Brewers Host Food, Beverage, & Hospitality Event; Announce New Vending Options At American Family Field – Brewers

On Friday, the Milwaukee Brewers hosted a New Food, Beverage, and Hospitality event, providing updates on how the organization plans to enhance the game day experience at American Family Field. The primary focus of the event was the vending experience, in particular, with Vice President of Consumer Experience Tom Hecht announcing new food items and collaborations with local establishments. The organization is expanding its 3rd St. Market Hall Annex and Food Truck Park, promptly titled “The Alley.” The 3rd St. Market Hall is inspired by the downtown Milwaukee food hall of the same name.

The 3rd St. Market Hall is one of the nicest parts of downtown Milwaukee, and the Brewers are hoping to replicate those vibes at American Family Field. One of the headlining new restaurants joining the 3rd St. Market Hall Annex is Bebe Zito, a Minneapolis-based ice cream and burger joint that opened its first Milwaukee location less than a year ago. Bebe Zito owner Ben Spangler is excited to expand his business to American Family Field and Milwaukee, saying, “Milwaukee is like all the great parts of Minnesota crammed into one beautiful city.” The company’s menu options include four ice cream flavors (Breakfast Club, Blackberry Butter Birthday Cake, Dat Malt Dough, Strawberry Fields 4 Ever), a variety of dirty sodas, burgers, honey butter chicken tenders, and pistachio chocolate strawberry cups (the honey butter chicken tenders and pistachio chocolate strawberry cups were incredible! I highly recommend them).

Another local venue making its American Family Field debut this season is K&L’s BBQ. Their primary menu items are their Brisket Sandwich, Brisket Loaded Waffle Fries, Pulled Pork Sandwich, K&L Smoked Brisket Burger, Brisket Mac, and Pulled Pork Elote. K&L BBQ’s standout dish was their Brisket Loaded Waffle Fries. It was my favorite item there and genuinely one of the best things I have eaten this year.

I will definitely be buying it the next time I visit American Family Field. The other headlining new vending option was “Fair Foods,” a fair-food-themed stand constructed in collaboration with Delaware North Executive Chef Alex Beronja. The headlining Fair Food menu items are Corn Dogs, Cream Puffs, Fried Kringle, and a Nacho on a Stick. I strongly recommend trying the Nacho on a Stick and Fried Kringle. The organization also provided us with Diet Coke, which was very nice of them. Against my best interests, I love diet soda. I drank two of them.

Regardless, American Family Field has one of the most expansive and creative vending experiences in MLB, with the 3rd St. Market Hall and Food Truck Park among the more recent, revolutionary in-stadium developments. Their Brewers begin their 2026 campaign against former Brewers pitching prospect Shane Smith and the Chicago White Sox on Mar. 26. Make sure to try the new venue options at American Family Field and let Brewer Fanatic know what you think!