A new contender has emerged in the cream liqueur market in Wisconsin, challenging the long-standing dominance of Bailey’s Irish Cream. Brix Cider, a small business in Mount Horeb, has introduced Wisco Cream—a cream liqueur crafted with local Wisconsin dairy—which has already made its way into over 50 locations throughout the state.
Co-owners Matt and Marie Raboin, who have been running their farm-to-table business since 2016, came up with the idea for a Wisconsin-based cream liqueur several years ago. “We just felt like it was a product that needed to exist,” Matt Raboin expressed. “That idea kind of just stuck in the back of our minds and eventually we were like, ‘Let’s just go for it. Let’s do it.’”
The couple obtained their distilling permit late last year and collaborated with a dairy processor from Neenah to develop their product. Wisco Cream, a blend of aged rum and a hint of vanilla, was launched this year and achieved statewide distribution by December.
According to Raboin, the new liqueur is versatile: “It’s still like a nice, sweet, creamy, rich cream liqueur, but you can use it for almost anything — coffee drinks, hot chocolate, cocktails or even just on its own.”
Packaged in vintage-style milk bottles, Wisco Cream’s marketing features a nostalgic milkman character, designed to evoke a “retro, nostalgic” vibe that Raboin describes as “fun and playful.” He added, “(In) Wisconsin, I think, we’re fun and playful people. We wanted a product that kind of matched with that fun, light-hearted feel.”
Feedback from customers visiting the Brix Cider taproom in Mount Horeb has been positive, with Raboin noting that “it’s selling quite well so far.” Currently available in 50 accounts just weeks after its launch, the Raboins have teamed up with the local distributor Left Bank Wine Company to enhance their reach within the state.
For now, the focus remains on Wisconsin distribution, but Raboin envisions Wisco Cream becoming a staple in grocery and liquor stores across the state. “There’s tons of potential places out there, and we’d love to see more restaurants and bars using it in their mixed drinks,” he said. “We’re hoping to see it kind of become something that’s a little more of a household name in Wisconsin.”
Raboin also sees potential in Wisco Cream eventually surpassing Bailey’s in popularity within the region. “Why would we buy most of our cream liqueur from Ireland? We’re the dairy state,” he remarked. “Any product that can support our Wisconsin dairy farmers, I think, is a great thing.”
