Deb and Dan Carey crossed paths in 1983 while employed at a microbrewery situated in Montana. Despite being one of the nation’s youngest brewmasters, Dan faced grueling conditions in his work environment. Brewing in an area devoid of air conditioning, he tirelessly devoted over 100 hours per week to brewing, welding tanks, and cleaning. Right from the start, his talent shone through as he produced exceptional beer. Renowned beer connoisseur and writer Michael Jackson even praised Dan in an article, hailing his bock as the finest in Northern America. However, despite his remarkable skills, Dan found himself overworked, earning a meager annual salary of $16,000 without any overtime pay or health insurance.
The breaking point for the couple arrived when they were living in a dilapidated single-wide trailer with broken pipes and attempting to raise their newborn child. Their financial situation was so dire that they couldn’t even rely on their paychecks to clear. In a bid to improve their circumstances, Dan applied for a scholarship at the prestigious Siebel Institute of Technology and was fortunate enough to receive it. They made the decision to pack up their belongings and relocate to Chicago.
The subsequent decade led them on a journey across various locations. Dan embarked on an apprenticeship in Munich, Germany, before securing a position at a brewpub in Missoula, Montana. Later, they ventured south of Portland, Oregon, where Dan worked with J.V. Northwest, a prominent equipment manufacturing company. Finally, they found themselves at Anheuser-Busch, where Dan held the position of brewing supervisor until his resignation in 1993.
Dan’s exceptional brewing skills were evident throughout their nomadic journey, and the companies he worked for undoubtedly benefited from his talent. However, despite their contributions, the Careys failed to reap the full rewards of their hard work. Determined to forge their own path, they were ready to take the leap and establish something of their own.
With a meager sum of $40,000 obtained from selling their homes after remodeling, Deb and Dan embarked on their brewery venture, pouring their heart and soul into it. In their pursuit of knowledge, they acquired a business plan guidebook from a local bookstore. Deb delved into studying demographics and meticulously assessed the viability of breweries in various cities. Eventually, they settled on a location by consulting a map. Despite Portland already being saturated with 20 breweries, in hindsight, Deb acknowledges that they could have considered Oregon. However, residing in Boulder at the time, they were influenced by the recent opening of New Belgium. Being originally from Madison, Deb and Dan set their sights on the Fox Valley region in Wisconsin.
Deb entrusted Dan with the task of exploring towns within a 30-mile radius of Madison. During his scouting expedition, he stumbled upon New Glarus and encountered a warehouse measuring 100 by 100 feet, which happened to be up for sale. Deciding it was the right place, they relocated one final time and commenced the process of assembling their brewery. In 1994, the Careys brewed their inaugural batch of beer.
The first beer from New Glarus was Edel Pils and Uff-Da bock, Belgian Red, initially envisioned as the brewery’s flagship, followed shortly after as the third offering. Eventually, the coveted flagship status would be claimed by Spotted Cow, which was introduced in 1997. The inspiration for Belgian Red stemmed from a visit to Old World Wisconsin, a living museum that showcased homesteads from the 1850s. During the visit, the sight of a root cellar in a German house containing a stock pot of fermenting beer sparked the idea for this unique brew.
During the early years, when substantial sales growth and multimillion-dollar expansions were distant dreams, Deb and Dan faced financial challenges head-on with innovative solutions. In a stroke of ingenuity, when funds were insufficient to produce four-color six-packs, Deb devised a clever idea. She proposed flipping the six-packs inside out to reveal their natural brown color, thereby creating a visually striking effect when printed with a single color. Although Deb can now afford to incorporate additional colors or foil into their bottle designs, she has chosen to maintain a distinctive New Glarus packaging aesthetic, employing one or two signature colors that exude simplicity and beauty.
As a skilled artist, Deb took on the responsibility of designing logos and creating all the label artwork. She also pioneered the concept of including stories on the labels—an idea that has since become commonplace but was novel at the time. The thumbprint logo in the shape of Wisconsin, imprinted on numerous bottle caps, came to Deb during a lull between brewery tours one Saturday. Seizing a few tranquil moments, she made an imprint of her thumb, magnified it using a photocopy machine, and utilized correction fluid to outline the contours of Wisconsin.
In a State of Constant Expansion, New Glarus Brewing Company experienced remarkable growth in its first year, producing 3,000 barrels of beer. However, as the business flourished, it soon outgrew its existing space and faced the need for expansion. Furthermore, the brewing equipment they were using, which had been cobbled together from various farm implements, required upgrading. Determined to find suitable replacements, Deb and Dan embarked on a trip to Germany, hoping to discover well-maintained equipment at the numerous breweries they visited. To their dismay, they found that the equipment they encountered was in deplorable condition, badly in need of repair.
