125.51(6)
(6)
Face-to-face retail sales. Except as provided in subs.
(3) (bm),
(bs), and
(bx) and
(5) (e) and except with respect to caterers, a retail license or permit issued under this section authorizes only face-to-face sales to consumers at the premises described in the retail license or permit.
125.51(7)
(7)
Sales in name of licensee or permittee. Every holder of a retail license or permit for the sale of intoxicating liquor shall purchase, advertise and sell intoxicating liquor in the holder's name and under the holder's license or permit only, except that holders of retail licenses or permits that are franchisees, as defined in s.
553.03 (5), may advertise, separately or together, in the name of the franchisor, as defined in s.
553.03 (6).
125.51 Cross-reference
Cross-reference: See also s.
Tax 8.61, Wis. adm. code.
125.51(8)
(8)
Connecting premises. Except in the case of hotels, no person may hold both a “Class A" license and either a “Class B" license or permit, a Class “B" license or permit or a “Class C" license for the same premises or for connecting premises. Except for hotels, if either type of license or permit is issued for the same or connecting premises already covered by the other type of license or permit, the license or permit last issued is void. If both licenses or permits are issued simultaneously, both are void.
125.51(9)
(9)
Licenses for less than one year. 125.51(9)(a)
(a) A license may be issued after July 1 in any license year. The license shall expire on the following June 30. The fee for the license shall be prorated according to the number of months or fractions thereof remaining until the following June 30.
125.51(9)(b)
(b) Licenses valid for 6 months may be issued at any time. The fee for the license shall be 50 percent of the annual license fee. The license may not be renewed during the calendar year in which issued.
125.51(10)(a)(a) Notwithstanding s.
125.68 (3), temporary “Class B" licenses may be issued to bona fide clubs and chambers of commerce, to county or local fair associations or agricultural societies, to churches, lodges, or societies that have been in existence for at least 6 months before the date of application, and to posts of veterans' organizations authorizing the sale of wine in an original package, container, or bottle or by the glass if the wine is dispensed directly from an original package, container, or bottle at a particular picnic or similar gathering, at a meeting of the post, or during a fair conducted by the fair association or agricultural society. The amount of the fee for the license shall be determined by the municipal governing body issuing the license but may not exceed $10, except that no fee may be charged to a person who at the same time applies for a temporary Class “B" license under s.
125.26 (6) for the same event. A license issued to a county or district fair licenses the entire fairgrounds where the fair is being conducted and all persons engaging in retail sales of wine from leased stands on the fairgrounds. The county or district fair to which the license is issued may lease stands on the fairgrounds to persons who may engage in retail sales of wine from the stands while the fair is being held. If a county or district fair leases any stand to a winery holding a permit under s.
125.53, in addition to making retail sales of wine from the leased stand, the winery may provide taste samples anywhere on the fairgrounds of wine manufactured by the winery. If a license is issued under this paragraph to a fair association solely for the purpose of conducting on the licensed premises wine judging or tasting events involving servings of wine no greater than one fluid ounce each, s.
125.68 (2) does not apply to these licensed premises. Except as provided in par.
(b), not more than 2 licenses may be issued under this paragraph to any club, chamber of commerce, county or local fair association, agricultural association, church, lodge, society, or veterans post in any 12-month period.
125.51(10)(b)1.1. A municipality may issue up to 20 licenses under par.
(a) to the same licensee if all of the following apply:
125.51(10)(b)1.a.
a. Each license is issued for the same date and times and the licensee is the sponsor of an event held at multiple locations within the municipality on this date and at these times.
125.51(10)(b)1.b.
b. An admission fee is charged for participation in the event and no additional fee is charged for service of alcohol at the event.
125.51(10)(b)1.c.
c. Within the immediately preceding 12-month period, the municipality has issued licenses under authority of this paragraph for fewer than 2 events.
125.51(10)(b)3.
3. For purposes of the 2-license limit imposed under par.
(a), each event for which multiple licenses are issued as provided in subd.
