The Madison Beer Census 2026 · Final report

State of Madison Beer 2026

What 354 Madison-area beer drinkers want more of, what they’re tired of, what a fair pint costs, and what doesn’t exist here yet but should.

Survey open June 19 to October 10, 2026 · 354 responses · Free and public · Organized by Garth’s Brew Bar

A living report. We keep adding new ways to cut the data. Want a cut you don’t see? Email me. See the newest: drinker segments →

An opening note

Why I asked

I'm Garth Beyer. I've spent more than a decade writing about, selling and pouring beer in Madison: first as the “What's On Tap” columnist at the Badger Herald, then in marketing, and since December 2019 behind the bar at Garth's Brew Bar on Monroe Street. I'm a Certified Cicerone. It took me three tries.

This report is for two groups of people. The first is everyone who drinks beer around here. Beyond a star rating on an app, you rarely get asked what you think. This was your chance to say it, out loud and on the record: what you love, what you're tired of, and what you wish existed. Consider your voice heard.

The second group is the people who make and pour that beer. Breweries pick which styles to brew and bars pick what goes on tap, mostly on instinct. Every one of us has a theory about what Madison wants. Very few of us have ever asked.

So this summer I asked, and 354 of you answered. Thank you. Some of you checked a few boxes on a lunch break. Some of you wrote paragraphs about your wedding, your dad, your first Great Taste, and the bartender who remembered your name. Every answer was read, and every one of them shaped what you're about to see.

I ran the Madison Beer Census for two reasons. I want Madison's breweries to thrive, and a brewery that knows what its city wants has a better shot at that. And I want to raise the bar for beer bars, mine included. Some of what's here is a compliment. Some of it is homework. All of it is free, for any drinker, brewer, bar owner, bottle shop or reporter who wants to use it.

One note before you dig in: beyond protecting people's privacy and keeping criticism off any single business, I didn't clean this up. The thoughtful answers sit right next to the funny ones. Asked for the one thing they'd tell every brewery owner in Madison, one of you wrote, “Garlic bread will make you rich.” It's in here. I'm not saying they're wrong.

Thank you to everyone who took the time. Now it's our turn.

Garth Beyer

Top takeaways

Five interesting takeaways

The fair pint

$6

46% picked $6 and 42% picked $7. Only 2 of 345 said $9 or more. Madison's ceiling is $8.

The hazy paradox

53%

call hazy IPA overdone. It is also the most-drunk style in Madison (36% are drinking it most).

Classics wanted

Black IPA

tops the "want more of" list, with ESB, Belgian strong ales, saison and low-ABV right behind. Not one trend style in the top five.

Send a friend to

Great Taste

named by 38% as the one Madison beer experience to show a visitor.

What's missing

A local fest

is the #1 wish: a smaller, Madison-only or style-focused festival. Beer gardens and waterfront drinking are close behind.

Style signals

What Madison drinks, wants, and is tired of

Respondents picked up to three styles for each question. Top 12 shown.

Drinking the most this year

Hazy / NE IPA
36%
Czech pilsner
25%
West Coast IPA
24%
German lager
22%
Barrel-aged stout
17%
Pale Ale
15%
Belgian strong / tripel / quad
15%
Fruited / kettle sour
13%
Amber / Red Ale
13%
Festbier / Märzen / Oktoberfest
13%
Kölsch
12%
Saison / Farmhouse
11%

Share of 339 people who answered.

Wish there was MORE of

Black IPA
16%
English Bitter / ESB
15%
Belgian strong / tripel / quad
14%
Saison / Farmhouse
14%
Low-ABV (under 4%)
12%
German lager
12%
Barrel-aged stout
11%
Cask-conditioned
10%
Lambic / Gueuze
9%
Everyday stout
9%
NA Beer
9%
Wild / mixed-fermentation sour
9%

Share of 303 people who answered.

Feels OVERDONE

Hazy / NE IPA
53%
Fruited / kettle sour
36%
West Coast IPA
21%
Wild / mixed-fermentation sour
19%
Session IPA
15%
Pastry / Dessert Stout
15%
Cold IPA
13%
Fruit Beer (non-sour)
9%
Pale Ale
9%
Barrel-aged stout
8%
Amber / Red Ale
7%
Wheat Beer (American-style)
6%

Share of 257 people who answered.

Categories people want more of

Classic / traditional styles
49%
Local collabs
44%
Lagers in general
36%
Wild / funky / spontaneous-ferment beer
28%
Cask-conditioned beer
27%
Low-ABV beer (under 4%)
25%
NA beer
18%
Pastry / adjunct-heavy beer
12%

Share of 296 people who answered.

In their words: the style write-ins

Elbow Patches ESB is a delight! Glad to see the style gain a solid local foothold.

Pilsener. Give me all the styles: German, Czech, dry-hopped, full body, malty forward. Great in both January and July.

I'm very much over the haze craze and the slushie sours.

We live in a city super-focused on enjoying the bounty of foods produced around us, but don't have a farmhouse-focused brewery.

I would give my right kidney for a gluten free stout that actually tastes and has the mouth-feel of a normal stout.

NA beer that is NOT an IPA. More dark NA beers please!

Fruited sours have their place. That place does not include 40% of your taps.

I've ordered a few traditionally clear style beers, like purported West Coast, that turned out to be hazy milkshakes.

I know people are vocal about being tired of hazy IPAs, but they're still super popular amongst my friend group.

Price and place

What a pint should cost, and what makes a spot worth it

What feels like a fair price for a pint of craft beer in Madison right now?

$5 or less
3%
$6
46%
$7
42%
$8
8%
$9 or more
1%

Share of 345 people who answered.

Standard pour of a standard-strength beer.

When choosing where to drink craft beer, which factors matter most? (up to 3)

Tap list variety
73%
Vibe and atmosphere
69%
Food (on-site or BYO)
38%
Beer freshness / rotation pace
28%
Walkability, parking, transit
25%
Price
25%
Outdoor space
23%
Noise level
14%
Staff knowledge
7%
Events and programming
7%

Share of 345 people who answered.

Local favorites

The most-mentioned places

Each list is the five most-mentioned places, in alphabetical order. No winners, no ranking. Places outside the Top 5 still show up throughout the report.

Breweries visited in the last six months

  • Delta Beer Lab
  • Giant Jones
  • Vintage
  • Working Draft
  • Young Blood

339 people named at least one.

Beer bars people love

  • BarleyPop
  • Dexter's Pub
  • Garth's Brew Bar
  • Longtable
  • The Malt House

Yes, Garth's is in here. It's listed alphabetically like the other four, no ranking, no commentary. 331 people named at least one.

Bottle shops people rely on

  • BarleyPop
  • Garth's Brew Bar
  • Steve's Wine Beer Spirits
  • Total Wine
  • Woodman's

212 people named at least one.

One Madison beer experience to send a visiting friend to

Great Taste of the Midwest (incl. Eve & pre-parties)
38%
Working Draft (incl. Czech Fest, Oktoberfest, Bock Fest)
13%
Other: a specific brewery or bar
12%
Garth's Brew Bar
7%
Olbrich Biergarten
6%
Other: an event, festival, takeover or activity
6%
Giant Jones (Barleywine/Barrel fests, pizza night, tastings)
4%
Memorial Union Terrace
4%
Lake Louie / Wisconsin Brewing
3%
Young Blood
3%

Share of 333 people who answered.

The Terrace. Although there are places with better/more options, it's really hard to beat a Spotted Cow with a brat by the lake.

Olbrich Beer Garden (tap takeover or not, you can't beat that view).

BarleyPop. It's fun to look at all the different beers available to purchase while drinking from the massive tap list.

Giant Jones for real beer heads, Hop Garden Paoli.

Different drinkers

Six splits worth knowing

The headline numbers hide real differences between kinds of drinkers. These are the gaps big enough to act on.

Hazy fatigue is an age thing

Hazy fatigue climbs with age: under 35, hazy IPA still has plenty of fans; by 35 to 44 more than half are done with it; at 45 and up it's six in ten. Younger drinkers are more tired of fruited sours instead.

