George Esser
Brewers of
Great Beer

The Cross Plains Beer Parade.

       Cross Plains has always been famous for parades. As the village slogan says, "famous for friendliness", it was good reason to gather as a community and have a great time. One of the Village's more famous parades was the Beer Parade of 1933. The repeal of the hated Volstead Act, also known as Prohibition and lasting 13 years, was celebrated by the very German community of Cross Plains with a Beer Parade. The parade was to have attracted an estimated 5,000 beer drinkers to the Village, which then had the population of 200. On May 5, 2001, Cross Plains reenacted its first version of the Beer Parade, honoring some of the people that were in the 1933 parade.

      In May of 2013, a beer parade was held in Cross Plains commemorating 150 years of the Esser family in the beer business, and also celebrating the 80th anniversary of the original 1933 Beer Parade. The entire community came out to celebrate and everyone had a barrel of fun!


Poster promoting 2013 Parade.

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