1. The wait is over! Download the BeerAdvocate app on iTunes or Google Play now.
  2. Get 12 issues / year of BeerAdvocate magazine for only $9.99!

Discount Liquor

Not Rated.
Discount LiquorDiscount Liquor
BA SCORE
99
world-class

146 Ratings
Ratings: 146
Reviews: 102
rAvg: 4.47
pDev: n/a
[ Store ]

5031 W Oklahoma Ave
Milwaukee, Wisconsin, 53219-4545
United States
phone: (414) 545-2175

visit their websiteWebsite view map and get directionsMap 

Notes:
None, yet.

(Place added by: BeerAdvocate)
Place: Ratings & Reviews
Sort by:  Recent | Likes | High | Low | Top Raters
Ratings: 146 | Reviews: 102 | Display Reviews Only:
Photo of TheSSG
5/5  rDev +11.9%

Checked this place out on a Sunday.

****ONLY OPEN UNTIL 2PM ON SUNDAYS***
Just an FYI, I showed up a bit before 1PM.

First thing I saw was the glassware. That was a fun area to browse. Ended up getting some neat glasses I can't seem to find anywhere else. All were reasonable in price; figure $4-7 for most glasses. There were some more expensive and crazy glasses, but overall very reasonable, if not even on the low side.

Bier selection was very surprising.
When you drive up to the place, you REALLY think the reviews have to be for a different place...

But you get inside, and they had one hell of a bier aisle.
TONS of single bottles (but singles are mostly the imports). A few singles of select craft biers.

LOTS of 6-packs of local/craft brews as well as ones from all over the world. They even had 12-packs of the BIG bottles of Erdinger (never seen those in the USA).

I was especially pleased to find my beloved Hitachino Nest bier aged in Sake Casks. Picked up a few more interesting bottles (a Flanders Sour Red Ale, and some craft Pumpkin ales).

I come to Wisconsin bi-monthly to get New Glarus, but I was amazed to see a full load-out of Lakefront bier. I NEVER can find more than 2-3 of their brews at most places. So I got a sampler and some 6-packs. Also got some New Glarus, saw a nice display of Capital as well.
While just a ways from the Sprecher brewery anyway, I still got some single bottles of that, because the price was so nice.

Selection was astonishing. A+ for that.

Staff was fine. We were a bit late, didn't realize they closed at 2PM, left about 2:15PM. No one hassled us or was rude that we made them stay a bit late. I apologized, and they were fine with everything.

Prices are a bit hit or miss. Some stuff was just a STEAL! Other things are a bit steep....So you've got to be careful.
EDIT: Typically, they are the cheapest prices in the Milwaukee area (Woodman's being the only people who are EVER cheaper, but not always). I can get New Glarus cheaper at Woodman's in Beloit....but that's pretty far if you live in Milwaukee.

ONLY complaint is the freshness.
I about died when I saw they had Schuß for Berliner Weiß bier. Waldmeister and Himbeeren. I was FLOORED.
Then I noticed the "mindenstens haltbar bis" on the bottle (exp date). It was long past due...just over a year. Now, I know the entire bottle is in German, and the rest of the world does dates differently, but as my brother noted, "2008 is same year, no matter where you live." Since the bottle mentioned no preservatives as well, I imagine that Schuß would be disgusting if not outright sickening.
Up side is that a good deal of the bier that looks like it's been sitting is the kind that is okay with aging. Some of the biers that really need to be fresh I would avoid.
EDIT: As I've become a more regular shopper at Discount, I've noticed they're getting a LOT better about fresh dates for almost everything. Additionally, I've NEVER had such a problem with anything regional. They are the first ones to get anything from Wisconsin, and nothing seems to sit on the shelf more than a few days.

Overall, will definitely be making a voyage back here for more Wisconsin biers, and perhaps a few others....They did have a 40 year Ola Dubh...hmmm

EDIT: I've come to really appreciate the service here, too. Whenever I have questions, they're more than glad to help, and everyone is just really friendly and nice to talk with.
Now that I work in Milwaukee, this is pretty much my go-to for everything. It's just really hard to beat them in terms of selection, service, and price.

