Summerfest Reveals New Merch, Food, Drinks, and Highlights Six Local BMO Small Business Spotlight Vendors during 2025 Preview Event

MILWAUKEE (May 21, 2025) – Summerfest presented by American Family Insurance hosted a special preview event today at the American Family Insurance Amphitheater at Henry Maier Festival Park, offering a first look at what’s in store for Summerfest 2025.

The event featured the launch of this year’s official merchandise, a preview of new food and beverage options, and the introduction of six local vendors selected for the BMO Small Business Spotlight program.

Summerfest Merchandise

The Specialized Marketing Group (TSMGI) debuted the official Summerfest 2025 merchandise line, now available at Summerfest.com and also on-site during the festival. This year’s collection features new products such as graphic tees, sweatshirts, hats, commemorative pins, drinkware, and a variety of specialty items. Festivalgoers can shop the exclusive collection at any of the three Summerfest Store locations within Henry Maier Festival Park during the nine days of the festival.

Food & Beverage Lineup

Summerfest 2025 will feature an expanded selection of food and beverage offerings available across all three weekends, including a variety of NEW menu items:

• Angelo’s Pizza – Sicilian Cheesy Garlic Breadsticks
• Beats & Eats – Lumpia City Mac ‘n Cheese Rolls, Lumpia City Apple Crisp Rolls *
• Charcoal Grill and Rotisserie – 1/4 Rotisserie Chicken with Fries
• Cousins Subs – Italian Stallion, Big Bang Shake
• El Hefe Mexican Grill – Cheese Quesadilla
• Famous Dave’s Bar-B-Que – Funnel Cake Pork Sandwich, Smokestack Burger, Smoked Texas Brisket Egg Rolls
• Fazio’s Popping Bubbles – Pink Cloud Refresher, Cold Brew Coffee
• Ian’s Pizza – Chicken Penne Alfredo Slice
• Jamba Juice – Strawberry Surfrider, Mango A Go Go *
• La Masa Empanada Bar – Deconstructed Smores Empanada
• Mader’s – Guinness BBQ Chicken Sandwich
• Nashville North – Beer Battered Cheese Bites
• Nino’s Southern Sides – Mac & Cheese, Dressing*
• Pina Cocina & Cantina – Birria Eggrolls, Trio of Dips and Chips
• Saz’s Express (North Gate Location) -Tossed Tenders
• Select American Family Insurance Amphitheater Concession Areas – Grilled Chicken Sandwich, Spicy Ranch Chicken Sandwich , Chicken Avocado Club Sandwich , Italian Sausage Link with Peppers and Onion, Spicy Ranch Burger, Chicken in a Waffle Cone, BFF (Bucket For Friends – with Chicken Tenders and Fried Appetizers), Walking Taco Cart, Salsa Verde Walking Taco, Cheese Curds, Fried Pickles , Onion Rings, Funnel Cake Fries , Garlic Parmesan Breadsticks.

*New Summerfest food vendor

New beverages for Summerfest fans this year include:

• Summerfest Lasso Lounge presented by Kunes Auto & RV Group – Whiskey Sour, Tennessee Mule, Tennessee Lemonade, Dirty Shirley, and more.
• Select Summerfest Bar Locations –Leinenkugel’s Hazy IPA and Lodge Lime, Blue Moon EXTRA, Simply Spiked Tropical and BOLD Lemonade, Topo Chico Margarita MAX, Happy Thursday Pineapple and Dragonfruit, Zombie, Bahama Mama, and others.

For the complete food and beverage list, including vegan and vegetarian options, visit Summerfest.com Fans can also use the Official Summerfest App fueled by Pepsi, to locate their favorite food and drinks throughout the grounds.

BMO Small Business Spotlight Vendors

Six local businesses that were selected for the 2025 BMO Small Business Spotlight were introduced during today’s event. Festgoers can find these vendors in the Shop Local Market, which is adjacent to the Summerfest Store:

• Bandit MKE – A curated collection of vintage finds, including trucker hats, concert tees, sweatshirts, jackets, and retro accessories
• Dog Goods for Good Dogs – Handmade dog collars, bows, and bandanas*
• Howdy Hat Bar – Customizable trucker hats with patches, pins, and hat chains
• Mae’Rose Naturally Rooted – Natural skincare, haircare, and bath & body products
• Talk Dog To Me – Branded apparel for dog lovers
• Unfinished Legacy – Streetwear apparel and accessories

*Vendor will have items featured in the Summerfest Store

For more details visit Summerfest.com

About Summerfest presented by American Family Insurance

Summerfest presented by American Family Insurance is one of the most iconic celebrations of music in America, hosting the industry’s biggest acts for an unforgettable live music experience. Since its inception in 1968, Summerfest continues to distinguish itself as a premier independent national music festival and has developed an unrivaled reputation, consistently featuring hundreds of performances across 12 stages, throughout the 75-acre festival grounds along Lake Michigan. Summerfest will take place over three weekends – June 19-21, June 26-28, July 3-5, 2025. For the latest information, visit Summerfest.com, or Facebook, X, Instagram and TikTok: @Summerfest.

Milwaukee World Festival, Inc., producer of Summerfest, continues to fulfill its nonprofit mission of bringing the community together and providing a showcase for performing arts, activities, and recreation to the public, through music and special events.

NOTE: This press release was submitted to Urban Milwaukee and was not written by an Urban Milwaukee writer. While it is believed to be reliable, Urban Milwaukee does not guarantee its accuracy or completeness.