label designed for Foxtoberfest beer, which will be sold
at all Fox. Bros. Piggly Wiggly locations in September.
HARTLAND - It's a
partnership made in Wisconsin heaven - an award-winning
brat maker working with a local brewer. Fox Brothers
Piggly Wiggly was approached by MobCraft Beer to create
a beer to be launched in September - the result was
marketing and merchandising manager for Fox Bros. Piggly
Wiggly, said the proposal made sense. At the Fox Bros.
stores every year, they invite customers to submit ideas
for new kinds of brats during the company's People's
Choice Brat Contest. The customers are then asked to
vote upon the entries and the winning idea is made into
a brat that's sold in the stores. MobCraft Beer is a
crowdsourced brewery out of Milwaukee.
spring, MobCraft Beer and Fox Bros. realized the
similarity between the MobCraft crowdsourced model and
Fox Bros. People's Choice Brat Contest. It was decided
to partner up to create a craft beer contest.
In March, Fox
Bros. invited customers to submit beer ideas and put the
vote up to customers to decide which to brew. After the
ballots were cast and counted, the winner was "Foxtoberfest,"
which was submitted by Mike Kendall of Richfield.
Dickelman said he
likes how the crowdsourcing gets customers involved in
what is sold at the stores, from submitting product
ideas to voting and then potentially buying the winning
Foxtoberfest is a
traditional Oktoberfest-style lager featuring an amber
color with a sweet malty backbone and mild hop profile.
The long fermentation and rich malts makes this lager
smooth and beautifully caramel-colored.
The beer will be
available starting Sept. 1 in four-pack 16-ounce cans
for purchase at all the Fox Bros. Piggly Wiggly stores
and the MobCraft taproom in Milwaukee.
"We are excited
to release our first traditional Oktoberfest-style beer
with Fox Bros. and our local community," said Henry
Schwartz, president of MobCraft Beer, in a statement. "Foxtoberfest
is smooth, balanced and perfect right around harvest
Foxtoberfest will be sold at $6.99 for a four-pack.
"This has been a
fun process with MobCraft and we are looking forward to
having Foxtoberfest available exclusively at Fox Bros.
Piggly Wiggly," said Fox Bros. President Pat Fox in a
having crowdsourced products like its brats and now the
beer sets it apart from its competitors.
Fox Bros. Piggly
Wiggly, an employee owned and operated franchised
grocery chain, was established by Pat and Bob Fox in
Hartland in 1988. Fox Bros. Piggly Wiggly operates
stores in Hartland, Hartford, Hubertus, Jackson,
Saukville, Slinger and Oconomowoc.