Dismiss Notice
Microbrew Invitational
Join us June 3 + 4 in Boston and help us drink 300+ beers, ciders, kombuchas, meads, sakes and more!

TICKETS: beeradvocate.com/micro/

Discount Liquor


107 Reviews
Place Score:
Discount LiquorDiscount Liquor

Type: Store

5031 W Oklahoma Ave
Milwaukee, Wisconsin, 53219-4545
United States

(414) 545-2175 | map

No notes at this time.

Added by BeerAdvocate

View: Place Ratings | Events
User Reviews
Sort by:  Recent | High | Low | Top Raters
Reviews: 107 | Ratings: 164
Photo of BigBadBeerSnob
4.54/5  rDev +2.9%
vibe: 4.25 | quality: 4.5 | service: 4.75 | selection: 4.5

This place is the reason why I have a separate bank account from my wife. If she knew how much trips back home cost us because of this store...i don't think we would ever visit my parents again. Every time i come in, they have new beer and they store staff is very helpful. Although they have 1 bottle limits to many of the "rare" beers, I like it because I don't think I would even get 1 if it wasn't for that practice.

 420 characters

Photo of joe1510
4.47/5  rDev +1.4%
vibe: 4.25 | quality: 4.5 | service: 4.5 | selection: 4.5

Discount Liquor, this place is a gem. A fairly large store, well worn, and heavily used. Each and every time I set foot in Discount I'm like a kid in a candy store.

Scandinavia and Belgium are heavily represented with a lot of tough to find bottles. Half of one long aisle is all American craft, mostly bombers and 750s while the opposite aisle is full of sixers and random bombers/singles. The New Glarus is always stacked up at aisle end with case upon case and in the cooler. The Thumbprint Series usually goes back three or four releases and Wisconsin beer is very well represented. The people stocking shelves are usually pretty busy but more than happy to answer any questions or grab something from the back if not on the shelf.

Directly to the right upon entering is a little nook with glassware. There's always something new with any style to suit your needs all at good prices.

I never pass up Discount when taking a trip to Milwaukee. I suggest you do the same.

 977 characters

Photo of Fireslayer
4.24/5  rDev -3.9%
vibe: 3.5 | quality: 4.5 | service: 4 | selection: 4.5

On of my go to bottle shops when I'm looking for something. They have a great selection and get new stuff in very frequently. If you can't find it on the shelf or looking for something in particular the staff is very helpful in finding it or ordering it for you. Definitely recommend this place if you are in the area and looking for top notch craft beers.

 356 characters

Photo of WiscoBrewsco
4.13/5  rDev -6.3%
vibe: 2 | quality: 4.75 | service: 3.75 | selection: 4.75

Fantastic selection, the best in Milwaukee. The name and building look and sound cheap and the appearance inside looks cheap as well but once you set your eyes on the beer aisle you see why the trip was worth it. Perhaps too many filler beers from Europe as this constitutes well over half of the section, but there are still many gem offerings from the midwest and beyond. The midwest offerings include: Founders, Bell's, Three Floyd's, Goose Island, Dark Horse, Great Lakes, Jolly Pumpkin and New Glarus, to name a few. The selection from outside the midewest is quite nice as well. Including: The Bruery, Sierra Nevada, Oskar Blues, North Coast, Rogue, Moylan's, Green Flash and Mikkeller. Discount Liquor is also a good spot to catch some of the limited releases from some Midwest Breweries including: Founders KBS, Bell's Hopslam, Goose Island Big John and Night Stalker, Dark Horse Plead the 5th, Great Lakes Blackout Stout and so on.

Overall the selection is very good, the staff is knowledgeable and friendly and the prices are reasonable. So despite the name and the appearance, it is well worth a visit for the selection

 1,131 characters

Photo of sgwagner
4.46/5  rDev +1.1%
vibe: 3.5 | quality: 4.75 | service: 4.25 | selection: 4.75

This is one of my favorite places to go for beer. They have a ridiculous selections with a very knowledgeable staff, who are always willing to provide you with recommendations and feedback. A great place for anybody looking for particularly rare or hard-to-find beers.

