Article Summary –
Manitowoc, Wisconsin, with a rich history of malt production and brewing dating back to 1847, has recently declared itself the “Specialty Malt Capital of the World,” largely due to the contributions of Briess Malt & Ingredients Co., which produces 45 types of specialty malt. The city’s brewing history is visually represented by the briess malt plant downtown and its colorful mural. The new title aims to boost tourism, attract beer enthusiasts, and enhance the city’s vibrancy, complemented by the growth of local craft breweries and events like the Malt City Brewfest.
When visitors disembark from the car ferry in downtown Manitowoc, they’re often greeted by the sweet, nutty aroma of malt from the nearby Lake Michigan breeze.
This east-central Wisconsin city, home to 34,500 residents, boasts a long history in malt production and brewing, earning its nickname as “Malt City.”
In downtown Manitowoc, Briess Malt & Ingredients Co. operates a plant producing 45 kinds of specialty malt, enhancing beer flavors and colors, from dark stouts to sweet pale ales.
Briess supplies over half of the U.S.’s 9,500 craft brewers, including three in Manitowoc. On June 11, the city declared itself the “Specialty Malt Capital of the World” to draw beer enthusiasts and honor its brewing heritage.
“We hope it helps potential visitors see Manitowoc as a brew capital worth visiting,” said Courtney Hansen, the city’s tourism director.
Manitowoc has been integral to the malting industry since 1847, when William Rahr built a malting plant that still defines the city’s skyline.
Anheuser-Busch acquired the plant in 1962, painting a Budweiser mural on its silos. When the plant was decommissioned in 2011, the community felt a significant loss.
Briess revitalized the plant in 2014, adding a colorful mural in 2019, which has helped reignite Manitowoc’s spirit.
“Briess brightened everything up with their mural. It rejuvenated the community,” said resident Nathan Schroeder.
Manitowoc hopes the new “Specialty Malt Capital” title will attract beer lovers. Craft Creek Brewing Co., using 90% Briess malt, opened in 2022. Owner Andrew Hogan appreciates having the malting facility nearby.
“It’s cool smelling the malt just blocks away,” Hogan said. Craft Creek is developing hard root beer and collaborates with Briess on recipes.
“It’s great to have a malting facility in downtown,” Hogan noted. “Seeing ships bring in malt grain and people gather by the river is a unique sight.”
Schroeder added that knowing their malt reaches beer bottles worldwide is a source of pride.
Manitowoc’s downtown has transformed, offering tourists attractions like the Wisconsin Maritime Museum, shops, restaurants, and nightlife.
“Tourism adds class and character downtown,” Schroeder said.
The city’s new title is expected to boost its beer scene. Briess’s third annual Malt City Brewfest will attract brewers to Manitowoc, enhancing its vibrancy.
“More breweries bring more visitors,” Hogan said. “People see how much Manitowoc has changed and how much there is to do now.”
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