Beyond the Brandy Old-Fashioned: How Wisconsin Shaped the Way Americans Drink (2023)

Without fail, Wisconsin remains one of the drunkest places in America. The beer-and-brandy soaked state consistently leads or places among the top contenders in America’s Drunkest States round-ups, and this past January, the Badger State clocked in with 12 of the top 20 entries of the Nation’s Drunkest Cities as compiled by 24/7 Wall Street. Overconsumption of alcohol is a serious matter and can be problematic on many fronts, and most states might try to quickly bury such headlines from the daily news cycle, but Wisconsinites wear this black eye like a badge of honor after a bar fight.

“Drinking is part of the state identity. In a weird way they’re perversely proud of it. It’s a part of life,” says Milwaukee native Robert Simonson, an acclaimed drinks writer and author who now lives in Brooklyn but makes it back to his home state three to five times a year. (He also famously dons a glittery green-and-gold Green Bay Packers Santa hat at his annual Christmas party as he mixes up Tom & Jerry’s for guests.)

Even with the number of influential bartenders hailing from Wisconsin, or those who have attended college there —like Jim Meehan, who opened the influential New York cocktail den PDT, or restaurateur Gabe Stulman, whose New York City-based Happy Cooking Hospitality group includes beloved West Village spots Jeffrey’s Grocery, Joseph Leonard and Fairfax —Wisconsin drinking quirks and customs rarely migrate out of state. “Wisconsin didn’t teach the world to drink, but we have ten times as many drinking traditions as any other given place, except perhaps San Francisco or New Orleans. We held on to them. We’re not swayed by fashion,” says Simonson. “Wisconsin taught Wisconsin how to drink, and they don’t give a damn how anybody else drinks.”

Bringing your kids into a bar is typically frowned upon, yet running around a Wisconsin tavern for an hour or two while your parents posted up at the bar is a familiar memory to many Wisconsinites. “I grew up as a kid where you go into the bar with your parents and they go in have a drink and play cribbage while the kids are under the pool table picking up dimes, running around shrieking, and having root beers and Shirley Temples and cream sodas,” recalls Toby Cecchini, who grew up in Madison and has been tending bar for 33 years. “It’s just part of life. Of course you bring your kids to the bar. You just grow up there among the sticky carpets and mounted muskies on the wall. That’s just a whole culture.”

Cecchini is co-owner of The Long Island Bar, one of the most beloved neighborhood bars in Brooklyn. From the pink and green neon sign to the well-worn red-leather booths, it’s one of those timeless bars that instantly evokes a universal pang of nostalgia for your favorite hometown tavern, no matter where you grew up. There’s a Wisconsin Tavern League sticker on the door and some sly winks to Cecchini’s home state, such as the vintage Jim Beam decanters in the form of a Green Bay Packer and a muskie (the state fish) on display next to a tray of bitters bottles by the cash register, and, of course, the Lombardi Room in the back of the bar. The biggest tribute, though, are the Long Island Bar’s fried cheese curds. They ship the curds in from Wisconsin and when they come out of the fryer they’re adorned with jagged little stalagmites of fried batter just waiting to be swept through the saucer of housemade French onion dip that accompanies them. They may be fighting words, but many natives admit they’re better than most fried curds you’ll encounter back in Wisconsin.

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Wisconsin’s reputation for beer and brandy consumption was grounded with the mid-1800s immigration waves of Germans, as well as Norwegians, Poles and Irish who brought with them their northern European drinking traditions. The extreme climate of Wisconsin, with punishingly cold winters and scorching summers, factored into the constitution and character of its citizens, and the solid foundation of a strong work-ethic was fostered by the many families who took to farming. The wave of German immigrants eager to maintain their own cultural traditions were responsible for the legacy of breweries across the state and the reputation of Milwaukee as “the beer capital of the world.” Beer was plentiful and inexpensive, which partnered well with the practiced frugality of most Wisconsinites. Many of these heritage breweries have since closed or been consolidated into bigger brands over the years, but the beer culture remains a key component of the state’s identity.

