Wisconsin. Dairy land. Cheeseheads. These are often the first things that come to mind when thinking about this Midwestern state. But beyond the cows and the Green Bay Packers lies a deep-rooted, almost legendary, affinity for a particular spirit: brandy. However, not just any brandy will do. In Wisconsin, the brandy of choice is overwhelmingly Korbel brandy. But why this specific brand, and how did this love affair begin? Let’s delve into the story behind Wisconsin’s brandy obsession.
Korbel Brandy: The King of Wisconsin Cocktails
When Wisconsinites order a brandy cocktail, more often than not, they’re expecting a Korbel brandy old fashioned. It’s not just a drink; it’s a cultural phenomenon. Understanding why Korbel brandy reigns supreme requires exploring its history, flavor profile, and marketing efforts within the state.
A Taste Profile Tailored to Wisconsin Palates
Korbel brandy boasts a distinctive flavor profile that resonates with the Wisconsin palate. It’s not as intensely fruity or oaky as some French cognacs or Spanish brandies. Instead, it offers a smoother, more approachable character, with hints of vanilla, caramel, and a subtle sweetness. This makes it an ideal base for the classic Wisconsin old fashioned, where the brandy’s flavor melds seamlessly with the sweetness of the sugar, the bitterness of the bitters, and the effervescence of the soda. This harmonious blend is what many Wisconsinites have come to expect and appreciate in their brandy drinks.
Korbel’s Strategic Wisconsin Marketing
Korbel has been incredibly successful in marketing its brandy specifically to the Wisconsin market. Through strategic partnerships with local bars and restaurants, sponsorships of sporting events, and targeted advertising campaigns, they’ve woven themselves into the fabric of Wisconsin culture. Generations of Wisconsinites have grown up seeing Korbel associated with celebrations, gatherings, and good times. This consistent presence has solidified Korbel’s position as the go-to brandy in the state. Their marketing focused on associating the brand with local traditions and values.
The Wisconsin Old Fashioned: A Brandy-Based Icon
The Wisconsin old fashioned deserves special recognition. Unlike the traditional bourbon or rye-based old fashioned, the Wisconsin version almost always features brandy, and usually Korbel. It’s typically made with muddled fruit (often orange and cherry), sugar, bitters, and a splash of soda (either sweet or sour). The choice of soda is crucial, sparking heated debates among Wisconsinites. Some prefer sweet soda (like 7-Up or Sprite), while others opt for sour (like Squirt or club soda). This regional variation has elevated the brandy old fashioned to an iconic status.
The Brandy Old Fashioned Sweet vs. Sour Debate
The choice between a sweet or sour brandy old fashioned is a personal one, and often a point of contention among Wisconsinites. Sweet old fashioneds are typically preferred in the northern parts of the state, while sour old fashioneds are more common in the south. However, preferences vary widely even within these regions. It’s a matter of taste, tradition, and individual preference.
Variations on a Theme: Other Wisconsin Brandy Cocktails
While the brandy old fashioned is undoubtedly the most popular, Wisconsinites also enjoy other brandy-based cocktails. Brandy Manhattans, Brandy Alexanders, and simple brandy and sodas are all common choices. However, the old fashioned remains the undisputed king, accounting for a significant portion of brandy consumption in the state. Brandy-based cocktails are ingrained in the state’s drinking culture.
Beyond Korbel: Exploring Other Brandy Options
While Korbel dominates the Wisconsin brandy scene, it’s not the only brandy available. An increasing number of Wisconsinites are exploring other brandy options, both domestic and imported.
Domestic Alternatives: Laird’s Apple Brandy and More
While Korbel is a California brandy, other American brandies are gaining traction in Wisconsin. Laird’s Apple Brandy, with its rich apple flavor, is a popular alternative, particularly in fall and winter. Other domestic brandy producers are also starting to make inroads, offering a wider range of flavors and styles. These alternatives offer a different taste profile for those looking to expand their brandy horizons.
Imported Brandies: Cognac and Armagnac’s Presence
Cognac and Armagnac, two French brandies, are also available in Wisconsin, though they’re not as widely consumed as Korbel. These brandies are typically more expensive and offer a more complex flavor profile, often with notes of oak, spice, and dried fruit. While not the everyday choice for most Wisconsinites, they are appreciated by those seeking a more refined brandy experience. The growing interest in craft cocktails is driving demand for more diverse brandy options.
Local Wisconsin Distilleries: Craft Brandy Emergence
A growing number of Wisconsin distilleries are now producing their own brandies, often using locally sourced ingredients. These craft brandies offer a unique taste of Wisconsin, with flavors that reflect the state’s terroir. While still a relatively small part of the overall brandy market, these distilleries are helping to diversify the brandy landscape and offer consumers more choices.
