Partnerships that emphasize collaboration over consolidation are increasingly emerging as models for success. One such partnership created this summer in Wisconsin has been the Triple Taproom + Kitchen, a collaboration involving 3 Sheeps, Door County, and Hacienda Beer Co.
The new Triple Taproom location, based in Milwaukee’s East Side at the former Hacienda Taproom + Kitchen, shows the potential of how multi-brewery taprooms can provide consumers with a diverse experience while maintaining the authenticity and keeping the identity of each brand.
Grant Pauly, founder and head Brewmaster for 3 Sheeps, is no stranger to the challenges of expanding a brewery’s reach. The creation of a shared taproom in Milwaukee provides the Sheboygan-based brewery with a physical presence about an hour from home in a city that has supported 3 Sheeps for over a decade.
“Milwaukee has supported us since we opened 12 years ago,” he said. “They’ve come up to our taproom in Sheboygan, bought our beer throughout the city, and played a significant role in getting us to where we are today.
“This taproom allows us to give back to the community that has supported us for so long.”
The Triple Taproom features a communal space where consumers for all three breweries can select from a rotating selection of beers from each brand, with 3 Sheeps offering 10 tap lines, including core, seasonal, barrel-aged, and taproom exclusives.
For Pauly, this partnership isn’t just about sharing space—it’s about expanding horizons in brewing.
“Producing and packaging for three different brands has been a refreshing change,” he explained as 3 Sheeps has been co-packing for the Door Co./Hacienda brands for the past few years. “We all have different approaches to brewing, from ingredients to fermentation techniques, and that has sparked innovation.
“For example, bringing in new malts from our partners has inspired new beers in our variety packs. It’s a real blend of experience that we all benefit from.”
For Pauly, the importance of maintaining authenticity while pursuing collaborative ventures is paramount. He said this sort of partnership provides an alternative to mergers, which often dilute a brewery’s identity.
“We’ve seen some mergers where breweries lose what made them special,” he said. “This model preserves the uniqueness of each brand while allowing us to share resources and keep costs in check, which is crucial in today’s competitive industry.
“I think we’re onto something that can be expanded and evolved by other breweries in the coming years.”
Jim Anderson, Director of Operations for Triple Taproom, echoes Pauly’s sentiment. Community engagement is key to the venture’s success.
“We love to host a variety of community and private events, and we’re always looking for ways to support other small businesses and entrepreneurs through pop-ups and markets,” he said. “Collaboration over competition is at the heart of what we do.”
So much so that they hired a full-time Marketing & Events Manager to spearhead these efforts.
The partnership between the breweries extends beyond beer and events. Their charitable initiative, “Pints For A Purpose,” will be a permanent feature at Triple Taproom + Kitchen, with $1 from each pint of 3 Sheeps’ Wisconsinitis Cream Ale going to local charities. Pauly sees this as just the beginning of their efforts to give back.
READ MORE: Production Mindset, Taproom Mentality: Why Grant Pauly & 3 Sheeps Don’t Want a Small Portfolio
“We recently became a sponsor of WMSE, a listener-supported radio station, and I’m confident that this is only the tip of the iceberg,” Pauly said. “We can’t wait to see how we can further support this awesome city.”
Marketing strategies have focused on leveraging the existing fan bases of each brewery, while local media has also played a crucial role in promoting the concept.
“It was amazing to see how excited people were for us to join Hacienda and Door County in Milwaukee,” Pauly said. “Fans shared the news across social media, and the local media was kind enough to amplify the message. Moving forward, we’re focused on delivering an exceptional experience at the taproom, confident that word-of-mouth will continue to bring in more visitors.”
For Anderson, collaboration with the local community has been woven into every facet of their operations. From their ongoing partnership with Milwaukee Film to their involvement in local biking initiatives like Bicycle Benefits, Triple Taproom is committed to being more than just a place to drink beer. The space regularly hosts diverse events, including ASL Deaf Trivia, Hispanic Heritage Month markets, and plant workshops.
“When we work together with the community, we can uplift each other,” Anderson said. “It’s about more than beer—it’s about creating a space where everyone feels welcome.”
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