Photo of mdwalsh
4.8/5  rDev +7.4%

The place I stop when in Milwaukee to get WI only beers. Huge selection and good prices. GREAT service. The first time I was in there, I asked a guy stocking the shelf for some help. He talked to me for at least 20 minutes, pointing out stuff, making suggestions. It took that long to realize he didn't even work there, but for the distributor and was just a nice guy. I asked at the counter when I was buying stuff he suggested. It wasn't even all from his distributor.

The staff is also very helpful. They know when the out of state guys are there and have pointed me to stuff they know I can't get at home, which is very nice. Even though it looks kinda dingy on the outside, I recomend this place for sure.

Photo of crossovert
4.8/5  rDev +7.4%
vibe: 4.5 | quality: 5 | service: 5 | selection: 4.5

Wow, such a store.

I don't even know where to start with this place. Well, you walk in and theres a nice display of glassware all for really cheap prices, most regular glasses we 2-3$ and rarer stuff like the Kwak glass was only 10. After this quick detour I walked ahead and to the left to find more glassware and a huge display of trappist extravaganza will most bottles a dollar cheaper than anywhere else.

Then you turn to your left and it hits you, the WALL. Top to bottom, side to side just a MASSIVE aisle of almost anything you could imagine, harder to find beers like Quoellfrisch and Embrasse (to just name 2 of the many I saw), and a plethora of beers from a host of countries. They even have the bottle of syrup to go with your Berliner Weisse if your into that. And the prices are dirt cheap. Not only that but I left with a huge haul of about 30 bottles from all over and not one was even near its due date. Also FFF for 4$ cheaper on average than in IL. Just check the BeerFly list, well over 1000 brews and growing, amazing selection. They are missing a few noticable brews though, a few form La Trappe, Urthel, and others, they seem to not stock full brewery lines of the Belgian beers aside form the merciless onslaught of Cantillon, I wish they did. They also don't have St. Bernardus or Baltika beers which is really strange.

The service was top notch with an older bearded guy there to answer any question. He knew exactly when each new shipment of beer came in and was willing to stock new beers as well. A really nice guy, and he was constantly filling shelves because people just kept coming in and buying huge supplies of beer and alcohol which he would immediately restock.

It's too hard to explain the aura of this place, just go there.

Update 11-7-09 saw NG R&D, snatched up the last bottle.
Update 5-6-10 saw NG Two Women, bottles still available
Update 7-7-10 they have at least 20 new beers incl. Revelation Cat, Edelweiss, Lost Abbey, Sünner, and more.

Photo of DarbyOGill
4.35/5  rDev -2.7%

Wow, just wow.

Q: The place looked pretty ordinary on the outside. Would have never known that it had good beer if not for Beer Advocate. The place is pretty big, clean, but there was nothing flashy or anything.

S: Nothing bad or great about the service. Nobody was really hovering around helping customers, but the checkout was fast and painless.

S: They had two long rows of beer on the shelves and a big fridge of cold beer along the back end of the store. The selection was excellent, the best I've ever seen at a liquor store. They had any style of beer I could dream of. Found a bunch of beers I've never seen in Wisconsin.

V: Just about every 4-pack, 6-pack, and bomber were 2, 3, or 4 bucks cheaper than my usual stomping grounds. The value here was absolutely amazing.

In conclusion, this place is awesome. Best beer store I've ever seen, well worth the 30 minute drive from my house. Plan on going here often when I'm in Milwaukee.

Photo of beertooth
4.65/5  rDev +4%

This has to be the best beer store I've stepped foot in to date. My friend warned me and told me to leave my wallet in the car and I just couldn't listen. Thanks for taking me up there, Dave!

Ok, so it isn't much to look at from the outside. The windows are crowded with neon beer signs and sale posters. You'll walk in and head towards the back of the store and stumble upon their intense craft selection. The local selection is amazing and we don't get any of it in Chicago. They also have a lot of other not so local stuff we can't get in Chicago. I stumbled across some gems that time forgot as well! I was in heaven! The prices are great too. Most of the beer was a few dollars to twenty dollars cheaper than anywhere in Chicago. Their import selection was extremely impressive as well. They also have a great glassware section that I dared not venture into. I had already tripled the amount of money I told myself I'd spend.

I can't wait to go back!

