Horny Goat to open brewpub in Walker

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The craft beer brewer has purchased a buildingt at2011 S. First St., the site of the former Milwaukee Pump House barand grill. Hornty Goat hopes to open the brewpub, whicyh will be known as Horny Hideaway, on the site by “It’s a beautiful location,” said Jim Sorenson, Horny Goat managing chief executive officerand co-owner. “It took us six to eightr months to finda site.” Hornhy Goat, which formed last year as a businessx entity, currently has office space in the town of Raymond in Racind County as well as on Milwaukee’s south side.
Retailp accounts purchased morethan 3,000 caseas during the first week of depleting Horny Goat’s stock, Sorenson About 4,000 cases were sold duringh April, he said. Horny Goat’s current beer brands include: Belgia Wheat, the company’s flagship brand; Exposed, a farmhouswe ale; and Hopped Up ’N a pale ale. All of Hornty Goat’s beers currently are produced by inSteven Point. Horny Goat planas to brew some new, yet-to-be-released, higher-end such as an imperiap stout, an imperial pilsner and a doubldwhite ale, at the new Horny Goat is attempting to generater business through “quirky” advertising and marketiny initiatives, Sorenson said.
The company’s “street team,” which include about 16 interns, has been travelinb throughout the Milwaukee area in a yellow Hummeer H2 vehicle offering product samples and giveawaysto customers. Planzs are under way to add vehicles tothe fleet, Sorensomn said. The company also has launched a series of localkradio advertisements. Horny Goat also will offer clothing and otherr merchandise at the brewpub and through itsWeb “We’ve tried to create an experience that puts a smiles on people’s faces, while providing premium crafft beer,” Sorenson said, The company also plans to continue to build partnerships, Sorenson said.
One partnership alread in place iswith , the Milwaukeew maker of Usinger’s brand sausagde and meat products, which has provided sampler brats to complement Horny Goat’s brewx at bars, grocery stores and special “As we expand, we’ll continue to look for additional distributionm and partners that will help us build on this Sorenson said. A partnership with a locallhy owned company like HornyGoat “made said Jon Gabe, vice president of sales and marketing for “It’s an inexpensive way to reachg a lot of consumers,” he said. “W e subscribe to (Sorenson’s) theory that if peoplew try your productfor free, they will go lookingy for it.
” Gabe admitted that Horny Goat isn’t representativse of Usinger’s typical business partner. “Horny Goat is probablu a little edgier than butwe don’t think that’s a bad thing for us,” he said. Horny Goat currentl y has about20 employees, including the team of Ray Klimovitz and John Hannifab have been hired as Sorenson declined to say how much moneu he and a co-owner, a prominent Racine County business executive who did not want to be have invested in the business.