MILWAUKEE (May 16, 2018) – Summerfest presented by American Family Insurance revealed one of its largest lineups of new food and beverage menu items to date, as well as the 2018 merchandise line for this year’s festival. For the first time in the history of the festival, the majority of the merchandise line is available for sale in advance via the online store at

“This year, there are plenty of big eats at The Big Gig. We are excited to unveil all of our new food and beverage options for this year, offering our fans a wider variety, which enhances their overall festival experience,” said Don Smiley, President and CEO of Milwaukee World Festival, Inc. “We also worked closely with TSMGI to have Summerfest merchandise items available prior to the start of the festival, due to the demand we experienced last year during our 50th edition” he added.

Summerfest 2018 Food and Beverages:

With hundreds of menu items to choose from, Summerfest is rolling out its lineup of new foods and beverages alongside returning favorites. Five new local vendors have also been added this year – Klement’s Sausage, BelAir Cantina, Koepsell’s Kettle Corn, Cedar Crest Frozen Custard, and Little Sweetie’s Specialty Treat Wagon, while two existing vendors, Auntie Anne’s and Sil’s Mini Donuts will expand their offerings in new locations. 

From Klement’s Brats, pulled pork cheese fries and frozen custard to bacon cannolis, sweet plantains, and homemade potato gnocchi in a rich cream sauce, there are over 70 new items to tempt fest-goers’ taste buds. New alcoholic and non-alcoholic drinks including iced tea, sparkling water, ales, specialty beers, and cider round out the beverage menu. In addition, a second location for the Summerfest Corkscrew, featuring fine wines and beer, will be located at the new U.S. Cellular Connection Stage.

For the full lineup and description of new foods and beverages visit -

Summerfest 2018 Merchandise Line:

NEW this year, the exclusive vendor of Summerfest merchandise, The Specialized Marketing Group, Inc. (TSMGI), is rolling out nearly 40 items, prior to the festival at

The 2018 line will feature Summerfest themed specialty products, gifts, youth and adult apparel, as well as new pet products. More items will be added in the weeks to come. The models featured in the online store are local music and art educators and Summerfest fans.

Shoppers can also visit the four Summerfest Store locations on the grounds during the festival to purchase merchandise.

To order now -

About Summerfest presented by American Family Insurance
Following its 1968 debut, Summerfest presented by American Family Insurance has evolved into what is now recognized as “The World’s Largest Music Festival” and Milwaukee’s cornerstone summer celebration, hosting the music industry’s hottest stars, emerging talent and local favorites along with approximately 850,000 people from Milwaukee and around the world each year for an unforgettable live music experience. During the festival, the spotlight shines on over 800 acts, over 1,000 performances, 12 stages delectable food and beverages and interactive activities, all in a world-class festival setting. Summerfest 2018 takes place June 27-July 1 and July 3-8, 2018, closed on July 2.  For more details, visit, or Twitter: @Summerfest.