Say hazy IPA is overdone

Under 35
38%
35 to 44
54%
45 and up
60%

Say fruited sours are overdone

Under 35
48%
35 to 44
35%
45 and up
31%

Bartenders are how new drinkers find beer

Three in four newer craft drinkers find new beer through a bartender's recommendation. Veterans lean on it far less. Newer drinkers also weigh price twice as heavily.

Discover beer through the bartender

Into craft under 8 years
76%
Into craft 8+ years
46%

Price matters most when choosing a spot

Into craft under 8 years
41%
Into craft 8+ years
22%

Beer bars are an insider habit

Beer-focused bars draw insiders and enthusiasts far more than everyday regulars, who mostly drink at neighborhood bars that happen to have good taps.

Usually go to a beer-focused bar

Insiders
54%
Enthusiasts
47%
Regulars
36%

Usually go to a neighborhood bar

Insiders
66%
Enthusiasts
42%
Regulars
57%

Insiders want different beer than everyone else

People who work in beer ask for Black IPA and ESB at roughly three times the rate of everyday regulars, and care much more about freshness. Brew for the industry and you may miss your customers.

Want more Black IPA

Insiders
28%
Regulars
9%

Want more ESB

Insiders
28%
Regulars
10%

Freshness matters most

Insiders
44%
Regulars
22%

Younger drinkers come for the room

Drinkers under 35 put atmosphere first and default to the taproom far more than older drinkers. They also find beer by the label: half say packaging caught their eye.

Vibe matters most

Under 35
85%
35 to 44
66%
45 and up
68%

Usually go to a brewery taproom

Under 35
82%
35 to 44
67%
45 and up
57%

Discover beer by the packaging

Under 35
49%
35 to 44
36%
45 and up
25%

Madison agrees on price

Young or old, out once a month or twice a week: about half of every group says a fair pint is $6 or less. This is the one number nobody argues about.

Say a fair pint is $6 or less

Under 35
52%
35 to 44
46%
45 and up
52%
Out 0–3 times a month
48%
Out 7+ times a month
49%

Groups compared: Insiders (work in beer or Cicerone-type, 41 people), Enthusiasts (148), Regulars (138); Under 35 (67), 35 to 44 (148) and 45 and up (122); into craft under 8 years (62) vs 8+ years (292); out for beer 0–3 times a month (164) vs 7+ (75). Curious and lapsed drinkers (27) are too few to compare reliably.

Segmentation

Seventeen kinds of Madison beer drinkers, and how to win each one

The averages hide the people. These cuts show who wants what, where they go, and what would bring them back more often.

How to read this. Each card is a group of respondents defined by one answer, compared with everyone who took the census. Darker bars are the group; lighter bars are all respondents. People can belong to several groups. These readouts are directional: they show where a group leans, not a precise forecast, and the groups marked “small” have fewer than 50 people. Use them to test ideas, not to settle arguments.

A living report

This page keeps growing. We add new cuts of the data as we think of better questions to ask it. Have a cut you want to see that isn’t here, like your style, your neighborhood or your kind of customer? Email me and we’ll see about adding it.

Taste tribes

The Hazy Loyalist

121 people · 34% of respondents

Drink hazy IPA more than any other style.

Say hazy IPA is overdone
28%
53% all
Say a fair pint is $7 or more
61%
50% all
Want more classic styles (kölsch, pils, brown)
32%
49% all
Outdoor space matters most
31%
23% all

How to win them: Keep one or two excellent hazies on, always fresh, with cans to go. These are your highest-value drinkers: they'll pay more and they aren't the ones complaining.

The Classic Veteran

137 people · 39% of respondents

Say hazy IPA is overdone.

Want more classic styles (kölsch, pils, brown)
61%
49% all
Want more lagers
44%
36% all
Say a fair pint is $6 or less
59%
50% all
Drink hazy IPA the most
15%
36% all

How to win them: A great pils, brown or ESB on tap year-round at $6. They've been drinking craft a long time and want beer that doesn't need a novelty to sell.

The Bridge Drinker

36 people · 10% of respondents Directional: small group

Picked “Lager Loyalist” as their archetype.

Order a macro beer when out
39%
19% all
Drink German lager
48%
22% all
Drink Czech pilsner
61%
25% all
Want more lagers
88%
36% all

How to win them: Lager is how a macro drinker crosses over. A clean house lager is the most important gateway beer you can pour.

The Once-a-Month Sour Seeker

46 people · 13% of respondents Directional: small group

Go out for craft beer once a month or less.

Drink wild / mixed-ferm sours
27%
9% all
Drink fruited sours
31%
13% all
Haven't been to a beer event in over a year
57%
22% all
Try 0 to 2 new beers a month
50%
17% all

How to win them: Infrequent visitors over-index on sours. The sour on your list is what gets the occasional customer through the door.

What gets them out

Patio People

81 people · 23% of respondents

Outdoor space is one of their top reasons to pick a spot.

Call themselves everyday regulars
52%
39% all
Usually go to a restaurant with a good beer list
59%
48% all
Price matters most
12%
25% all
Find new beer through friends
57%
48% all

How to win them: A patio pulls in everyday regulars who aren't price shoppers and who come because a friend said so. It's the best non-beer investment in the data.

The Food-First Crowd

131 people · 37% of respondents

Food is one of their top reasons to pick a spot.

Usually go to a restaurant with a good beer list
65%
48% all
Freshness / rotation matters most
14%
28% all
Find new beer through friends
56%
48% all
Haven't been to a beer event in over a year
29%
22% all

How to win them: They care less about rotation and more about a meal. Partner with a kitchen or food truck, and reach them through word of mouth, not event calendars.

The Freshness Hunter

98 people · 28% of respondents

Beer freshness and rotation is one of their top reasons.

Usually go to a brewery taproom
79%
67% all
Drink Czech pilsner
35%
25% all
Food matters most
18%
38% all
Are 35 to 44
55%
43% all

How to win them: Put tap dates or 'new this week' on the menu and run a serious lager program. Food matters much less to this group.

The Quiet-Room Seeker

49 people · 14% of respondents Directional: small group

Noise level is one of their top reasons.

Usually go to a restaurant with a good beer list
61%
48% all
Order cider or mead when out
33%
17% all
Go out for craft beer once a month or less
24%
13% all
Walkability / parking matters most
35%
25% all

How to win them: They go out less than everyone else and would go out more with acoustic panels, softer music and a quieter corner.

The Price-First Drinker

85 people · 24% of respondents

Price is one of their top reasons.

Say a fair pint is $6 or less
62%
50% all
Usually go to a neighborhood bar
61%
52% all
Vibe matters most
56%
69% all
Want more wild / funky beer
38%
28% all

How to win them: A real $6 house pour wins them. They care less about vibe, but they're curious: an affordable pour of something funky works.

The Expertise Seeker

25 people · 7% of respondents Directional: small group

Staff knowledge is one of their top reasons.

Say a fair pint is $7 or more
68%
50% all
Usually go to a beer-focused bar
60%
41% all
Want more classic styles (kölsch, pils, brown)
65%
49% all
Are 45 or older
48%
36% all

How to win them: They'll pay $7+ for a bartender who knows the beer. Training staff isn't a cost here; it's what justifies the price.

Life stage and how to reach them

The Drinking-Less Regular

120 people · 34% of respondents

Order NA beer, or want more NA or low-ABV options.

Order NA beer when out
43%
15% all
Order coffee, tea or soda when out
22%
14% all
Usually go to a restaurant with a good beer list
56%
48% all
Food matters most
44%
38% all

How to win them: NA on tap, a sub-4% beer, half pours and food. They aren't leaving the bar; they want a reason to stay for round two.

Families

44 people · 12% of respondents Directional: small group

Mentioned kids or family somewhere in their written answers.

Usually go to a brewery taproom
77%
67% all
Vibe matters most
80%
69% all
Usually go to a beer-focused bar
25%
41% all
Have lived in Madison 5 years or less
32%
18% all

How to win them: Family hours, a corner for kids, and a patio. Many are newer to Madison and still choosing their regular spot.

The Newcomer to Craft

62 people · 18% of respondents

Have been into craft beer less than 8 years.

Find new beer through the bartender
76%
51% all
Are under 35
58%
20% all
Try 0 to 2 new beers a month
34%
17% all
Usually go to a beer-focused bar
31%
41% all

How to win them: The bartender is the on-ramp. Menus that explain, flights and an easy recommendation turn a newcomer into a regular.