1. shall count as one license toward this 2-license limit.
125.51(10)(b)4.
4. A municipal governing body or an official or body authorized by a municipal governing body to issue temporary “Class B" licenses may, upon issuance of a temporary “Class B" license as provided in subd.
1., authorize the licensee to permit underage persons to be on the licensed premises for the purpose of acting as designated drivers.
125.51 History
History: 1981 c. 79,
202,
220;
1983 a. 27 ss.
1489c,
2202 (38);
1983 a. 250,
516;
1985 a. 74,
239,
302;
1987 a. 27,
91,
103,
249,
354,
399;
1989 a. 16,
30,
31,
252,
253,
359;
1991 a. 39;
1993 a. 112;
1995 a. 27;
1997 a. 27,
41,
248,
259;
1999 a. 9,
185;
2001 a. 16,
49;
2003 a. 124;
2005 a. 22,
268,
307;
2007 a. 20,
69,
85,
192;
2009 a. 28,
73;
2011 a. 129;
2013 a. 268;
2015 a. 10,
55,
62,
286,
372;
2017 a. 95,
364;
2019 a. 6;
2021 a. 21,
39,
43;
2021 a. 239 ss.
73,
74; s. 35.17 correction in (3r) (b).
125.51 Annotation
A city ordinance allowing a recipient of a new Class B license who pays the $10,000 fee under sub. (3) (e) 2. to apply for a $10,000 economic development grant from the city was not barred by the statute or constitution. Alexander v. City of Madison,
2001 WI App 208,
247 Wis. 2d 576,
634 N.W.2d 577,
00-2692.
125.51 Annotation
The licensed premises, with respect to a “Class B" intoxicating liquor license under this section, may be co-extensive with the premises where consumption may occur. Thus, the premises to be listed on a “Class B" license are not necessarily confined to the dimensions of a bar room or storage room. Here, the town chose to license the entire eight acres of a resort as the premises for the sale, and also the consumption, of fermented malt beverages and intoxicating liquor. The town made that choice. The license was not void due to an insufficient description of the premises. Wisconsin Dolls, LLC v. Town of Dell Prairie,
2012 WI 76,
342 Wis. 2d 350,
815 N.W.2d 690,
10-2900.
125.51 Annotation
Country clubs opening any part of their facilities to the general public lose their eligibility for “country club" liquor or beer licenses. 69 Atty. Gen. 248.
125.52
125.52
Manufacturers' and rectifiers' permits. 125.52(1)(a)
(a) The department shall issue manufacturers' and rectifiers' permits which authorize the manufacture or rectification, respectively, of intoxicating liquor on the premises covered by the permit. A person holding a manufacturer's or rectifier's permit may manufacture and bottle wine, pursuant to the terms of the permit, without procuring a winery permit.
125.52(1)(b)1.1. A manufacturer's or rectifier's permit entitles the permittee to sell intoxicating liquor to wholesalers holding a permit under s.
125.54, to wineries holding a permit under s.
125.53, and to other manufacturers and rectifiers holding a permit under this section, from the premises described in the permit. Except as provided in subd.
2., no sales may be made for consumption on the premises of the permittee.
125.52(1)(b)2.
2. Notwithstanding s.
125.09 (1), a manufacturer's or rectifier's permit authorizes the retail sale of intoxicating liquor that is manufactured or rectified on the premises, for consumption on or off the premises. A manufacturer's or rectifier's permit also authorizes the provision of taste samples, free of charge and in an amount not exceeding a total of 1.5 fluid ounces to any one person, of intoxicating liquor that is manufactured or rectified on the premises, for consumption on the premises. The department may prescribe additional regulations for the sale of intoxicating liquor under this subdivision, if the additional regulations do not conflict with the requirements applicable to holders of “Class B" licenses. Notwithstanding any other provision of this chapter, the authorization under this subdivision applies with respect to a person who holds any permit under this section, a winery permit under s.
