Hinterland Brewery in Green Bay, Wisconsin, recently celebrated three decades of brewing, a significant milestone in an industry seeing more closures than new ventures. Situated near Lambeau Field in the Titletown District, this establishment, founded in 1995 by Bill and Michelle Tressler, has grown from modest origins into a prominent feature of the local beer scene. The anniversary celebration underscored not only the brewery's enduring success but also the core philosophy of its founder: a deep dedication to people, both within the team and among the patrons. This focus on human connection, combined with a commitment to quality craft beer, has allowed Hinterland to thrive and adapt over thirty years, dispelling notions of a downturn in the craft beer market within its region.

The journey of Hinterland Brewery began in 1995, when Bill and Michelle Tressler established it in a renovated cheese factory outside Green Bay. Over time, the brewery experienced substantial growth, leading to its relocation in 2017 to a sprawling 24,000-square-foot facility. This new location, designed with a distinctive “hunting lodge chic” aesthetic featuring dark hues and unique taxidermy, seamlessly integrates a modern brewpub experience with the vibrant atmosphere of Green Bay Packers football. This strategic move solidified Hinterland’s presence as a key player in the local culinary and social landscape, offering a unique setting that resonates with both beer aficionados and sports enthusiasts.

The 30th-anniversary festivities, held on May 23rd and 24th, 2025, were a testament to Hinterland’s legacy. The celebration commenced with an exquisite seven-course beer dinner, where culinary experts skillfully paired each dish with a unique Hinterland brew, showcasing the brewery's diverse offerings. The following day, a grand party attracted a large crowd of locals and beer enthusiasts. During the event, founder Bill Tressler reflected on the brewery’s longevity, attributing its success not just to the beer, but primarily to its focus on people. He emphasized that strong relationships with both staff and customers have been instrumental in navigating the industry’s challenges and maintaining a thriving business.

A highlight of the anniversary celebration was the transformation of the brewhouse into an exclusive VIP area, providing guests with access to rare, single-batch barrel-aged beers and wild ales. This showcased the rich and innovative beer culture prevalent in the Midwest. The facility's impressive four-vessel, 30-barrel brewhouse, a significant upgrade from its initial 7-barrel setup three decades prior, stood prominently above the bustling restaurant, symbolizing Hinterland's remarkable expansion. Bill Tressler personally guided visitors through the extensive 24,000-square-foot space, detailing the intricate brewing process and expressing immense pride in the equipment and operations, treating them almost like family members.

The widespread affection for Bill and co-founder Michelle Tressler among the patrons was palpable throughout the anniversary event. The celebration was not merely a recognition of three decades in business but a collective appreciation for the community Hinterland has fostered, strongly intertwined with the local passion for the Green Bay Packers. Bill's philosophy of prioritizing people extends beyond customers to his dedicated team, many of whom have been long-term employees. This commitment highlights his belief that exceptional beer alone isn’t enough; it requires passionate individuals to serve it. Hinterland’s enduring success, marked by superior products and a strong, people-centric approach, demonstrates that it continues to flourish, contributing significantly to Green Bay’s vibrant culture.