Matt Sampson at Hacienda Beer Co.

Craftsmen Interviews are designed to introduce you to dedicated, hard-working local makers that are cultivating local culture. Short, easy reads that impart valuable knowledge and inspire you to explore and support authentic endeavors.  Stay ahead of upcoming trends and get recommendations from those helping to build their community.  (-Learn more) 

“At the core of beer, it should be a very drinkable and enjoyable beverage, even though we make whacky and wild beers at times, chasing big flavors and aromas, we always do that in the lens of making a drinkable, enjoyable beverage that you can enjoy more than one of, and I instill that in all the recipes that we’re doing.”

Matt Sampson – Director of Brewing Ops at Hacienda Beer Co.

In the heart of the east side of Milwaukee sits the beautifully renovated and stylish, post-industrial taproom of Hacienda Beer Co. As a demographically-niched and experimentally diverse subsidiary of Door County Brewing, this company tries it all and creates exceptional beers of all varieties, with a focal point on enjoyment and sessionability.

The taproom is artful and inspiring, with several of their beer labels, taproom designs, and art pieces being the direct result of local artists. With regular events, some of the best and most unique beers around, and an open, welcoming staff, you’re sure to have a memorable experience

Matt sampson- The Mini-Interview

We recently sat down with Matt Sampson – Director of Brewing Operations, to chat about what they’re going for, how they achieve their signature style of sessionable beers, and what places they enjoy in the greater Milwaukee area.

Below is the interview with Matt, we learned about the process and the love for the craft that they put into each beer, and we’re proud to have them be our feature venue of the month! Enjoy!

What got you started in the Brewing Industry and what led you to Hacienda?

“I got into the Brewing industry with a chemistry degree doing lab research and lab work and also got into photography at the time and still am. My photos were used on some bottle labels, aerial photos of Door County. Eventually I pitched a full time position as a brand manager in marketing and leading the Hacienda brand, and using my chemistry background to help in the Brewery.

I was able to build out some lab space to help the quality of our beer. Since then I’ve moved into every area of the brewery and in the fall of 2020 I took over more responsibilities in operations on the brewing side.”

From a Brewing and Chemistry side of things, do you have a theme ,practice , technique, or a signature style that you put on your beers?

“One of my starting projects was to build out our oak-aged, more funky, mixed-culture beers. Those are the beers I’ve been most passionate about at the Brewery. Other than that, an attention to detail to each and every beer and almost listening to each beer and really just letting the beer tell me what it needs at any given time, having a strict regimen for every beer giving it what it needs at any given time.

I don’t know if it’s a technique, but at the core of beer, it should be a very drinkable and enjoyable beverage, even though we make whacky and wild beers at times, chasing big flavors and aromas, we always do that in the lens of making a drinkable, enjoyable beverage that you can enjoy more than one of, and I instill that in all the recipes that we’re doing.”

What are some of your favorite places in Milwaukee in the craft space?

“In Milwaukee, we’re right down the street from Good City who we like, and we’ve got a collaboration with them this weekend. Central Waters Milwaukee just opened their taproom and one of our old head brewers is making the beer there. Supermoon is a newer kind of oak-age mixed-culture saisons, almost more akin to wine than beer, but he’s doing all that kind of style of beer which is really cool.”

Wisconsin Maker-view map

“Find businesses that are doing the right thing, do not be afraid to read their story and know what they are doing“

Est. 2017 by Door County Brewing
2018 E North Ave, Milwaukee, WI 53202 / (414) 296-7200

Beer Recommendation: – View beer list

We focus on brewing modern, experimental beers—everything from the crispiest Pilsner to the juiciest Double IPA to the most decadent pastry stout. We are continually inspired by our surroundings, both in Door County and from our friends and fellow craft brewers across the country/world.

Passport to Hacienda Beer co.

Hacienda Beer Co. is featured in our Wisconsin V1 Drink Passport and our Mobile App. Additional photos and video tour coming this month on instagram.