Beer and College Football Rivalry Unite Iowa and Wisconsin

The rivalry between the Wisconsin Badgers and the Iowa Hawkeyes isn’t just another college football showdown. It’s a living, breathing cultural phenomenon—one that weaves together beer, history, and the kind of regional pride you only find along the Upper Midwest’s so-called “beer highway.”

This matchup, packed with tradition and a surprising amount of camaraderie, taps into the deep connections between Iowa and Wisconsin. The drive from Iowa City to Madison? It’s more than a route on a map. It’s a symbolic passage through the heart of American football and beer culture, with plenty of stories along the way.

The Historical Roots of the Rivalry

Back in the late 19th century, Iowa and Wisconsin first started facing off on the gridiron. Their rivalry stands out for its mix of competitive fire and mutual respect, which is a bit different from the sharper edge both teams bring to games against Minnesota.

Their annual clash often shapes the Big Ten Conference, with each team making real runs at the championship game in recent years. It’s not just about football—there’s a whole atmosphere that builds up around this game.

The Beer Highway: A Cultural Corridor

Driving from Iowa City to Madison, you’ll notice the “beer highway” isn’t just a catchy phrase. It’s a route dotted with historic and new landmarks, each celebrating the region’s love affair with brewing.

German immigrants in the 1840s and 1850s brought beer-making traditions that stuck around and flourished. The beer highway feels like a trip through time, marked by the steady presence of breweries and passionate beer fans.

Iconic Stops Along the Beer Highway

Fans making the trek pass through towns that really showcase the area’s beer culture. Dubuque, Iowa, is a perfect example—a city where history and modern craft brewing come together.

Dimensional Brewing Company in Dubuque nods to the city’s brewing roots while adding a fresh twist to its current beer scene. It’s a place that feels both familiar and new, which is kind of the point.

Dubuque: A Beer Lover’s Paradise

Dubuque sits right where Iowa, Wisconsin, and Illinois meet, making it a crossroads for all kinds of beer traditions. It’s Iowa’s oldest city, and the scenery alone is worth the stop—especially if you’re into beer.

Breweries like Dimensional Brewing Company give you a taste of both classic and modern brewing. Dubuque’s spot on the beer highway isn’t an accident; it’s earned.

New Glarus: The Heart of Wisconsin’s Beer Culture

Crossing into Wisconsin, New Glarus stands out. It’s the home of Spotted Cow and a testament to the state’s brewing chops.

New Glarus Brewing Company has built a reputation for quality, and they only sell their beer in Wisconsin. That exclusivity? It’s part of what draws fans in droves on their way to Madison for the big game.

Spotted Cow: A Wisconsin Legend

People outside Wisconsin go to ridiculous lengths to get their hands on Spotted Cow. Deb and Dan Carey, the founders, have created something that really captures Wisconsin’s spirit.

They blend traditional methods with a bit of modern flair, and the result is a beer you’ll find at pretty much every tailgate. It’s become a fixture in the state’s culture, for better or worse.

Cedar Rapids: A Blend of Tradition and Innovation

Just north of Iowa City, Cedar Rapids offers another look at the region’s beer scene. The city’s industrial background and lively community set the stage for Lion Bridge Brewing Company.

This brewery mixes Czech and German influences with a modern approach. Their beers reflect Cedar Rapids’ diverse roots and its place on the beer highway.

Lion Bridge Brewing Company: A Modern Classic

Lion Bridge Brewing Company has made a name for itself by focusing on quality and creativity. Beers like Compensation, an English mild ale, and Yield of Dreams, which uses corn, show off what Cedar Rapids can do.

Locals and visitors both keep coming back, and honestly, it’s easy to see why. Lion Bridge adds a lot to the whole beer highway vibe.

The Role of Beer in the Iowa-Wisconsin Rivalry

Along this route, beer is more than a drink—it’s a way people connect. The shared love of beer and football brings fans together, sometimes even blurring the lines of rivalry.