Northern Brewer Ltd., a St. Paul-based retailer of homebrewing and winemaking supplies and equipment, will open an 11,000-square-foot store in West Allis at 1306 S. 108th St. this fall.
"We're calling it our first satellite store, but 'satellite' doesn't really do it justice. It's going to have a loading dock, a small warehouse space and a freight elevator, so we'll be able to stock a great depth and breadth of inventory. And the brewing setup will let us do a lot of cool hands-on displays," said Christopher Farley, president and founder of Northern Brewer. "Our (St. Paul) customers will be jealous."
Northern Brewer has a substantial mail order business and routinely sends a percentage of its orders to the Milwaukee area.
"We know from our years of mail order that Wisconsin is a huge brewing state with a rich and active brewing tradition, from large scale operations like Miller to kitchen and basement brewers," said Michael Dawson, creative director of the company. "And our retail manager Juno Choi is a Milwaukee native who knows the territory, and that really tipped the scales. We know that the demographic is there and that the market is willing to bear a lot of homebrew shops."
The company has signed a lease for its West Allis site and is looking for a general manager for the store, Dawson said.
The store will also include a homebrew demonstration area, where customers will be able to take classes and watch brewing demonstrations.
For more information, visit www.northernbrewer.com.
Minnesota homebrew supplier to open West Allis retail store
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