Capital Brewery's Supper Club Sells Out in Two Days

Capital Brewery of Middleton, Wisconsin launched their newest product, Capital Supper Club Lager, on April 1, and sold out on April 3. That is 120,000 glasses gone in just two days. Capital Brewery’s warehouse in Middleton is now void of Supper Club and while the next batch is on its way to be bottled, stores across the state are sold out or running very low on stock.

Why all the excitement? Why the run on a regional brew from a small craft brewery in quiet Middleton? Capital Brewery President Carl Nolen chalks it up to a perfect storm of several things.

“First, it was the bestselling beer in our Bier Garten last summer when we were trying it out on tap so we know people really enjoy the taste, “says Nolen. “And when you’re in Wisconsin and hear the name Supper Club, it immediately means something to you.”

The Supper Club Lager packaging is nostalgic, harkening back to the 1950s and 60s when Supper Clubs thrived. The beer is described as “timelessly refreshing” and as “comfort beer for comfort food” — the kind of regional beer and local food you’d find in a Wisconsin Supper Club dining establishment even today.

Capital Brewery knew they had a great beer, but they had no idea the timing would be quite this good.

“I think this turned out to be a really great time to introduce a new product to the market. People are coming out of a recession, coming out of winter,” Nolen says. “And we’ve always had a lot of support from folks around the state who are loyal to us and interested in what we do.”

Capital Brewery is rushing to restock stores and plans to use their May inventory to keep stores stocked through April. The big question is - what will they do when May arrives to keep consumers quenched?