With Brews and Food to Fuel
Story by Nick Rasmussen
Photography by Joe Laedtke
Long before the term, “craft beer” originated, before carbon fiber bike frames, and before our food sources started calling out the words, “organic” and “local,” there were simply beer, bikes and food. While we generally think of these three things as separate elements of our culture, their synergistic relationship actually dates back over a century. These days, in Wisconsin, it turns out that our cultural DNA fuses our American identity by way of our European heritage.
Imports Made Local
If you live in or near Milwaukee, Mequon or Madison, chances are that you’ve heard of the Lowlands Group. Lowlands is behind some grand cafes: Cafe Hollander, Cafe Centraal, Cafe Bavaria and Cafe Benelux. If you’ve visited any of these eateries, you’ve likely noticed a consistent theme: European-inspired fare, a Belgian-tilted beer list … and bikes. In Western Europe, the intersection of these three seemingly unrelated interests all converge and coalesce into one societal ideology. This construct served as the philosophical inspiration for Lowlands as they began to build their brand.
Dan Herwig, Director of Brand and Marketing for Lowlands, says that their … Read More