09/28/2026
The timing of National Drink B**r Day lines up perfectly with Oktoberfest in La Crosse, WI! What began as a community effort to create a city-wide celebration in 1961 quickly grew into a cherished tradition. In 1960, officials of G. Heileman Brewing Company, now known as City Brewing, partnered with the La Crosse Chamber of Commerce to bring a fall festival to life.
Sixty-five years later, Oktoberfest continues to bring people together with live music, parades, carnival rides, and beautiful fall Wisconsin colors. It makes for a wonderful celebration of the harvest season and the La Crosse community. And to think, the idea came from two of our very own employees right here in the malt house. Happy National Drink B**r Day and Happy Oktoberfest! Prost!