Bitter Barriers: One Brewer’s Fermenting Fight in Wisconsin

Fermenting Freedom: Fighting Wisconsin’s Big Alcohol Interests 

“If you want this permit for your business, you must get a divorce first.” That was the shocking advice the Wisconsin Department of Revenue gave to William Glass, owner of The Brewing Projekt, after he was told he couldn’t open a brewery if his wife owned a bar.  

Will was feeling the effects of regulations pushed by established alcohol forces in the state who banded together back in 2011 with the intent of squashing taprooms and breweries. Only a few established players benefited, while the little guys were forced to navigate an overwhelming regulatory environment intended to drown newcomers. 

Will’s battle with the state lasted years, nearly bankrupted him and was packed with hurdles that would have discouraged the toughest of fighters. However, for a U.S. Marine veteran like Will, quitting was never an option. What he didn’t know at the time was that he would need an organization like Americans for Prosperity to fight effectively and ultimately win.  

Will’s Journey to Brewery Owner  

After six years of brave service, Will started to settle back into civilian life with his wife and three kids. He optimistically commenced with his plans to start his own brewery and invested half-a-million dollars to secure a location, hire staff, and buy equipment. He only needed the state to approve his permit, which to his dismay was swiftly denied.  

The reason? Rebecca, Will’s wife, owned a bar and state regulations ban brewery owners from having a financial stake in a bar. To Will’s and Rebecca’s shock a state official suggested divorce as a solution, which Will recalls, “I don’t remember it being in jest.”  

The couple was forced to actually consider this option, knowing the size of their investment, and the fact that their family’s future was on the line. However, it turned out even divorce wouldn’t solve their problems. Given Will and his wife shared children, there would still be an exchange of funds in the form of child support if they chose to divorce, which again triggered regulations guarding conflict of interest laws. To satisfy bureaucrats, Will would have to disown his children.  

Will tried everything but continued to run into hurdles at every turn. His father offered to transfer all business assets under his name and the state refused to issue the permit. Then one of Will’s employees was flagged by the state for having a wife who worked at a bar. Again, the permit was denied. 

After years of concessions to the state, Will was finally issued a permit and began operating in 2019, but at a steep cost. The family lost hundreds of thousands and endured lasting stress from the fight and mounting debt. “I didn’t put on body armor in a third-world country to protect this system that keeps people from liberty,” stated Will. 

Americans for Prosperity Taps In  

Wisconsin Senator Ron Johnson alerted Eric Bott, the Wisconsin State Director for Americans for Prosperity (AFP), to Will’s story in 2018. Eric was outraged: “A guy serves his country, invests everything into a small business, and then gets blocked by absurd regulations.” 

AFP recognized the existing rules were crushing small business owners. Will recalls Eric reaching out. Immediately, legislators were on their heels, warning Will that AFP would “burn it all down” if they entered the fight. That’s exactly what Will needed, and the partnership began. 

AFP created an airtight opposition that stopped legislators and special interests dead in their tracks. The organization’s on-the-ground experts educated legislators on the issue and simultaneously began recruiting state candidates who were aligned with their position. They also assembled a loud and impassioned grassroots army connecting local manufacturers with lawmakers, organizing rallies and educating the masses. 

Due to AFP’s efforts, new legislation was passed, making Wisconsin arguably one of the most favorable environments for the hospitality industry. Will finds solace in the fact that no one else will have to suffer like he did to open a business and he credits the victory to his partnership with AFP. 

“We would not have gotten this done without AFP. It’s easier to move a mountain when you’ve got friends,” Will emphasized. 

Will’s story is one of resilience despite insurmountable obstacles and is a testament to the power of determination, proving that with the right allies, it’s possible to ferment not only beer, but freedom. 

“If you want this permit for your business, you must get a divorce first.” That was the shocking advice the Wisconsin Department of Revenue gave to William Glass, owner of The Brewing Projekt, after he was told he couldn’t open a brewery if his wife owned a bar. 

Will was feeling the effects of regulations pushed by established alcohol forces in the state who banded together back in 2011 with the intent of squashing taprooms and breweries. Only a few established players benefited, while the little guys were forced to navigate an overwhelming regulatory environment intended to drown newcomers. 

Will’s battle with the state lasted years, nearly bankrupted him and was packed with hurdles that would have discouraged the toughest of fighters. However, for a U.S. Marine veteran like Will, quitting was never an option. What he didn’t know at the time was that he would need an organization like Americans for Prosperity to fight effectively and ultimately win.  

Will’s Journey to Brewery Owner  

After six years of brave service, Will started to settle back into civilian life with his wife and three kids. He optimistically commenced with his plans to start his own brewery and invested half-a-million dollars to secure a location, hire staff, and buy equipment. He only needed the state to approve his permit, which to his dismay was swiftly denied.  

The reason? Rebecca, Will’s wife, owned a bar and state regulations ban brewery owners from having a financial stake in a bar. To Will’s and Rebecca’s shock a state official suggested divorce as a solution, which Will recalls, “I don’t remember it being in jest.”  

The couple was forced to actually consider this option, knowing the size of their investment, and the fact that their family’s future was on the line. However, it turned out even divorce wouldn’t solve their problems. Given Will and his wife shared children, there would still be an exchange of funds in the form of child support if they chose to divorce, which again triggered regulations guarding conflict of interest laws. To satisfy bureaucrats, Will would have to disown his children.  

Will tried everything but continued to run into hurdles at every turn. His father offered to transfer all business assets under his name and the state refused to issue the permit. Then one of Will’s employees was flagged by the state for having a wife who worked at a bar. Again, the permit was denied. 

After years of concessions to the state, Will was finally issued a permit and began operating in 2019, but at a steep cost. The family lost hundreds of thousands and endured lasting stress from the fight and mounting debt. “I didn’t put on body armor in a third-world country to protect this system that keeps people from liberty,” stated Will. 

Americans for Prosperity Taps In  

Wisconsin Senator Ron Johnson alerted Eric Bott, the Wisconsin State Director for Americans for Prosperity (AFP), to Will’s story in 2018. Eric was outraged: “A guy serves his country, invests everything into a small business, and then gets blocked by absurd regulations.” 

AFP recognized the existing rules were crushing small business owners. Will recalls Eric reaching out. Immediately, legislators were on their heels, warning Will that AFP would “burn it all down” if they entered the fight. That’s exactly what Will needed, and the partnership began. 

AFP created an airtight opposition that stopped legislators and special interests dead in their tracks. The organization’s on-the-ground experts educated legislators on the issue and simultaneously began recruiting state candidates who were aligned with their position. They also assembled a loud and impassioned grassroots army connecting local manufacturers with lawmakers, organizing rallies and educating the masses. 

Due to AFP’s efforts, new legislation was passed, making Wisconsin arguably one of the most favorable environments for the hospitality industry. Will finds solace in the fact that no one else will have to suffer like he did to open a business and he credits the victory to his partnership with AFP. 

“We would not have gotten this done without AFP. It’s easier to move a mountain when you’ve got friends,” Will emphasized. 

Will’s story is one of resilience despite insurmountable obstacles and is a testament to the power of determination, proving that with the right allies, it’s possible to ferment not only beer, but freedom.