By Bobby Tanzilo Senior Editor/Writer Published Apr 30, 2024 at 10:01 AM

If you were at the 414 Day celebration with OnMilwaukee at the Harley-Davidson Museum a few weeks ago – or at Daytona Bike Week in early March – you got a sneak preview (and taste) of Wisconsin Brewing Company’s new Harley-Davidson Road King NA beer.


The beer, brewed in Verona, Wisconsin, near Madison, is a collaboration between WBC – which makes Lake Louie brews – and Harley-Davidson to help promote safe driving.

Road King Non-Alcoholic Beer is packaged in 16-ounce cans with label art by Dirty Donny, who has license to use Ed Roth’s Rat Fink-style art.

The drink is a non-alcoholic based on classic, easy-drinkin’ American pilsner, so it’s refreshing with some nice malt flavor.

"Our team custom built this beer combining over 150 years of brewing expertise with the latest technology, and, in our opinion, it’s the best NA beer on the market,” says WBC President Paul Verdu.

“We believe Harley-Davidson riders and fans will be proud to have this special brand in hand, and it will resonate with motorcycle enthusiasts and beer lovers alike."

Road King NA BeerX

Road King launched in Wisconsin last week and is available at the Harley-Davidson Museum, Harley-Davidson dealerships and at select bars, restaurants, grocery stores and liquor stores.  

In May, it will go national via online ordering.

It will also be available at bike events like the Harley-Davidson Homecoming Festival in Milwaukee, and Sturgis Motorcycle Rally. 

Bobby Tanzilo Senior Editor/Writer

Born in Brooklyn, N.Y., where he lived until he was 17, Bobby received his BA-Mass Communications from UWM in 1989 and has lived in Walker's Point, Bay View, Enderis Park, South Milwaukee and on the East Side.

He has published three non-fiction books in Italy – including one about an event in Milwaukee history, which was published in the U.S. in autumn 2010. Four more books, all about Milwaukee, have been published by The History Press.

With his most recent band, The Yell Leaders, Bobby released four LPs and had a songs featured in episodes of TV's "Party of Five" and "Dawson's Creek," and films in Japan, South America and the U.S. The Yell Leaders were named the best unsigned band in their region by VH-1 as part of its Rock Across America 1998 Tour. Most recently, the band contributed tracks to a UK vinyl/CD tribute to the Redskins and collaborated on a track with Italian novelist Enrico Remmert.

He's produced three installments of the "OMCD" series of local music compilations for and in 2007 produced a CD of Italian music and poetry.

In 2005, he was awarded the City of Asti's (Italy) Journalism Prize for his work focusing on that area. He has also won awards from the Milwaukee Press Club.

He has be heard on 88Nine Radio Milwaukee talking about his "Urban Spelunking" series of stories, in that station's most popular podcast.