This content is presented in partnership with ADAMM.
The same people who are discerning when it comes to choosing a new car may also be those who enjoy sampling a selection of fine craft beers made right here in Wisconsin.
At least that’s the thinking behind Sip & Savor, a new event at the Greater Milwaukee International Car & Truck show.
Jim Tolkan, president of the Automobile Dealers Association of Mega Milwaukee, said he hopes Sip & Savor will attract more millennials to the Wisconsin Center – but the evening event on Thursday, Feb. 28, will appeal to anyone who appreciates the distinct qualities of small-batch brews.
“As of this model year,” Tolkan said, “millennials constitute the largest segment of auto buyers, so our committee thought this would appeal to younger professionals who work Downtown.”
The craft lagers, pilsners, ales, porters and stouts at Sip & Savor will come from small breweries and brew pubs. Their popularity has been rising for a decade, according to the Small & Independent U.S. Craft Brewer Association. At the event, they will be served with samples from local restaurants and caterers.
The food and drink stations will be interspersed throughout all three floors of the show, among the 400-plus new car models and other special displays and exhibits. “In order to try them all,” Tolkan said, “you’ll have to go through the entire show.”
Everything you need to know about Sip & Savor
When: 7 to 9:30 p.m., Thursday, Feb. 28
Where: The Greater Milwaukee International Car & Truck Show at the Wisconsin Center, 400 W. Wisconsin Ave., in Downtown Milwaukee.
How it works: You must purchase a ticket for $19.95 (in advance, $24 at the door), which includes Sip & Savor and auto show admission, and provide proof of age before entering the show. Ticket-holders over age 21 will receive wristbands that can be used at any of the Sip & Savor beer and food-tasting stations. No one under 21 will receive a wristband.
Ride home: Tolkan said that designated drivers will be allowed to enter the show for free. Also, Uber and Lyft are offering free rides to new customers who download phone apps used to hail drivers.