Visit Milwaukee ‘Taps’ New Tourism Initiative
Historic sites, beer gardens and breweries on a new seven county "trail."
Brew City Trail launch poster. Photo taken by Lauren Hafeman on Sept. 22, 2026.
On Tuesday, 62 feet below ground in the Historic Miller Caves and surrounded by brick that has stored 177 years of Milwaukee brewing history, Visit Milwaukee announced the grand opening of the Brew City Trail.
Less a physical route than a curated collection of breweries, beer gardens, restaurants, hotels and historic sites, the Brew City Trail is a tourism initiative that connects people to both Milwaukee and surrounding counties’ brewing heritage and modern beer craft.
“Brew City is something Milwaukee authentically owns. We don’t have to manufacture that story … it’s generations of Milwaukeeans who built it,” said Peggy Williams-Smith, president and CEO of Visit Milwaukee.
“For visitors, [Brew City Trail] is your invitation to experience Milwaukee one stop, one neighborhood and one story at a time. For residents, we hope this gives you a reason to rediscover your own backyard and support local businesses throughout the region,” she continued.
Historic sites along the trail include the Pabst Mansion, Forest Home Cemetery & Arboretum and Best Place at the Historic Pabst Brewery. More than 25 breweries, 15 beer gardens and 15 restaurants are included on the trail, which stretches across Milwaukee, Waukesha, Ozaukee, Washington, Racine, Kenosha and Walworth counties. Brew City Trail signage at participating locations will identify businesses as official trail stops, helping visitors know they’re in the right place.
“Visitors don’t experience destinations according to municipal boundaries; neither should we. When someone stays in Milwaukee and visits a brewery in Waukesha or a beer garden in Ozaukee … that’s good for our entire visitor economy,” Williams-Smith said.
Users of the Brew City Trail website can explore the map, find events and plan how they will travel along the trail.
The Brew City Trail is presented by Miller High Life. Sponsors include Central Standard Craft Distillery, Lakefront Brewery and Ope! Brewing Co. — three locations where readers catching this story in time can get a free beer from 4 p.m. to 6 p.m. on Sept. 22 as part of the Brew City Trail launch celebrations.
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