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Taxing beer by the gallon in Wisconsin and colleges paying athletes

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FILE - Tax Foundation's Dr. Adam Hoffer, in the WIZM studio for La Crosse Talk in May of 2025.

We drink beer by the ounces and tax it by the gallon. Economist, Dr. Adam Hoffer, with the Tax Foundation, joined La Crosse Talk to discuss Wisconsin’s low beer tax, plus colleges now getting or having to pay their athletes.

Hoffer, director of excise tax, recently published the beer tax by state across the country for the Tax Foundation. We discuss the stats and if Wisconsin could raise the beer tax. We also looked at some of the other drinkable taxes — the wines and the spirits.


La Crosse Talk airs weekdays at 6-8 a.m. Listen on the WIZM app, online here, or on 92.3 FM / 1410 AM / 106.7 FM (north of Onalaska). Find all the podcasts here or subscribe to La Crosse Talk wherever you get your podcasts.


Hoffer — a former professor who taught sports economics at UW-La Crosse — also discusses colleges soon having to begin paying their athletes, and what a $21-million salary cap might look like.

Would it all go to just a quarterback and do the schools have to disperse that among male and female sports?

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Host of WIZM's La Crosse Talk PM | University of Wisconsin-Stevens Point graduate | Hometown: Greenville, Wis | Avid noonball basketball player and sand volleyballer in La Crosse

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