Central Waters Brewing

What Central Waters Brewing does

Central Waters Brewing Co. is a privately held craft brewery headquartered in Amherst, Wisconsin, operating a 12,500 square foot brewing facility plus two taprooms (Amherst and Milwaukee) and distributing products statewide through Wisconsin liquor stores, grocery chains, bars, and restaurants. The company produces a diversified beverage portfolio spanning seven year-round beers (including Mudpuppy Porter, Honey Blonde Ale, and Nice Things Hazy Pale Ale), a seasonal rotation, the Brewer's Reserve barrel-aged specialty series, and the annual limited Black Gold release aged three years in spirit barrels. The product surface has extended beyond beer into Great Blue 8-Year Bourbon and 10-Year Rye whiskeys, Great Blue sparkling bourbon canned cocktails, a hard seltzer line, and non-alcoholic offerings (Mudpuppy NA, Honey Blonde NA).

Revenue is generated through three primary mechanics: direct-to-consumer taproom sales at Amherst and Milwaukee (including private event rentals at the Mezzanine and Beer Garden), packaged and draft wholesale distribution across Wisconsin retail and on-premise accounts, and spirits/RTD sales through retail channels. Pricing spans $3-$25 across taproom pours and packaged formats, $50-$60 for 750ml Great Blue spirits, and $11 for seltzer 4-packs. Customer concentration is spread across a long tail of Wisconsin consumers via retail distribution, supplemented by anchor accounts such as Festival Foods, Woodmans, Total Wine & More, and Metcalfes.

The underlying operations are differentiated by a sustainability stack that includes a 120kW photovoltaic array supplying roughly 65% of energy needs, a 1,000 square foot solar thermal array heating the facility, water conservation systems, and local sourcing of barley from Briess Malting Company. These features support first-mover regulatory positioning as the first brewery in Wisconsin's Green Tier program and the only brewery in the state's Green Masters program. No AI/ML capabilities, APIs, or technology platform integrations are disclosed; the technology profile is purely physical brewing, aging, and energy infrastructure.

Name

Central Waters Brewing

Legal name

Central Waters Brewing Co.

Website

https://centralwaters.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Central Waters Brewing is a privately held Wisconsin craft brewery producing year-round, seasonal, and barrel-aged beers, plus Great Blue spirits, RTD cocktails, hard seltzers, and non-alcoholic beers, distributed statewide and sold at its Amherst and Milwaukee taprooms.

Ownership category

akta.pro rank

Product category

Craft Beer

NAICS

Breweries (31212), Drinking Places (Alcoholic Beverages) (72241)

SIC

Malt Beverages (2082), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Microbreweries & Craft Breweries (THAFALAC)

akta.pro secondary industries

Brewpubs & Taprooms (On-site Beer Service) (THAFALAA), Beer Brewing & Brands (CRADAIAA), Packaging & Production Breweries (Limited/No On-site Service) (THAFALAB)

Keywords

• Craft beer brewing
• Barrel aged beer
• Hard seltzer production
• Craft distillery spirits
• Brewery taproom

Headquarters

HQ city

Amherst

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Beer Sales: Sale of packaged beer (cans, bottles) and draft beer through taprooms, retail stores, and distribution partners across Wisconsin
2. Spirits Sales: Sale of Great Blue bourbon whiskeys (8-year and 10-year varieties) and canned bourbon cocktail products
3. Hard Seltzer Sales: Sale of Great Blue sparkling bourbon whiskey cocktails in canned format (Blueberry and Tart Cherry flavors)
4. Taproom Food & Beverage: On-site consumption sales at Amherst and Milwaukee taprooms including beer, wine, cider, non-alcoholic beverages, and partner food from Trouble Makers Cocina
5. Private Event Rentals: Rental of private event spaces (Mezzanine and Beer Garden) at Milwaukee taproom with deposit and drink tab requirements

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Central Waters Brewing is a craft brewery that manufactures and sells a diverse portfolio of year-round, seasonal, and barrel-aged beers, alongside hard seltzers, craft spirits (bourbon and rye whiskey), and ready-to-drink canned cocktails under brands including Central Waters, Brewer's Reserve, and Great Blue. The company operates two taprooms (Amherst and Milwaukee, Wisconsin) for on-site consumption, distributes packaged and draft beer through Wisconsin retailers, bars, and restaurants, and rents private event spaces at its Milwaukee location.