New to Madison

63 people · 18% of respondents

Have lived in the area 5 years or less.

Usually go to a brewery taproom
84%
67% all
Find new beer through the bartender
65%
51% all
Want more wild / funky beer
39%
28% all
Want more local collabs
51%
44% all

How to win them: They start at taprooms and ask the bartender. Local collabs and adventurous beers tell them what 'Madison' tastes like.

The Event Chaser

68 people · 19% of respondents

Went to a beer event in the last two weeks.

Usually go to a beer-focused bar
56%
41% all
Follow 11+ beer accounts
31%
13% all
Find new beer at festivals and events
44%
30% all
Drink on the west side
29%
45% all

How to win them: Instagram and events reach them. Notice who's missing: west-side drinkers are far less likely to be at recent events, which is a programming opportunity.

The Home Drinker

35 people · 10% of respondents Directional: small group

Buy packaged beer 4+ times a month but go out 3 times or less.

Tap list variety matters most
89%
73% all
Want more ESB / English bitter
31%
15% all
Want more cask beer
42%
27% all
Find new beer through the bartender
34%
51% all

How to win them: Variety on the shelf, singles, and classic English styles. They rarely hear about beer from a bartender, so the label and the shelf talker do the selling.

The Homebrewer

56 people · 16% of respondents

Brew beer at home.

Say fruited sours are overdone
52%
36% all
Went to a beer event in the last 2 weeks
34%
20% all
Try 11+ new beers a month
39%
19% all
Want more classic styles (kölsch, pils, brown)
57%
49% all

How to win them: Brew-day collabs, homebrew-club nights and classic styles. They're tired of fruited sours and show up to events.

What's missing

What Madison wants next

Every free-text answer was read and sorted into themes. One answer can count toward several themes, so percentages add up past 100. Quotes are lightly trimmed for length and never point criticism at a specific business.

A Madison beer experience that doesn't exist yet, but should

The top wish is a smaller, local-only or style-focused festival. Add up beer gardens, waterfront and parks, and Oktoberfest, and nearly a third of all wishes are about drinking outside.

A smaller / local-only / style-focused festival
25%
A specific style or 'destination' brewery we lack
16%
Waterfront, parks & outdoor space
15%
Beer garden / beer hall / German-style
13%
Food + beer (pairings, dinners, pizza, food trucks)
13%
Games, music & social-concept bars
11%
Bottle shares, swaps, passports, crawls & shuttles
9%
Self-pour / pay-by-the-ounce
6%
Geographic gap (west side, suburbs, east side)
6%
Winter / cold-weather event
5%
Oktoberfest
4%
Family / kid-friendly
4%

Share of 197 people who answered.

Madison area only beer festival, “Great Taste of Madison.”

More outdoor space, even if seasonally varying. Get me by water, the lakes are under utilized.

A cold weather Great Taste. Save all those BA beers for Oct/Nov. It's too hot in August to drink BA stouts.

Bring back Craft Beer Week, how it originally was, with unique events instead of just a bunch of tap takeovers.

A BIG taproom where showing up with kids doesn't make me feel like I'm a burden on staff and/or other patrons.

For winter months: a craft bar attached to an indoor wave pool, with a beach area and fun outdoor games.

Beer education: drop-in courses at Madison College and/or opportunities to join a brew day with local breweries.

An OUTDOOR winter festival on the ice.

“Madison’s beer scene needs more ____ and less ____.”

The sharpest signal in the census. Madison wants fewer hazies and fewer gimmicks, and more well-made classics, variety and outdoor space.

Wants more Wants less
16 IPAs / hazy IPAs 82
48 Classic & traditional styles (ESB, brown, amber, Belgian, dark) 13
34 Variety / experimentation 5
18 Quality (more good beer, less mediocre) 12
11 Sours 17
1 Gimmicks: fruit, lactose, pastry, weird 22
8 Local vs. out-of-state beer 15
18 Lagers & pilsners 2
11 Barrel-aged / big beers 9
15 Events & community / collaboration 2
9 Low-ABV / session / small pours 6
12 Outdoor / beer gardens / patios 1
7 Food 4
3 Inclusion (women, queer, fewer bros/snobs) 7
4 Kids & families 5
4 Price / affordability 5
9 Places: more breweries, west side, suburbs, third spaces
3 Noise & comfort 5

Number of the 232 answers mentioning each theme on each side of the blank.

More farmhouse beers, fewer mediocre attempts at covering all of the styles just to check a box.

Lagers, classic styles that you can rely on, and less milkshakes and lactose-heavy sours and IPAs.

More barrel-aged beers of all sorts, less over-fruited sugar bombs.

More sub 5% beers, fewer 8%+.

More ESBs! Less IPAs (love them but there are too many).

More: comfy chairs. Less: hard stools with no backs.

Even more women and queer folks in it, and events targeted toward those groups.

If you could tell every brewery owner one thing

Consistent advice: put more than IPAs on the list, brew the classics, nail a few beers, and offer NA, low-ABV and smaller pours. A smaller camp says the opposite: experiment and surprise me.

Fewer IPAs / more variety on the tap list
20%
Classic styles: lagers, pils, browns, scotch ales
16%
Master a few things / nail a flagship
12%
Experiment / surprise me
11%
NA / low-ABV / smaller pours
10%
Space: acoustics, seating, patio, design
9%
Events / community / promotion
9%
Gratitude / keep going
8%
Consistency: keep favorites around, keep lists current
8%
Quality control: clean lines, fermentation, water
6%
Food program
5%
Family / kid friendly (and some against)
4%

Share of 210 people who answered.

Figure out the beer style, or group of styles, or just the “thing” you do best, and go hard on that. Don't wind up with 9 mediocre beers on tap and one really good one.

I judge you based on your ability to make a lager. No where to hide.

Make a good NA or low ABV beer. I love my big barrel aged 13%-ers but I can only have one.

Fermentation profile and yeast health. Make a clean beer of any style and you'll have an audience in Madison.

Yes, Madison's hard water sucks, but it's great for malty beers. Don't look a gift horse in the mouth!

Be as loyal to your taproom customers as they are to you.

I want to hear about 100% Wisconsin beers, the relationship between the brewery and the farmers, and the farmers themselves.

No one's impressed by your 20% barleywine.

Garlic bread will make you rich.

What the Madison-area beer scene is doing really well right now

Variety is the runaway answer. One in eight answered with some version of “surviving,” a reminder that praise for the scene comes with real worry for it.

Variety / lots of options
46%
Quality beer / specific breweries
18%
Community / collaboration / causes
14%
Experimentation / seasonals / sours
13%
Just surviving / skeptical
12%
Events / programming
9%
Welcoming / chill / inclusive spaces
8%
Lagers / traditional / European styles
7%
Availability / distribution / bottle shops
5%
NA / alternatives / food
3%
Affordability / consistency / stand-bys
3%

Share of 196 people who answered.

Almost all breweries are really solid. The quality of breweries per capita beats pretty much any major city I've visited.

We're keeping our most interesting brewers alive and mostly thriving. Not a lot of surprise closures like in other parts of the country.

Keeping existing breweries open. Craft drinking numbers are down 10ish% two years in a row, so survival is almost the best one can hope for.

Experimenting with new ingredients and flavors with the goal of being drinkable, not just flashy (e.g., Kernza, wild rice).

Variety. Being able to be at one brewery and find something for everyone.

Stayin' alive.

An underrated style more people should be drinking

Almost entirely classic, moderate-strength beer: Czech and German lagers, English bitters and milds, saison.

Czech / German lagers & pilsners (helles, dunkel, schwarz, vienna, bock)
28%
ESB / English bitter / mild / British ales
22%
Other
12%
Saison / farmhouse / bière de garde
10%
Porter / stout (normal strength, Baltic)
9%
Belgian (tripel, quad, dubbel)
7%
Black IPA
5%
Sours / gueuze / lambic
5%
Low-ABV / NA / table beer
5%
Cream ale
4%
Smoked / rauch
2%

Share of 138 people who answered.

Pilsner. Then you're not hiding behind adjuncts. If your pils is solid, I know you know what you're doing.

