Crowdsourcing beer and brats
Fox Bros. Piggly Wiggly teams up with MobCraft Beer

By Katherine Michalets - Freeman Staff

August 25, 2017

 The label designed for Foxtoberfest beer, which will be sold at all Fox. Bros. Piggly Wiggly locations in September.
Submitted image

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 Foxtoberfest.

David Dickelman, 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.

Earlier this 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 idea.

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 time."

During September, 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 statement.

Dickelman said 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.