BEER & CHEESE FEST 2027
January 16, 2027
What your ticket gets you
VID (Very Important Drinkers) 🍻
The full Beer & Cheese Fest experience. Get in at 12:30 PM—90 glorious minutes before General Admission—to enjoy the rarest pours before the lines. You'll get unlimited samples in a commemorative glass, access to exclusive beers, our private lounge, a festival T-shirt by Poma Art, and food from three local chefs from 2:00–5:30 PM. Stay and sip until 6:00 PM. Need more convincing? We have even more details on the VID experience here.
Early Access 🍺
Not quite VIP, but still fashionably early. Head in at 1:00 PM, one full hour before General Admission, for first crack at limited and exclusive beers. Includes unlimited samples in your commemorative glass and access to the festival until 6:00 PM.
General Admission 🧀
The classic Beer & Cheese Fest experience. Join the party from 2:00–6:00 PM and enjoy unlimited samples from breweries, cheesemakers, distilleries, cideries, wineries, THC beverage makers, and more—all with your commemorative tasting glass in hand.
Designated Driver 🚗
Who's the real MVP? Our Designated Driver ticket includes entry to the festival so you can enjoy the atmosphere, vendors, live entertainment, and food while making sure your crew gets home safely. Thanks for taking one for the team.
Bringing the Whole Crew? 🎉
If your group chat actually followed through, we've got you covered. Groups of 10 or more save 10% on General Admission tickets when you choose the "10+ Ticket Party Pack." Perfect for birthdays, reunions, bachelor and bachelorette parties, work outings, or just because.
the vid experience
Very Important Drinkers deserve Very Important perks. Get in 90 minutes early, sip the rare stuff before everyone else, snack on bites from three local chefs, and escape to the private lounge when you need a break from all that important drinking.
Oh, and you'll get the exclusive Poma Art festival T-shirt. The one we'll almost certainly receive angry emails about because people who didn't buy a VID ticket can't get one. We wish we were kidding.
If you like bragging rights, fewer crowds, and maximum Beer & Cheese Fest glory, this is your ticket.
Early EARLY access, special pours, and a gated lounge area…
Limited edition exclusive event shirt by local artist POMA…
Cheese-infused creations by Madison-local chefs…
Get in earlier than early.
Early Access is great.
VID is even earlier.
You'll get through the doors at 12:30 PM—a full 30 minutes before Early Access and 90 minutes before General Admission. That's extra time to track down the rare pours before they disappear and enjoy the festival before it hits full speed.
Need to recharge? Head over to the VID Lounge. We're talking tables. Chairs. Space to breathe. Maybe a few games. Exclusive chef bites. The whole shebang.
There will be a bouncer guarding the lounge. Their entire job is making sure the cheese stays with the people who planned ahead and politely crush other ticket holders dreams.
Let’s put your name on the list so the bouncer can wave you through like the superstar you are.
The VID Exclusive Swag
Let's get one thing out of the way now: no, you cannot buy this shirt.
Not before the festival. Not after the festival. Not if you offer us extra money. Not if you tell us you "didn't know." Not if you write a strongly worded email.
We've teamed up with Milwaukee artist Alain M. Poma of POMA Art and gave him complete creative freedom to design this year's official Beer & Cheese Fest shirt. It's a one-of-a-kind piece made exclusively for us, and we're printing exactly enough for VID ticket holders. That's the whole run.
Every. Single. Shirt. is spoken for before the festival even starts.
Will we get emails after the event asking if there are "just a few extras in the back?" Absolutely. Do we have any? Absolutely not.
So let's save both of us some time. If you're already the kind of person who knows you'll be emailing us in January because you wish you'd gotten the shirt... just buy the VID ticket now.
If you choose not to... please don't email us afterward. We won't have a shirt for you, and we'll probably just judge you a little for being a poor planner.
Duh, dumb question, of course you do. That’s why we found three awesome Madison chefs and gave them one job:
Make something ridiculously good. Make it cheesy.
That's it. No other instructions. We trust them. And if it’s cheesy, we’re not worried about it tasting good.
From 2:00–5:30 PM, they'll be serving up exclusive bites only for VID ticket holders. While everyone else is debating whether to stand in line for food or go get another beer, you can do both. Grab a chef-made snack, another pour, and casually stroll past the food lines trying not to make too much eye contact.
It's one of the many little perks of making good life decisions - like getting a VID ticket.
Do you like good food?
Elena Terry
Tall Grass at MMoCAElena is the Executive Chef of Tall Grass at MMoCA as well as the Executive Chef/Founder of Wild Bearies. Elena is a seed, forrest and ranch to table chef who develops relationships with tribal and local food producers for a more sustainable food system. Elena is a butcher, wild game specialist, live fire expert and pitmaster as well as a trained chef. She has appeared on BBQ Brawl, Chopped, Top Chef, Family Dinner and Breaking Bread.
Dan Fox
Heritage TavernChef Dan Fox grew up in the Chicagoland area, and his love of cooking began as a young teen. His desire to be creative in the kitchen took him to Kendall College for Culinary Arts. After graduating, he honed his skills in some of Chicago's top restaurants as well as high-end restaurants in both Austria and France. Dan landed in Madison as the Executive Chef at the members- only Madison Club. His passion for Heritage-breed pigs led him to found Fox Heritage Farms in 2011, adding the role of farmer to his repertoire. Since creating Fox Heritage Farms, Dan has opened Heritage Catering and, later, Heritage Tavern. He has cultivated relationships with many local farmers and vendors to build a reputation for excellence. Dan has received several awards and accolades, including a three-time James Beard Award semi-finalist, Food & Wine People's Choice Best New Chef finalist, Madison Magazine Chef of the Year, and runner-up on Food Network’s "Chopped: Julia Child’s Kitchen".