Support Local: The Rise of Wisconsin Brandy Distilleries
The support local movement is strong in Wisconsin, and this extends to the spirits industry. Many Wisconsinites are eager to support local distilleries and try their handcrafted brandies. This trend is helping to fuel the growth of the craft brandy market and introduce new and exciting flavors to the state’s brandy scene.
The History Behind Wisconsin’s Brandy Devotion
How did Wisconsin become so enamored with brandy, particularly Korbel? The answer lies in a combination of factors, including historical events, cultural influences, and clever marketing.
A German Heritage: Roots of Brandy Consumption
Wisconsin has a significant German heritage, and brandy was a popular drink among German immigrants. These immigrants brought their love of brandy with them to Wisconsin, and it became a staple in their homes and social gatherings. This cultural influence helped to establish brandy as a popular spirit in the state.
World War II and Whiskey Shortages
During World War II, whiskey was rationed, making it difficult to obtain. Brandy, however, was more readily available. This led many Wisconsinites to switch from whiskey to brandy, and the Wisconsin old fashioned was adapted to use brandy instead of bourbon or rye. This substitution solidified brandy’s place in the state’s cocktail culture. Whiskey shortages created an opportunity for brandy to take hold.
Korbel’s Clever Marketing Tactics
As mentioned earlier, Korbel has been incredibly successful in marketing its brandy to the Wisconsin market. Their targeted advertising campaigns, partnerships with local businesses, and association with Wisconsin traditions have all contributed to their dominance in the state. This marketing prowess has played a significant role in shaping Wisconsin’s brandy preferences.
Brand Loyalty: A Multi-Generational Tradition
For many Wisconsinites, drinking Korbel brandy is a tradition that has been passed down through generations. They grew up seeing their parents and grandparents drinking it, and it’s become a part of their family gatherings and celebrations. This strong brand loyalty is a key factor in Korbel’s continued success in Wisconsin.
Brandy in Wisconsin: More Than Just a Drink
Brandy in Wisconsin is more than just a drink; it’s a cultural symbol, a tradition, and a source of pride. It represents the state’s unique identity and its strong sense of community. It’s a drink that brings people together, whether they’re enjoying a brandy old fashioned at a local bar or sharing a bottle with friends and family at home.
The Social Aspect: Brandy as a Gathering Point
Brandy is often associated with social gatherings and celebrations in Wisconsin. Whether it’s a tailgate party before a Packers game, a holiday gathering with family, or a casual night out with friends, brandy is often part of the equation. Sharing a brandy drink is a way for Wisconsinites to connect with each other and celebrate their shared culture.
Wisconsin Pride: Embracing the Brandy Tradition
Wisconsinites are proud of their unique brandy tradition. They embrace it as a part of their state’s identity and are eager to share it with others. They’ll proudly explain the nuances of the Wisconsin old fashioned to out-of-state visitors and encourage them to try it for themselves. This pride reinforces the brandy’s cultural significance.
The Future of Brandy in Wisconsin
While Korbel remains the dominant brandy in Wisconsin, the market is evolving. With the rise of craft distilleries, the increasing interest in imported brandies, and the growing demand for more diverse cocktail options, the future of brandy in Wisconsin is looking bright. Wisconsinites will likely continue to enjoy their beloved brandy old fashioned, but they’ll also have more opportunities to explore new and exciting brandy flavors and styles. The state’s deep-rooted love for brandy will undoubtedly endure, even as the brandy landscape continues to change.
Why is brandy so popular in Wisconsin?
Wisconsin’s love affair with brandy is largely attributed to its German heritage and the state’s resourceful use of available ingredients. During the late 19th and early 20th centuries, when German immigrants were a significant portion of Wisconsin’s population, beer was traditionally consumed. However, beer production slowed considerably during World War II. This created a void that brandy, specifically Korbel brandy from California, readily filled. Its relatively lower cost and easier availability compared to other spirits at the time cemented its place in Wisconsin culture.
Furthermore, Wisconsin’s climate, while not conducive to grape growing, was ideal for fruit orchards. Brandy, being a spirit distilled from fruit (often grapes), resonated with the state’s agricultural identity. The prevalence of brandy old fashioneds, a distinctly Wisconsin cocktail made with brandy instead of whiskey, further solidified its popularity. Over time, it has become a deeply ingrained cultural tradition, passed down through generations, making brandy the Badger State’s spirit of choice.
What is a Wisconsin-style Brandy Old Fashioned?
A Wisconsin-style Brandy Old Fashioned is a variation of the classic Old Fashioned cocktail, with brandy replacing whiskey as the base spirit. It typically begins with muddling sugar, bitters (often Angostura), and an orange slice or maraschino cherry. The muddled mixture is then combined with brandy and a splash of soda (sweet, sour, or press, depending on preference). The “sweet” version uses 7-Up or Sprite, the “sour” uses Squirt or sour mix, and the “press” uses a combination of soda water and a lemon-lime soda.