ESB. British beers are full flavor and lower ABV.

Schwarzbier, altbiers and Czech dark lagers. Basically dark beers that can still be enjoyed on a warmer day.

Cream ales don't get the attention they deserve. For anyone who likes a lager, it's a fun step up.

In their words

How Madison picks a place, finds a beer, and sees itself

Outside the beer itself, the single biggest reason you choose one spot over another

Set the beer aside and people choose a spot on feel and convenience. Atmosphere leads, then location and who they're with. Staff and food matter far more than price.

Vibe / atmosphere
31%
Location / proximity / convenience
27%
Friends / community / where my group goes
18%
The beer itself / quality / reputation
15%
Staff / service
13%
Food
12%
Selection / variety / rare beer
8%
Kid / family friendly
7%
Events / activities / music
5%
Noise / crowd level
4%
Dog friendly
4%
Outdoor space / patio
3%

Share of 276 people who answered.

The atmosphere, being able to have a group of friends together, not feeling rushed, cramped, or like we have to yell to chat.

The folks who work and drink there. Fellowship and community feeling.

Vibe. Sometimes you want a refined quiet place, other times you want trivia or lowkey.

We have a 10 month old, and a space where they can get their wiggles out plays a lot into our choice of spot now.

Cost is a big factor. Why is a pint at certain places the same price as a six pack in the store?

Who people trust to point them to a new beer

Discovery runs through people. Nearly half name a shop or bar, and another fifth name a specific person behind the counter.

A shop or bar as the source (Steve's, Garth's, BarleyPop, Woodman's…)
46%
A specific bottle-shop or bar person (Dan at Steve's, Troy at Echo Tap…)
22%
Creators & media (Buzzed with Brian, Beer Baron, Robin Shepard)
16%
Apps & services (Untappd, Tavour, BeerAdvocate)
16%
Groups & clubs (Madtown Beer Pirates, MHTG, Ex Libris)
4%

Share of 67 people who answered.

One beer brand, account, podcast or writer worth following

A third recommend a local brewery. A fifth name a local creator: Buzzed with Brian, Robin Shepard, the Beer Baron (Chris Drosner), Badger Beer Report. Several said they wish Madison had a local beer writer or podcast to follow.

Local breweries (Working Draft, Giant Jones, Young Blood, Delta…)
33%
Local writers & creators (Buzzed with Brian, Robin Shepard, Beer Baron, Badger Beer Report)
20%
Out-of-state breweries
16%
Wisconsin breweries (Central Waters, New Glarus, Lakefront…)
14%
Podcasts / national media / apps
10%

Share of 145 people who answered.

Picked “I'm something else”? Name your archetype.

The 54 people who rejected every preset archetype named their own. Two new types stand out: the seasonal drinker and the life-stage drinker.

Hybrid / a mix of several archetypes
26%
Dark beer lover
24%
Classic / Euro / Belgian / English styles
19%
Local loyalist
19%
Curious / adventurous but grounded
17%
Quality-first / style-agnostic
15%
Life stage: parent / tired / moderating
15%
Seasonal drinker
11%
Anti-IPA / anti-sour
11%

Share of 54 people who answered.

Curious Loyalist

Exhausted parent who doesn't get out much anymore

Reformed Hop Chaser who's gone NA

Bargain flavor hunter: maximum flavor for minimum ABV

The Dive Bar Denizen: I'll drink whatever's on tap, but I wanna go where everybody knows your name

Euro Trash: well-executed German, Czech, Belgian styles

Teetotaling Taste-tester

Tired Ticker

The Seasonal Sampler: spring bocks, summer IPAs, fall fests, winter stouts

Soapbox: dreams, wishes, and complaints we didn't cover

Ambitious and a little restless: better, bolder local beer; breweries in underserved areas; more events and better communication.

Wants better / more ambitious local beer (quality, 'hype' brewery)
18%
More breweries / taprooms in underserved areas
16%
Events, music, community, communication
14%
Thanks / love the survey
13%
Outdoor space / beer gardens
11%
Losses mourned (Funk Factory, Untitled Art, Brasserie V, Rockhound)
9%
Support local / industry is struggling
9%
Food
8%
Moderation: NA, low ABV, half pints
8%
Family / kid-friendly third spaces (and pushback)
7%
Imports / out-of-state access
5%
Inclusion & diversity
4%

Share of 76 people who answered.

It's super cool that you're doing this survey and I think you should make it annual and track responses over time!

McFarland desperately needs a brew pub or tap room. Every single Madison suburb has one or more, we have zero.

All breweries, taprooms and bars need to serve more half-pint portions. It allows consumers to try more options without overindulging.

I like listening to people who love beer nerd out about beer while I drink beer. I would attend more guided tastings and takeovers where the brewers talk about their process.

It would be great to get a newsletter or email blast from a group of bars and breweries. New beer, new event, excited about something: share it!

Stories

Madison beer moments that mattered

Every story here comes from someone who said yes to publishing it anonymously. Stories from people who said no were read for context and are not shown.

The best Madison beer moments are rarely about a beer. They're about belonging, events, first-time discoveries, and life's big days.

Community, friends & belonging
32%
Festivals & special events
28%
A first-time discovery ('this is what beer can be')
27%
Life milestones: love, weddings, kids, family
23%
Meeting the brewer / owner
18%
A bartender or staff member made it
18%
Places & events we've lost
18%
Great Taste & its pre-parties
16%
COVID-era moments
5%
NA / sobriety moments
3%

Share of 146 people who answered.

At the great taste, Having central waters barrel aged stouts with someone who insisted they did not like stouts. And after having them always seek out barrel aged stouts

Industry

My first GTOTM- I had forgotten my ticket, so I was half an hour behind my friend group. I was entirely overwhelmed trying to get the app loaded. We had been at Dive Inn the night before, celebrating Great Taste Eve with the crew from Blackrocks, so I was a little rough around the edges to boot.
I get in the gates, pull to the side to get my bearings, and realize I'm right in front of Blackrocks' tent. They were about as rough as I was, but they got to pour my first GTOTM sample ever.
The day only got better from there. 🙂

Industry

Orval Day at the Malt House always makes my beer year—being able to drink a beer Time Machine from those archives Bill has curated is always such a treat. Only a handful of bars in America maintain that degree of archive.

Enthusiast

I really enjoyed this year's Czech Fest at Working Draft. Great vibe, excellent Czech lagers and great energy. Probably the closest thing to a beer festival in Czech

Cicerone-certified, in study, or beer-judge type

Anytime Garth hosts bottle shares. It's amazing to see business owners truly care for the community that surrounds their success

Enthusiast

Giant Jones existing. They are everything thats right in the world

Cicerone-certified, in study, or beer-judge type

My wife and I flew back from Colorado years ago. It was when the Great American Beer festival was happening. We didn’t attend but brought back beer in our suitcases. We were over the weight limit. The owners from Working Draft were in front of us in line. We struck up a conversation and they let us put some of our beer in their suitcases. It was epic.
Growlers-to-Go-Go used to have Dragon Milk takeovers. I was leaving town before the timed tapping began. The bartender allowed me to pay early and pick up a crowler when I got back to town for Triple Mash. Awesome hospitality.

Enthusiast

Any time a bartender treats me like a friend or remembers my name it makes my day. It's so much fun to know – and be known in – your community!

Industry

Tire rotation at Costco in Verona on Wednesday, walked to lake Louie, turns out they have $12 big pitchers (5.5 beers or so) that day with live music. Great surprise, normally just there on weekends.

Enthusiast

I asked the piggly wiggly manager: can we get Oberon in bottles instead of cans? He said yes. And followed through.

Regular

A couple of years ago I had just finished 4 months chemo for breast cancer, and had stopped drinking alcohol several months prior after a long and storied history as a craft beer aficionado. I went on a "big" outing to watch the super bowl at Jordan's Big 10 Pub, my long time hangout. I was sad that I could no longer drink alcohol and felt very awkward being there. But then I realized that a whole bunch of people in the bar were drinking NA beers, and BTP had 6 on the menu! That made me feel like craft beer is still for me.

Regular

Getting engaged at Malt House after a day at the beer garden, barleypop and ending at Malt House for a solid European beer on tap.

