In Wisconsin, liquor licenses are managed at the
local level (not state-issued like many think), and the process can vary depending on your city, town, or village. Add in different license classes, zoning laws, quotas, fees, and background checks—and suddenly, the journey to legally selling alcohol gets overwhelming.
On top of that, anyone serving alcohol—bartenders, servers, managers—
must also be certified to handle alcohol legally and responsibly. That’s where alcohol awareness training like the
Wisconsin Alcohol Awareness Training comes in. This course helps employees and owners understand the laws and liabilities that come with alcohol sales in the state.
This guide breaks everything down—step-by-step—to help bar owners, restaurant managers, and alcohol sellers get licensed, stay compliant, and thrive in Wisconsin’s alcohol service industry.
If you plan to
sell alcohol in Wisconsin, whether for on-site drinking or off-site consumption,
you need a liquor license. This applies to:
- Bars and taverns
- Restaurants
- Liquor stores
- Grocery stores
- Hotels
- Event organizers (temporary licenses)
Additionally,
staff must be trained and have individual permits/licenses (commonly known as bartender licenses or operator’s licenses).
Understanding the difference between license types is crucial. Here are the most common:
- What it allows: Sale of alcohol for off-premises consumption (e.g., liquor stores, convenience stores).
- You cannot serve drinks for on-site consumption with this license.
- Issued by: Your local municipality (city, town, or village).
- What it allows: Sale of alcohol for on-premises consumption, such as bars, pubs, and restaurants.
- Can also allow some carry-out sales (wine, growlers, etc.), depending on local ordinances.
- May be subject to quotas, meaning licenses are limited and may not be available in your area.
- Class C: For wine sales at restaurants.
- Temporary “Picnic” Licenses: For non-profits or special events.
- Combination Licenses: Some businesses (like hotels) may need both Class A and B depending on their operations.
Unlike some states, liquor licenses in Wisconsin are handled at the local level, not by the state. Here’s how to get started:
Each municipality sets its own procedures, fees, and timelines. Start by reaching out to your city, village, or town clerk for details.
You’ll typically need to submit:
AB-200 – Alcohol Beverage License Application
AB-101 – Appointment of Agent (if applicable)
Business and personal information (ownership details, criminal background, etc.)
Fees vary by municipality and license type. For example:
- Class B License: Often around $500/year
- Temporary licenses or smaller establishments may pay less
- Zoning approval may be needed.
- You must meet age and residency requirements.
- Background checks are conducted for owners and sometimes agents.
- A public notice or hearing may be required.
The final decision is made by your local governing body. They’ll review your application, host a public meeting if needed, and vote on approval.
One of the most asked questions in this space is: Can a felon get a liquor license in Wisconsin?
It depends.
- A felony does not automatically disqualify you, but it can be a barrier.
- Local municipalities have the discretion to deny a license based on criminal background.
- Factors include: type of felony, how long ago it occurred, and whether it’s related to alcohol or business misconduct.
- It’s highly recommended to consult with your local clerk and possibly an attorney before applying.
Here’s where many business owners and managers get confused.
| Aspect |
Liquor License |
Alcohol Training Certification |
| Purpose |
Allows a business to sell alcohol |
Certifies individuals to serve/sell alcohol |
| Issued By |
Local municipalities |
Municipalities or state-approved training providers |
| Applies To |
A business or location |
Individual staff (bartenders, servers, sellers, managers) |
| Legally Required? |
Yes |
Yes, unless working under direct supervision |
If you own or manage a bar,
every person who touches alcohol should be certified.
A great way to get your staff certified quickly and affordably is with
Wisconsin Alcohol Awareness Training — a convenient, state-approved training course that meets legal requirements and helps protect your business from liability.
Many towns and cities have caps on how many Class B licenses they can issue. Even if you qualify, you might be on a waiting list.
Some areas have dry zones or zoning laws that prohibit alcohol sales in specific districts—even if you’re otherwise eligible.
Felony convictions or past violations may complicate approvals. Local discretion plays a big role.
Many new owners assume the liquor license covers everything. But staff training is a separate legal requirement.
Fees and processes vary widely by municipality. A Class B license could cost $500 in one town, but $10,000+ if you’re purchasing one from another owner due to quota restrictions.
In 2023, Wisconsin established the
Division of Alcohol Beverages (DAB) within the Wisconsin Department of Revenue through 2023 Wisconsin Act 73. Since January 1, 2025, the DAB has overseen certain statewide alcohol-related functions, including enforcement and the issuance of a statewide operator’s permit. While this change streamlined parts of the compliance process, it did not replace local liquor licensing authority.
Despite increased state-level oversight, liquor licenses in Wisconsin are still issued and regulated by local municipalities. Cities, towns, and villages continue to control the availability of retail licenses—particularly Class B licenses—using population-based quotas and local ordinances.
Demand for Class B licenses remains strong in urban and high-growth areas like Milwaukee, Madison, and Green Bay, where new restaurants, bars, and breweries continue to open. In many municipalities, license availability is limited, leading to waiting lists or higher transfer costs when licenses must be purchased from existing businesses.
On the compliance side, interest in alcohol server and operator training remains elevated following the rollout of the statewide operator’s permit. Business owners increasingly rely on online alcohol awareness training to onboard staff quickly, reduce liability, and meet Wisconsin’s legal requirements—especially as enforcement and inspections continue statewide.
Why this matters: Even as Wisconsin modernizes parts of its alcohol regulation system, local licensing limits and staff training requirements remain two of the biggest challenges for business owners entering the market.
✅ Start Early: The process can take weeks or even months, especially if hearings are involved.
✅ Build a Relationship with Your Clerk: They’re your go-to resource.
✅ Train Your Staff Immediately: Don’t wait for the license to come in to start alcohol server training
.
✅ Stay Compliant Year-Round: Renew licenses on time, update staff certifications, and follow local ordinances.
✅ Keep Records Handy: Licenses, permits, and training certificates should be easily accessible during inspections.
It depends on your municipality. Some applications are approved in 30–60 days, while others may take several months if public hearings, background checks, or quota issues are involved.
No. Wisconsin liquor licenses are issued by local municipalities, not the state. The state provides oversight and enforcement, but your city, town, or village controls licensing approval.
Annual fees are often around $500, but costs can be much higher if licenses are limited. In quota-restricted areas, purchasing an existing license from another business can cost thousands—or even tens of thousands—of dollars.
Yes. Anyone serving or selling alcohol must have an operator’s permit (often called a bartender license) unless working under direct supervision. This permit is separate from the business’s liquor license.
Yes. Wisconsin law requires alcohol servers to complete approved training to legally serve alcohol. Training helps staff understand ID checks, intoxication laws, and liability risks.
In many cases, yes—but zoning approval is required. Some municipalities allow conditional approval pending inspections, while others require the premises to be fully compliant before issuing a license.
Yes. Most Wisconsin liquor licenses must be renewed annually, and failure to renew on time can result in penalties or loss of the license.
Getting a
liquor license in Wisconsin isn’t always simple—but with the right information and guidance, it’s absolutely doable. Remember that your local municipality controls the application process, but
you’re responsible for staying compliant through zoning, training, and staff supervision.
Don’t forget:
A liquor license lets you sell alcohol, but staff training protects your business. Ensure every employee knows the laws and serves responsibly with a course like
Wisconsin Alcohol Awareness Training—built for bartenders, servers, managers, and owners who want to do it right.
Raise your standards (and your glass)—and keep your business licensed, legal, and thriving in Wisconsin.