The drink is often garnished with additional fruit, such as cherries and an orange slice, and sometimes an olive, adding to its unique and vibrant flavor profile. The specific type of brandy used can vary, but Korbel is the most traditional choice. The Wisconsin-style Brandy Old Fashioned is more than just a drink; it’s a cultural symbol, often enjoyed at supper clubs, family gatherings, and other social events throughout the state.
Which brand of brandy is most commonly consumed in Wisconsin?
Korbel brandy is by far the most commonly consumed brand of brandy in Wisconsin. Its affordability and consistent availability, especially during the period when beer production was limited in the state, allowed it to become a staple in Wisconsin households and bars. Its smooth flavor profile also appealed to a wide range of palates, contributing to its widespread adoption and enduring popularity.
While other brands of brandy are certainly available and enjoyed in Wisconsin, Korbel maintains a significant market share and a special place in the state’s drinking culture. It is often considered the “default” brandy for a Wisconsin-style Old Fashioned, and many Wisconsinites associate the brand with tradition and nostalgia. Even as tastes evolve, Korbel remains a consistent presence in Wisconsin’s brandy landscape.
How did Prohibition affect brandy’s popularity in Wisconsin?
While Prohibition (1920-1933) technically outlawed the production, sale, and transportation of alcoholic beverages nationwide, it ironically may have subtly contributed to brandy’s eventual rise in Wisconsin. The enforcement of Prohibition was uneven, and many Wisconsinites continued to consume alcohol, often through less regulated or illegal channels. Brandy, being relatively easier to produce and conceal than some other spirits, may have seen increased consumption during this period compared to higher-profile spirits like whiskey, which were more closely monitored.
Furthermore, when Prohibition ended, the structures and habits of alcohol consumption had been disrupted. While beer regained its footing, brandy had established a niche during the dry years. The subsequent World War II era, with its beer production constraints, allowed brandy to further solidify its position, building on any gains made during Prohibition and cementing its place in Wisconsin’s drinking culture.
Are there any Wisconsin-made brandies?
Yes, while Korbel from California dominates the market, there are a growing number of distilleries in Wisconsin producing their own brandies. These distilleries often focus on using locally sourced fruits, such as apples and cherries, to create unique and artisanal brandies that reflect the terroir of the region. This commitment to local ingredients and craftsmanship has helped these distilleries gain recognition and attract consumers seeking a more distinct flavor profile.
Examples of Wisconsin distilleries producing brandy include Great Lakes Distillery in Milwaukee and Wollersheim Winery & Distillery in Prairie du Sac. These distilleries are contributing to a resurgence of interest in brandy beyond the traditional Korbel, offering consumers a wider range of options and showcasing the potential for Wisconsin to become a hub for brandy production, highlighting locally grown fruit and innovative distillation techniques.
What is the historical significance of supper clubs to brandy consumption in Wisconsin?
Supper clubs, a unique dining establishment prevalent in the Midwest, particularly in Wisconsin, have played a crucial role in solidifying brandy’s place in the state’s drinking culture. These establishments, known for their relaxed atmosphere, hearty meals, and strong drinks, traditionally feature the Wisconsin-style Brandy Old Fashioned prominently on their cocktail menus. The ritual of enjoying a Brandy Old Fashioned before, during, or after a meal at a supper club has become a quintessential Wisconsin experience.
Supper clubs serve as cultural hubs, where generations of Wisconsinites have gathered to celebrate special occasions, connect with family and friends, and enjoy local traditions. The consistent presence of brandy, especially in the form of the Brandy Old Fashioned, at these establishments has reinforced its association with Wisconsin identity and fostered its enduring popularity. Supper clubs have, in essence, acted as ambassadors for brandy, perpetuating its consumption and contributing to its cultural significance.
How does Wisconsin’s brandy consumption compare to other states?
Wisconsin’s brandy consumption is significantly higher than in most other states in the United States. While specific data may vary depending on the source and year, Wisconsin consistently ranks as one of the top states, if not the top state, in per capita brandy consumption. This remarkable difference underscores the unique cultural significance of brandy in Wisconsin and sets it apart from the rest of the country.
The reasons for this disparity are multifaceted, stemming from the historical influences of German immigrants, the adaptable use of brandy during periods of limited beer production, the development of the Wisconsin-style Brandy Old Fashioned, and the cultural role of supper clubs. This combination of factors has created a unique and enduring love affair with brandy in Wisconsin, setting it apart from the drinking habits of other states and solidifying brandy’s status as the Badger State’s favorite spirit.