Overview: Located within an old fire station along Highway 96 in Dale, Wis., Old Station 31 Spirits functions as a family-run distillery. Its operational strategy involves selling a monthly drink for specific volunteer fire departments with proceeds donated to those departments.
The Full Story
Rob Hopfensperger and his wife Tavia established the business to honor the fire service, noting that part of becoming part of the community twenty-plus years ago was joining the volunteer fire department. Their sons and daughter-in-law have joined the effort, creating a family-run operation where Rob’s son Alex Hopfensperger works at the facility. The founders emphasize the brotherhood found within the local fire stations, stating that when people enter the building, they feel a connection to the service.
The tasting room and museum feature artifacts and memorabilia honoring local departments and those who gave their lives. A memorial for 9/11 is present, and the family conducts an annual stair climb at Lambeau Field where they collect badges from firefighters that perished there. The business maintains its location in Dale rather than moving to a bigger city or tourist area, noting that people pop in and meet many different people with memories of the place.
Production & Profile
The facility operates on a grain-to-glass model, currently distilling in-house vodka and gin. The current lineup includes four vodkas and two gins. While the focus remains on these spirits now, the family business plans to expand its reach by filling up their own barrels with whiskey within five years. Once the barrel age process is complete, they intend to enjoy that whiskey themselves.
Brand & Industry History
The distillery’s origins are rooted in a direct connection to volunteer firefighting, dating back twenty-plus years when Rob Hopfensperger joined the local department. The family business has stayed in the small town where it started, distinguishing itself from fellow distillers or distilleries in Wisconsin that are located in bigger cities or tourist areas. This history of community integration is reflected in the facility’s mission to support the fire departments that keep them safe.
What This Means
This release highlights a commitment to remaining in a small town where it started rather than relocating for industry growth. The decision to stay in Dale, which is neither a bigger city nor a tourist area, underscores a preference for local roots over the typical distillery migration seen elsewhere in Wisconsin. This approach supports the volunteer fire departments directly through a monthly drink model that donates proceeds back to those specific units.
Consumer Takeaway
Visitors can experience the tasting room and museum which feature artifacts and memorabilia honoring local departments. The business offers a monthly drink for each department, allowing consumers to purchase a particular drink for that department while donating the proceeds back to that department. This model provides a direct link between the consumer and the volunteer fire service through the facility’s location along Highway 96.
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