Enthusiast

I miss the urban assault ride. It wasn't necessarily a beer event, but it was sponsored by New Belgium Brewing and when you finished the scavenger hunt/race there was a party with beers at the end. It was tons of fun. I also miss craft beer week, but in its early years when they had fun stuff like beer trivia, beer/cheese samples in grocery stores, and other fun events all over town. By the later years the creativity was all gone from the event and it was just a bunch of tap takeovers. I want craft beer week back, but with the more unique events instead of just tap takeovers. Finally, burgers and brew was a lot of fun too and I wish that would make a comeback. I enjoy beer the most when it's paired with unique and fun activities.

Regular

Going to New Glarus the first time felt like going to Disneyland

Cicerone-certified, in study, or beer-judge type

I would like to thank Youngblood for opening up their DeForest location. We had a surprise birthday for my wife in July and they were incredible to work with. They’re also the reason why my wife now drinks IPA’s and never thought that day would come. Another shoutout to Working Draft for being the first brewery for both our kids. Starkweather gets a special shoutout for having the best kitchen/menu for Madison Breweries. Love their wings and is our backyard gem.

Enthusiast

I have many memorable Sundays hanging out at lake Louie either watching the game or studying or just hanging out.

Enthusiast

Luckily I fell in with a group of enthusiasts and home brewers when I first moved here 25 years ago.

Regular

When I can give a bartender the names or styles of a few beers I like and they can instantly recommend a few of the selections they have on tap, because they have tasted the ones I referenced and because they’ve tasted all the ones on tap. The only place I’ve encountered this is at GBB.

Regular

1. My husband and I had our wedding reception at Capital Brewery in 2003, so it has always been a special place for us. We had a polka band (and everyone danced!) New Orleans Take-out, with shrimp etouffee, (too hot to eat!) and Autumnal Fire and Oktoberfest on tap. When my husband closed out the tab at the end of the night, the bartender said they didn't have that big of a total on some Saturday nights. Probably the best day of my life.
2. We took my Mom to the Great Taste of the Midwest when she was 80 years old in 2010. She had heard me talk about it for many years, starting in 1991, and as a life-long beer lover, she really wanted to experience it. Walking up the hill was a bit of a challenge for her, but she was on a mission! She had a fantastic time (as did my husband and I, as always), and I loved the way that the brewery staff and the crowd welcomed her. I hope to go to that event when I am 80!

Enthusiast

Brasserie V. That beer list was for me. That vibe was friendly. The mussels paired well.

Enthusiast

My first (and so far only) GTMW, so fun to sample everything our region has to offer

Enthusiast

The return of Goat Cheese Puffs to Longtable after they had been pulled from the menu.

Enthusiast

Young blood made a huell melon saison. What an underrated hop that stole the show. Also the staff at Barleypop always make me feel like im at a friend's house. Love that venue.

Enthusiast

I had a paw-paw-fruit beer at Herbiery, and the owner (Neha?) explained to me that it was a tropical fruit that grew well in the midwest and had a short shelf life. I think he'd seen one paw-paw tree in James Madison park? He was very passionate about his brews, and it showed.

Regular

During a final collab brew-day brainstorm with Scott at Vintage, trying to figure out what best tickles the drink fancy of a soccer fan, we eventually designed a beer that was a classic ESB – malty, a taste of hops, and crisp. And then we realized that an ESB won't market as well as calling it a pale ale. Hop profile tweaks, taking the grain up a touch to make up for it, and we got to the Flock's pale ale. Then the world shut down next week and while folks liked it, palettes changed and the beer never truly got a chance to shine. Five years later, I stumble across a beer on Vintage's tap list called "P's and Q's" which was exactly the underlying vision behind our original beer design. It was incredible. And suddenly it was sold out and lingered on the menu for weeks more than it was originally available. Must've been an ok idea for the Madison palette after all.

Cicerone-certified, in study, or beer-judge type

For me as a beer sales rep, it’s the conversations I have with people that have been to our brewery and talk about being with their families or a certain brand that they resonate with and means a lot to them. We sell a beer that helps raise money for our communities and when I get to share that with people and they tell me they get goose bumps that’s my favorite part because this industry is all about the community for me.

Industry

Getting to know the ladies at Giant Jones during some events during Covid on zoom with them and others. I had just moved to the area so having them be so welcoming made me want to explore more on the area even by myself. From there, meeting Peter at starkweather was so fun the first few times I went there. And then fast forwarding to connections I’ve met through the madtown beer pirates Facebook group and events at Barleypop and special releases that Barleypop gets.

Enthusiast

My first GTotM was magical. I lived in Madison for probably 15 years before I finally made it to one. Now I go every year. The setting is unmatched. There is so much to explore. It never feels too crowded (once you get in), everyone is friendly. Love it.

Enthusiast

Serving Dan Carey at the brewery I was working at in Oregon. Total fanboy moment, he was shocked I knew who he was. Referring to the old thumbprint I reminded him his face was on the labels shouldn’t be too shocked.

Enthusiast

It was my first visit to the Great Dane downtown back in 1999. My wife and I had moved to Madison for the summer while she was interning with a WI state senator. They had some sort
of watermelon beer. It was one of the best beers I’ve tasted and am still chasing that feeling

Enthusiast

Ex Libris, the annual library fundraiser, always does a great job promoting the Madison beer scene. I go almost every year, and it has never disappointed. Lots of samples from numerous local breweries and restaurants. I love that our vibrant beer scene works with our amazing public libraries to show off two things (beer and books) that make our city great.

Regular

The brewers in Madison have always made themselves accessible and were very open to working together on collabs when I ran a bar. Really helped me become a part of the industry.

Cicerone-certified, in study, or beer-judge type

Jessica Jones is a gift to the beer world, and we are beyond lucky she lives, works, and shares her creations in Madison, Wisconsin. She has one of the most brilliant beer minds I’ve ever encountered, and my many conversations with her have had a lasting, memorable impact on how I experience beer. She’s incredible!

Industry

Czech Fest at Working Draft made me excited for the local pilsner scene

Regular

One of favorite beer moments of the past year happened at Barleywine fest at Giant Jones. I had gone with a fellow fan of big beers, and when we got there a whole group of friends from the Madison Homebrewers and Tasters Guild was there (to which I also belong) was there! We shared beers, compared notes, talked about our favorites. I even got to enjoy a few minutes of conversation with brewmaster Jessica. It was an already fun afternoon, made even better, my friends, fantastic atmosphere, and some of the best beer in Madison!

Enthusiast

Attended a master class at Waterford where Kirby Nelson from Lake Louie was the speaker. He brought up that Schlitz was about to stop being made and my wife I were very sad as we have an annual party with friends called Schlitzmas and that is all we drink at this event. We shared some stories and conversations with Kirby at the event and he mentioned that he was going to try to get permission to brew it one last time. Fast forward about 5 months and we were able to attend the Schlitz release party at Wisconsin Brewing Company. It was such a fun event and the speech/toast that Kirby gave was really awesome. Was cool to see so many people show up for a classic beer!!

Enthusiast

I went to a beer masterclass at Waterford Wine and Spirits with Kirby from Lake Louie. He has such passion for beer that I think he could talk about it forever and I'd be happy to listen. At the masterclass, he brought up that Schlitz was being discontinued and talked about its history before it had been publicly announced in the news. When he and Wisconsin Brewing were able to brew the last Schlitz and have the big Schlitz party at Lake Louie, that was a really cool moment. I loved his speech/toast at the Schlitz event!

Enthusiast

Funk Factory night before GTMW was IT

Enthusiast

Every Great Taste Eve has been wonderful. Bar after bar filled with great takeovers and attended by people having a great time.

Enthusiast

First year going to a New Glarus R/D release the Friday before Great Taste. Came with nothing and realized this was more like a tailgating event. Welcomed by the "regulars" with beer shares, stories, recommendations, etc. Came back the next year, with cooler of reserved beer, chairs, etc. and "passed it on" to the newcomers that year. Felt great.

Enthusiast

Starkweather has become a home away from home because of the welcoming nature of their owners and staff. We go maybe 2-3 times per month but know every bartender by name because they're all friendly and have really welcomed us in since moving here. I take my mom here, I take my baby here, I bike here and I eat here.

