Celebrating 20 Years of Gezellig!

A letter from Eric Wagner in honor of our 20 year anniversary:

To our guests, our communities, and the many Lowlanders who made this whole thing possible—

Twenty years. Wow.

I’m not entirely sure how that happened.  What started as a small idea – inspired from Dutch café culture and a deep love of Belgian bier – has somehow turned into eight restaurants, five cities, and a team of 800 passionate people who somehow agreed to come along for the ride. (Still trying to wrap my head around that.)

We’ve had some great runs. And we’ve had some “character-building experiences” (a pandemic and historic floods come to mind).

Along the way, we’ve been part of first dates and weddings, baby showers and company celebrations, birthdays and reunions – countless moments that bring people together. We’ve celebrated, debated, and collaborated. We’ve taken more than 100 Lowlanders to Belgium – and introduced dozens to the Northwoods – to experience the cultures that inspire us. And here we are.

And through all of it, we’ve had one guiding principle. The Dutch call it gezellig – a word we’ve been chasing for 20 years because there’s no perfect English translation. It’s warmth, energy, comfort, connection… and when we get it right, you feel it immediately. It’s our reason for existing – to bring people together.

So as we hit this milestone, we’re making a small change that better reflects what we’ve actually been doing all along and where we want to go:

The Lowlands Group is now Lowlands Hospitality Group.

It’s one small word change, but a big statement. I hope it’s a statement of who we are, but it’s also aspirational in what we want to be as we grow. Gezellig hospitality is why we’re here. It’s how you’re welcomed, how you’re treated, and how you’re made to feel. We’re excited about the change, and we’ve developed a whole new visual identity around it that you can see below. Check it out.

AND, on this National Beer Day – I am thrilled to say I have a major announcement! This is seriously rad. And I don’t throw that word around willy-nilly…  This is an extraordinary honor and a defining milestone for Lowlands and a welcome moment of international unity for Milwaukee this summer.

We’re hosting the first-ever Lowlands Belgian Bier Fest. The Belgian brewing world – here, in Milwaukee. A bier festival unlike any other.

For one weekend, Milwaukee becomes the epicenter of the Belgian brewing world, with over 25 of the world’s most legendary breweries – represented by their multi-generational owners, brewmasters, and global teams – pouring bier and telling stories. It’s the only festival of its kind in North America. And somehow, it’s happening here in Milwaukee.

We’d love for you to be part of it! Stay tuned!  More information to follow, and tickets will go on sale soon.

Until then, from Lowlands Hospitality to our guests – thank you. For showing up, for sticking with us, and for being part of something that somehow turned into this.

And to all of our Lowlanders, a deep personal thank you for making it all happen. I am often humbled and always proud of what you do every day. And while it’s been a great 20 great years, we’re just getting started…

Eric

Lowlands Hospitality Group