Social media is obsessed with soft serve margaritas. If you are, too, there's a new spot to get them in Milwaukee. Hint: We wonder if they pair well with brats. American Family Field soft-launched soft serve margaritas toward the end of July, but they "just really took off this last homestand," said Tom Hecht, the Milwaukee Brewers vice president of consumer experiences. You may have already seen the colorful alcoholic concoctions pop up on your social feeds. "It seems like practically everybody who gets one of the soft serve margaritas, one of the first things they do is take a picture," Hecht said. "They think it's cool. They think it's really neat. It's beautiful." If you're not familiar, Hecht described the viral treat as the taste of a margarita with the texture of soft serve ice cream.
At the ballpark, they come in three main flavors − strawberry, lime and mango − as well as lime strawberry twist and mango strawberry twist. Customers can also get them mangonada-style, with chamoy sauce and Tajín. The soft serve is served in an oversized plastic margarita glass, topped with an organic edible flower, and comes with a straw and spoon. The main soft serve margarita stand is on the Field Level in the first-base ward by section 109. There's also a small stand on the Club Level. Soft serve margaritas were a trend that Kevin Jezewski, general manager of Delaware North Sportservice at American Family Field, had been following and really wanted to bring to the ballpark, according to Hecht. The Brewers are always looking for food and drinks that are new, different or viral that might "capture people's imagination," Hecht said, like AmFam Field's Fair Foods stand with offerings like deep-fried kringle, or the stadium's pop-up Supper Club stand for Friday home games when the team sports its City Connect uniforms.
The Brewers tested out the soft serve margarita concept earlier in July on a smaller scale with one center-field stand that had one small machine. With how well it went over, the Brewers bought two new Taylor soft serve machines. Just how popular have the soft serve margaritas been? "Incredibly," Hecht said. From Friday Aug. 7 through Sunday, Aug. 9, the main stand sold around 2,000 of 'em. While two employees would typically staff the stand, four people were added for Friday and Saturday to help keep up with demand. "The line was literally extending halfway up the ramp that's right by that stand," Hecht said. "People were just gaga for it." When Hecht was passing by two fans, they asked if he could take a photo of them with their soft serve marg. They had seen them online and that was the reason they decided to get to a game, he said. "There's lots of great reasons to come to Brewers baseball. And, if getting a soft serve margarita's one of them, then that's great," Hecht said.
Each soft serve margarita costs $17.99. Plus $1 if you want it mangonada style. With the soft serve margs containing tequila, customers must be at least 21 years old. The Brewers' next homestand starts Tuesday, Aug. 18. It's a three-game series against the Seattle Mariners, followed by another three-game series vs. the Atlanta Braves. The plan is to keep the soft serve margarita stands open for the rest of this season, and beyond, if customers continue eating them up. "We're just trying to provide the customer what they want," Hecht said. "The food experience at the ballpark is really an integral part of the experience ... I believe that some of the food that we offer at the ballpark is some of the best in baseball." In March, the home of the Brewers made USA TODAY's 10Best Readers' Choice Awards list for Best Baseball Stadium Food. The team is already cooking up new food and drink ideas for a potential postseason. RELATED: Soft serve margaritas and a viral video were game changers for this Cudahy restaurant This article originally appeared on Milwaukee Journal Sentinel: You can now get viral soft serve margaritas at Brewers games