125.53, and either a “Class A" license or a “Class B" license issued under s.
125.51 (3) (am), all issued for the same premises or portions of the same premises.
125.52(1)(c)
(c) Possession of a permit under this section does not authorize the permittee to sell tax-free intoxicating liquor and wines brought into this state under s.
139.03 (5).
125.52(2)
(2)
Limited manufacturer's permit. The department shall issue a limited manufacturer's permit which authorizes the use or sale of the intoxicating liquor produced only if it is rendered unfit for use as a beverage and is used or sold for use as fuel. The department shall notify the department of natural resources of the name and address of any person to whom a limited manufacturer's permit is issued.
125.52(3)
(3)
Persons eligible. Except as provided under s.
125.69, a manufacturer's or rectifier's permit may be issued to any person who holds a valid certificate issued under s.
73.03 (50) and who is qualified under s.
125.04 (5), except a foreign corporation, a foreign limited liability company or a person acting as an agent for or in the employ of another. Notwithstanding s.
125.04 (5) (a) 5., a person is not required to complete a responsible beverage server training course to be eligible for a permit under this section.
125.52(7)
(7)
Multiple permits. Not more than 2 manufacturers' or 2 rectifiers' permits may be issued to any one person. In each application for a manufacturer's or rectifier's permit, the applicant shall state that application has not been made for more than one other manufacturer's or rectifier's permit.
125.52 Cross-reference
Cross-reference: See also s.
Tax 8.22, Wis. adm. code.
125.53(1)(1)
The department shall issue only to a manufacturing winery in this state that holds a valid certificate issued under s.
73.03 (50) a winery permit authorizing the manufacture and bottling of wine on the premises covered by the permit for sale to wholesalers holding a permit under s.
125.54. A winery permit also authorizes the permittee to, on the winery premises and without obtaining a rectifier's permit, possess intoxicating liquor and mix or blend intoxicating liquor to produce wine sold to wholesalers holding a permit under s.
125.54. A winery holding a permit under this section may offer on the premises taste samples of wine manufactured on the premises to persons who have attained the legal drinking age. A permittee under this section may also have either one “Class A" license or one “Class B" license, but not both. The “Class A" license or “Class B" license may either be issued for the winery premises or for real estate owned or leased by the winery. If a “Class A" or “Class B" liquor license has also been issued to the winery, the winery may provide wine manufactured, mixed, or blended on the winery premises directly to the “Class A" or “Class B" premises and may offer the taste samples on the “Class A" or “Class B" premises. A winery holding a permit under this section may also make retail sales and provide taste samples on county or district fair fairgrounds as provided in s.
125.51 (10), but this wine sold at retail or provided as taste samples shall be purchased from a wholesaler holding a permit under s.
125.54.
125.53(2)
(2) Winery permits may be issued to any person except a foreign corporation, a foreign limited liability company or a person acting as an agent for or in the employ of another.
125.53 Cross-reference
Cross-reference: See also s.
Tax 8.22, Wis. adm. code.
125.535
125.535
Direct wine shippers' permits. 125.535(1)(1)
Authorized activities. The department shall issue direct wine shippers' permits authorizing the permittee to ship wine directly to an individual in this state who is of the legal drinking age, who acknowledges receipt of the wine shipped, and who is not intoxicated at the time of delivery.
125.535(2)
(2)
Annual permit fee. The department may, by rule, establish an annual fee, not to exceed $100, for each permit issued under this section. All fees collected under this subsection shall be credited to the appropriation account under s.
20.566 (1) (ha).
125.535(3)(a)(a) A direct wine shipper's permit may be issued under this section to any person that manufactures and bottles wine on premises covered by any of the following:
125.535(3)(a)3.
3. A winery license, permit, or other authorization issued to the winery by any state from which the winery will ship wine into this state.
125.535(3)(b)
(b) A winery located outside of this state is eligible for a direct wine shipper's permit under par.
(a) 3. or
4. if all of the following apply:
125.535(3)(b)2.