One More TBD
We're picky, sorry. Will update soon!
Coming Soon!
Available Menus
Hotel Partner & Room Block Info
Skip the Ubers. Just stay next door.
Make your Beer & Cheese Fest weekend easy and worry-free. We’ve partnered with Madison Marriott South to offer a special discounted rate of $129/night for festival guests on Friday, January 15 and Saturday, January 16, 2027.
The Madison Marriott South is a short walk from the Alliant Energy Center — the perfect place to relax after a full day of sampling Wisconsin’s best beer, cheese, and more.
Rooms are limited, and the Beer & Cheese Fest room block closes on January 4, 2027. Book early to secure your stay at the discounted rate.
Book your room online using the link below, or call Madison Marriott South at 608-251-2300 X 0 and request the Beer & Cheese Fest Jan2027 room block rate.
Games & Things to Impress Your Friends
Spanish Long Pour:
Step up to the challenge of the traditional Spanish long pour! Contestants will test their skill (and balance!) by pouring cider or wine from a bottle held high above their head into a glass below—without spilling. The higher the pour, the smoother the stream, and the fewer drops lost, the better your score. Precision, style, and flair all count in this fun and lively contest that always draws a crowd!
Stein Hoist Competition:
Do you have what it takes to hoist one of our mugs? This competition of strength pits contestants against Steins and the clock.
Nail Hammering Races:
Get ready to test your precision, speed, and strength in this thrilling and competitive activity! Nail Hammering Races challenge participants to hammer nails into a wooden board as quickly and accurately as possible. Whether you're a seasoned DIY pro or a first-time hammer wielder, this event promises a blend of fun and skill-building for all ages.
Want in on the fun? Sign-ups and waivers happen on-site—easy peasy.
Entertainment & Things to Watch
Wendy Lynn Markus, Violinist
Imagine an evening where sophistication meets vibrant energy, creating an unforgettable atmosphere for guests. Wendy Lynn Markus, a seasoned musician with 28 years of stage experience, brings a dynamic and elegant musical performance that heightens the mood of any occasion.
Wendy's mastery of the violin combines with meticulously crafted backing tracks to create a rich tapestry of sound that captivates and enchants. Her repertoire spans a variety of genres, from which she designs a custom playlist for each event, ensuring the music resonates with the audience's tastes.
Throughout the event, Wendy's presence is both commanding and graceful. Her ability to adapt to the flow of the evening ensures that every performance segment enhances the overall ambiance, whether it's a stirring rendition of a classical piece, a soulful interpretation of a modern ballad, or an electrifying take on a rock classic.
Joe Wray
Joe Wray is a one man band who sounds like a full group. Using a loop pedal and electronic percussion, he builds layered, danceable sets in real time, vocals, rhythm, bass, and melody, all from one performer. He brings his own stage lighting and atmospheric production, so the energy matches a full band even though it's just him up there. Based in Milwaukee with 13+ years performing weddings, corporate events, and festivals, Joe gets crowds moving, not just listening. Expect dancing.
The Rhinemaidens
An alphorn is 12 feet of pure wonder. Made of spruce and rattan, an alphorn was used by Shepards for conversions in the Alps. The Rhinemaidens and their alphorns are not only mesmerizing to listen to but inspire absolute awe and amazement to see this majestic instrument in action.
Dr. Natalie Grana is a professional French horn performer and Fulbright scholar in the field of Solfège. She is the director of Alphorn outreach with the Utah based company Alpensong and is on staff with the Alphorn Institute of America. She resides in Chicago where she teaches at DePaul University, Loyola University and Lake Forest College.
Dr. Laura Whisler is a physician and French horn musician who has made alphorn an integral part of her life.
Silent Disco
Ever danced your heart out while someone next to you is vibing to a completely different song? That’s the magic of a silent disco. Grab a headset, pick your DJ, and get ready to move—no matter your rhythm situation.
Janisch Creative
Witness a 40-pound block of cheese turn into a beautiful piece of art! Turning cheese into art and ideas into reality—cheese carving.
FAQs
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YES.
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This is a 21+ event, no exceptions.
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You are welcome to bring in one factory sealed or empty water bottle as well as a pretzel necklace. "Pretzel" is a loose term, if you can string it on a string, we are cool with it. We really hope you don't plan on bringing alcohol to a beer sampling event.
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Bags are allowed! Max size is 8.5" x 11" and will be searched. Medical + nursing bags are allowed.
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Last pour is at 5:45 PM – no samples after that.
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Parking is available at the Alliant Energy Center:
Parking rates are $10/day for cars and exhibitors, and $30/day for buses.
Parking is now cashless. You can pre-purchase parking here.
You are able to have someone drop you off, and there is no parking fee.
We encourage using local cab services, Uber, or Lyft for safe travel to and from the event.
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No, but I bet you have tons of friends who would be happy to take your ticket off your hands.
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Yes! Beer & Cheese Fest is way more than just beer and cheese. There will be vendors sampling cider, mead, seltzer, thc-infusions, and a lot more. Plenty of gluten-free/non-beer options.
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You get early access at 12:30PM. Eventbrite doesn't let us customize the start time for each ticket kind, so we have GA gates shown.
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Is it a service dog? If so, then yes. If no, then no.
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Besides the 2000 lbs of cheese at the event, there will also be food for purchase from a select few food vendors.
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There will be waivers at the event you will sign if you want to participate.
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Yes! Madison Marriott South right down the street is offering great discounted rates in the Beer & Cheese room block. Use the link here to book.
Event Map (Coming Soon)
Participating Beverage Vendors & Things to Drink
Participating Cheese Vendors
Other Things to Eat
(For Sale)
Things to Thank
(Thank you sponsors!)