Photo of tjkurz
4.35/5  rDev -2.7%

This is a great beer store - it could only be improved in a couple small ways. The prices are right on or lower when compared to other places in the area that carry craft. The selection is overwhelming - particularly the imports. As someone who visits many beer stores in the area - if Discount doesn't have it, chances are others won't have it. There is no build your own six pack - singles are pretty much limited to a few high quality and pricey crafts and imports - all individually priced. Service was okay - but they were very busy - I visited after work along with half of Milwaukee.

Photo of Goldorak
3.5/5  rDev -21.7%

Hourray for business trips. It gives me the opportunity to visit strange and exotic liquor stores! Unfortunately for me, seems like every Beer bar was closed on the Sunday night I visited. However I was saved when I found a Italian restaurant that had 3Floyds and New Glarus on draft.

At least Discount Liquor was open on the Monday afternoon after I ducked out from my meeting. My boss who came along for the ride was teasing me with "We drove past about 20 liquor stores, why this one?". Selection was my only answer, and it sure didn't dissapoint.

Plenty of imports, locals, and a relatively new category, hybrids (like the Mikkeller/3Floyds, the Pizza Port/De Proef collaboration Beers, among others).

Local micros were well represented, tons of New Glarus (Iced Barley Wine? Interesting...) and Sprecher. Nice imports that we don't see too often on the east coast as well.

Service gets a knock because they refused to let me split a sixer. The place looked clean enough for this kind of establishment. Nice glassware selection as well.

Price/value is a bit hard to set. Yeah, I paid 25$ for a Cantillon, but the local stuff wasn't too expensive.

Photo of pphunkdelux
5/5  rDev +11.9%

This place is like heaven. They have everything. Whenever I'm looking for a beer I can pretty much assume they have it. If not, they'll try to find it. Everything is priced very reasonably. This is the place most Milwaukeans go to stock up for a party. Kegs a plenty and service that can't be matched. .a medium sized grocery store that is filled with nothing but alcohol. That's what this place is. About 10 isles of booze and a back wall of coolers filled with 6 packs of different beers from all over. The service is great too. They have people that will bring the kegs and ice right to your car.

Photo of bornondate
4.35/5  rDev -2.7%

This was my second visit to this store, the last time was during Summerfest or "I got drunkfest". A very nice selection of harder to find Belgium 750's, and the store seemed to be well stock with some of the beers only found in WI as well as DFH, Founders, FFF just to mention a few. Service was friendly and helpful. A jewel in the rough, (not the most welcoming exterior or area) but my mind was made up as soon as I got in the door, a must stop if your in the area. I'll be in the summer to spend more than I should.

Photo of kmeves
4.15/5  rDev -7.2%

This place has everything you are looking for and then some. New Glarus (both belgian red and raspberry tart were in stock), Tyranena, Dark Horse, Dogfish head (including some vintage world wide stout and 120 minute IPA), Central Waters, Goose Island (had fresh and vintage Matilda, Imperial IPA, and Bourbon County Stout). They had a slew of imports from Mikeller, Cantillon, Struisse, and Olfabrikken. I asked for some help and the staff was very friendly and went out of their way to help me get a a beer I was looking for. Not the nicest looking place, but it sure does have everything you'll be looking for. This used to be my local liquor store if you can believe it. I haven't found a store anywhere else with as wide of a selection AND discount prices. Stop by, you won't leave disapointed.

Photo of ThirstyBird
4.5/5  rDev +0.7%

I stopped by on a recent visit to Milwaukee for Christmas. I had read great things and was not disappointed! As other have mentioned it's not new or slick but it's what's inside that counts! They have great stuff inside! I wasn't really planning on bringing beer back on the plane but my plans quickly changed.

They had a great selection - New Glarus, Bells, Goose Island, Sprecher, SA, Capital, Founders, Dark Horse, Avery, DFH, New Holland, lot's of limited series, a pretty good German selection and a great Belgian selection. Next time I visit the bro' I will make sure to come back.

I had trouble getting help initially but once another customer stopped yacking to the help a nice woman helped point out highlights which I proceeded to grab.

Photo of htomsirveaux
4.5/5  rDev +0.7%

Great selection, reasonable prices, help when you need it. What more can you ask for?

Don't let the rough exterior fool you, there are some great beers waiting inside. But do keep an eye on your cart, as it may inadvertently roll off when you're not looking.