2. The winery submits to the department, with any initial application or renewal for a certificate under s.
73.03 (50) or a permit under par.
(a) 3. or
4., a copy of any current license, permit, or authorization issued to the winery by the state from which the winery will ship wine into this state or the winery's federal basic permit.
125.535(3)(c)
(c) Notwithstanding s.
125.04 (5) (a), natural persons obtaining direct wine shippers' permits are not required to be residents of this state. Notwithstanding s.
125.04 (5) (a) 5., a person is not required to complete a responsible beverage server training course to be eligible for a permit under this section. Corporations and limited liability companies obtaining direct wine shippers' permits are subject to s.
125.04 (6) and any other person, including any natural person or cooperative, obtaining a direct wine shipper's permit shall appoint an agent, and be subject to all provisions of s.
125.04 (6), in the same manner applicable to corporations and limited liability companies.
125.535(4)
(4)
Labels. Containers of wine shipped to an individual in this state under this section shall be clearly labeled to indicate that the package may not be delivered to an underage person or to an intoxicated person.
125.535(5)
(5)
Restrictions. No individual may resell, or use for a commercial purpose, wine received by the individual that is shipped under authority of this section.
125.535(6)
(6)
Annual limit. No individual in this state may receive more than 108 liters of wine annually shipped under authority of this section. Each individual shall be responsible for compliance with this annual limit. An individual who violates this annual limit is subject to s.
125.11 (1). This subsection does not apply to purchases made under a permit issued under s.
125.61.
125.535 History
History: 2007 a. 85.
125.54
125.54
Wholesalers' permits. 125.54(1)(1)
Authorized activities. The department shall issue wholesalers' permits authorizing the permittee to sell, from the premises described in the permit, intoxicating liquor at wholesale to retailers and wholesalers, as well as to manufacturers, rectifiers, and wineries for production purposes. The permittee may not sell intoxicating liquor for consumption on the premises. Possession of a permit under this section does not authorize the permittee to sell tax-free intoxicating liquor and wine brought into this state under s.
139.03 (5).
125.54(2)
(2)
Persons eligible. Except as provided under s.
125.69, a wholesaler's permit may be issued to any person who holds a valid certificate issued under s.
73.03 (50) and who is qualified under s.
125.04 (5), except a foreign corporation, a foreign limited liability company or a person acting as an agent for or in the employ of another. Notwithstanding s.
125.04 (5) (a) 5., a person is not required to complete a responsible beverage server training course to be eligible for a permit under this section.
125.54(3)
(3)
Taste samples on “Class A" premises. Wholesalers holding a permit issued under this section, employees of such wholesalers, and individuals representing such wholesalers may not assist or participate in providing taste samples under s.
125.06 (13) (a) or
125.51 (2) (am).
125.54(5)
(5)
Sales area. No wholesaler may sell any intoxicating liquor before filing with the department a written statement that the permittee is a distributor of a particular brand in this state, or an area of this state, and that the sales of that brand by the permittee and anyone purchasing from the permittee will be limited to the area specified. The permittee shall notify the department of any change in the area within 7 days of the effective date of the change.
125.54(6)
(6)
Multiple permits. Not more than 2 wholesalers' permits may be issued to any one person. In each application for a wholesaler's permit, the applicant shall state that application has not been made for more than one other wholesaler's permit.
125.54(7)(a)1.1. The premises described in a permit issued under this section shall be capable of warehousing intoxicating liquor. Any intoxicating liquor sold by the permittee shall be physically unloaded at the premises described in the permit, or at any warehouse premises for which the permittee under this section also holds a permit issued under s.
125.19, prior to being delivered to a retail licensee or permittee or to another wholesaler.
125.54(7)(a)2.
2. A permittee under this section shall annually sell and deliver intoxicating liquor to at least 10 retail licensees or permittees that do not have any direct or indirect interest in each other or in the permittee under this section. The department shall not issue a permit under this section unless the applicant represents to the department an intention to satisfy this requirement, and shall not renew a permit issued under this section unless the permittee demonstrates that this requirement has been satisfied.
