Jon A.
Yelp
I'm gonna be frank here and just say, "I don't get it." I've heard great reviews about this place, so when I went to meet some friends at Sugar Maple on Friday, I was interested to see what it was like. Keep in mind that I'm not an uber beer snob that enjoys discussing the subtleties of some small brewery's latest Unicorn Fart Dopplebock, so your results may vary.
First off, I will admit that the place looks nice inside. It has a long curved bar and high ceilings. The walls are painted dark and it has an almost lounge-like atmosphere. There are low tables and chairs along the wall opposite the bar and even some nice low couches.
I took a look at the contraband menu (more on that later) and, quite honestly, wasn't overly impressed with the selection. I mean, I get it; they have 60 beers on tap. But in Milwaukee that's not really going to stand out in terms of selection when there are other places that have 300+ beers to offer. Granted, they might not be on tap, but having tap beer usually isn't a requirement for me personally. In the end, I decided on a blond cream ale.
When it was my turn to order, I stumbled over the name of the beer and the bartender literally walked away from me. I was like, "buhh?" While I was standing there dumbfounded, the other bartender came up and took my order. Thank you, other bartender. You were nice, even though you were a poop the next time I came up to order.
Once I had my beer, our group took a spot in the back which was much easier on the ears. Sugar Maple doesn't have any televisions on the wall, most likely to encourage conversation. Hey, I can dig that. I dig that a lot. The problem, however, is that the low seating and the high ceilings combine to create some seriously horrible acoustics. Despite the music being at a reasonable level, it sounded like a school cafeteria. I supposed there's not much you can do about it though.
My next foray up to the bar wasn't so stellar either. I went back to the nice bartender and asked for a Lakefront Bridge Burner Ale. She shook her head, handed me a menu and walked away to help someone else. The menu indicated they only had the Snake Chaser stout. Funny, because their website said they had 4 Lakefront drafts. Whoever manages their site might want to make sure it's updated regularly.
Speaking of menus, they must only have about 10 menus in that whole place. They were swiping menus from people left and right. It was seriously the most coveted object in there and they weren't nice about taking it if they spotted one sitting at your table. Considering it's a 1-page, double-sided menu, I'm pretty sure it wouldn't break the bank to print out a few more on the ol' HP Deskjet in the back.
Some things I noticed that could definitely improve this place:
The vibe is definitely that of beer snobs. Personally, I think that's cool. Really, I do. However, if you're gonna practice beer snobbery, you might want to serve those '60 American Craft Beers on Draft' in the glasses that have the name of the brewery on them. They seem to do this for the ciders. They also served the Fat Tire in the proper glass. But everyone else in my group got their beer in a mismatched glass. Both of my beers came in a Lakefront glass, despite them not being Lakefront products. This little touch could go a long way in the hearts of beer lovers.
The other opportunity I saw that was not being leveraged was their liquor selection. It was absolutely mammoth and beautifully displayed. Sugar Maple needs to work that angle a bit more. I even thought about ordering a martini, but after my first two trips to the bar I decided against it in fear that the bartenders might slit their wrists in a depressed rage if I asked them to do anything above tapping a beer.
When you take all the things mentioned above and combine it with the clientele, you really get the full meaning of the "I don't get it" vibe. Some people say this place is hipster. I really wouldn't call it that. It might be diet hipster at best. Aside from the more comfortable seating, I really didn't see that much of a difference between Sugar Maple and a place like Café Lulu or Centraal. I'll go back, because my friends like this place. Maybe next time I'll order a mudslide just to see the bartender's reaction.