the Kwik Trip convenience store franchise and other producers, wholesalers and retailers are getting behind a rapidly moving proposal that would overhaul the state's alcohol laws and lead to stricter enforcement efforts.
The measure, hammered out in secret the past five years largely between Republican lawmakers and the multi-billion-dollar alcohol industry, is moving quickly through the GOP-controlled Legislature. It was introduced on Friday and was scheduled for a public hearing on Tuesday. The Legislature is expected to pass it in two weeks.
Democratic Gov. Tony Evers' administration has also been involved with negotiations.
Most of the changes would not be noticeable to average alcohol consumers in the state, those who worked closely on the bill said.
But the creation of a new division to oversee liquor laws could lead to the enforcement of largely ignored current laws, like a ban on the shipping of liquor or beer directly to a customer made popular through “beer of the month” clubs and nationwide mail-order catalogs that feature hard-to-get bourbon or other spirits.
“The public will have a better sense that the laws governing alcohol will be enforced uniformly and fairly,” said Scott Stenger, a lobbyist for the Tavern League of Wisconsin.
The fact that all tiers of the industry are welcoming greater enforcement “sends a very powerful message” about the need for more clarity, Stenger said.
Those who worked on the measure with Republican legislative leaders say now is the time to update laws in a state that saw the birth of beer-giant Miller in Milwaukee and in recent years has seen an explosion of smaller craft brewers, like New Glarus Brewing Co. which makes Spotted Cow and other beers available for sale only in Wisconsin.
The bill affects every level of the state’s alcohol industry governing the licensing, producing, selling and distribution of beer, wine and liquor. The so-called three-tier system, created in the 1930s, has been eyed for changes for years, but policy makers and the alcohol industry have been unable to reach agreement.
The three-tiered system was designed to prevent monopolies so the same entity could not produce and sell alcohol at the wholesale and retail levels. But the system has been criticized for years for not keeping up with changes in the industry, including the explosion of smaller craft breweries, the popularity of wedding barns and other innovations.
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