 268 characters

Photo of Vonerichs
4.11/5  rDev -6.8%
vibe: 3 | quality: 4.5 | service: 4 | selection: 4.25

This place doesn't look like much from the outside, or inside for that matter. It looks like your standard liquor store and a little run down from outside and in. It has all your standard fare of spirits, wine, mixers, and beer. However, the beer aisle was amazing. It had an enormous selection of bombers, 750's, and singles. Most impressive was the variety of high end belgians- quads, sours, lambics, etc. It also had quite the variety of Mikeller, Evil Twin, and Wisconsin locals.
I didn't have much interaction with service but someone did come up to me within 5 minutes and asked if I needed help finding anything. That's a plus.
Prices were fair.
This is a great stop in Milwaukee and you'll be able to find something you're looking for.

 747 characters

Photo of JosephThompson
3.88/5  rDev -12%
vibe: 3 | quality: 4 | service: 3.5 | selection: 4.5

This is clearly the spot to be if shopping in the Milwaukee area. Place itself is nothing special, perhaps even dumpy but remember its a liquor store not a beauty parlor. Massively long row for their beer selection which pulls in from every corner of the world.

I saw the little off beat Mikkellers that aren't everywhere, quite a few from Evil Twin, once found a 2005 Struise Pannepot Grande Reserva, Fantome Ghosts are sometimes on the shelf, decent number of Bruery stuff for the Midwest.

Like many others, the singles dominate the selection and can get to a overwhelming point at times. The people are very helpful when you need it and don't crowd you when you don't need it.

 681 characters

Photo of adrock7309
4.2/5  rDev -4.8%
vibe: 3 | quality: 5 | service: 3 | selection: 5

WOW!!! This place was off the hook.

On a recent business trip I stumbled into this place in search of some good 3F, NG, and other midwest brews that dont make it to Minnesota and was blown away.

The place in general is like the name says - discount - meaning it was old and run down looking with stacks of inventory everywhere, bottles crowding every nook and cranny and a general dingy atmosphere. But where it lacked in ambience - it made up for in pricing and selection.

Had a ton of singles both domestic as well as imports that I have never seen before. I was able to stop at both locations and picked up the following.

3Fonteinen Oude Gueze x2
NG R&D golden ale
NG Cranbic 4pk
NG Barleywine 4pk
Bruery autumn maple
Stillwater Cellar Door

Will definitely go back next time i'm in Milwaukee.

 801 characters

Photo of Wisconsuds
4.38/5  rDev -0.7%
vibe: 3.5 | quality: 4.5 | service: 4.5 | selection: 4.5

Discount Liquor. This place has been a mainstay in the Milwaukee Metro area for years. Decades. I've only visited the 51st & Oklahoma location, but I'm told there's a Waukesha location as well.

The atmosphere is nothing exciting. A ton of beer (and liquor, for when you're all beer'ed out) lines one whole, glorious row. Granted, 90% of their beer is room temperature on metal shelves, but I don't care as much as others do. Standard WI favorites are chilled in the cooler in the back. A whole display of New Glarus at all times.

There's no better store in the Milwaukee area in terms of quality and quantity. (Well, maybe Woodman's stores for quantity). If it's distributed in WI, it's probably at Discount.

Service is there, but you'll have to ask. The beer vixen holds your key to premier service.

There is no food available in this store.

I've been visiting Discount for years now, and it's rarely disappointed me. My only problem with the store is when they receive limited 4 or 6 packs of limited specialty brews, they will break them up and sell them individually. I understand they most likely don't get many cases of these brews, but it still irks me.

 1,166 characters

Photo of MarcatGSB
3.9/5  rDev -11.6%
vibe: 3 | quality: 4.5 | service: 3 | selection: 4.5

Stopped in recently en route to FoBAB '11.

I was delighted to find a good selection of Mikkeller, Struise, Alaskan Brewing Company...the list goes on.

Yes most of the craft selection is kept on shelves, not a problem for me. They have a great New Glarus selection, as they always have at least four different varieties from the Unplugged Series.

The place was very hectic, many people doing their after work Friday booze shopping, but I wasn't looking for any kind of service, so I was happy not to be bothered, and just let me look.

I will make it a point to stop every time when in the area.