They carry a great selection of Wisconsin beers such as New Glarus, Tyranena, Capital, Lakefront, etc. A very good regional selection too including FFF, Founders and New Holland. Saw many imports for the first time, like Mikkeller (Beer Geek Breakfast!), Hitachino and Cantillon.

The only problem was that I had to limit my purchases to what I could bring back on the plane... If I lived in Milwaukee I'd be here every week.

Photo of vkrazzy
4.85/5  rDev +8.5%

What can I say that hasn't been said already, if you live in Milwaukee and the surrounding area and don't know of this place I suggest you stop in. They always seem to have the newest and hardest to find beers. THE REPUTATION IS DEFFINATLY WARRANTED FOR SURE!!

Huge selection whether it's 4 packs, 6 pack, 750ml, domestic, import, whatever they have it. Was one of the first places in Milwaukee to sell Founders beer. They have a huge selection of both beer, and hard liquor, One of these best in Wisconsin, if not the best enough to say.

Price is what makes this place stand out, I have yet to be disappointed, they always seem to be the lowest in town, I've even been there when they have had brewery's giving out tastings, which is always an added bonus to this reviewer.

What else can I say except stop in for sure!!

Photo of emerge077
4.58/5  rDev +2.5%
vibe: 4 | quality: 4.5 | service: 4.5 | selection: 5

Discount is just an amazing place, full of wonderment of all things beer. I've been coming here for over 3 years now, and still get that "kid in the candy store" feeling. They have the widest selection in WI to my knowledge.

On a saturday afternoon, the place was buzzing, with alot of traffic in the beer aisle. Marie the beer goddess was there fielding questions for customers, and another helpful staff person got a case from the back for me. Near the coolers there was a dedicated New Glarus shelf, with singles of seasonals and the unplugged series. There was an island of assorted Weyerbacher and Tyranena BGW series beers, and other assorted limited items. This is where you can find almost every WI made bottled craft beer, minus LL and Viking. Rush River, Furthermore, Central Waters, Capital, the list goes on and on. A cool little cache of limited singles sits on the corner shelf, in the middle of the aisle, opposite a small rack of glasses. The little glassware alcove near the entrance is also fun to look through.

Import selection is just massive, and recently they put in a new shelf high above the Belgian section, looked like they would be expanding. Tons of Germans and Belgians, also Italian and Danish, and obscure labels from just about everywhere else. About 6 Cantillons are front and center...I heard a lady remark "$27 for one beer?!?" about St. Lamvinus, that can run almost $40 in Chicago. Prices are great, and they make an effort to offer some singles, though there's no mixed 6-packs. Checkout is generally friendly and they put your beer in a box for you.

They are open 9am-9pm, which are pretty flexible hours (except Sunday, they close at 2!).

Photo of younger35
5/5  rDev +11.9%

Let me start by saying this is the best beer store I've ever been in. Bottleworks in Seattle rocked hard, discount rocked a smidge harder! It's a very unassuming looking liquor store that you'd never guess had a world class beer selection.
I originally had my cart filled to the brim with random deliciousness until the girlfriend came in the store and interjected with some common sense. Needless to say, I still spent WAY too much. Central Waters, New Glarus, Tyranena and some other Wisconsin only goodies were my first order of priority. After that I snagged some Dark Horse and Allagash tastiness that I've yet to see in my area. Basically any brewery with any sort of distribution is here. They have plenty of cellared goodies as well that are very reasonably priced. I specifically remember seeing a couple different years of World Wide Stout and Old Stock. They have plenty of goodies from across the pond as well. At least 8 different kinds of Cantillon (snagged a couple bottles of St Lamvinus), plenty of Fantôme and a bunch of other random European stuff that is probably delicious beyond belief and out of my scope of knowledge.
Although I never specifically asked for any assistance, the guys stocking the shelves were very friendly. They greeted me and were generally nice dudes. Although the store was a bit cluttery when I was there, it was because they were stocking shelves and the rest of the isles were tidy. Highly recommend this place. I may make the drive weekly just to pay my respects.

Photo of yogurt
4.5/5  rDev +0.7%

Hands down the best selection of beer in Milwaukee; and, as far as I know, the best in Wisconsin! Basically, most any beer available in the state will be on the shelves or at their fingertips.

