Lakefront Brewery - Know Thy Past

Lakefront Brewery History

Milwaukee�s own Lakefront Brewery Inc. celebrates 20 years of business this year. Started in 1987, the microbrewery located on the Milwaukee River has become a Milwaukee landmark. Its rich history includes partnerships with local taverns, preservation of local historical pieces, unique tours, family style dining options and most importantly, great beer.

Beginnings

President Russ Klisch said it all started with his brother, Jim. Jim expressed interest in beer making near his birthday and Russ humored him by purchasing him a book on the subject. Jim read the book and brewed the beer. Although not known, according to Russ, as a gourmet cook, Jim made a good beer. Russ was impressed and decided he could do it better. In short, sibling competitiveness and common interest lead both to entering contests in beer making. They both received awards, and family and friends encouraged them to start the business.

Their family had roots in the beer industry as well. Their grandfather worked for Schlitz driving a street sweeper and a truck. Russ Klisch remembers him bringing home short fills to his dad. He recalls, even as a kid, that it was a cool job if you got to bring beer home at night. Taverns were also owned by several family members.

With that family history and their common interest in beer making, the brothers started their business. They decided to start small. Initially, they bought an old pizza bakery building down the street from their home in Riverwest. They liked the location and the fact that they could walk there from home. They sold their first barrel on December 2, 1987. They stayed at that location until winter of 1998.

1872 N. Commerce Street

Sales jumped to 72 barrels in 1988 and the brothers realized the need for a new location. They looked all over, but decided on this location when the city of Milwaukee recommended the site. The city had agreed to tear down their current location to uphold a contract with a nearby apartment complex or start a non-industrial business in the location. The city said beer making fit the build, and it allowed them to save the building and support a new local business.

Growth grew to 125 barrels in 1989 and started doubling after that. Russ Klisch shared that their current annual production, is just shy of 9,000 bbl.

Innovators

The Klisch brothers and their business are not only great beer brewers, they pride themselves on innovation within their industry

First, the brothers changed the government�s policy definition of beer, which stated all beer had to be made with 25% malted barley. The company, aware that people with celiac disease, are intolerant to wheat wanted to create a wheat free beer. They approached the government and got the legislation to change so that they could sell and market their non-glucose beer, New Grist. New Grist is brewed from sorghum, hops, water, rice and gluten-free yeast grown on molasses.

Second, the company was the first beer company to bottle fruit beer starting in 1992 with their seasonal Lakefront Cherry Beer. The beer was created with an old home brewing recipe and a love of Door County cherries. It�s now an annual staple at the brewery.

Finally and very important to the owners, they celebrate that they were the first certified organic beer to be labeled in the US starting in 1996 with their Lakefront Organic E.S.B. (extra special bitter) The ale is brewed using 100% organic ingredients. Russ Klisch believed this was the right thing to do for the environment. He�s so passionate about his cause that he�s started a partnership with Wisconsin farmers to grow organic hops in his home state. Currently, the hops are imported primarily from New Zealand, but Klisch and his company hope their partnership with local farmers will provide the market to support their business and others interested in organic products.

Palm Garden

Starting in late 1999, Russ Davis approached the company and said he wanted to rent out space came and said he wanted to rent it. The Klisch brothers were interested, but concerned about competing with customers in the area who sold their beer.

Through compromise and creativity, they decided to create a family restaurant environment. On Fridays, they offer their famous fish fry. They also host private events like weddings there on Saturday evenings. It�s a way to utilize the space while still supporting local business that carry and sell their beer.

Tour

The tour has a unique history and a definite constant evolution in style and delivery. To begin with, Lakefront Brewery, Inc. thought it was odd to wait until the end of a tour to drink a beer. They believe there is a direct correlation between attention span on beer tours and drinking beer.

The company believes people want brewery tours for three main reasons: to drink beer, be entertained and see the place. So, to meet their philosophy, the company provides beer at the start of the tour, shares jokes along the way and shows off the place.

Many people on staff give the tour, and there is no specific script. Employees are encouraged to remember certain highlights, but mostly to add their own style and jokes to entertain along the way.

Historical Preservation

Lakefront Brewery, Inc. is the proud owner the Bernie Brewer�s Chalet. When the Brewer�s rebuilt their new stadium, the Chalet needed a new home, and the Klisch brothers wanted that home to be in their brewery. Russ Klisch jumped at the opportunity to buy the item. It is a great part of their tour, and offers folks a piece of history in their own hometown.

Many people also remark on the unique lights that hang in the Palm Garden. The lights were originally designed and hung in the Plankington Hotel in 1916 for a beer garden. The hotel was dedicated on the same day as the start of the First World War. Shortly thereafter, prohibition started and in short, the beer garden was never used as a beer garden. It hung in a restaurant in the hotel until 1982 when the building was demolished. The city of Milwaukee stored it in an architecturally valuable warehouse until the Klisch brothers bid and won them. They have spent over $1,000 renovating each light, and they are very proud of their heritage and beauty.

Award Winning Beer

Lakefront Brewery, Inc. is proud to brag about its beer and their awards that affirm their great taste.

Beer Line Barley Wine