 600 characters

Photo of JohnWaynes44
3.01/5  rDev -31.7%
vibe: 2 | quality: 3 | service: 2.5 | selection: 4

Just moved to Milwaukee and heard good things about the selection at this place. It seemed unorganized and a bit sloppy. Almost all of the good craft beer was warm. The cooler was full of cases of mostly bmc. I was disappointed that I could not build a six pack. They had one very small "build your own" section of about 10 kinds of boring beers. The selection of bombers of German, English, Belgium and American was pretty good. I just didn't have a good feeling about the place. It had a sort of ghetto liquor store vibe and the craft beer was pretty dusty. I did pick up a Rochefort 8, a few Samuel Smith bombers and some FBS for a reasonable price. Not worth the drive across town by any means. I will not go back, nothing special.

 735 characters

Photo of mobius387
3.34/5  rDev -24.3%
vibe: 2 | quality: 4 | service: 1.5 | selection: 5

theres no denying that discount has the best selection of beer in the milwaukee area. theres also no denying that you wont get very good, if any, service from this store. i view discount as a necessary evil; they have beer that no one else gets, but i die a little bit inside whenever i have to go to this store. it feels like just a regular liquor store. the customer service is all but absent.

while you won't find the selection, there are just many other better places in milwaukee to go to than discount. use it as a last resort. go to rays/downer/three cellars/woodmans/anything before you go here.

 604 characters

Photo of joekrie
4.01/5  rDev -9.1%
vibe: 3 | quality: 4 | service: 3.5 | selection: 5

This is a very large liquor store, complete with full-sized shopping carts and plenty of parking. It seemed to have a pretty big selection of beer, and nothing seemed to be priced too high. I didn't really notice too many employees walking around, so I didn't get a chance to find out about their beer knowledge. If you know exactly what you want, though, as I did, I guess that's not really a problem. Overall, Discount Liquor is a super-sized liquor store with a large selection and reasonable prices, but if you're looking for anything more this isn't what you're looking for.

 579 characters

Photo of brew3crew
4.66/5  rDev +5.7%
vibe: 4.5 | quality: 5 | service: 4.5 | selection: 4.5

What a great beer spot in a spot you wouldn't expect

A-Normal beer store. Pretty busy. Staff walking around to answer questions

Q-Great beer slectiion and quality. Just about anything you can get in Wisconsin, this place gets. Also, the BEST glassware I have ever seen in a store. All crazy low priced as well.

S-All questions answered when I had them. Didn't have to go too far to find any one

S-Only knock on the selection is it is very cluttered. Almost missed out on Founders Breakfast stout because of it

V-Great. Cheap. Great selection. Will fo sho come back again.

 576 characters

Photo of SpdKilz
4.14/5  rDev -6.1%
vibe: 4 | quality: 4 | service: 4 | selection: 4.5

Drove up here purely for beers I can’t obtain in IL (read NG). I went on a Thursday morning (around 11) and when I went in the store it was BUSY. No joke, I have never seen a liquor store so busy on a random Thursday morning. The quality was okay…the store needs a re-do eventually but for what it represents it to be, it is fine. The service was okay – there was a distributor there that was more helpful than the employees. The employees didn’t really even help me in the least. However the selection is where it really shines. There was some great stuff there – tons of NG stuff (much which is gone elsewhere), SA Triple (sure it sucks but I’ve been wanting to try it!), other one off stuff. All in all I dropped $200 when here (might as well stock up). The value was also pretty good. All in all a good store to stop in when you are in the area.

 861 characters

Photo of nickd717
4.34/5  rDev -1.6%
vibe: 3 | quality: 5 | service: 3.5 | selection: 5

From the outside this looks like your typical large liquor store. From the inside this looks like your typical large liquor store. So you walk back to the part of the store where you expect to see 5000 cases of BMC and a sixer two of Spotted Cow and Sam Adams and whatnot, when awww SNAP dogg! A huge beer section jumps out at you. You name it, they’ve got it. Probably 20 New Glarus beers, some of them a couple years removed from their releases. Some other good vintage beers, along with just about everything that’s seen distribution in Milwaukee recently. Prices are very reasonable. No frills really, and the decor is certainly not impressive, but it’s one hell of a store which can be your one-stop shop for loading up on Wisconsin beer.

