Wisconsin Brewing Company in Verona gets new investors and president as it eyes expansion

Wednesday, April 27, 2022
Barry Adams, Wisconsin State Journal


Carl Nolen, seen here in 2019, is stepping down as president of Wisconsin Brewing Company in Verona, but he'll remain in leadership roles as a new president and new team of investors will try to further grow the brewery. AMBER ARNOLD, STATE JOURNAL ARCHIVES

The business plan includes seven new investors, one of whom is Jeff Hembrock, a former Miller Brewing Company and SABMiller executive, as WBC has plans to triple the size of its 21,000-square-foot facility in the Verona Technology Park.

In 2021, the brewery made about 80,000 barrels of beer, hard seltzers, teas and non-alcoholic sodas. About 75% of that work was for seven other beverage companies, including Pabst. A 50,000- to 60,000-square-foot expansion would allow WBC to grow its contract work and its own line of beers that include Badger Club and brands from Lake Louie Brewing Co, which it purchased in 2019.