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Couple describes plan for tasting-room partnership with Perlick Distillery in public comment
Summary
Kevin and Shauna Mitchell introduced themselves during public comment and described plans to open a tasting-room–style retail outlet in New Richmond in partnership with Perlick Distillery, which would replicate the distillery’s tasting-room concept under recent state law changes allowing additional retail locations.
Kevin and Shauna Mitchell used the Feb. 10 public-comment period to introduce themselves and outline plans to open a tasting-room style retail outlet in New Richmond in partnership with Perlick Distillery.
Scott Perlick, owner and operator of Perlick Distillery, told the council the distillery has operated about 10 years, uses grain from a family farm and expanded beyond wholesale into a large tasting room that seats roughly 250 people. He said a 2024 change to Wisconsin liquor laws allows a distillery to operate up to three additional retail locations in the state; Perlick said the Mitchells visited his operation and explored replicating the tasting-room concept rather than building a full production distillery in town.
The Mitchells said they have lived in New Richmond for 24 years and want to partner locally to create a small, non-sports-bar tasting environment focused on cocktails and product sampling rather than televisions or bar service. Perlick said the partner arrangement would also source a maple-syrup flavored vodka made with syrup from a regional maple producer.
The council did not take action on the public comment; staff and council members thanked the Mitchells and invited them to follow up with permitting and licensing staff as the plan develops.
