Hinterland turns 30: Party in Packers Town
Green Bay, Wisconsin’s Hinterland just crossed the 30 year mark in Packer Town
In the shadow of Lambeau Field lies Hinterland Brewery, nestled in the heart of Green Bay’s Titletown District. The brewery just celebrated its 30th anniversary, marking three decades of craft brewing in a beer-loving state like Wisconsin. Founded in 1995 by Bill and Michelle Tressler in a former cheese factory just outside Green Bay, the brewery has grown from small beginnings to a cornerstone of the Green Bay beer scene.
Hinterland relocated in 2017 to its current 24,000-square-foot facility that blends modern brewing with what feels like “hunting lodge chic,” featuring dark colors and exotic taxidermy wall hangings. It’s a modern brewpub right smack in the middle of everything Green Bay Packers football.
The anniversary celebration kicked off on Friday, with events spanning May 23 and 24, 2025, including a seven-course beer dinner where the chefs showcased their culinary prowess, pairing each dish with a Hinterland beer. The big party followed on Saturday, filling up with locals, and beer lovers alike. a I had never met Hinterland’s founder, Bill Tressler, but on this—the brewery’s 30th birthday—I had just one question. How did you make it 30 years? After all, lately, it has felt like we’ve seen more brewery closures than openings, and the headlines paint a grim picture for the beer industry. Bill didn’t hesitate. “Focus on the people,” he says. “The beer is important, too, but it’s really about the people. Come on, let me show you around,” he says with a smile.
The brewhouse was transformed into a VIP section for the event, featuring rare, one-off barrel-aged beers and wild ales, a testament to the vibrant beer culture still thriving in the Midwest. The four-vessel, 30-barrel brewhouse towers over the restaurant and patrons sipping below it—a far cry from the humble 7-barrel setup Hinterland started with 30 years ago. Bill guided me through the space (the brewery runs 24,000 square feet, pointing out the tanks and canning line like it was one of his own children.
Just listening to folks drinking around me, there is a big love of Bill and his wife and co-founder Michelle. It wasn’t just a triple decade milestone, but a shared love of Hinterland (and the Green Bay Packers, judging by the amount of gear running around.)
Bill’s focus on people extends beyond customers. He spoke proudly of their team, many of whom have been with Hinterland for years. It’s apparent that good beer can only take you so far without good people there to pour it.
Hinterland hit 30 years with great beer, great people, all in one of the most well-known football cities in America. Nothing feels slow or downturn in Hinterland. Or Green Bay. Or Wisconsin. It would seem Hinterland is just now hitting its stride.