“You know that joke where people are cutting back and they’ll say, Oh, I’m not drinking this month, I’m only drinking beer? That’s how Wisconsinites look at beer,” says Simonson. “It’s very close to water. You’re having a Schlitz or a Pabst or a Miller High Life. You’re not doing that much damage.” The New Glarus Brewing Company stands out among the modern craft breweries as they only sell their beer within the state of Wisconsin (one of their most popular beers is a naturally cloudy farmhouse ale called Spotted Cow). This elusive unattainability makes beer geeks and Wisconsin ex-pats want it even more and some go as far as to bootleg cases of it, Smokey and the Bandit style, across state lines. But buyer beware. In 2009, the Upper East Side bar Mad River, a gameday gathering spot for University of Wisconsin alumni, was busted and heavily fined by the New York State Liquor Authority for buying and selling unlicensed New Glarus.

Out of loyalty, some Wisconsin restaurants will even advertise what local beer they use in their fish fry batter, and parking lot debates ensue while tailgating on the qualities of the particular beer used to soak and boil your bratwurst before finishing them off on the grill. But one truly unique Wisconsin method of beer consumption is the snit, a beer chaser served in a short glass alongside a Bloody Mary. This ritual started sometime in the 1980s and while Wisconsin doesn’t lay claim to inventing the Bloody Mary, they’ve gone all in when it comes to over-the-top garnishes that take the form of towering skewers speared with cheese curds, chunks of summer sausage, pickled peppers and even fried chicken legs, among other savory accompaniments (yet another nod to the Wisconsinite’s pursuit of a good deal).

Wisconsin native Brian Bartels, a longtime bartender and author of The Bloody Mary and the recently published The United States of Cocktails, sees the snit as a shining example of what he calls “tandem drinking,” pairing up two alcoholic beverages in one serve, like a boilermaker. “This celebration of beer at brunch, or any time of the day, allows us to appreciate what we have with an extra little cherry on the sundae,” he says. “It’s a culture and lifestyle that more people need to embrace.”

Bartels first met Jim Meehan when Meehan was the doorman at Paul’s Club, a popular college bar in Madison. Bartels later became a bartender there himself and in an All Roads Lead to Paul’s Club fashion, he crossed paths with Gabe Stulman there as well (as the story goes, Stulman once tried to walk out the door with one of their barstools during a raging snowstorm; he didn’t make it that far and all was forgiven). Bartels looks back on that time grateful for the older bartender who trained both he and Meehan while they worked there. “It was a great place to appreciate that position but to also flourish in a way that enabled us to really hit our stride at a young age when a lot of bartenders probably weren’t taking it that seriously, ” recalls Bartels. “It was a place that enabled us to use our personalities. If you were behind the bar you were running the show.”

In less than a year’s time Meehan, Bartels and Stulman all moved to New York and Bartels spent 15 years in Manhattan working behind bars, 10 of those as a managing partner in Stulman’s restaurant group. He recently moved back to Madison to open the Settle Down Tavern with two of his best friends, Sam Parker and Ryan Huber. Beyond the stress of opening a new business in the middle of a worldwide pandemic, Bartels found that he had to go through a bit of basic training behind the bar to meet the demands of Wisconsin drinkers. “I can tell you from what I’ve forgotten being in New York for 15 years that I’ve had to relearn in the last two months,” says Bartels with a laugh. “You can’t make drinks fast enough. People drink here at a pace and velocity that is unparalleled. It’s a state that very much goes hard. The rate at which, and the volume at which, people drink in Wisconsin —and do it with effortless grace—is impressive.” And yes, the Settle Down Tavern does have a Friday fish fry.

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Beyond the Brandy Old-Fashioned: How Wisconsin Shaped the Way Americans Drink (1)

The unofficial state drink of Wisconsin is, hands down, the brandy Old-Fashioned. “Only outside of Wisconsin do you call it a brandy Old-Fashioned. It’s just an Old-Fashioned,” says Cecchini who then slips into a pitch-perfect Upper Midwest accent of a Wisconsin bartender (if you’ve seen Fargo, you’re familiar with it). “Some weirdo came in here looking for whiskey in his Old-Fashioned. Probably a FIB. I told him to go to hell,” he says, dropping the local slang for a “Fucking Illinois Bastard.”