However, fortune smiled upon them when they learned about a brewery in Selb that was selling its equipment. Upon arriving at the brewery, they were delighted to find a splendid copper brewhouse in impeccable condition. The equipment had been diligently dusted, polished, and cared for by a man who had once operated the brewery but was now unable to continue due to disability. Deb and Dan visited just one week before the scheduled arrival of a scrap dealer.
“The man was overjoyed to learn that his beloved brewhouse would have a new lease on life,” Deb recalls. In a gesture of goodwill, he agreed to sell it to them for the price of scrap metal, a mere $27,000. The only condition was that they had to remove it within 30 days, and they were solely responsible for the task. Dan decided to stay behind, hiring some assistants, and immediately set to work demolishing the existing equipment using a jackhammer. He skillfully constructed crates using scrap lumber, carefully packing and shipping everything back to New Glarus well before the 30-day deadline expired.
In June 2005, with a 75 percent increase in sales, New Glarus anticipated reaching full brewing capacity by June 2006. Consequently, Deb and Dan embarked on a search for suitable land. Deb came across a development project aimed at establishing a Swiss community nestled in the hills above the town. Unfortunately, the plans for the new development fell apart, and the land was already sold. After encountering various obstacles and a fair share of drama, Deb managed to secure enough land to construct the Hilltop Brewery. Dan took charge of designing the brewing equipment, while Deb meticulously crafted the exterior and floor plans. Ground was broken for the brewery in May 2006, and it wasn’t until the autumn of 2007 that they brewed their inaugural batch. Coincidentally, this momentous occasion coincided with the birth of their first granddaughter. In that same year, they sold a modest 199 barrels of beer.
The completion of the Hilltop Brewery marked an important milestone in the company’s history. The brewery’s implementation of an environmentally conscious wastewater treatment system demonstrated a commitment to sustainability. Moreover, the Careys’ emphasis on fostering a dedicated workforce and providing comprehensive healthcare coverage showcases their values as business owners. The Hilltop Brewery takes pride in its strong employee retention rate, a testament to the supportive and fulfilling work environment established by the company.
Dan was honored with the Russell Schehrer Award for Innovation in Craft Brewing in 2006, which is presented by the Brewers Association. Notable recipients of this award include brewers from renowned breweries such as Anchor, Brooklyn Brewery, Oregon Brewing Company/Rogue Ales, Firestone Walker, and Russian River Brewing Company.
Deb, on the other hand, has been able to inspire and share her remarkable success story with fellow small business owners and aspiring entrepreneurs. She has actively participated as a member of the White House’s small business council. In the autumn of 2012, Deb was among the privileged group of 15 small business owners invited to engage in a conversation with President Obama and Vice President Biden, discussing matters concerning small business throughout the year.
New Glarus has been in the beer business for over two decades, producing nearly a hundred different beer brands. They understand that people’s taste preferences change throughout the year and have embraced the concept of beer as food. As a result, they have released many limited seasonal beers. Notably, a significant portion of their beer lineup draws inspiration from Belgian styles and brewing techniques.
Producing these Belgian-inspired beers used to be risky because they involved using organisms that could potentially contaminate brewing equipment. However, in 2008, New Glarus built the Hilltop Brewery, which provided the necessary infrastructure to safely and efficiently produce these unique and complex beers. This expansion solidified their reputation as a brewery dedicated to innovation and quality.
The Riverside Brewery, previously known as the old brewery, has become famous for its fruit beers and sour styles. They have a dedicated area within the facility for producing sour beers, jokingly referred to as “the ebola room” due to the meticulous decontamination process required for equipment and personnel. Despite their fame, these unique beers only accounted for about 4 percent of the brewery’s total output in 2013.
To meet the increasing demand for these exceptional beers, New Glarus underwent significant expansions in 2014. They enlisted the help of Katherine Carey, the architect daughter of the brewery owners, to design a new “wild fruit cave.” This cave features a coolship, an open vessel used for slowly cooling the wort and allowing wild yeasts to contribute their flavors. The aging process takes place in large foeders, which are oak tanks commonly found in wineries. Each foeder can hold approximately 90 barrels, equivalent to 2,800 gallons.
New Glarus was the first U.S. brewery to adopt foeders in the 1990s, and the new cave expanded their existing program. The initial releases from the cave included an Oud Bruin (old brown) and a gueuze, which served as base beers for other creations like Cran-bic.
In recent years, New Glarus Brewing took a significant step forward by introducing canned beer to their lineup. This marked an important development for the company. The popular Moon Man pale ale was the first beer to be canned, followed by the iconic Spotted Cow. This transition to cans demonstrates New Glarus’ commitment to utilizing locally sourced inputs. The cans themselves are produced in Fort Atkinson, while the 12-pack boxes are manufactured in Menasha. This dedication to local sourcing aligns with the brewery’s overall ethos of quality and authenticity.
