The Brewery in Monroe has been under the ownership of prominent citizens from various immigrant backgrounds for the past 160 years. These individuals, primarily first or second-generation immigrants, hailed from Switzerland, France, Britain, Germany, and Denmark. In 1845, a gentleman named Mr. Bissinger established a brewery amidst the picturesque rolling green hills of Southern Wisconsin, an area densely populated by Swiss settlers. He aptly named it Monroe Brewery.
On October 30, 1841, John M. Knipschield, residing in Lee County, North Central Illinois, declared his allegiance to the United States, renouncing his ties to “Frederick William the Fourth, King of Prussia.” Shortly after Wisconsin gained statehood, Mr. Knipschield acquired the Brewery. By 1850, he had invested $1000 into the establishment, resulting in an annual production of 366 barrels. The Brewery operated using manual labor, employing two men who received an annual salary of $50. Wood and coal served as the primary sources of fuel. Additionally, Mr. Knipschield held the positions of Treasurer and Trustee of Green County.
From 1857 to 1861, George Esser and John Herman assumed ownership of the brewery. During their tenure, the Brewery featured two cellars, a malt mill, and a malt drier. Barley malting was performed on-site. In 1858, they constructed an underground beer storage cellar due to the absence of ice-controlled or mechanically regulated cellars at the time. Lager beer was introduced for the first time, as brewing had previously been limited to ales during the winter season. By 1860, production had significantly increased, and the Brewery enjoyed an almost complete market share in Green County and a 25-mile radius surrounding the area. In 1861, their partnership dissolved, and John Herman assumed sole ownership until 1867 when Captain Edward Ruegger, who had migrated from La Havre, NW France in 1854, took over the brewery for a two-year period.
Jacob Hefty, a native of Canton Glarus, Switzerland, acquired ownership of a brewery in 1868 and began distributing beer under the brand name “Monroe.” With an annual production of 1200 barrels, the brewery employed four men, who collectively earned a yearly payroll of $3,000. The operation was still reliant on a single horse to power its operations. In 1885, Hefty’s brother-in-law, Adam Blumer Sr., joined as a 50% co-owner. However, by 1892, Adam Blumer Sr. became the sole proprietor, leading to a change in the brewery’s name to Blumer Brewing Company in 1906. Initially a modest enterprise, Blumer Sr. transformed it into a modern brewery, incorporating advanced machinery and establishing it as a prominent regional player.
Upon the passing of Adam Blumer Sr., his son, Fred J. Blumer, assumed ownership of the brewery. Under the management of Fred and his brothers Jacob C. and Adam Jr., the Blumer Brewing Company expanded and became one of the most technologically advanced breweries in Wisconsin. The annual output skyrocketed from approximately 1,500 barrels to 12,000 barrels. The brothers introduced electric equipment and practically rebuilt the entire brewery.
With the advent of prohibition in 1920, the Blumer Brewing Company adapted to the new circumstances by changing its name to Blumer Products Company. To ensure survival, the company diversified its product line, manufacturing ice cream and non-alcoholic beer, while also distributing Case Tractors, Separators, Silo Fillers, and Road Machinery. Notably, the company introduced Blumer’s Golden Glow Near Beer, which gained immense popularity.
In 1938, Carl O. Marty, a prominent figure in the cheese industry in Monroe, acquired majority ownership of Blumer Brewery primarily for its extensive cold storage capacity for cheese. Subsequently, on March 30, 1944, Carl O. Marty sold a portion of his interest in the beer operations to a group of stockholders. Joseph Huber was appointed as the President and Manager of the brewery, while Carl O. Marty retained his position as the President of Monroe Cold Storage, Inc.
In 1947, Carl O. Marty made the decision to sell his Brewery business to Joseph Huber, resulting in the establishment of the Joseph Huber Brewing Company. Under this new ownership, Huber Regular and Huber Bock were introduced that same year and have maintained their popularity for over six decades, despite being sold in “returnable” bottles for an extended period. Additionally, in 1963, Joseph Huber introduced Regal Brau, a German-style beer, followed by Wisconsin Club a few years later. Both of these brands have continued to thrive and sell well for more than 40 years.
Fred Huber played a crucial role in ensuring the survival of the Brewery in Monroe, preventing its closure like many other breweries across America during the 1970s and 80s. Known for his promotion skills, visionary mindset, entrepreneurial spirit, and rescue efforts for defunct breweries and beer brands, Fred Huber was a charismatic and likable figure. He possessed an ability to captivate audiences with his storytelling, and he enjoyed the company of the wealthy and famous, including legendary coach Mike Ditka of the NFL’s Chicago Bears.