To make a brandy Old-Fashioned you start by adding a sugar cube, orange slice and neon red maraschino cherry to a rocks glass followed by a few healthy dashes of Angostura bitters (There’s a reason they sell a ton of Angostura in Wisconsin. Visitors to Nelsen’s Hall Bitters Pub, the oldest legally operated tavern located on the isolated and hard-to-access Washington Island, who knock back a full shot of Angostura bitters are allowed to add their name to a ledger and leave with an official Bitters Card.) and a splash of soda water before muddling together. Instead of the traditional rye or bourbon, a heavy two-ounce pour (Cecchini: “Two ounces? Are we making this for children? Let’s call it a ‘glug.’”) of inexpensive domestic brandy (typically Korbel from California, which Simonson notes was first introduced at the 1893 World’s Fair in Chicago and then purportedly marketed exclusively to Wisconsin in the 1930s after Prohibition) is free-poured in the glass followed by ice. And then things get interesting as each drink is personalized with the option of having your brandy Old-Fashioned “sweet” (topped with a splash of 7-Up or Sprite), “sour” (topped with a splash of Squirt or sour mix), or “press” (topped with a 50/50 combination of 7-Up/Sprite and soda water). Give it a stir and garnish with a fresh orange slice and cherry and immediately order another one.

“The brandy Old-Fashioned is a paradox because it’s a very populist drink,” says Simonson. “It’s for the people, and yet it’s complicated. Even though someone who’s not from Wisconsin might have one and say what’s the big deal, it’s not really a great drink. But with all those variables it’s actually difficult to get to that end result. But to a Wisconsinite, this is a great drink and they know a good one from a bad one. They’re like Sazeracs in New Orleans. I’ve tried many different Sazeracs from many different places and they’re all different, yet they’re all in that Sazerac family. It’s the same in a Wisconsin bar. Every brandy Old-Fashioned is different.”

Compared to the austere, spirit-forward version of the Old-Fashioned now served at most cocktail bars, the brandy Old-Fashioned can be a bit slight on impact. The combination of domestic brandy, sweet muddled fruit, mixers from a soda gun, and crappy bar ice which quickly dilutes the drink leads to something that Simonson calls “more constant than serious.” But by the second or third one they become quite sessionable. “If you’re drinking for eight hours in Wisconsin you can make anything sessionable,” adds Cecchini, who’s gained an admittedly “weird, grudging respect” for the brandy Old-Fashioned. “It’s actually super delicious. Obviously it’s made out of silly things and if you try to gussy it up you lose the entire thing,” he says. And there’s no point in trying to order one outside of Wisconsin; it just doesn’t translate beyond the state borders. Cecchini hasn’t trained his staff at The Long Island Bar to properly make them but he keeps a bottle of Korbel brandy behind the bar and can cobble one together for the right occasion, though he admits he’d have to run to the bodega across the street for the 7-Up and Squirt.

Brandy Old-Fashioneds are also ingrained in the history and tradition of Wisconsin’s supper clubs, restaurants that populate Upper Midwestern states (while some are dying out there are over 250 in Wisconsin) which serve as a community hub dressed up as an old-school steakhouse. Some are so popular that people will drive for miles from out of state to visit; for locals, dining out at one can be a regular event or saved for a special occasion (the older generation might even throw on a jacket and tie), but it’s generally a family affair (unless you can afford a babysitter) and it’s made for lingering and catching up with friends and fellow diners over the course of hours. Some start at the bar with a Martini or a Stinger but typically you’re drinking brandy Old-Fashioneds. You have a couple of those while nibbling at the gratis trays of pickled vegetables and sideboards of Ritz crackers and cheese dip while you wait for your table. There will be steaks and seafood and fried fish (typically a fresh-water lake fish like walleye, or perch if you’re lucky) and you select your soup, salad, starches and sides to round out your meal. It can be expensive, but the plates of food are enormous, and the casual aesthetics allow you to linger in comfort.

The sweet finish at many supper clubs comes in the form of yet another quirky Wisconsin concoction, the over-the-top, boozy, blended ice cream drink — what Bartels calls the “feather in the cap” to the supper-club experience. Most stick with the Grasshopper, Pink Squirrel or Brandy Alexander, which Bartels dubs “the holy trifecta of the Wisconsin cocktail canon.” Simonson notes the ice cream drinks are a confluence of many Wisconsin factors. “It’s the whole state in a glass,” he says, as two different electric blender innovators were from the area, it’s a dairy state with tons of great ice cream readily available, and most Wisconsinites have a tremendous sweet tooth. “And again, there’s that thing about wanting to get the most for your money,” he says. “An ice cream drink is a meal. You order one of those and you likely won’t be able to finish it and yet still come away with a light buzz.”