Don't let the bigness of Discount fool you into thinking that the employees are non-existent! The employees are always readily available to answer any beer- related question that you might think of. Everyone is very approachable and friendly (and as unpretentious as the building itself). No matter how busy it may be, I have always found that the employees can help me out with whatever I need. However, if you're the type that likes to wait for someone to ask if you need help, you might be disappointed.

This no- frills approach is also reflected in the prices of the beer. They not only have the best selection in Milwaukee, but also the best prices. Case in point- I just had my brother pick up Rouge's Brew 10,000 (thanks again, Patrick). Price: 20 dollars!

With it's blue- collar atmosphere combined with a world- class selection of beers, Discount Liquor in Milwaukee is a jewel in the crown of Wisconsin's beer culture!

Photo of sholland119
4.85/5  rDev +8.5%

Stopped here while doing some beer hunting on a business trip to WI.

This place rocks. A very long aisle and a couple of end caps filled with great selections. The selection starts at Europe and works its way to American beers. And what an awesome selection it is.

I "only" picked up stuff that I could not get at home. Like Dreadnaught (!), Goose Island Imperial IPA, Great Lakes Blackout Stout, New Glarus Unplugged Hefe, BR Pete Brown Tribute, FFF 10th Anniversary. Pretty awesome if you are from PA.

The beer guy was smart and knowledgeable, and always around to answer my annoying beer geek questions.

I'd shop here all the time, if only the place were 850 miles closer...and had the same selection.

I forgot originally to mention another cool thing. There was a cart of discounted, not so fresh beer. We sometimes struggle with this in PA (Hi, Shangy's!) so it was nice to see someone addressing this honestly.

HV

Photo of Homerbag
4.3/5  rDev -3.8%

This place is very south side. Down the road from the famous Serb Hall fish frys, this is what a old school south side Milwaukee establishment is.

From the looks of the place, there is nothing impressive, refreshingly stuck in time. Some what hard to get into if you don't know the area. Once inside, things become impressive. The length and selection are worth any local or visting beer geek to check out. Too many names and variety to list. If you want it, it will probably be there if it is sold in Wisconsin. Some stuff like Three Floyds can be found on the shelf even though they dont distribute up here any more. There was help in the beer isle, the only place that mattered to me, very knowledgable and nice. The check out people where fast and freindly also.

The prices where as good as anywhere as well. This is a place you have to check out. The single selection is a bit lacking as is the local brewery finds, but everything else is the best in the area.

Between Three Cellers sinlge selcetion and the rare finds here, it is good to be a beer geek in the Milwaukee area.

Photo of ahalloin
4.65/5  rDev +4%

I stopped in this place on a whim to find Leine's Big Eddie Russian Imperial Stout. I was pleasantly surprised to find, quite possibly the finest and most varied selection of bottle singles in the state....maybe the entire midwest!!

They had an aisle that was probably 50 to 60 feet long with singles on both sides! It was unbelievable. They even had Dogfish Head World Wide Stout vintages back to 2004. And the prices seemed extremely reasonable.

If you are looking for a specific beer in the Milwaukee area, I would definitely go here first.

Photo of GRPunk
3.85/5  rDev -13.9%

I stopped here with my host on a recent trip to Milwaukee.

The store looks a little shady from the outside, but I was quite pleased once in stepped foot in.

There were a lot of good Wisconsin, regional, and imported beers available. There were many beers (both locals and imports) I can't get in MI. I was a little disappointed at the lack of singles. I was hoping to make a mixed six-pack of beers that I couldn't get in Michigan and ended up having to buy a couple of regular sixers and some bombers.

As service goes, I didn't really get any help finding anything, nor was I approached by any employees. However, everybody was very pleasant when I was checking out.

Pricing was great compared to Michigan standards. Though I think beer tends to be a little cheaper on the WI side of Lake Michigan.

This will be a definite stop the next time I'm in town.

Photo of brdc
3.85/5  rDev -13.9%

This is a very ugly place, but I don't go there for its looks...
Service is very polite and courteous, but most of them seem to know close to nothing about beer. I heard a lot of things about Mary, but did not have the luck to find her there.
Selection is pretty good, although I could not find a few of the things I was looking for (I am very picky, and am always looking for ridiculously hard to find stuff).
It still has a nice selection of belgians, although lacking St Bernardus. A good selection of locals, missing only Lake Louie's of importance. All in all, one of the best places around.