Enthusiast

The first GTMW experience in 2011. Fun for two whole days with old and new friends.

Enthusiast

The Madison Homebrewers and Tasters Guild is the best thing on the Madison Beer scene by far. They're generous, fun, and know great beer. They put on the best beer fest in the world!

Cicerone-certified, in study, or beer-judge type

The recent Schlitz release at Wisconsin Brewing was pretty cool. That and Giant Jones Barrel Aged fest.

Enthusiast

My partner and I had a crazy spring – I made a big and pretty risky job switch, we bought our first house, which required moving to a new neighborhood where we didn't know many people, and we had our first kid. One evening a few weeks after we moved, I was feeling pretty overwhelmed by it all. After I got the baby asleep, I grabbed a book and walked over to Working Draft. The warm, friendly welcome there, even though it was less than 30 minutes before close, reminded me why we decided to build a life in Madison. And the delicious pils didn't hurt either.

Regular

first time pouring cask ale at the great taste

Cicerone-certified, in study, or beer-judge type

Giant Jones knocking the spruce-tip beer out of the park!

Industry

The Vintage taproom on the UW campus was the designated place to meet my UW Band kids after football games. It didn't take long to become recognized by the staff and treated like a VIP, despite visiting less than a dozen times per year. To this day, the staff from that era still recognize me and catch up when I see them at other events in the area.

Enthusiast

My first time going to the Great Taste of the Midwest was after I had gone to Great American Beer Festival (four years in a row when I lived in Breckenridge). While GABF is a spectacle, the Great Taste is above and beyond that of GABF when considering the setting, views, music, local beers, bacon on a stick, and an awesome crowd. Now I'm 12 years into going to the Great Taste and haven't been back to GABF.

Enthusiast

Chats with the Cat at Young Blood are always special, and a particularly memorable one was rubbing a bunch of hops Kyle brought back from his Yakima trip. It was super unique and gave insight into his thought process, how much effort goes into each beer, and the relationships that make the beers we love.
Similarly, at Belgian-fest at Giant Jones, we got to do a timed tasting with Jess. She nerded out about different flavor compounds and how different amounts of the same compound come across differently to us.
Having experiences where we get to hang with the brewers, see their passion, and learn makes the Madison beer scene really special to me.

Enthusiast

I told Matt, the owner of Longtable, I was going on vacation to Belgium and he sent me an email with a bunch recommendations about where to go and they were all great, every one.

Enthusiast

Met my wife at Oktobeerfest at Breese Stevens

Enthusiast

I’ve met some of the best people at great taste and have been going back year after year.

Enthusiast

I met my husband at Alt Brew, our first date was at One Barrel, we got married at Starkweather. So many good memories together in beer places.

Enthusiast

I remember when I was seriously getting into beer/brewing; I really didnt care for Belgians. I lived off Knickerbocker/Monroe, and it was the time of the legendary Jac's happy hour. That summer I committed myself to having one Belgian each visit. Sours, Wits, Dubbels, Saisons, didnt matter. Time well spent.

Industry

Always getting together with beer friends that I have made from Madtown Beer Pirates, and attending all the pre Great Taste events we can. So many memories both funny and sad.

Enthusiast

I told the bartender at Working Draft (college-aged woman whose name I can't remember) that I hate IPA's, and she asked me if I've ever tried a hoppy lager. I said I didn't even know that was a thing, and she poured me one called Saideira Cerveja. It's been my favorite beer since.

Regular

First time trying Dark Lord at a 3F takeover at Argus in probably 2010.

Cicerone-certified, in study, or beer-judge type

Garth’s staff welcoming me and my dad before they closed since he was only in town for the night and they had specific barrel aged beer on tap he wanted to try

Regular

I grew up a latchkey kid. While in elementary school, the library was my life and I spent most summer days biking over and spending the day there reading, attending day camps, and helping out at camps when I got older. Now that I have an established career, I was looking for a way to give back to the Madison Public Library. Several years ago with Ex Libris, I saw Working Draft gave an opportunity up for auction to design, brew, and release a beer of your choice. Perfect. For my husband and myself, it was our favorite brewery. For me, it was a perfect gift – a donation to the library and a fantastic opportunity for my beer-brewing husband. What an experience, and following this, it has made me really appreciate how much many local businesses do to give back and support their community.

Enthusiast

Tasting nights at Giant Jones- Jessica helps me identify what I am actually noticing and is so welcoming

Curious

A crew of older guys who used to drink regularly at Essen House on Tuesdays. Very devoted beer guys, nice to know, always serious about beer

Regular

Brewing a friend request beer at Starkweather Brewery with Peter Schroder

Regular

The patio at Karben4 is my favorite place to go when I feel low. I love that there's usually enough space for me to sit down with a pint and read my book in peace.

Regular

A bartender at off Broadway recommending pineapple demegorgon from the upsidedown cake beer to me when I first moved to Madison. (Along with their homemade and homegrown green bean casserole soup.) I didn't think I liked overly sweet beers, but that one is special and it was an unforgettable welcome to my new Madison life.

Enthusiast

I retired with five other people, and we went to the Capitol brewery beer garden for a little celebration on our last day. On that day, I learned about their mug program, and when the opportunity came up for signing up, I jumped at it. I love to put their sticky paws beer into that mug.

Regular

Helmet night at the old One Barrel at Schenk's Corners. Sam and Brady were top-notch bartenders (Brady is now owner at Ideal Bar). Rollicking conversations among us regulars, always welcoming newcomers. It was a weekly destination for many of us bicyclists.

Enthusiast

Madison just has so many great options for variety and activities. The community is safe, fun, and knowledgeable. One of my favorite summer activities is biking to Paoli and hanging out with friends in the Beer Garden with music and cooling off in the river.

Regular

Although the tap selection is often not my style, Winslow at the Caribou knows his small tap list well and describes it with flourish.

Regular

The Beer Babe and I love Garth's for monthly Girls' Nights Out. We haven't missed a Garth's Birthday Party yet and have the swag to prove it!

Regular

I attend English Premier League games to support Liverpool at Baldwin Street Grill. In 2025, Watching Liverpool win the league in a packed bar where every single person, Guinness in hand, was screaming the words to You'll Never Walk Alone. In that moment, nothing else mattered. Not a phone in sight and everyone staring at the same little TV. It was an incredibly special moment for fans of Liverpool in Madison.

Enthusiast

I don't have anything super specific. I love stopping into Barley Pop to pick up some cans and also have a couple drafts at the bar and chatting with the one bartender who is always there (I forgot his name). I also love getting Great Taste tickets at Giant Jones every year, drinking their big beers at like 10 in the morning, and hanging out with all the other beer lovers outside while we wait.

Enthusiast

I was raised in the Czech Capitol of Wisconsin, Hillsboro. I danced in local festivals, marched in parades, and have even made my way to Prague itself for a deeper understanding of my heritage.
But once I moved for college, and then to Madison, I thought this part of me had started to wash away. More so due to the distance from my farm-town home and family than anything.
All that remained was my Czech last name, and the tattoo I wear on my leg, reading 'trpělivost růže přináší' (Patience brings roses).
But one afternoon before a game at Breese Stevens, I stepped into a place that held my heritage, and inevitably my heart, in it's hand. The orange flare, the clever marketing and brew names. I was head-over-heels before I even ordered. And that's when I saw it.
'To Those Who Wait,' a Czech-style Pilsner, I read. And I didn't flinch or consider another. I ordered it, and it felt like a match made in heaven. Something about my heritage. Bonding a clever title to the ink permanently tied to me felt like fate in some ways. And then, I sat, and had my first sip.
From that day on, Working Draft, Hy-vee, Steve's, all hate to see me coming as I stock my fridge with a beer that has made its way to meaning a lot to me. If it weren't 11:26 A.M. on a Thursday morning, I'd consider having one as I write.
The Saaz hops, the bready, grape nut taste. It takes me back to Prague. Takes me back to Hillsboro. And I'd give a 'Na zdraví' to anyone who'd like to share a 'To Those Who Wait' with me.

