Alcohol-Free Taproom in Wisconsin - Forward Beverage Co.
Image: @alcfreemke
Forward Beverage Co. is an alcohol-free taproom and beverage maker located in Wausau, Wisconsin. Focused on utilizing natural, plant-based ingredients, Forward has formulated both functional and soft cocktails with pleasantly unique flavors.
I got the chance to speak with Forward founders, Paul and Amy Yanzer, who are sweetly enthusiastic about not only making flavorful drinks, but also progressing the “booze-free” conversation in Wisconsin.
Wisconsin has been consistently ranked as the top one or two drunkest states in the United States. Milwaukee, known as The Brew City, also ranks for having high numbers of bars and breweries - people are passionate about beer here, to put it lightly!
The “drinking culture” is still very strong, especially beer-focused events/gatherings. In my opinion, this is because alcohol is closely tied to socializing in Wisco and how people make (or have made) money here.
However, the NA scene is indeed present and thriving with brands like Forward, Agency, Untitled Art, Kul Mocks, HoneyBee Sage Wellness, Siren Shrubs, Bittercube, and so many more. The demand and interest can be heard statewide, especially from the “wellness” perspective.
Wisconsinites are sober-curious, and given the improvements over the years in non-alcoholic categories, it’s easier than ever to follow a mindful or alcohol-free lifestyle and still enjoy your favorite beverages.
Forward Beverage’s brand new taproom is about three hours from Milwaukee, bringing this functional zero-proof concept to Northern(ish) Wisconsin! Their location has a sleek, elevated design with a gorgeous black and gold tap setup front and center.
Image: @drinkforwardbev
Who is Forward Beverage Co?
Wisconsin’s state motto is “Forward,” introduced back in 1851.
Paul, founder and scientist, told me their brand name is not only a nod to this motto, but also a symbol of moving forward from alcohol and a drinking culture of the past.
He proudly quit drinking in April of 2021 after a few previous attempts to cut out alcohol, realizing it was “getting in the way” of who he wanted to be. He described pouring out his last beer on a Sunday night and thankfully never looking back. When I first quit drinking, I remember many people asking me “how did you do it,” and it’s hard to explain the feeling you get when you just know it’s time to move on (or forward), but I felt it too. I usually describe it as having been able to see two paths for myself, and choosing the scary and unknown one versus what felt familiar.
As many supportive partners of alcohol-free individuals do, Amy has also dropped alcohol nearly 100%, saying they both much prefer life without it! I think it’s a special thing when the non-alcoholic beverage you’re drinking is created by a person who is in recovery or alcohol-free.
Paul has a wide variety of experience in chemistry, beverage research & development, helping high-level athletes with their sleep, supplements, CBD, and more.
With a “passion for building something that's totally radical in this state,” Paul and Amy decided not only to craft their own non-alcoholic adult beverages, but to put them on draft in a specialty taproom. That’s the kind of dedication we love to see. They are bravely giving their Wausau community another important alcohol-free “third space” - a place for people to connect, relax, network, make friends, etc.
What Are The Drinks?
When sipping Forward, you can expect natural fruit juices and extracts building complex flavor profiles like salted guava sour or spicy jalapeño passionfruit (currently my two favorites).
Each flavor comes in a “social seltzer” and “soft cocktail” version.
The social seltzers contain mild doses of ashwagandha and full spectrum hemp extract giving a light and buzzy feeling. This 3:1 dose of CBD:THC “provides an elongated feeling of relaxation and mild euphoria compared to pure THC extract.”
The soft cocktails are crafted with natural juices and electrolytes, and are “sophisticated, complex non-alcoholic cocktails formulated to stand on their own as a cocktail - and won't leave you feeling like something is missing.”
Giving Wisconsin something they might’ve not even known they were missing… Forward developed the “In-Fashioned,” their take on the classic Wisco Old Fashioned. It features aromatic bitters, rosemary, molasses, blood orange, and tart cherry - “every sip will transport you to a familiar, but alcohol-free happy place while the electrolytes help keep you hydrated and ready for action all day.”
Image: @drinkforwardbev
The Functional Beverage Trend
One thing I appreciate about Forward Beverage is the duality of their drinks - you can grab the same flavor with or without the plant magic (AKA hemp extract and ashwagandha), and the “soft” formula is still functional with electrolytes.
Also, the hemp extract emulsion in Forward’s drinks was developed in-house, by Paul himself. Beverage brands do have the option of outsourcing this process when adding CBD/THC to their product, but Forward takes pride in having developed their own process.
Technically, what is a functional beverage anyway?
NCCO defines the category as typically “non-alcoholic drinks manufactured and marketed to highlight specific product ingredients or health benefits, including sports and performance drinks, probiotic and dairy beverages, plant milks, energy drinks and other caffeinated beverages, meal replacers, “smart” drinks, ready-to-drink teas, fortified fruit and vegetable drinks, enhanced waters and more.”
This beverage category has grown significantly alongside the sober-curious movement.
With 61% of Gen Z and 49% of Millennials trying to drink less in 2024, people have much higher expectations for what they’re drinking when not drinking.
Connect With Forward Beverage:
Amy and Paul expressed to me that Forward is a welcoming community space and eager to connect with more Wisconsin locals, so if you’re in the Midwest and have been inspired by Forward, reach out to them!
Check out this map to find out if their beverages are available near you.
Keep up with Forward on Instagram for the latest updates.