125.54(7)(b)
(b) No intoxicating liquor retail licensee or permittee may receive a benefit from a violation under par.
(a) with knowledge of the circumstances giving rise to the violation.
125.54(7)(c)1.1. A wholesaler who violates this subsection shall be fined not more than $10,000. In addition, a court shall order the wholesaler to forfeit an amount equal to any profit gained by the wholesaler or by a retail licensee or permittee that violates par.
(b), or by both, resulting from the violation, and the court shall further order that the wholesaler's permit be revoked.
125.54(7)(c)2.
2. A court shall order a retail licensee or permittee who violates this subsection to forfeit an amount equal to any profit gained by the retail licensee or permittee resulting from the violation, and the court shall further order that the retail license or permit be revoked.
125.54(7)(c)3.
3. This paragraph shall not affect the authority of any municipality or the department to revoke, suspend, or refuse to renew or issue a license or permit under s.
125.12.
125.54(7)(d)
(d) The department shall promulgate rules to administer and enforce the requirements under this subsection. The rules shall ensure coordination between the department's issuance and renewal of permits under this section and its enforcement of the requirements of this subsection, and shall require that all applications for issuance or renewal of permits under this section be processed by department personnel generally familiar with activities of intoxicating liquor wholesalers. The department shall establish by rule minimum requirements for warehouse facilities on premises described in permits issued under this section and for periodic site inspections by the department of such warehouse facilities.
125.54(8)
(8)
Duty to work in good faith. Each wholesaler has an obligation to negotiate in good faith with any manufacturer, rectifier, or winery that seeks to sell its products in this state through the wholesaler. To this end, all wholesalers shall work diligently to ensure that distribution channels are available for the sale of intoxicating liquor products through wholesalers to retailers in this state.
125.54 Cross-reference
Cross-reference: See also s.
Tax 8.22, Wis. adm. code.
125.54 Annotation
Section 176.05 (1a) (b) [now sub. (5)] does not prohibit a wholesaler from selling to a retailer located outside an area described in an area statement provided that the sale takes place within that area. 70 Atty. Gen. 258.
125.545
125.545
Small winery cooperative wholesalers. 125.545(1)(a)
(a) “Member" means a small winery that meets the requirements established under this section for membership in a cooperative wholesaler and that has been qualified and accepted for membership in a cooperative wholesaler.
125.545(1)(b)
(b) “Out-of-state winery" means a winery that is located in a state other than this state and that holds a valid direct shipper's permit issued under s.
125.535.
125.545(1)(c)
(c) “Retailer" means any person holding a “Class A", “Class B", or “Class C" license or “Class B" permit issued under s.
125.51.
125.545(1)(d)
(d) “Small winery" means any winery that produces and bottles less than 25,000 gallons of wine in a calendar year.
125.545(1)(e)
(e) “Small winery cooperative wholesaler" or “cooperative wholesaler" means an entity established under this section.
125.545(1)(f)
(f) “Wisconsin winery" means a winery operating under a permit issued under s.
125.53.
125.545(2)(a)1.1. A cooperative wholesaler may only be created as provided under s.
185.043 (2) and this section. Each cooperative wholesaler operating under authority of this section shall be organized under ch.
185 but shall be subject to the limitations on such cooperatives imposed by this section. Subject to subd.
3., only small wineries may be members of a cooperative wholesaler. The principal purpose of a cooperative wholesaler shall be to sell and distribute wine manufactured, blended, or mixed, and also bottled, by its members.
125.545(2)(a)2.
2. Notwithstanding s.
185.08 (1), a cooperative wholesaler shall include in its articles of incorporation under ch.
185 a single location for its agent and principal office, which location shall be in this state.
125.545(2)(a)3.
3. A small winery may become a member of a cooperative wholesaler only if all of the following apply:
