Our Story

Happily uniting kindred spirits™

One fall Sunday in 2013, Richard Lorbach was enjoying a Packers game at a corner bar in Milwaukee when, out of the blue, a beer commercial provided a moment of creative inspiration. Over the din of the crowd, he heard the familiar disclaimer at the end of the ad a little differently, and Drink Wisconsinbly was born.

DW’s initial t-shirt design as an immediate success. Generations of lively, fun-loving Wisconsinites paved the way for a concept that was instantly understandable to people around the state, the country, and even the world.

Since that fateful day when the Packers handed the Bears another loss and the Universe gave Richard an idea, DW has grown into Wisconsin’s preeminent lifestyle brand. What began with that humble t-shirt now includes a talented team, a brandy, a beer, a canned old fashioned, a bar in downtown Milwaukee, gift shops, and a collection of goods and apparel made for celebrating life in the heart of the Heartland.

Of course, none of it would be possible without the fun-loving people of Wisconsin. You’re the straw that stirs the Brandy Old Fashioned.


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Drink Wisconsinbly celebrates and preserves our state’s culture like no other. We know how to polka and how a true Brandy Old Fashioned should taste. We know that Friday nights are for fish frys and that the rest of the weekend is for tailgating. We swim in its lakes, drink in its taverns and dine in its supper clubs. We know Wisconsin, because we are Wisconsin.

Learn more about the DW Pub and our DW Beverages. Seriously… go learn more. What else do you have to do today? That’s what we thought.