June 16, 2017


Hinterland today broke ground on its new home as part of the Titletown District development to the west of Lambeau Field.

The award-winning establishment will move from its current downtown Green Bay location into a new 24,000 square-foot Hinterland building that will feature several restaurant and bar spaces, as well as areas to host events. The new facility is slated to open in spring of 2017.

“This is a big day for us,” said Bill Tressler, Hinterland’s owner and creator. “Hinterland was born from a pioneering spirit that has certainly taken us on a colorful journey. My wife, Michelle, and I have been brewing for over 21 years and this will be our third location.

“From a rented cheese factory in Denmark, we moved to our current location in 1999 with founding Brewmaster, Joe Karls. Today we’re pushing the boundaries again and are off on our next adventure.” The Tresslers’ ties to Green Bay are only strengthened by the new location. As Green Bay natives, they are both proud to call the city home.

“Imagine tasting one of our small-batch craft beers, against the backdrop of Hinterland and Lambeau Field,” Tressler added. “We originally chose the name ‘Hinterland’ because it means a place untraveled and unknown. That’s where I want to take people with our craft beer and our food – to a place they haven’t yet been, but once they do, they feel they have found home.”

While maintaining the urban lodge feel of their current restaurant, the new Hinterland location promises to welcome guests with an experience unlike any other. The plans will accommodate guests in any season, offering a fireside escape from harsh Wisconsin winters, or a place to sip Hinterland beer in the summer beer garden.

The new space and menus will also create a destination that is accessible to friends and families of all ages, as well as serious craft beer connoisseurs. Daily brewery tours will give locals and tourists insight into Hinterland’s history and passion for beer.

The vision for the properties to the west of Lambeau Field was revealed last August by Packers President/CEO Mark Murphy. In addition to the new Hinterland, the Titletown District development will include a public plaza and further opportunities for entertainment. “We are thrilled that Hinterland is a part of the plans for the development,” said Murphy, “They are a quality organization and we know they will bring many people to the district.”

The new Hinterland location will feature:

  • A facility nearly four times larger than the current Hinterland
  • Tours and tasting rooms for guests to learn about Hinterland’s unique approach to brewing
  • Gift shop featuring craft beer and lifestyle items
  • Main beer hall and restaurant that pairs farm-to- table fare with game-day specialties
  • Lounges featuring wood and leather interiors and two signature wood burning fireplaces
  • A heated beer garden for outdoor dining, beer sampling and pre-event tailgating
  • An intimate 75-seat restaurant featuring a wood-fueled, display kitchen and chef’s counter
  • Two private dining rooms for special events

Hinterland’s new building was designed by Rossetti, an architectural firm from Detroit, Mich., that specializes in sports and entertainment buildings worldwide. Construction of the building is being performed by General Contractor, Schuh Construction from Seymour, Wis. Construction progress can be followed at hinterlandbeer.com.

With locations in downtown Green Bay and Milwaukee, Hinterland Brewery and Restaurant inspires customers to taste beyond their boundaries through a wide selection of hand-crafted beers and unique contemporary American cuisine with multicultural influences. Explore the Hinterland at hinterlandbeer.com.

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