John Degroote’s craft beer journey started nearly a decade ago when he began brewing out of a friend’s West Allis garage. That was the humble beginnings of New Barons Brewing Cooperative, which eventually found a brick-and-mortar home in the Lincoln Warehouse (2018 S. First St.) in 2020.
Now, Degroote has moved his focus to an old service station located at 8000 N. Port Washington Rd. in Fox Point. That’s where he’ll open Acronym Brewing Co. in late 2026. He received final approval from the village of Fox Point in December.
“I live (in Fox Point), so this is something I want for my community and myself,” said Degroote. “New Barons has been at the Fox Point Beer Garden for four years now, and public response has exceeded expectations. There’s no fixed nightlife here, or even afternoonlife. You can tell people need a spot, a place outside of their home. All of that influenced my decision.”
Architects, interior designers, renovators and landscapers: Submit your best work for consideration!
New Barons took a unique approach when it opened. The cooperative setup allows for patrons to become part owners. Member-owners get discounts and access to special releases, and have a say in the way the business is run. That business model recently evolved into a brewery incubator, which gives qualified members the opportunity to learn how to brew commercially.
Degroote plans to gradually transition away from New Barons and eventually devote most of his time to Acronym.
“The plan is for me to pull back from New Barons,” Degroote added. “I don’t want to leave it behind completely. I’m thrusting my staff into more day-to-day operations. My assistant brewer [at New Barons, Natty Duchesneau] is ready to graduate to head brewer. That’s her next step. I’ll still be in the wings to give high level guidance, spiritual guidance but [eventually] I’ll be devoting 90% of my time to Acronym.”
That brewery’s space will feature a 1,700-square-foot production area, around 2,000 square feet for an indoor taproom and an expansive outdoor patio between 4,000 and 5,000 square feet.
Degroote plans to brew what he calls “seemingly simple styles.” Don’t expect a lot of adjuncts or gimmicks. And many will be named with, well, acronyms, that help inform the beer drinker. For example, one beer in the mix is called POINT (Pale Oat IPA, New England Type).
“The whole philosophy, branding and concept is that the simplest culinary creations can be the best. All of it will be in the realm of simplicity. I’m not adding five purees to an IPA. It will be straightforward but with high-quality delivery. The industry has always been about innovation but getting a little carried away trying to find lightning in a bottle. [Brewing is about] the nuances.”
Degroote’s learned and honed those nuances during a 10-year journey that started in a West Allis garage.
“(New Barons) has been what it needed to be,” explained Degroote. “It’s just big enough now, with a membership of around 700. The journey has been successful because it has trained me to be in this industry. The model was a great way of slowly learning and I’m ready for the next thing. This time I have the confidence to take a bigger leap and start a bigger brand.”
