USA, WI: Brewfinity Brewing Company setting up a second brewery in Oconomowoc

Brewfinity Brewing Company will take over a picturesque lakefront store site as the setting for its second brewery, with plans that include making it an entertainment center as well, Milwaukee Journal Sentinel reported on November 20.

Owner and brewmaster Chad Ostram, who bought and revamped Sweet Mullets Brewing Co. in Oconomowoc in January 2016 and adopted the Brewfinity name two years later, announced in mid-November that the company is expanding into the village of Pewaukee in spring 2025.

It will operate in the space vacated by VeloCity, a bicycle shop that closed in the spring after eight years at 203 W. Wisconsin Ave. in downtown Pewaukee. The store, which itself had a "libation station" bar frequented by cyclists, was known in part for its scenic location across from Lakefront Park with a view of the lake.

"Brewfinity has been looking to add a second location for the last several years, everything from building a new facility to buying an existing venue to renting space and doing a buildout," Ostram said in a news release. "We have finally found a location we are excited about as it fits into our model and is financially feasible to pursue."

Ostram said Brewfinity will transform the Pewaukee store into a taproom and one-barrel brewhouse. In addition to beer, it will serve brisket sandwiches, pulled pork sandwiches, and other smoked meat options.

"When we looked at the surrounding area, we realized there was a niche in doing smoked meats, so we decided that would be our focus for the kitchen," he said. Some aspects of the operation will be phased in over time, but the plan is to have all aspects, including the meat-smoking preparations, in-house.

The company said the new location will have more than just food and beer. It will incorporate an indoor bocce ball court, host acoustic music performers and conduct trivia nights, among featured activities.

"We also wish to create a unique and memorable experience that draws both locals and tourists to our Pewaukee taproom," Ostram said, adding that he wants to make the lakefront location a "community hub." The business is expected to be open from 11 a.m. to 11 p.m.

The existing site at N58 W39800 Industrial Road, on the west side of Oconomowoc, will continue to operate as a brewery and taproom.

20 November, 2024