This article originally ran in March 2020, but in honor of Bar Month, enjoy this Flashback Friday rerun!
Anecdotally speaking, Wisconsinites know that we consume large amounts of brandy – mostly due to the state's signature co*cktail, the brandy Old Fashioned. Upon investigation, we found that Wisconsin alone imports 50 percent of Korbel's brandy, according to California-based Korbel, the top brandy maker in the United States.
"Wisconsin is our number one state and responsible for more than half of our brandy sales," says Margie Healy, director of public relations for the California-based Korbel. "We sold 272,869 cases of Korbel Brandy in 2019 and 148,041 of those cases were sold in Wisconsin. Again, this is HALF of our total production."
Healy says California is a distant second in brandy consumption followed by Minnesota, Kentucky and Florida.
Brandy refers to a spirit that has been distilled from wine or another fermented fruit juice. Aged brandy made in the Cognac region of France is appropriately-named Cognac.
Brandy is also a coveted liqueur in California, but most West Coast drinkers enjoy it straight up in a snifter, whereas Wisconsinites usually mix it into a co*cktail. Such as the Manhattan,another favorite among local brandy drinkers, but like the Old Fashionedis often made with whiskey in other states.
Brandy's popularity in Wisconsin started when a large number of German immigrants moved here in the 19th century andcouldn't find their favorite drink, brandewijn. This prompted Korbel to start distilling for thepublic in 1889.
Small-batch local distilleries produce – orhave produced – brandy, too. Great Lakes Distillery has a Brightwoods Apple Brandy and an artisan series of fruit brandy; Central Standard Craft Distillery offers a North Wisconsin Brandy; and SoulBoxer co*cktail Co. has a ready-to-pour brandy Old Fashioned.
It's easy to speculate that the long winters are partially responsible for Wisconsin's high consumption of brandy. "Our sales in Wisconsin are considerably stronger in the winter than in the summer," says Healy.
And to an extent, location determines brandy's popularity. The common belief that brandy is a popular "Up North" drink is factual according to Korbel sales.
"We are strong in both the big cities and small towns, but the really hardcore Korbel fans tend to come from small towns," says Healy.
Aside from brandy Old Fashioneds and Manhattans, numerous hot drinks are popular here, including the brandy Alexander (also served cold as an after-dinner drink) and the hot toddy. These drinks are believed by some to reduce the effects of colds and flus. Plus, in Wisconsin, a shot of brandy (or two) pairs well with a cup of coffee.
Brandy is also the unofficial house drink at supper clubs. Although there are fewer supper clubs today than there were 50 years ago, many are still alive and well, serving as many brandy Old Fashioneds as they are relish trays and plates of prime rib.
"Wisconsinites love Korbel and Korbel loves Wisconsin – all the way from California," says Healy.
FAQs
It may surprise some to learn that the Badger State consumes more brandy than anywhere else in the United States. In 2019, Wisconsinites accounted for more than half of the worldwide sales of Korbel brandy.
Why do Wisconsinites drink so much brandy? ›
Brandy's popularity in Wisconsin started when a large number of German immigrants moved here in the 19th century and couldn't find their favorite drink, brandewijn. This prompted Korbel to start distilling for the public in 1889. Small-batch local distilleries produce – or have produced – brandy, too.
How much brandy does the state of Wisconsin consume? ›
Brandy and cognac per capita consumption in the United States in 2022, by state. For every 1,000 adults in the District of Columbia, approximately 262.9 9-liter cases of brandy and cognac were consumed in 2022. The second highest consumption was found in Wisconsin at 219.9 cases.
What is the most popular drink in Wisconsin? ›
Wisconsin's Twist on a Classic — The Brandy Old Fashioned
Did you know Wisconsin consumes the most brandy per capita in the country? Part of the reason is due to our official state co*cktail, the Brandy Old Fashioned. It's the Old Fashioned co*cktail you know and love, with brandy in place of whiskey.
Is brandy popular in the US? ›
Brandy accounted for 16.6 percent of sales in 2022 with a value of 8.6 billion U.S. dollars.
What is the most drinked alcohol in USA? ›
Vodka. Vodka is the most consumed liquor in the United States - and has been since 1970. Around 78.1 million cases of the spirit were sold in the U.S. in 2021.
What state is top brandy drinking? ›
Wisconsin drinks more brandy than any other state, and most of our brandy consumption goes into the Wisconsin old fashioned – a muddle of sugar, bitters, orange and maraschino cherries topped with brandy and then sweet or sour soda and a bevy of garnishes.
What is the difference between cognac and brandy? ›
Examples of brandy include pisco, armagnac or Obstler (a brandy produced in Austria and Switzerland). Cognac, however, is always made with grapes and has a very specific distillation and blending process located in a small, protected area in the southwest of France. considered as brandy, but not all brandy is cognac.”
Why is alcohol so cheap in Wisconsin? ›
Wisconsin has one of the lowest alcohol tax rates in the country, which lowers retail and wholesale prices; Busalacchi says the tax rate for beer hasn't increased since 1969.
What is the best selling brandy in Wisconsin? ›
According to Hurt, Korbel led a particularly successful ad campaign that went something like “for a nickel more you get all this quality.” Thrift being a state trait, Wisconsinites bought it up, and Korbel remains one of the most popular brandies in Wisconsin.
The state has seven of the 10 U.S. cities with the highest alcohol consumption per capita ("for each person"). InsiderMonkey concludes Milwaukee.. "with its sprawling beer gardens.." is the drunkest city in America in 2023. Milwaukee topped lists for excessive drinking in 2022 and 2021, too.
What is Wisconsin's favorite brandy? ›
Given Germans' cultural preference for brandy over whiskey, they bought Korbel brandy by the case at the World's Fair and took it home to Wisconsin. To this day Wisconsin buys copious amounts -- roughly a third of the brandy Korbel produces every year goes to Wisconsin.
What alcohol is only sold in Wisconsin? ›
Let's take a look at the history, and why the beer is only sold in Wisconsin. The origin story: First released in 1993, Edel Pils and Wisconsin Belgian Red were the original beers of New Glarus Brewing. The brewery didn't start to gain its iconic status until the 1997 launch of Spotted Cow.
What is America's #1 drink? ›
Based on search results, water stands out as the most prevalent beverage in the American diet, constituting 50% of overall consumption, encompassing both bottled and tap water.
Who drinks the most brandy? ›
Wisconsinites drink more than half the world's brandy, Korbel says.
What state buys the most brandy? ›
Wisconsin drinks more brandy than any other state, and most of our brandy consumption goes into the Wisconsin old fashioned – a muddle of sugar, bitters, orange and maraschino cherries topped with brandy and then sweet or sour soda and a bevy of garnishes.
What is USA's number 1 brandy? ›
Leading brandy & cognac brands in the U.S. 2022, based on volume sales. In 2022, Hennessy was the leading brandy and cognac brand in the United States with about 4.1 million 9 liter cases sold. E&J ranked second with 3.5 million cases sold.
Who is the largest consumer of cognac? ›
The United States: the leading Cognac market
Traditionally popular in American mixology, Cognac plays a leading role in a country where the co*cktail and spirits culture is widespread.
What is the top selling brandy? ›
Top-Selling Brandy
- Henessy V.S.O.P - 1.0000% of total on-premise consumption. ...
- D'Ussé VSOP Cognac - 0.2736% of total on-premise consumption. ...
- Remy Martin - VSOP - 0.0910% of total on-premise consumption. ...
- St-Remy Signature - VSOP - 0.0471% of total on-premise consumption.