Regular

Jamie Coles, my beer uncle – RIP

Cicerone-certified, in study, or beer-judge type

At the behest of my friend who exclusively drinks BA stouts, trying Abraxas as the GTMW and being absolutely blown away – to this day the only BA stout I enjoy

Enthusiast

Visiting empty breweries (chairs up) and buying beer-to-go during COVID was something I will never forget. It was memorable to connect with the bartenders/owners during that time.

Enthusiast

Most folks I end up talking to at the UW campus drinking places. They're from everywhere and all ages. I love that.

Curious

Young Blood downtown, August 2025, had some green/blue sour that clicked for me – wish I remembered the name. I was going through a very sad time and took myself out on a date to try something new. Even though I hadn't liked sours much up to that point, but I still ordered the weirdest one on the menu, maybe as some kind of metaphor for how I was feeling at the time. I serendipitously discovered Jazz at 5 on the square while enjoying my weird beer on Young Blood's patio. A full on sensory experience that I often revisit in my mind.

Regular

I wish to thank Matt and Andrea Van Nest for my discovery of Belgian beers and curated beer menus at Brassiere V. Time and tastes march on but I still recall that place with great fondness.

Enthusiast

I love Garths for having their Reddit "friend events" and met a small group of people that I played trivia with a handful of times. They weren't huge players in my life but it was lovely getting to meet some new faces and get out for a night!

Regular

Would you believe it? I did not drink beer until I was 28. I mean, I had tasted beer. But I had completely dismissed it as something bitter and flavorless. My first beer was Spotted Cow. My younger sister, who was in college at the time, said it was an easy beer. I found it refreshing and delicious. It is my go-to now. If I'm meeting a friend for just a quick drink or want a beer with my meal, Spotted Cow is a versatile beer that goes with everything.
However, despite drinking Spotted Cow, I never diversified for a long time. I think my aha moment with beers came when I went with my friend to Coopers Tavern. Beer with frites is his favorite. One of his favorites was Aventinus. They had it on the bottle menu at Coopers, and I tried it. I enjoyed the sweet, malty notes and the creamy mouthfeel. Aventinus is another one of my favorite all-time beers, and I will order it if it's on the menu. It encouraged me to explore other dark and malty brews, eventually leading me to stouts and porters. Dragon's Milk by New Holland is a fantastic milk stout and their special reserve flavors are always a hit. I also felt curious. I had tried new beers and enjoyed them. I wanted to try more. My aha moment with Aventinus made me curious about trying all kinds of beers. Now, if it looks interesting, has a funny name, cool packaging, anything that gets my attention – I will try it. I always try to visit a local brewery when I travel. And yes, Beer with frites is the best thing ever.

Enthusiast

Kirby’s events surrounding the last hurrah of Schlitz was great to watch.

Industry

Cant specify anything here; but the bartenders in Madison are godsends to the community

Enthusiast

I lived near Garth's around the time it opened–a time it was hit with Monroe construction. Garth was behind the bar, and I had come in to get some beer from the wall. I was interested in seltzers, and he introduced me to Untitled Art's Florida seltzers. It was exactly what I wanted: a Wisconsin brand that I could show off to other people who were into the name brands flooding the market at the time. That one on one time where he had not only the expertise but care to point me to exactly what I wanted has stuck with me ever since

Enthusiast

My wife and I had become regulars at the local dive bar down the street (Shoutout Eagle Crest) and hadn’t been going as frequently due to my wife being pregnant. We stopped in after a few months hiatus and the bartenders were so nice and excited to see us. They asked us where we’ve been and that they missed us. When I told them we hadn’t been around lately due to a little one on the way, they immediately went to the cooler and showed all of their NA beer options and gave us the first one for free. They were so nice and generous, and it made us feel so connected with the community.

Enthusiast

Brasserie V really made me love beer. They didn’t have the biggest tap list but they had the best tap list. They always had several beers I knew I’d never find anywhere else and not only were they unique, they were usually delicious. I’d stop in, sit at the bar, and find beers on tap I’d read about in brewing magazines but never thought I’d have a chance to try. If I went in there and had a hard time deciding what I wanted they offered the option of a 5oz pour of anything on tap making it easier (and safer) to try more than just a couple. I miss having that place where I can get beers like Kasteel Donker or Nostradamus from Caracole, amazing beers that most people have never heard of.

Enthusiast

All the amazing stouts at the GTMW and being able to get tickets finally.

Enthusiast

Working Draft west side pop ups during COVID brought hope

Regular

I love everything about Athens Grill. They are close, often overlooked by just driving by, but the beer selection, food and staff are top notch.

Enthusiast

Hate on me if you want, but I still remember my first Crop Circle Wheat at the Great Dane. It was a month after I turned 21 and I was home for spring break. My dad and I saw a movie at Sundance Theater (RIP) then went to the Hilldale Great Dane for lunch and a beer. Maybe it's because I was still reveling in being 21, but something about getting the beer in that large, narrow, curvy glass with the orange on the rim felt incredibly special. I'm not even a huge fan of wheat beers, but the experience is so ingrained in my brain that I still find myself ordering this beer, almost 20 years later, every time I'm at the Dane.

Curious

When the Malt House took an interest in the NABA convention.

Regular

Two experiences made me a craft beer fan for life, both more than two decades in the past. One was having pints of Lake Louie's Arena Premium (a pale ale) and Prairie Moon (a Belgian white) at the Harmony and immediately picking up growlers when that was the only way the beer was available and was still made in Arena. The other was getting a free six-pack of New Glarus Tail Wagger when it was a barleywine (and not an amber) and understanding the depth of what craft beer can be.

Enthusiast

The Madison beer community as a whole. The MHTG, breweries, and everybody related. It’s is a supporting community and really comes together.

Enthusiast

The great taste is the best event to go to. The breweries, the people, the beers, the location. All of it is great everyone is happy and having a fun time. It’s great to talk with the brewers and friends.

Enthusiast

The year Madison Craft Beer Week had the beer passports was fantastic. It had us learning about new spots and setting out on adventures to visit them, try new beers, and collect our stamps. It's always so much fun finding new things in your hometown.

Enthusiast

Meeting the owner-brewer of Humble Forager at Garth's bar. Easy to talk to, very knowledgeable and great beer

Enthusiast

Celebrating our anniversary by biking the Lake Loop and making stops at Starkweather and Working Draft

Regular

Tim at Working Draft! Knows his stuff, always friendly and often gets a round of applause when he walks into the taproom for his Friday evening shift

Enthusiast

A lovely chat with Jen at Hop Garden about the state of the beer scene. I told her they should raise their prices! Rich the owner is always approachable.

Enthusiast

Relaxing on the couch at Garth's having a delicious Drekker during a tap takeover.

Enthusiast

I went to the Robin Room for a drink once. I already loved their cocktails, but that day I decided to go for a beer. I know they have a relatively short list but I appreciate that it's generally local and not simply the standards (i.e., only New Glarus, not that I don't appreciate New Glarus). Anyway, I think it was a saison, or at least a less bitter IPA. It was the best beer I had had in month. That's when I decided that the Robin Room is a superlative bar – everything is great, from top to bottom, and not just by Madison standards, but by any standard.

Curious

Love Great Taste Eve. We have young kids, which makes it hard to go to Great Taste itself, but every year we try to catch at least one or two Great Taste Eve events, especially ones at kid-friendly places with food (this year we went to Longtable).

Enthusiast

I got to try is/was at an Oktoberfest party and they make a table bier and a saison that our out of this world!! Haven’t had something that I had to get more of in a while

Cicerone-certified, in study, or beer-judge type

The sample

Who answered

88% of respondents are regulars, enthusiasts or curious drinkers rather than industry or Cicerone types.

Relationship with craft beer

Enthusiast
42%
Regular
39%
Industry
6%
Cicerone-certified, in study, or beer-judge type
5%
Curious
5%
I don't really drink craft beer
3%

Share of 354 people who answered.

Age range

25–34
20%
35–44
43%
45–54
19%
55–64
9%
65+
7%
Prefer not to say
2%

Share of 343 people who answered.

Where they drink

Madison: east / near-east
70%
Madison: downtown / isthmus
67%
Madison: west / near-west
45%
Middleton
24%
Fitchburg
19%
Verona
16%
Madison: north
15%
Monona
12%
Sun Prairie
12%
Madison: south
11%
Outside the Madison area
8%
Waunakee
6%
Other Madison-area community
5%
McFarland
5%
Oregon
4%
Stoughton
3%

Share of 354 people who answered.

