125.04 General licensing requirements. (1) LICENSE OR PERMIT; WHEN REQUIRED. No person may sell, manufacture, rectify, brew or engage in any other activity for which this chapter provides a license, permit, or other type of authorization without holding the appropriate license, permit or authorization issued under this chapter. (2) LICENSES OR PERMITS ISSUED IN VIOLATION OF CHAPTER. No license or permit may be issued to any person except as pro-
May 22, 2026, are designated by NOTES. (Published 5-22-26)
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Updated 23-24 Wis. Stats.
vided in this chapter. Any license or permit issued in violation of this chapter is void. (3) APPLICATIONS FOR LICENSES AND PERMITS. (a) Contents. The division shall prepare an application form for each kind of license, other than a manager’s or operator’s license, and for each kind of permit issued under this chapter. Each form, except an operator’s permit form, shall require all of the following information: 1. A history of the applicant relevant to the applicant’s fitness to hold a license or permit, including whether the applicant is a restricted investor requiring disclosure under s. 125.20 (6) (a) 5. and the basis of this status. 2. The kind of license or permit for which the applicant is applying. 3. The premises where alcohol beverages will be sold or stored or both. 4. If the applicant is a corporation, the identity of the corporate officers and agent. 4L. If the applicant is a limited liability company, the identity of the company members or managers and agent. 4m. If the applicant is a cooperative organized under ch. 185, the identity of the cooperative members, board of directors, and agent. 5. The applicant’s trade name, if any. 6. Any other information required by this chapter. (b) Application for renewing. The division may prepare a simplified application form for renewal of each kind of license or permit which requires only information pertinent to renewal. (bm) Signature on, and notarization of, forms. The application forms prepared by the division for a license or permit under this chapter may not require any of the following: 1. The signature of more than one person signing on behalf of the applicant. 2. That an applicant’s signature be notarized. (c) Distribution. The division shall make one copy of each kind of license application that it prepares available to each municipality. (d) Application form use. 1. An application form prepared by the division shall be used by each applicant for a permit. 2. A replica of an application form prepared by the division shall be used by each applicant for a license, other than a manager’s or operator’s license. (e) Place of filing applications. 1. Each application for a license shall be signed by the applicant. The applicant shall file the application for a license with the municipal clerk of the intended place of sale. 2. The applicant shall file the application for a permit with the division. (f) Time of filing and issuance. 1. Except as provided in subds. 2. and 3., all applications for licenses to sell alcohol beverages shall be filed with the clerk of the municipality in which the premises are located at least 15 days prior to the granting of the license. 2. In counties having a population of 750,000 or more, the governing body of the municipality shall establish the time, prior to the granting of a license, by which an application shall be filed with the clerk. 3. For licenses issued under s. 125.26 (6) for a picnic or other gathering lasting less than 4 days, the governing body of the municipality shall establish the time, prior to the granting of a license, by which an application shall be filed with the clerk. (g) Publication of application for license. The municipal
ALCOHOL BEVERAGES
125.04
clerk shall publish each application for a Class “A”, Class “B”, “Class A”, “Class B” or “Class C” license, except licenses under ss. 125.26 (6) and 125.51 (10), prior to its issuance in a newspaper according to the following conditions: 1. The publication shall include the name and address of the applicant, the kind of license applied for and the location of the premises to be licensed. 2. The newspaper utilized for publication shall have been regularly published, on a daily or weekly basis for a period of not less than 2 years before the date of publication in the municipality in which is located the premises to be licensed. 3. If the municipality in which the premises is located has no newspaper, the newspaper utilized for publication shall be one having circulation in the municipality and designated by the governing body. If no designation is made, publication shall be in the newspaper having the largest circulation in the municipality. 4. The newspaper utilized for publication shall be one that is published on a daily basis, except that a weekly newspaper may be utilized if a daily newspaper is not published in the municipality. 5. The publication shall be printed in a daily newspaper on 3 successive occasions, or if a weekly newspaper is utilized, it shall be printed at least once. 6. At the time the application is filed, the applicant shall pay to the clerk the cost of publication as determined under s. 985.08. (h) Subsequent changes. Within 30 days of any change in any fact set out in an application for a license or permit to sell alcohol beverages, the licensee or permittee shall file with the issuing authority a written description of the changed fact, including any change in restricted investors under s. 125.20 (6) (a) 5. (i) Records. 1. Any person may inspect applications for licenses to sell alcohol beverages. 2. The clerk of the municipality shall retain all applications made to it for licenses to sell alcohol beverages. 3. The clerk of the municipality may destroy all applications more than 4 years old which have been retained under subd. 2. (j) Penalty for materially false application information, affidavit representation. Any person who knowingly provides materially false information in an application for a license or permit under this chapter or on a form under par. (k), and any person who materially violates any representation made in an affidavit under s. 125.20 (6) (a) 6. or (c) 4., may be required to forfeit not more than $1,000. (k) Approval of full-service retail outlets. The division shall prepare a form for use by a brewer, winery, manufacturer, or rectifier to request approval for a full-service retail outlet under s.