‘We built the brand, and then we built the brewery’

Judith Munson

Contributor

August 10, 2026

SEYMOUR – Seymour has its first craft brewery.

Dairy-Air Brewing celebrated its grand opening last month, bringing Founder Tad Edges’ nearly 14-year home-brewing journey to life as a full-scale business. 

Edges said the opportunity to turn his passion into a business came when a former employer offered him a deal he couldn’t refuse.

“I was the general manager of a brew pub in Howard, which later closed down,” he said. “The owner offered to give me all the equipment. He said, ‘Get it out of here, or I’m going to scrap it.’”

Edges said he had already fallen in love with the brewing industry, having worked in it and by creating his own concoctions at home.

“The puzzle pieces kind of just fell in place,” he said. “After I got the equipment, [I] started looking for property. [I] found some about two years ago, and I started the build-out right away with help from friends and family.”

Building the brand

Edges said creating a recognizable Dairy-Air brand was a priority from the start. 

“For two years, we hosted tailgate events and local fundraisers to get our name out there,” he said. “We started networking really hard. We went to a lot of homebrew events, other beer events and handed out our T-shirts, koozies and all that stuff. So, we built the brand, and then we built the brewery. That helped us tremendously, actually.”

Edges said the Dairy-Air brand idea came to him while he was on a business trip out west.

“I was sitting in my hotel room in Colorado on a project for work, thinking I want this brand to mean something to Wisconsin,” he said. “Say you go on vacation, return and start smelling that air – we all know that smell – cow fertilizer. That dairy air means you’re almost home.”

Edges said Dairy-Air also reflects his connection to Wisconsin’s agricultural roots.

Growing up, he said he worked on his grandparents’ farm – an experience that helped shape the brewery’s farmhouse-inspired design, colors and decor.

A brewery built around community 

About one-fourth of the 2,100-square-foot building, Edge said, is consumed by the brewing operations.

The remainder, he said, features the taproom, seating area and a Founders Wall. 

Edges said he launched the Founders Club more than a year before opening to build both the Dairy-Air brand and customer loyalty.

Members are recognized on a brewery wall, he said, and receive perks including early access to new beer releases, a custom pint glass and the opportunity to help name and brew a beer. 

Edges said the brewery also includes a dedicated space honoring military members. 

“I served in the Army for seven years, so I tied that in as well,” he said. “There’s an Honors Wall, so if people have a family member or if they served in the service, they can attach their unit patches or name patches. It lets people show how proud they are of their family or their own service.”

Outside, Edges said Dairy-Air features patio seating and a stage for live music, open mics and other events.

More than beer

Despite broader challenges facing the craft beer market – including declining alcohol consumption among Gen Z and craft brewery closures outpacing openings by 38% last year, according to AmericanCraftBeer.com – Edges said Dairy-Air is focused on building customer loyalty and creating a community gathering place.

“That’s why we offer other options like hard seltzer and why we’re offering food,” he said. “It’s a place to socialize. You don’t necessarily have to drink alcohol at all. We’re adapting to the times… Right now, I’m focused more on the social aspect and just having a place where people can hang out.”

Edges said Dairy-Air is designed to be a launching point in the craft beer industry, allowing him to establish the brand and create a foundation for future growth.

“Our beers are pretty light for the most part, and drinkable,” he said. “We offer a lot of beers that are not as hoppy – I don’t see a lot of people wanting those hoppier or heavier beers, especially in a smaller community – although we do have an IPA on tap.”

Edges said the tap list features 12 options, including seven beers brewed in-house using Dairy-Air’s own recipes.

“My favorite is the amber,” he said. “It took a while to get the recipe down, so it’s something I’m proud of.”

Edges said Dairy-Air will continue rotating its taps to give customers new options to try.

“Like right now, we have sours, and once those are gone, we’ll be heading into the next season,” he said. “We’ll probably put up a porter or something like that.”

In addition to its rotating beer selections, Edges said Dairy-Air’s remaining taps feature other drinks, including a hard tea, hard lemonade and seltzer.

“Then I have a nonalcoholic root beer,” he said. “It’s a very diverse lineup, and it seems to be kicking off really well. There’s something for everybody.”

Edges said the brewery rounds out its offerings with pizza.

“We purchase the crust, because we don’t have a big enough facility to make and house the dough,” he said. “It’s a Roman-style, artisan crust, and then we add our own toppings. Nothing but positive feedback so far, so that’s pretty great.”

Growing in Seymour

Edges said the grand opening drew a strong turnout, with customers lined up and ready to enter as soon as the doors opened.

For now, he said he runs Dairy-Air with help from his wife, daughter and a family friend while balancing his role as a shipping and receiving supervisor.

Edges said his connection to Seymour began when he started going to the Seymour Speedway with his family as a kid.

He said he hopes Dairy-Air Brewing will help breathe new life into the downtown.

“We used to go to the racetrack all the time when I was younger,” he said. “I had quite a few family members who raced there. Seymour used to be a fun little town, but over the years, it seems like it’s taken a downturn. We’re hoping to help pump it back up. I definitely want to help it see more development.”

Edges said Dairy-Air’s reach extended beyond Seymour almost immediately, attracting patrons from Green Bay, Appleton and Denmark within its first week. 

“We’re just trying to get our feet under us, possibly get some more employees and get embedded in the community by doing some good in the community, honestly,” he said. “I hope to continue doing fundraising events for local groups and serve the community with a strong business presence.”

Edges said giving back to the community has been part of his vision for Dairy-Air from the start. 

The brewery, he said, is now putting that vision into action by collecting donations to help those impacted by the recent tornado. 

Edges said donations can be dropped off at the brewery at 217 S. Main St. in Seymour.

As the extent of the damage and needs of displaced residents become clearer, he said updates will be shared on additional items needed.

Find Dairy-Air Brewing on Facebook for more details.