Product overview

Central Waters Brewing is a craft brewery based in Amherst, Wisconsin operating two tap rooms (Amherst and Milwaukee) and producing a diverse portfolio of alcoholic and non-alcoholic beverages. The core product portfolio includes seven year-round beers (Honey Blonde Ale, Shine On Ale, Ouisconsing Red Ale, Mudpuppy Porter, Rift India Pale Ale, Satin Solitude Imperial Stout, and Nice Things Hazy Pale Ale), seasonal beers (Honey Dripper Double IPA, After Slice Mexican Lager, Summer Nights Wheat Ale, Tomorrow River Helles Lager, Brewhouse Coffee Stout, Octoberfest Lager), a Brewer's Reserve barrel-aged specialty line (Bourbon Barrel Stout, Vanilla Bean Stout, Bourbon Barrel Scotch Ale, Peruvian Morning Stout), and the specialty Black Gold annual release. The company has expanded into spirits with Great Blue 8-Year Bourbon and Great Blue 10-Year Rye whiskeys, ready-to-drink cocktails (Great Blue Tart Cherry and Blueberry Bourbon Cocktails), hard seltzers (Thimbleberry Lemonade, Blueberry & White Peach, Cranberry & Tangelo, Meyer Lemon & Key Lime), and non-alcoholic offerings (Mudpuppy NA, Honey Blonde NA). Sustainability initiatives and Tap Talks events complement the product ecosystem.

Differentiator

Problem solved

Functional benefit

Brands

• Great Blue: Spirits brand featuring 8-Year Bourbon Whiskey, 10-Year Rye Whiskey, and sparkling Bourbon Whiskey Cocktails (Tart Cherry and Blueberry flavors)
• Brewer's Reserve
• Birds of a Feather IPA Series
• Central Waters Hard Seltzer

