A license to sell or serve beer or liquor is required by State Statutes Chapter 125. The licenses are issued annually from July 1 to June 30.

Alcohol Licensing Laws

Municipal Code:  Chapter 4, Alcoholic Beverages
State Statutes:  Chapter 125, Alcohol Beverages

Types of Licenses and Fees

Class "A" (beer):  $100 annually.  Sale of fermented malt beverages in original packages or containers for off-premises consumption only.
"Class A" (liquor):  $500 annually.  Sale of intoxicating liquors in original packages or containers for off-premises consumption only.
"Class A" cider:  No fee.  Sale of ciders in original packages or containers for off-premises consumption only.
Class "B" (beer):  $100 annually.  Sale of fermented malt beverages for on-premises consumption or in original packages or containers for off-premises consumption.
"Class B" (liquor):  $500 annually.  Sale of intoxicating liquors for on-premises consumption or in original packages or containers for off-premises consumption.
Reserve "Class B" (liquor):  $500 annually.  Same as "Class B" (liquor).  New applicants are required to pay an initial issuance fee of $10,000.  Reserve licenses are not eligible for premises-to-premises transfer.
Temporary Class "B" (beer) and "Class B" (wine):  $10 per event, licensees may sell beer/fermented malt beverages and/or wine to consumers at a picnic, event or similar gathering for a limited duration. Such licenses may only be issues to “bonafide clubs and chambers of commerce, to county or local fair associations or agriculture societies, to churches, lodges or societies that have been in existence for at least six months … and to veterans’ organizations."  There is no limit ont he number of beer licenses that can be issued.  Organizations are limited to no more than two (2) wine licenses per 12-month period.
"Class C" wine:  $100 annually, licensees may sell wine by the glass or in an opened original container for consumption on premises where sold. “Class C” wine licenses may only be granted to restaurants in which the sale of alcohol beverages.

Additional Fees

Criminal Background Check:  $10 per applicant
Publication Fee:  $20 per retail application
Change of Agent:  $10 processing fee

Additional Resources

• Wisconsin Alcohol Beverage and Tobacco Laws for Retailers (WI DOR Publication 302)

• Retail Alcohol Beverage Licensing Information (WI DOR Publication 309)

• WI DOR Alcohol Beverage Fact Sheets:  Information on premises descriptions, carry-ins, sampling, wine walks, etc.

Applications

CLICK HERE TO COMPLETE YOUR ALCOHOL BEVERAGE RENEWAL APPLICATION

• Original Alcohol Beverage Retail License Application (Fillable PDF)

• Renewal Alcohol Beverage License Application (Fillable PDF) | Online Submittal

• Auxiliary Questionnaire (Fillable PDF):  Required for all sole proprietors, partners, and agents, members and officers of a corporation or LLC

• Schedule for Appointment of Agent (Fillable PDF)
  Appointment of Successor Agent (Fillable PDF):  Only required if changing the agent in the middle of the license year.

• Temporary Extension of Premises:  Online Form

• Temporary Class "B" (beer) and "Class B" (wine) Application (Fillable PDF) | Online Submittal

• Operator's Licenses (bartenders/sales clerks):  Online form

• Cigarette and Tobacco Products Retail License Application (Fillable PDF)

Municipal Quota Information

The City has currently met its quota for "Class B" liquor licenses, and all businesses who wish to sell/serve liquor must apply for a Reserve "Class B" license.

As of August 2021, the City has no Reserve "Class B" license available.

New applicants of a Reserve "Class B" license are required to pay an initial issuance fee of $10,000. Reserve licenses are not eligible for premises-to-premises transfer.