It’s starting to make sense now when you realize that some of the nicest, most interesting people you know are from Wisconsin. And like many, no matter where you’re from, there’s an undeniable sense of comfort returning to your home state, whether for a visit or re-establishing roots. But Wisconsin seems to have an allure to many people who have actually never been there. “We live in New York and there’s a lot of culture vultures and trend-suckers and that can get very weary after a time, chasing after the next new thing. There are very few new things in Wisconsin,” Simonson muses, taking one last sip of his beer. “It’s like coming back to an embrace. We know what you want. Here’s your brandy Old-Fashioned. Here’s your fish fry. You OK? You need another relish tray? That’s nice. It’s like going home to the family.”

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FAQs

Why are brandy old fashioned popular in Wisconsin? ›

The most popular version holds that the drink grew out of the 1893 World's Columbian Exposition in Chicago, where the Korbel brothers from California showcased their namesake brandy, which quickly became a hit with residents of nearby Wisconsin.

Why does Wisconsin drink so much brandy? ›

The common story of why Wisconsin drinks so much brandy is credited back to the 1893 World's Columbian Exposition in Chicago. It's there that Captain Pabst displayed his beer, Aunt Jemima demonstrated her pancake mix, and people tasted the Californian brandy.

Why is an old fashioned different in Wisconsin? ›

Nationally, Old Fashioneds are typically made with rye or bourbon whiskey, but the true Wisconsin Old Fashioned is made with brandy -- Korbel by tradition.

Did Wisconsin invent the Old Fashioned? ›

The Pendennis Club, a gentlemen's club founded in 1881 in Louisville, Kentucky, claims the old-fashioned cocktail was invented there. The recipe was said to have been invented by a bartender at that club in honor of Colonel James E.

What states drink the most brandy? ›

  • "Wisconsin is our number one state and responsible for more than half of our brandy sales," says Margie Healy, director of public relations for the California-based Korbel. ...
  • Brandy refers to a spirit that has been distilled from wine or another fermented fruit juice.
Mar 6, 2020

Is brandy a Wisconsin thing? ›

For most spirits, such as vodka and gin, their popularity does not vary much by state. But distributors consider Wisconsin the center of the “brandy belt,” which stretches into Minnesota and Michigan's Upper Peninsula.

What percent of brandy is consumed in WI? ›

Depending on who you're asking, Wisconsin consumes either the most brandy in the nation, more brandy than all other 49 states combined, or 90 percent of brandy distilled worldwide.

What brandy is made in Wisconsin? ›

AEppelTreow, Burlington

Apple brandy is made with Wisconsin-grown fruit that ages in new, charred barrels of Wisconsin white oak.

Which state drinks the most Old Fashioned? ›

The most common theory for why Wisconsinites take their Old Fashioneds with brandy dates back to 1893, to the World's Columbian Exposition, also known as the Chicago World's Fair. Dye said a lot of people from Milwaukee made the 90-mile trip to Chicago for the fair.

What is the official drink of Wisconsin? ›

Milk is technically the official state beverage, but the brandy old fashioned is a Wisconsin legend and certainly deserves some attention. A Wisconsin brandy old fashioned uses brandy instead of whiskey and is served with Maraschino cherries, orange juice, a dash of bitters, soda, and ice.

What state consumes the most whiskey? ›

1. California: 3.3 Million Cases. The state is also home to the top metropolitan area for American whiskey consumption in the country: the Los Angeles-Long Beach-Santa Ana area. This area consumed 1.2 million cases alone.

Who invented brandy old fashioned? ›

The first whiskey old fashioned recipe was printed in 1895 in Modern American Drinks by George Kappeler. His recipe instructs the reader to dissolve a lump of sugar in water, add two dashes of bitters, a piece of ice, lemon-peel and one jigger whiskey.

What liquor is made in Wisconsin? ›

Great Lakes Distillery – Milwaukee

Great Lakes produces over 30 spirits including vodka, gin, rum, bourbon, absinthe, fruit brandy and more, all made with Wisconsin-grown elements like Door County cherries and Marathon County ginseng.

Why is it called an Old Fashioned? ›

It's shorthand for an “old-fashioned style whiskey cocktail”. In the 1800s a “cocktail” meant any combination of spirit, sweetener, and bitters (think old-timey patent medicines), and what we now call an Old Fashioned is simply a modern recreation of the original cocktail with modern ingredients.