Photo of nchrist13
4.7/5  rDev +5.1%

less a liquor store and more an encyclopedia of beer. what else is there to say about the place? many positives and very few negatives. let's get the negatives out of the way.

there isn't that much in the way of american singles. if it comes in a sixer, you're probably gonna have to buy it in a sixer. same for a 4 pack. but there are so many bombers that this isn't as big a problem as it seems. this place basically sets the lower limit for beer prices in this state (which is cheaper than any state that touches it, mn, il, ia and mi), so it's pretty easy to forget about them not offering singles.

another negative is that service is basically spotty. the beer buyer, maria(?), is a beer genius, so if you see a chick in the beer isle with short brown hair don't hesitate to ask. but from anyone else you're not likely to get much.

positives: ridiculous selection. tons of imports, more belgians than you know what to do with, and all way too affordable. you will end up dropping much more than you wanted to and you will go home with a gigantic grin. german, belgian, english, american, they're all represented well. and as previously mentioned they will basically set the low price.

if you're on a budget, don't go here. it will destroy it. also, full line of cantillon. you gotta like that.

Photo of aforbes10
4.05/5  rDev -9.4%

We stopped here on a recent trip up to Northern WI. Greeted by a large double aisle of RT beers, right side mostly WI and other US, left side imports and US beers from further afield. Some singles, lots of hard to find things. Very impressive selection of everything, excellent prices too. Some cool and inexpensive pint glasses from a number of breweries. I picked up lots of singles of stuff (Tyranena Brewers Gone Wild Series, NG Unplugged series, Capital Vintage Ale, Sprecher African series, etc), intending to stop again on the way home but then we decided to skip it due to not wanting to get off the highway. No matter, i'll be up there again.

Photo of blitz134
4.35/5  rDev -2.7%

Stopped by on a recent visit to visit the gf. She knows of my beer fanaticism and I requested to go here after being picked up from the airport.

This is a dumpy looking store, although it is a fairly good size. It has a pretty long aisle of beer that is probably 60 ft long with beer on both sides. Craft takes up about 65% of it. Then there is some cold storage at the back wall.

Lots of American Micros here. 3 floyds, new holland, two brothers, tyranena, new glarus, capital, lake front, sprecher small release stuff, bell's, dark horse, founders are most of the locals/regional. Lots of limited release items. I'm not sure what their turn over rate is there but there are some beers still on the shelves that might have a year on them, although all the ones I saw were higher alcohol, limited release offerings that will hold up well. So much stuff that I can't get in Atlanta. The Belgian lineup was a disappointment though as my gf likes Belgian stuff. No where near what I can get at my local (albeit, superb) shop in the ATL.

I dont remember if someone came up to ask me if I needed anything. Maybe once. Cashiers seem young and some of the other complaints about them don't seem improbable, although none of them happened on my visit.

I thought the prices were pretty good as well as I quickly bought up 50 dollars worth of stuff and could have easily dropped 6 times that...seriously...

Photo of
4.65/5  rDev +4%

You would drive right by this place -- and it would definately be your loss!!! Inside, a long aisle full of everything you could want. Aisles are narrow, and it isn't the cleanest place, but all of that is unimportant because you are here for the beer!!

Quality was fine. Not much dust, except on some vintage bottles. Seasonals were appropriate. The two beers I drank when I got home were just fine.

Service was very good. I asked one guy if they had a particular beer and he didn't know, so he got a second guy -- he didn't know, so they went and got their buyer to give me a final answer. That type of attention to detail works for me. Hats off to Marie - hope I got the spelling right.

Selection - WOW! Founders, Dark Horse, New Glarus, Bells, Goose Island, Sprecher, SA, Capital, Belgians galore, Avery, DFH, New Holland, big German selection. Very impressive. I bought a case and a half, and wanted more! Damn luggage restrictions...

Value - I rated it as reasonable, but it was probably more like a dollar sign and a half. Prices were very good, I thought.

Overall, very impressed. I will be in Chicago again on business in a couple of weeks, and I am thinking about going back to buy more. If you want some of the best of what the mid-west/Great Lakes area has to offer, this is a great place to stop.

Discount Liquor in Milwaukee, WI
99 out of 100 based on 146 ratings.