Later on, the Brewery came under the ownership of Bill Smith and Craig Werle, who operated it through their company MTX Inc. based in Milwaukee, WI. During this time, the Brewery was operating at its peak capacity, and its craft brew, Augsburger, had gained significant popularity in the Midwest. Smith and Werle made history by introducing Savannah FMBs (Flavored Malt Beverages), becoming the first to bring such beverages to North America. Subsequently, iconic brands like Mike’s Hard Lemonade and Smirnoff Ice emerged a couple of decades later and achieved widespread popularity. The corporate culture at the Brewery underwent changes under their leadership, which included the departure of the renowned Brewmaster Hans Kestler, known for his generous tastings of the brews in the afternoons.
In a surprising turn of events in 1988, Smith and Werle shocked both the community and the industry by selling the Augsburger brand to Stroh Brewing Company, one of the top five largest brewing companies in the USA at the time. This sale resulted in a significant loss of volume for the Brewery, accounting for a staggering 60%. Following the sale, Smith and Werle announced their intention to close down the Brewery. Interestingly, Stroh later merged with Pabst, and to this day, the Augsburger brand is owned by Pabst Brewing Company.
In 1989, Fred Huber and his partners acquired the Brewery for a reported sum of $2.3 million. Fred later revealed that he had sold the Brewery in 1985 due to burnout. One of his partners was Herman Berghoff, owner of the renowned Chicago restaurant. Together, they introduced the Berghoff brand of craft beers and MYSTIC line of juice-based beverages. Additionally, they successfully brought back Brewmaster Hans Kestler, who had previously moved to work at a brewery in Hawaii. Despite their efforts, the Huber Brewery faced significant debt and continued to incur losses.
In 1994, Fred Huber and his partners decided to sell the Brewery to the Weinstein Family of Madison. This family had a longstanding association with the Monroe Brewery, distributing its products throughout Wisconsin for many decades through their company, General Beer. They had also been investors in the Brewery over the years. The Weinstein family purchased the Monroe Brewery in 1994 and injected a substantial amount of capital to upgrade and modernize its operations. Over the course of the following year, they invested approximately $3 million in modernization efforts and expanded the Brewery’s capacity.
During this period, Dan Weinstein, Steve Preston, Bob Royko, and the experienced senior staff provided much-needed stability to the Brewery, which had faced uncertainty during the turbulent 1980s and early 1990s. They introduced various new lines and flavors of beers and sodas, and also expanded the Berghoff Family of beers. Furthermore, their most significant contribution was the recruitment of top-notch senior management staff, led by President Gary Olson, who continue to provide strong leadership at the Brewery.
Manjit and Ravinder Minhas, siblings who hail from Calgary, have a professional background in Petroleum Engineering. Despite their global travels, Calgary remains their beloved hometown. At a young age, Manjit (19) and her brother Ravinder (18) embarked on an entrepreneurial journey and founded Mountain Crest Liquors Inc. (MCLI). The primary objective of MCLI was to develop exquisite liquor recipes, employ innovative designs, and promote premium spirits at affordable prices within Alberta. Their initial product line included rum, rye, gin, blended scotch, vodka, and gained a large market share of the Tequila business in Alberta.
In 2002, the siblings established a company named Mountain Crest Brewing Company (MCBC) with the aim of producing and distributing high-quality beer at affordable rates. When they entered the Alberta market, their flagship brand, Mountain Crest Classic Lager, achieved immediate triumph and swiftly gained widespread recognition among consumers.
In 2003, the Brewery entered into a contract with Ravinder Minhas to produce beers for export to Alberta, Canada. This partnership led Ravinder Minhas to invest in additional can packaging equipment to expand the Mountain Crest line and other brands. Consequently, the Brewery’s production increased fivefold. By 2005, the beer exported to Alberta accounted for 85% of the Brewery’s total production. Finally, on October 3, 2006, the Minhas Family acquired 100% ownership of the Brewery and rebranded it as Minhas Craft Brewery.
Minhas operates in 40 states across the United States, numerous provinces in Canada, and various countries such as Brazil, Chile, China, Colombia, Costa Rica, England, Finland, Guam, Japan, Malaysia, Mexico, Norway, Panama, and Trinidad, among others. In addition to producing their own beer, Minhas Craft Brewery plays a significant role as a contract brewery for private label, or custom label beers and liquors. They have collaborated with several retailers including Costco, Trader Joe’s, Walgreens, Aldi’s, Tesco/Fresh & Easy, Kum & Go, Superstore/Loblaws, Liquor Depot/Liquor Barn, and many more, to create a wide range of products.