 749 characters

Photo of DabblinWiscCraft
4.54/5  rDev +2.9%
vibe: 3.75 | quality: 4.5 | service: 4.5 | selection: 5

If you're in Milwaukee, this is really THE place to stop if you're trying to find those harder-to-find local and nationwide craft beers, as well as any of the rarer imports. I can easily spend two hours just looking around at their beer aisles...I actually did that just the other day, I think. Definitely a great spot to find New Glarus rarities, and probably the best collection of Bell's beers in the area, as well. I'm also impressed at the number of Three Floyds, Lagunitas, and Rogue offerings. My only beef with the beer in stock has been mentioned by others: Every so often you'll come across beers that are significantly past date. I was really bummed that I couldn't find any Ten Fidy that had been canned in the last six months. I also think their beer experience could be improved a good deal by offering customers a build your own 6 pack option.

Other than that, I've always found the staff to be knowledgeable and pleasant. The place does get extremely busy on the weekends, and that certainly affects the overall experience of shopping there. As others have mentioned, there tends to be a lot of clutter in the aisles, as boxes upon boxes of bottles to be restocked are left for long periods. And the beer sections--both in the aisles and the coolers--could certainly stand some clearer organization. Those are the main reasons why I marked down the atmosphere.

But if you're looking for good prices on hard-to-find beers in Milwaukee, this should probably be the first place you stop. Just try to do so at off peak times for a more enjoyable experience.

 1,571 characters

Photo of ahq514
4.08/5  rDev -7.5%
vibe: 3.5 | quality: 4 | service: 3.5 | selection: 5

Was up in Milwaukee for Summerfest and stopped in here to pick up a few of the Wisconsin essentials, but I ended up walking out with a lot more.

There was lots of stuff that I have not seen in Chicago stores, because we either can't get it or when it does come here, if flies off the shelves within a day or two. Import section was second to none. Tons of awesome Belgians and an amazing selection of Mikkeller. Craft section was pretty good too, including a decent local selection as well. They seemed to have a few of the more rare items that you can seemingly never find in Chicagoland.

Everything seemed cheaper than in the Chicago area, but then again what place isn't.

The service was alright, no one offered to help with anything, but I did have a question or two that got answered about prices.

The one thing I was not a fan of about this place was the organization. Empty boxes were everywhere, the shelves were an absolute mess, stacks of boxes were blocking items on the shelf. Other than that though it was an excellent experience. If I'm ever back in Milwaukee, you can bet I'll stop here.

 1,109 characters

Photo of 2BDChicago
3.46/5  rDev -21.5%
vibe: 2.5 | quality: 2.5 | service: 4 | selection: 4.5

I made a quick stop on way out of town after a meeting. Honestly I was a little disappointed, as I still searching for the killer collection of Wisc brewers products (since so many small operations exist in the state).

Don't get me wrong, this place has a lot of beer, but I had higher expectations based on reviews. They did have an extensive amount and variety of New Glarus, to the degree of still having IIPA and other releases I have not seen other places. Prices are definately competitive.

I didn't like the lack of organization of the beer section, and there didn't seem to be any specific way the different breweries were stock on shelves...domestic-imports-locals, all stacked together. And as another reviewer noticed, the Oskar Blues (dates on bottom of cans...thank-you) were older than I'd like, esp the IPAs.

Compared to my local Binny's, this place is a mess. I was most surprised by low amounts of Oso, Central Waters, Ale Aslym, and Tyrenna. Worth being on your shopping list, as there are some hard to find brews laying around (last dozen Bells Batch 10k in the state I'm sure). But, a week ago I was in Madison and was very much impressed by Rileys, esp in terms of the amount of Wisconsin brews. I will also disclose I don't care about imports and that might be this place's strength. Still looking for the craft beer killer connection in MKE.

 1,368 characters

Photo of EnJeiBee
4.18/5  rDev -5.2%
vibe: 3 | quality: 4.5 | service: 4 | selection: 4.5

Upon entering you certainly get the feel of a cheap grocery store. Everything is a little older and the store looks a bit rundown. However, their selection is absolutely fabulous! I didn't interact with the staff outside of my checkout, so I can't put much of my opinion into that category.

Outside of the rare brews that sell out quite quickly, they had a great selection of harder-to-find brews from around the country. Plus, they had a dedicated BA computer on their beer aisle, something that I was extremely pleased with.

