The Madison Beer Census 2026 · Final report
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.
An opening note
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
The fair pint
46% picked $6 and 42% picked $7. Only 2 of 345 said $9 or more. Madison's ceiling is $8.
The hazy paradox
call hazy IPA overdone. It is also the most-drunk style in Madison (36% are drinking it most).
Classics wanted
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
named by 38% as the one Madison beer experience to show a visitor.
What's missing
is the #1 wish: a smaller, Madison-only or style-focused festival. Beer gardens and waterfront drinking are close behind.
Style signals
Respondents picked up to three styles for each question. Top 12 shown.
Share of 339 people who answered.
Share of 303 people who answered.
Share of 257 people who answered.
Share of 296 people who answered.
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
Share of 345 people who answered.
Standard pour of a standard-strength beer.
Share of 345 people who answered.
Local favorites
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.
339 people named at least one.
Yes, Garth's is in here. It's listed alphabetically like the other four, no ranking, no commentary. 331 people named at least one.
212 people named at least one.
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
The headline numbers hide real differences between kinds of drinkers. These are the gaps big enough to act on.
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
Say fruited sours are overdone
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
Price matters most when choosing a spot
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
Usually go to a neighborhood bar
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
Want more ESB
Freshness matters most
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
Usually go to a brewery taproom
Discover beer by the packaging
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
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
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.
121 people · 34% of respondents
Drink hazy IPA more than any other style.
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.
137 people · 39% of respondents
Say hazy IPA is overdone.
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.
36 people · 10% of respondents Directional: small group
Picked “Lager Loyalist” as their archetype.
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.
46 people · 13% of respondents Directional: small group
Go out for craft beer once a month or less.
How to win them: Infrequent visitors over-index on sours. The sour on your list is what gets the occasional customer through the door.
81 people · 23% of respondents
Outdoor space is one of their top reasons to pick a spot.
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.
131 people · 37% of respondents
Food is one of their top reasons to pick a spot.
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.
98 people · 28% of respondents
Beer freshness and rotation is one of their top reasons.
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.
49 people · 14% of respondents Directional: small group
Noise level is one of their top reasons.
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.
85 people · 24% of respondents
Price is one of their top reasons.
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.
25 people · 7% of respondents Directional: small group
Staff knowledge is one of their top reasons.
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.
120 people · 34% of respondents
Order NA beer, or want more NA or low-ABV options.
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.
44 people · 12% of respondents Directional: small group
Mentioned kids or family somewhere in their written answers.
How to win them: Family hours, a corner for kids, and a patio. Many are newer to Madison and still choosing their regular spot.
62 people · 18% of respondents
Have been into craft beer less than 8 years.
How to win them: The bartender is the on-ramp. Menus that explain, flights and an easy recommendation turn a newcomer into a regular.
63 people · 18% of respondents
Have lived in the area 5 years or less.
How to win them: They start at taprooms and ask the bartender. Local collabs and adventurous beers tell them what 'Madison' tastes like.
68 people · 19% of respondents
Went to a beer event in the last two weeks.
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.
35 people · 10% of respondents Directional: small group
Buy packaged beer 4+ times a month but go out 3 times or less.
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.
56 people · 16% of respondents
Brew beer at home.
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
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.
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.
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.
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.
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.
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.
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.
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.
Almost entirely classic, moderate-strength beer: Czech and German lagers, English bitters and milds, saison.
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
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.
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?
Discovery runs through people. Nearly half name a shop or bar, and another fifth name a specific person behind the counter.
Share of 67 people who answered.
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.
Share of 145 people who answered.
The 54 people who rejected every preset archetype named their own. Two new types stand out: the seasonal drinker and the life-stage drinker.
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
Ambitious and a little restless: better, bolder local beer; breweries in underserved areas; more events and better communication.
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
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.
Share of 146 people who answered.
The sample
88% of respondents are regulars, enthusiasts or curious drinkers rather than industry or Cicerone types.
Share of 354 people who answered.
Share of 343 people who answered.
Share of 354 people who answered.
Share of 344 people who answered.
Share of 345 people who answered.
Share of 345 people who answered.
Share of 345 people who answered.
Share of 354 people who answered.
Share of 354 people who answered.
Share of 354 people who answered.
Share of 345 people who answered.
Share of 345 people who answered.
Share of 345 people who answered.
Share of 343 people who answered.
Share of 343 people who answered.
Share of 345 people who answered.
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.
Share of 9 people who answered.
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
The census in plain terms for the people who make, pour, sell and drink beer in Madison.
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.
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.
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
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
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.