Products and services

• Honey Blonde Ale Year-round cream ale made with real Wisconsin honey, featuring a floral bouquet, subtle sweetness, and crisp finish; sold in six-packs, 12-packs, and on draft for adult craft beer consumers.
• Shine On Ale Year-round easy-drinking red ale made with Wisconsin-grown barley; for craft beer consumers and those supporting renewable energy causes.
• Ouisconsing Red Ale Year-round American Amber Red Ale with caramel malts producing a mild biscuit sweetness and warm mahogany color; for craft beer consumers.
• Mudpuppy Porter Year-round American Porter with a thick rocky head, chocolate-like nose, and malty profile balanced by liberal hopping; sold in six-packs, 12-packs, and on draft.
• Rift India Pale Ale Year-round American IPA featuring Simcoe, Citra, Amarillo, and two additional hop varieties over a clean malt foundation; for hop-forward craft beer drinkers.
• Satin Solitude Imperial Stout Year-round creamy imperial stout with caramel, chocolate, and roasted barley specialty malts, delivering a deep dark appearance and satin-smooth finish.
• Nice Things Hazy Pale Ale Hazy pale ale with Citra, El Dorado, and Mosaic hops, delivering tropical aromas of mango, pineapple, and citrus; for craft beer enthusiasts seeking hazy styles.
• Yellow Blaze IPA Year-round IPA brewed with Columbus, Nelson, and Cascade hops, featuring resinous citrus aroma and crisp balanced bitterness; supports Ice Age Trail conservation.
• Honey Dripper Double India Pale Ale Seasonal New England-Style Double IPA loaded with Calypso, Idaho Gem, Mosaic, and Simcoe hops plus Acacia Honey, Wisconsin Cranberry Honey, and Raspberry Honey with American honey malt.
• After Slice Mexican Style Lager with Limes Seasonal Mexican-style corn lager brewed with Saaz hops and fresh limes for a crisp refreshing profile.
• Summer Nights Wheat Ale with Peaches and Tea Seasonal easy-drinking wheat ale layered with peaches and a light tea finish for summer consumption.
• Tomorrow River Helles Lager Seasonal Munich Helles-style lager with Hallertau hops and Briess MaltGems Synergy Pilsner Malt, light and malty with floral hops.
• Brewhouse Coffee Stout Seasonal stout infused with coffee specially roasted by Emy J's Coffee Roasters in Stevens Point, WI; for coffee stout enthusiasts.
• Octoberfest Lager Seasonal Märzen-style lager with bready maltiness, radiant amber color, and a crisp clean finish.
• Brewer's Reserve Bourbon Barrel Stout Imperial stout aged in oak bourbon barrels with hints of bourbon and vanilla and roasted overtones; for barrel-aged beer collectors.
• Vanilla Bean Stout Imperial stout aged in bourbon barrels for a full year and infused with vanilla beans; for barrel-aged stout collectors.
• Brewer's Reserve Bourbon Barrel Scotch Ale Rich malty ale aged in bourbon barrels with East Kent Goldings and Northern Brewer hops and caramel, chocolate, and smoked malt; for premium ale drinkers.
• Peruvian Morning Brand Stout Bourbon barrel-aged imperial stout brewed with freshly roasted Emy J's coffee, with flavors of vanilla, tannins, and coffee; for coffee-stout enthusiasts.
• Black Gold Highly limited, sought-after bourbon barrel-aged imperial stout released annually in October with a different recipe each year, aged three years in spirit barrels; for collectors and connoisseurs.
• Thimbleberry Lemonade Hard Seltzer Gluten-free hard seltzer pairing thimbleberry with lemonade; for adult consumers seeking low-calorie, gluten-free options.
• Blueberry & White Peach Hard Seltzer Gluten-free hard seltzer featuring blueberry and white peach flavors; for adult consumers seeking refreshing fruity seltzers.
• Cranberry & Tangelo Hard Seltzer Refreshing hard seltzer with cranberry and tangelo flavors; for adult consumers seeking fruity seltzers.
• Meyer Lemon & Key Lime Hard Seltzer Refreshing hard seltzer featuring Meyer lemon and key lime flavors; for adult citrus-flavored seltzer drinkers.
• Great Blue 8-Year Bourbon 8-year straight bourbon whiskey aged in oak and finished in Amherst, Wisconsin, bottled at 100 proof with notes of vanilla and oak; for bourbon enthusiasts.
• Great Blue 10-Year Rye 10-year straight rye whiskey aged in oak and bottled at 100 proof with caramel, toffee, spice, tobacco, and oak notes; for rye whiskey enthusiasts.
• Great Blue Tart Cherry Bourbon Cocktail Sparkling bourbon whiskey cocktail made with real bourbon, Bittercube bitters, and tart cherry; 12oz cans at 5% ABV, gluten free, 97 calories, 0g sugar.
• Great Blue Blueberry Bourbon Cocktail Sparkling bourbon whiskey cocktail featuring real bourbon, Bittercube bitters, and Northwoods blueberry; 12oz cans at 5% ABV, gluten free, 97 calories, 0g sugar.
• Mudpuppy NA Non-alcoholic version of the Mudpuppy Porter with a robust, chocolate-like nose, malty profile, and balanced hopping; for sober-curious adult consumers.
• Honey Blonde NA Non-alcoholic version of the Honey Blonde Ale using real Wisconsin honey, with a floral bouquet, subtle sweetness, and crisp finish; for sober-curious adult consumers.
• Amherst Tap Room Flagship taproom at 351 Allen St, Amherst, WI offering the full beer menu, spirits, hard seltzers, non-alcoholic beverages, outdoor beer garden with fire rings, free brewery tours Saturdays at 3pm, and a rentable private event room; for adult visitors and event hosts.
• Milwaukee Tap Room Taproom at 1037 W. Juneau Ave, Milwaukee, WI in a historic church featuring The Mezzanine (private event space with bell tower access) and Beer Garden event spaces, with in-house Mexican food partner Trouble Makers Cocina; for adult visitors and private event hosts.