Years in the Madison area

16+ years
45%
6–15 years
36%
1–5 years
15%
I'm a visitor or recent transplant
3%
Less than a year
1%
Prefer not to say
0%

Share of 344 people who answered.

Where people usually go for beer (up to 2)

Brewery taproom
67%
Neighborhood bar with good taps
52%
Restaurant with a good beer list
48%
Beer-focused bar
41%
Festival, tap takeover, or special event
10%
Bottle shop with on-site drinking
7%

Share of 345 people who answered.

How people discover new beer (up to 3)

Bartender or staff recommendation
51%
Friend's recommendation
48%
I always order whatever's new on the menu
35%
The packaging caught my eye
34%
Festival or beer event
30%
Untappd
17%
Bottle shop owner or staff recommendation
15%
Instagram: brewery accounts
15%
Brewery email / newsletter
9%
Local press, podcasts, or blogs
7%
Instagram: beer reviewers / curators
4%
I stick to what I know
4%
Reddit
4%

Share of 345 people who answered.

Times per month going out for craft beer

0–1
13%
2–3
34%
4–6
31%
7–12
18%
13+
4%

Share of 345 people who answered.

What people order when they go out

Craft beer
95%
Cocktails / spirits
57%
Wine
22%
A macro beer
19%
Cider / mead
17%
Non-alcoholic beer
15%
NA: coffee, tea, soda
14%
Whatever the bartender recommends
7%
Hard seltzer
6%

Share of 354 people who answered.

How long they've been into craft beer

Less than a year
4%
1–3 years
3%
4–7 years
11%
8+ years
82%

Share of 354 people who answered.

Different beers tried in a typical month

0–2
17%
3–5
37%
6–10
27%
11–20
14%
21+
5%

Share of 354 people who answered.

Times per month buying packaged beer to drink at home

0–1
27%
2–3
48%
4–6
19%
7–12
5%
13+
1%

Share of 345 people who answered.

Last time at a beer event

Last 2 weeks
20%
Last month
17%
Last 3 months
17%
Last year
25%
Longer than a year
21%
Never
2%

Share of 345 people who answered.

Beer-related accounts followed

None
35%
1–3
38%
4–10
13%
11+
13%

Share of 345 people who answered.

Do you brew beer at home?

No
54%
I used to
22%
Yes, occasionally
13%
No, but I want to learn
7%
Yes, regularly
3%
Prefer not to say
0%

Share of 343 people who answered.

Do you work in beer or hospitality?

No
91%
Yes: beer industry
7%
Yes: hospitality
1%
Prefer not to say
1%

Share of 343 people who answered.

Self-picked archetype

The Devoted Local
21%
The Style Tourist
17%
The Hop Chaser
14%
None of these fit
12%
The Stout Hunter
11%
The Lager Loyalist
10%
The Patio Pragmatist
7%
The Sour & Funky Explorer
4%
The Crowler Camper
3%
The Curious Newcomer
1%

Share of 345 people who answered.

The not-quite-craft drinkers

People who said they don’t really drink craft beer got a short path of their own. Very few took it, so read this as anecdote, not a finding.

What kept you away from craft beer, or nudged you out?

I'm drinking less alcohol overall
78%
I drink other things: wine, cocktails, seltzer
56%
Taste: too bitter, too heavy, too much
44%
Never got into it in the first place
33%

Share of 9 people who answered.

What would get you in the door, or back?

More NA beer worth ordering
50%
Food
50%
Beer menus that explain instead of assume
25%
A friend who knows what to order
12%
More low-ABV options
12%
Cheaper pints
12%
Events that aren't built for beer geeks
12%
Nothing: beer's just not my thing, and that's okay
12%

Share of 8 people who answered.

Those of us who don't really love beer are REALLY getting into sours! We would love to see sours continue to grow as an option.

If I do drink a beer it's a fruited sour, shandy or fruited gose. That feels like a good entry point as someone who is more of a wine drinker. I appreciate menus that give explanations and pairing ideas.

So what

What this means

The census in plain terms for the people who make, pour, sell and drink beer in Madison.

For breweries

Make one great classic, and keep it on.

ESB, Black IPA, Belgian strong ales, saison and German lager top the “want more” list, and “make a good lager” is the most common advice to brewers. Respondents also asked you to stop retiring the beers they love.

One excellent hazy, not five.

Hazy IPA is both the most-drunk style and the most-overdone one (53%). People still want it. They want fewer, better versions, especially drinkers 45 and up.

Your room sells your beer.

Atmosphere is the top reason to pick a spot (69%), 85% for drinkers under 35. Acoustics, chairs with backs, food (38%), shade and outdoor space came up again and again.

Make it easy to drink a little.

Low-ABV is a top-5 wanted style, a quarter want more low-ABV beer overall, and NA, half pours and 8 oz pours kept coming up. Plenty of respondents are drinking less, not leaving.

Brew for your customers, not your peers.

Industry respondents want Black IPA and ESB at about three times the rate of everyday regulars. Check which crowd your tap list is really for.

For bars and bottle shops

Your staff is your marketing.

A bartender's recommendation is the #1 way people find new beer (51%), and 76% for newer craft drinkers. Respondents named individual bartenders and shop staff as the reason they come back.

Variety beats volume.

Tap list variety is the top beer-related reason to choose a spot (73%). The complaint isn't too many beers, it's too many of the same beer.

Price a pint at $6 to $7.

That's where 88% of answers land, across every age and frequency group. Only 2 of 345 said $9 or more.

Most regulars are at the neighborhood bar.

Everyday regulars mostly drink at neighborhood bars with good taps (57%), not beer-focused bars (36%). A short, well-chosen list reaches more people than a long one.

Sell singles and say what's in the glass.

A third discover beer by the packaging, and newer drinkers lean on menus that explain. Several asked for singles instead of four-packs to try something new.

For drinkers

You're not the only one.

If you're tired of hazies, so are more than half the people who answered. If you still love them, you've got company too, especially under 35.

Tell the bartender what you like.

It's how half of Madison finds its next beer. The best bartenders in town are waiting for the question.

Order the thing you want more of.

Breweries brew what sells. If you want more ESB, lager or low-ABV beer, buying it is the vote that counts.

Show up for local.

Local collabs are the most-wanted category (44%), and one in eight said the scene is “surviving.” The places you love need you on a Tuesday, not just at Great Taste.

For press and partners

Using this report

Everything here is free to cite, quote and share with credit to the Madison Beer Census 2026. Shareable graphics of the key findings and high-resolution charts are available on request.

A line you can quote: “Every brewery and bar in Madison has a theory about what this city wants. Three hundred fifty-four beer drinkers just told us. The answer is fewer gimmicks, better classics, and a room worth sitting in.” (Garth Beyer, organizer, Madison Beer Census 2026)

This is a living report. We keep adding new cuts of the data. If there’s a cut you’d like to see, email me and we’ll see about adding it.

Interviews, data questions and graphics: heythere@garthsbrewbar.com. If you run a brewery, bar or bottle shop and want a closer look at what people said about your category, ask.

Methodology

How this was done

The Madison Beer Census 2026 was an anonymous online survey, open from June 19 to October 10, 2026, for anyone who drinks beer in the Madison area (Madison, Middleton, Verona, Fitchburg, Monona, Sun Prairie, Waunakee, McFarland, Stoughton, Oregon and the surrounding area). 354 people responded. No names, emails or IP addresses were collected.

It’s a self-selected sample shared through Reddit, local newsletters, social media and Madison bars and breweries, so it skews toward engaged beer drinkers. Read it as a snapshot of what engaged Madison-area drinkers want, not a representative poll of all adults.

Favorites are reported as the five most-mentioned places in each category, listed alphabetically with no internal rank. Open-ended answers were read in full and sorted into themes; criticism is reported as themes and never aimed at a specific business. Stories appear only where the respondent gave explicit permission.

Cite this report: Madison Beer Census 2026, “State of Madison Beer 2026.” Garth’s Brew Bar, Madison, WI. garthsbrewbar.com/state-of-madison-beer-2026

Questions, data requests or press: heythere@garthsbrewbar.com