A Complete Guide to Visiting New Glarus Brewery in Wisconsin

Nestled in the charming Swiss-inspired village of New Glarus, Wisconsin, the New Glarus Brewing Company is a must-visit for craft beer lovers, road-trippers, and anyone looking to experience one of the Midwest’s most beloved breweries. Best known as the home of the legendary Spotted Cow farmhouse ale, New Glarus Brewery offers an unforgettable combination of scenic beauty, rich brewing history, and world-class beer.

🍺 About New Glarus Brewing Company

Founded in 1993 by Dan and Deb Carey, New Glarus Brewing Company has grown from a small local brewery into a Wisconsin institution. Its founders brought European brewing expertise and a passion for handcrafted beer to southern Wisconsin, creating a brewing philosophy rooted in natural ingredients, tradition, and independence.

One of the brewery’s defining features? New Glarus beers are only sold within the state of Wisconsin — making a visit to the brewery one of the best ways to enjoy these exclusive brews at their freshest.

📍 Where It’s Located

New Glarus Brewing Company

2400 Highway 69, New Glarus, WI 53574

This scenic brewery sits on a gentle hill overlooking rolling farmland and the village’s Swiss-themed downtown, just off Highway 69. It’s a perfect stop if you’re exploring southern Wisconsin, Madison, or making a weekend brewery road trip out of your visit.

🍻 Self-Guided Brewery Tours (Free)

One of the best parts of a visit to New Glarus Brewery is the free self-guided tour through their brewing facilities. You can explore the brewhouse, fermentation halls, and observation areas that highlight how their beer is made.

These tours are perfect for beer enthusiasts of all levels — from casual drinkers to craft beer aficionados — and can take around 30–60 minutes depending on how much time you spend soaking up the details and snapping photos.

📆 Tours and tastings are available Tuesday through Saturday from 10:00 AM to 5:00 PM at the relocated gift shop and tasting room at 218 Hoesly Drive in New Glarus.

🍺 Optional Hard Hat Tours

For a more in-depth brewery experience, you can book a Hard Hat Tour — a guided behind-the-scenes excursion that takes you through both the original Riverside brewery and the newer Hilltop facility. These tours include:

• A guided walkthrough with a brewery ambassador

• A beer and cheese pairing

• A chance to see production up close

  
  

Hard Hat Tours run Fridays at 1:00 PM CST (excluding national holidays) and typically last about three hours.

🍻 Beer Tasting & Beer Depot

No visit is complete without sampling some of New Glarus’s famed beers. The Beer Depot at the gift shop offers a wide selection of brews — from year-round favorites like Spotted Cow to seasonal and limited-release varieties.

Pick up a flight, pint, or growler to enjoy on site, then grab bottles or cans to take home as souvenirs — a must for beer lovers traveling through Wisconsin.

🛍️ Gift Shop & Merchandise

The brewery’s gift shop is a treasure trove for fans, stocked with branded apparel, glassware, stickers, keychains, and other collector’s items. Whether you’re grabbing a keepsake or stocking up on gear for friends, it’s a highlight of the visit.

📸 Tips for Your Visit

✨ Arrive early: The brewery tends to be busiest in the afternoons and on weekends.

✨ Wear comfortable shoes: You’ll be walking around production areas and the outdoor beer garden.

✨ Bring your camera: The hillside setting and scenic brewery architecture make for excellent photo ops.

✨ Check hours before you go: Tour and tasting room times can change seasonally.

🍻 Nearby Attractions

While you’re in New Glarus, explore the village’s Swiss heritage with charming shops, local restaurants, and scenic trails. The Sugar River State Trail and nearby parks make this a great stop for outdoor lovers as well.

🍺 Final Thoughts

Visiting New Glarus Brewery is more than just a stop on a road trip — it’s an experience that combines Wisconsin culture, craft beer craftsmanship, and small-town charm. Whether you’re sipping a fresh pint in the tasting room or exploring the brewery grounds through a self-guided tour, this iconic Wisconsin brewery is a must-visit destination for beer lovers everywhere.