IFWTWA Conference Media Trip
New Glarus, Wisconsin
October 15-17, 2026
New Glarus is a charming Wisconsin village founded in 1845 by immigrants from the canton of Glarus in Switzerland, which is reflected in its rich Swiss heritage today. It is often referred to as “America’s Little Switzerland” due to its strong Swiss cultural influences. The tiny village is filled with fairytale shops and picturesque streets. The New Glarus Brewing Company is world-famous for its Swiss-style craft beer, including the popular Spotted Cow Ale, Moon Man Pale Ale, and Two Women Lager. In 2025, New Glarus pledged $60 million to update its historic hotel and restaurant and expand New Glarus Brewing Company.
What New Glarus Seeks from Media Participants
- One article and a second article or video
- Social Media posts
- A total of TWO writers will be selected for this FAM
- Writers will fly into either Madison or Milwaukee
Itinerary:
Thursday, October 15
Morning
Participants picked up from either:
- Madison (Dane County Regional Airport – MSN)
- Milwaukee (Milwaukee Mitchell International Airport – MKE)
Private transportation provided to New Glarus (please arrive in MKE or MSN by 10 AM; if later, you will need to arrive on Wednesday, October 14)
Afternoon
Noon: Welcome Lunch & Orientation
Check in and welcome at The Blanc Chalet! It’s changed hands a few times. The current owners are a mother-daughter team who took over in 2022. They did a ton of remodeling, and it’s been such a great addition to the New Glarus community.
Lunch at Puempel’s Olde Tavern – Established in 1893 and still family-owned, this historic tavern is known for its welcoming atmosphere, rich Swiss heritage, and collection of local memorabilia that tells the community’s story. Your chance to try a limburger cheese sandwich and throw a dollar bill on the ceiling!
1:30 PM: Discover Swiss Heritage
Explore one of Wisconsin’s most unique folk-art museums, featuring handcrafted wood carvings, stained glass, and collections celebrating Swiss heritage.
Step back in time through historic buildings, exhibits, and artifacts that tell the story of the Swiss immigrants who founded New Glarus in 1845.
4:00 PM: Downtown Walking Tour
Experience New Glarus’ charming Swiss architecture, specialty shops, murals, and cultural landmarks while learning about the village’s history and tourism development.
Evening
6:30 PM: Hosted Dinner
Dinner at Canter Inn, a fine-dining restaurant housed in a beautifully restored Victorian home. The restaurant showcases Green County agriculture, Swiss influences, and contemporary Wisconsin cuisine.
Overnight at The Blanc Chalet
1200 Highway 69, New Glarus
Friday, October 16
Morning
8:00 AM: Breakfast at Kristi’s
A favorite among locals and visitors alike, Kristi’s Restaurant serves up hearty homestyle breakfasts with a unique Mexican flair. Known for its welcoming atmosphere and generous portions, guests can enjoy traditional breakfast favorites alongside authentic specialties such as chilaquiles and huevos rancheros.
9:00 AM: New Glarus Brewing Experience
Widely recognized as one of the most respected craft breweries in the country, New Glarus Brewing Company has become a must-visit destination for beer enthusiasts traveling through Wisconsin. Famous for iconic brews like Spotted Cow, the brewery combines innovative brewing techniques with a strong commitment to quality and sustainability. Its recent expansion has enhanced both production capabilities and the visitor experience, ensuring the brewery can continue meeting demand while welcoming guests to its scenic hilltop campus. With stunning views, beautiful grounds, and award-winning beers, New Glarus Brewing Company remains one of Wisconsin’s premier attractions.
11:30 AM – Lunch
Lunch featuring local flavors and Wisconsin specialties.
Afternoon
1:30 PM: Swiss Center of North America
Tour the Swiss heritage campus and learn about ongoing efforts to preserve Swiss culture, genealogy, traditions, language, and educational programs throughout North America.
3:00 PM: Outdoor Recreation Showcase
- Bailey’s Run Vineyard & Winery: Experience the scenic vineyard property, wine tasting opportunities, and the growing agritourism offerings of Green County.
- Whiskey Run Distillery: Visit one of the region’s newest attractions and learn about locally crafted spirits, production methods, and the evolution of Wisconsin’s beverage tourism industry.
- Newly Renovated New Glarus Hotel Restaurant: Not yet open but a landmark in the heart of downtown New Glarus, the newly renovated New Glarus Hotel blends historic charm with modern comfort. Originally established in the late 1800s, the hotel has been thoughtfully restored to preserve its rich heritage while offering updated accommodations and amenities for today’s travelers. Get a sneak peek at what is to come in the following months!
Evening
6:00 PM: Culinary Showcase Dinner – Fondue Demonstration at Chalet Landhaus
Enjoy an evening highlighting traditional Swiss cuisine in one of New Glarus’ most historic dining establishments. The restaurant has long been known for authentic Swiss specialties and remains a cornerstone of the village’s hospitality industry.
Overnight Stay
Overnight stay at Chalet Landhaus Inn, a Swiss-style boutique hotel located in the heart of New Glarus. The inn has been welcoming visitors since 1980 and offers authentic Swiss-inspired accommodations and dining.
Saturday, October 17
Morning
9:00 AM: Farewell Breakfast
Breakfast and final networking opportunities at Fat Cat Coffee Works.
10:00 AM: Departure
Transportation to Milwaukee. Participants depart with story ideas, photography opportunities, cultural experiences, and a deeper understanding of Wisconsin’s Swiss heritage destination.