What is the drunkest state? ›

  • This state's largest city is called “Brew City” for a reason.
  • A new nationwide data analysis has found that Wisconsin is the drunkest state in America.
  • Data showed that 82 percent of the top 50 drunkest counties in the United States were located in Wisconsin, as well as the drunkest county in all of the U.S.
Nov 5, 2021

What state drinks the least alcohol? ›

Utah has the lowest consumption of alcohol, with alcohol consumption per capita of 1.34 gallons.
...
The ten states with the highest alcohol consumption per capita (in gallons) are:
  • Vermont - 3.06 gallons.
  • Idaho - 2.94 gallons.
  • Wisconsin - 2.93 gallons.
  • Colorado - 2.88 gallons.
  • South Dakota - 2.87 gallons.

Which race drinks the most alcohol? ›

Examining Alcoholism Statistics by Race
  • American Indian and Alaska Native: 14.9%
  • Native Hawaiian and Other Pacific Islander: 11.3%
  • Hispanic: 8.6%
  • Caucasian: 8.4%
  • African American: 7.4%
  • Asian: 4.6%
Aug 25, 2022

Does Wisconsin drink a lot of brandy? ›

Here's Proof. Korbel is the largest maker of America's brandy and Wisconsin is its top customer. According to the California brandy maker, Korbel, Wisconsin is responsible for drinking half of their brandy.

Does Wisconsin consume the most brandy? ›

Wisconsin drinks more brandy than any other state, and most of our brandy consumption goes into the Wisconsin old fashioned – a muddle of sugar, bitters, orange and maraschino cherries topped with brandy and then sweet or sour soda and a bevy of garnishes.

Why is brandy so popular? ›

Not only is brandy the backbone in many classic cocktails, the distilled wine spirit also features prominently in fine cooking recipes. As more consumers turned to cooking and mixing cocktails at home during the pandemic, they've become more interested in acquiring different brandies and Cognacs.

Who drinks an Old Fashioned? ›

Dating back to the 1800's, the Old Fashioned was a popular drink served at Gentlemen's Clubs and is often associated to an aristocratic and more mature drinker. Those who pick an Old Fashioned today are said to enjoy a more traditional way of life but still have an air of risk and challenge to their personality.

Is brandy a whiskey? ›

Is Brandy also Whiskey? No, Brandy is not a whiskey. Whiskey is distilled from grain, whereas Brandy is distilled from wine or fermented fruit.

What is the proof of brandy? ›

This distilled spirit is usually 40 to 50 percent alcohol by volume (ABV), with 80 to 100 proof—though the alcohol content can vary depending on the type of brandy. Brandy is commonly consumed at room temperature or over ice as an after-dinner drink, and it can also be mixed into cocktails.

Where is Korbel brandy made? ›

Korbel California Brandy is an American brandy produced in Sonoma County. The brandy has been distilled from California-grown grapes and aged in oak barrels for over 100 years. It's enjoyed throughout the world, particularly in the state of Wisconsin.

Is Korbel a brandy? ›

Korbel brandy is an 80 proof spirit that is distilled from premium Californian grapes and slow barrel-aged for many years until our master distiller determines it has achieved its rich aroma and desired smoothness. The origin of brandy is a mystery, though historic evidence suggests it may date back to ancient Babylon.

What alcohol is made in Milwaukee? ›

Old Milwaukee is a brand of American dry lager owned by the Pabst Brewing Company and consists of four different brews—Old Milwaukee Lager, Old Milwaukee Light, Old Milwaukee Non-Alcoholic, and Old Milwaukee Ice.

How much do Wisconsinites drink? ›

20 drinks a week is considered average in Wisconsin, heavy elsewhere. Not many states beat Wisconsin, when it comes to drinking.

Why do old people drink brandy? ›

Anti-Aging Properties

This is because this alcoholic drink contains free-radical fighting powerful organic compounds, aka antioxidants, which can reduce wrinkles. It also improves cognitive issues and other chronic conditions associated with aging.

Is Wisconsin known for Old Fashioned? ›

The Old Fashioned is a Wisconsin tradition. Garnished with an orange slice and the all-important cherry, it's the drink of our supper clubs, corner bars and kitchen tables, best paired with good company. So, how did the Old Fashioned become a part of Wisconsin culture?

What drink is every state known for? ›

California: Wine

The majority of American wine comes from the vineyards of California. In fact, according to the Wine Institute, California makes up 81% of all U.S. wine and is the fourth-leading wine producer in the world.

What state has the best bourbon? ›

And Kentucky is the home to Bourbon County, literally the home of American Bourbon production. The state even has its own Bourbon Trail specifically dedicated to highlighting the state's best bourbon.