Quantifiable outcome

• First brewery admitted to Wisconsin's Green Tier program
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Briess Malting CompanycoreStrategic or Co-development PartnerCentral Waters purchases all barley from Briess Malting Company in Chilton, WI (located 1.5 hours away), supporting local sourcing and supply chain sustainability.
• Midwest Hops and Barley CoopcoreStrategic or Co-development PartnerCentral Waters is a founding brewery of the Midwest Hops and Barley Coop, working to have local farmers produce local hops and barley for Wisconsin breweries.
• Emy J's Coffee RoastersminorStrategic or Co-development PartnerEmy J's in Stevens Point, WI roasts coffee specially for Central Waters beers including Brewhouse Coffee Stout, Peruvian Morning Brand Stout, and Brewer's Reserve Tiramisu Stout.
• Ice Age Trail AllianceminorGTM or Marketing PartnerCollaboration on Yellow Blaze IPA brewed to support the Ice Age Trail, a hiking trail conservation organization.
• Lowlands Hospitality GroupminorStrategic or Co-development PartnerLowlander Chaser Red IPA brewed specifically for Lowlands Hospitality Group.
• Fair State Brewing CooperativeminorStrategic or Co-development PartnerNorthern Rivals Bourbon Barrel Barleywine collaboration with Fair State Brewing Cooperative featuring Heritage Gold Malt and Honey Malt.
• 3 Sheeps BrewingminorStrategic or Co-development PartnerShebamherst IPA collaboration with 3 Sheeps Brewing, a West Coast style IPA featuring New Zealand hops.
• Trouble Makers CocinacoreChannel Partner/ Reseller/ DistributorIn-house food partner at Milwaukee taproom providing Mexican cuisine. Catering available for both Mezzanine and Beer Garden event spaces.
• Jensen Community CenterminorGTM or Marketing PartnerAnnual River Run fundraiser benefits the Jensen Community Center in Amherst, Wisconsin. Event includes Black Gold beer release.

Scale indicators4 records

Recent moves2 records

Expansion highlights5 records

Regional players

• Kwik Trip: Wisconsin-based convenience store chain with extensive beer caves and Wisconsin-only focus. Comparable as a key Wisconsin retail channel and adjacent operating geography, though a downstream distributor rather than a brewing competitor.

Direct peers

• New Glarus Brewing Company: Wisconsin craft brewery known for Spotted Cow and a strong local-only distribution model. Highly comparable as a Wisconsin-rooted craft brewer with a flagship lineup, seasonal releases, and brand loyalty, though notably larger and with a stricter 'only in Wisconsin' distribution philosophy.
• Lakefront Brewery: Milwaukee-based craft brewery with on-site taproom, restaurant, and event programming. Directly comparable to Central Waters' Milwaukee taproom strategy, Wisconsin distribution footprint, and emphasis on craft beer experience.
• 3 Sheeps Brewing: Wisconsin craft brewery based in Sheboygan with a portfolio of year-round and seasonal beers. Comparable Wisconsin craft peer and confirmed collaboration partner (Shebamherst IPA) with overlapping distribution and customer base.
• Toppling Goliath Brewing Company: Iowa craft brewery known for highly-rated barrel-aged imperial stouts (similar to Black Gold). Closest comparable on the cult-release barrel-aged stout playbook and Midwest craft positioning.

Broad incumbents

• Founders Brewing Co. Michigan craft brewery with broad Midwest and national distribution. Comparable as an established Midwest craft incumbent with strong barrel-aging program and broader market reach than Central Waters.
• Bell's Brewery: Established Michigan craft brewery (now part of Founders) with broad Midwest distribution and a diverse portfolio. Comparable as a Midwest craft incumbent with multi-state reach that Central Waters would benchmark against for expansion.
• Sierra Nevada Brewing Co. National craft brewery with sustainability credentials (solar, water reuse) and broad portfolio. Comparable as a larger craft operator that has institutionalized sustainability practices Central Waters aspires to.
• Anheuser-Busch (Craft & Imports): Large incumbent brewer with a craft portfolio (Goose Island, Elysian, 10 Barrel). Represents the broader competitive set that controls tap handles, shelf space, and distributor relationships that Central Waters must compete against.

Emerging players

• Fair State Brewing Cooperative: Minnesota craft brewery and confirmed collaboration partner (Northern Rivals Bourbon Barrel Barleywine). Comparable Midwest craft peer with overlap in barrel-aged specialty releases and local ingredient sourcing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CentralWatersBrewingCompanyMKE
• Instagraminstagram.com/centralwatersmke
• Xx.com/CWBrewing
• LinkedInlinkedin.com/company/central-waters-brewing-co-inc

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Central Waters Brewing