This is certainly my place of choice to go when looking for something I haven't tried before and will continue to be.

 647 characters

Photo of myspoonistoobig
4.6/5  rDev +4.3%
vibe: 4 | quality: 5 | service: 4 | selection: 5

Visited 4/22 on vacation.

Simply an outstanding store. I've been here many times when I go back to my hometown and hve never been disappointed. Incredible selection of world-wide beers, regional beers and the best selection of WI beers I've seen.

The staff don't go out of thier way to help, but I was also a kid in a candy shop filling up a basket, so it may have been clear to them that I didn't need help.

The only downside I can conceive of is that it may be a victim of its own success in that everyone in Milwaukee knows this is the place to go. While there, I saw someone come in clean out all remaining bottles of Dreadnaught and separately, someone came in and snagged the max allocation of Central Waters BB Barleywine, Batches 9K and 10K and a bunch of other rare picks. That said, Discount still had those beers where other stores were sold out or didn't get any.

This is also the only place other than the brewery that I've seen New Glarus R&D. Don't know if that's a coincidence or if they have a special relationship.

Needless to say, if you're in Milwaukee, this is the place to go first. Prices are good, too. Not unreasonably cheap, nor are they gouging, but I paid about what I expected for every beer purchased.

 1,237 characters

Photo of sherm1016
4.38/5  rDev -0.7%
vibe: 3.5 | quality: 4.5 | service: 4 | selection: 5

Discount Liquor has far and away the best selection of beer in Milwaukee, both for local craft as well as imports. Marie (the beer manager) is very knowledgable and is always quick to help. The prices, for the most part, are the best you will see in Milwaukee, although some limited release items are sometimes marked up and/or sold as singles only. Given the large number of people who shop here, I think they have to do it, or stuff would just fly off the shelves. The space is a litte cramped for the amount of beer they have, but again, it's the largest selection in the city. Most of the beer is warm, although there are some coolers in the back, and some items are only sold cold (e.g. Bell's). Discount also has a great selection of glassware available for purchase.

 773 characters

Photo of drumminbrewer
4.47/5  rDev +1.4%
vibe: 3 | quality: 5 | service: 4 | selection: 5

I live in Chicago but always shop at Discount when I'm home visiting family, my one stop shop for rarity madness. They have the largest selection of New Glarus products in the state of wisconsin (so sayeth their sign on the outside of the door...also, the way things vanish off the shelf then reappear six months later leads me to believe they hoard that stuff and never "competelely" run out). Amazing import selection. Cantillon, Mikeller, you name it.

The people are friendly, but I wouldn't say the service is "extraordinary". Every once in a while somebody will ask you if you need a hand, but you're pretty much on your own there.

Only thing...as I think someones mentioned already...be careful on dates. They have the entire single hop series from Mikeller, like, literally all of them...I'm starting to wonder how long they've been sitting there. Not to mention I can still find 2005 Raisin D Extra, nobody seems to buy it but me!

Overall...check this place out. If you're a beer geek I PROMISE you you'll find something that will blow you away there.

 1,063 characters

Photo of sonoma01
4.78/5  rDev +8.4%
vibe: 4.5 | quality: 4.5 | service: 5 | selection: 5

This was my first visit to Discount and I will definitely be back! The selection of both domestic and imported beers is good, but the import selection is astounding. I was there for about an hour just trying to decide what to get and I had brought a list with me. The gentleman working the beer section was very friendly, helpful and extremely informative. The singles selection was small but had some nice choices. The drive is well worth it to get some hard to find beers new and old. I would highly recommend Discount to anyone that is in the area.

 551 characters

Photo of drpdaddy
4.7/5  rDev +6.6%

I love visisting Discount Liquour. The selection they have is awe inspiring. Just when you think you have had a lot of different beers, Discount shows you there is an entire world of beer to explore. I could easily lose an hour just looking. The import selection is second to none. There are plenty of domestic and craft inventory as well. The prices are competative and usually about 50 cents to a dollar cheaper then everywhere else. One drawback is the staff isn't always available for recomendations and other questions, although I can usually find someone if I need them. Discount is a must stop when you are in Milwaukee.

 627 characters

Discount Liquor in Milwaukee, WI
97 out of 100 based on 107 ratings.