Along with breweries, distilleries rose in popularity the past few decades. According to an updated 2024 report on the economic impact of Wisconsin breweries, wineries and distilleries and by the University of Wisconsin-Madison, “In 2001 there were only nine wineries in Wisconsin employing just over 120 people and there were no distilleries. By 2022 the number of wineries grew to 66 employing 797 people and 25 distinct distilleries employing 220 people.”

These places ushered in a new culture for alcohol, one that extends beyond just drinking. In addition to cocktails and beers, people wanted to see how the drinks were made. Distilleries and breweries showed off machinery behind windows and offered tours to curious patrons.