What is the most American drink? ›

5 reasons bourbon is the most American drink of all time
  • It's made with 51 percent corn.
  • It must be aged in a new white oak barrel, with the inside charred before adding liquor.
  • It can't have any color or flavor additives.
  • Bourbon must be between 80 and 160 proof (40-80 percent alcohol)
Apr 21, 2021

Which state drinks the most vodka? ›

As a country, we drink an average of 2.35 gallons of alcohol per capita per year — which amounts to about 501 standard drinks annually.
...
Gallons Overall.
RankStateGallons Overall*
1California81.2M
2Texas51.8M
3Florida47M
4New York36.3M
47 more rows
Jul 1, 2020

Is brandy a Wisconsin thing? ›

For most spirits, such as vodka and gin, their popularity does not vary much by state. But distributors consider Wisconsin the center of the “brandy belt,” which stretches into Minnesota and Michigan's Upper Peninsula.

What state drinks the most old fashioned? ›

You see, the Old Fashioned is something of a state treasure in Wisconsin. While the drink largely fell out of favor in coastal cities like New York and Los Angeles in the '70s and '80s, Wisconsinites' love for the Old Fashioned continued unabated.

What drink is Wisconsin known for? ›

Wisconsin: Brandy old fashioned

Milk is technically the official state beverage, but the brandy old fashioned is a Wisconsin legend and certainly deserves some attention.

Why is Brandy Melville so popular? ›

Its brand image and promotion through social media

The very first reason why Brandy Melville is so successful is that it creates an image of skinny, pretty and cool girl that almost every young teenage girls pursue.

Does Wisconsin drink a lot of brandy? ›

Here's Proof. Korbel is the largest maker of America's brandy and Wisconsin is its top customer. According to the California brandy maker, Korbel, Wisconsin is responsible for drinking half of their brandy.

What percent of brandy is consumed in WI? ›

Depending on who you're asking, Wisconsin consumes either the most brandy in the nation, more brandy than all other 49 states combined, or 90 percent of brandy distilled worldwide.

What brandy is made in Wisconsin? ›

AEppelTreow, Burlington

Apple brandy is made with Wisconsin-grown fruit that ages in new, charred barrels of Wisconsin white oak.

Does Wisconsin consume the most brandy? ›

Wisconsin drinks more brandy than any other state, and most of our brandy consumption goes into the Wisconsin old fashioned – a muddle of sugar, bitters, orange and maraschino cherries topped with brandy and then sweet or sour soda and a bevy of garnishes.

Who invented brandy old fashioned? ›

The first whiskey old fashioned recipe was printed in 1895 in Modern American Drinks by George Kappeler. His recipe instructs the reader to dissolve a lump of sugar in water, add two dashes of bitters, a piece of ice, lemon-peel and one jigger whiskey.

What liquor is made in Wisconsin? ›

Great Lakes Distillery – Milwaukee

Great Lakes produces over 30 spirits including vodka, gin, rum, bourbon, absinthe, fruit brandy and more, all made with Wisconsin-grown elements like Door County cherries and Marathon County ginseng.

What is Wisconsin's signature cocktail? ›

Wisconsin: Brandy old fashioned

A Wisconsin brandy old fashioned uses brandy instead of whiskey and is served with Maraschino cherries, orange juice, a dash of bitters, soda, and ice. When ordering, bartenders will ask if you want “sweet or sour,” which refers to the soda choice.

Is Wisconsin known for Old Fashioned? ›

The Old Fashioned is a Wisconsin tradition. Garnished with an orange slice and the all-important cherry, it's the drink of our supper clubs, corner bars and kitchen tables, best paired with good company. So, how did the Old Fashioned become a part of Wisconsin culture?

What makes Wisconsin special? ›

Wisconsin is known for what it produces: dairy, lumber, and beer. In addition to this work, the state is known for its play: fishing, hunting, snowmobiling, and vacationing in the Dells are some of the activities Wisconsin is famous for. Wisconsin is also known for its Native American culture.

Who is Brandy Melville target audience? ›

Brandy Melville's target customer group is young female consumers.

What is Brandy Melville style called? ›

Those new to the brand may be asking, what is Brandy Melville's style like? We call it California cool. It's young and fresh but takes inspiration from retro '90s style. The lines we've chosen for this list incorporate this style into their collections—some more than others.

Is Brandy a fast fashion? ›

Not only do these clothes only come in a size small, highlighting the unethical and unrealistic beauty standards of the Brandy Melville design team, but these clothes are produced on an overwhelmingly large scale. This is what makes them a fast-fashion retailer.

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