WISCONSIN · NAICS NAICS 445310, 445320
Wisconsin liquor store deals turn on municipal quota licensing, which makes license availability part of the site analysis itself. License and goodwill value above $250,000 of intangibles triggers the independent going-concern appraisal alongside any study, and lender packages turn on a credible model of trade area, license scarcity, and margin.
FEASIBILITY TRIGGER
License and goodwill value above $250,000 of intangibles triggers the independent going-concern appraisal alongside any study, and Wisconsin's municipal quota licensing makes license availability part of the site analysis.
Between FY2010 and FY2026, SBA lenders approved and disbursed 115 7(a) and 504 loans for liquor store projects in Wisconsin, totaling $47.2 million in approved financing at an average of $410,000 per loan. Wisconsin ranks #16 of 38 states tracked for liquor store SBA lending volume and accounts for 0.9% of national liquor store SBA dollar volume. 91.3% of these loans were made under the 7(a) program, the remainder under 504. 15 loans have been approved since FY2024.
| Disbursed loans (FY2010–FY2026) | 115 |
| Approved volume | $47.2 million |
| Average loan size | $410,000 |
| 7(a) share | 91.3% |
| Approvals since FY2024 | 15 |
| State rank by loan count | #16 of 38 |
Among the 89 seasoned loans in this segment (approvals FY2010–FY2021), 6.7% reached adverse resolution — purchased, liquidated, or charged off. The national benchmark for liquor store is 4.4%, against 7.3% across all industries. That performance runs above the national benchmark for this asset class, which is a factor lenders weigh in their credit decision.
Source: SBA 7(a) and 504 FOIA loan-level data, as of March 31, 2026. Disbursed loans only. See data methodology.
A 6.7% adverse-resolution rate against the national liquor store benchmark of 4.4% tells credit committees to scrutinize revenue projections and coverage assumptions closely on Wisconsin deals in this class. A rigorous third-party feasibility study — built on documented demand, defensible pricing, and stressed coverage — carries meaningful weight in that underwriting conversation, particularly at an average loan size of $410,000 across 115 loans.
Every Wisconsin liquor stores project we underwrite follows the same lender ready process: independent market analysis, site and technical review, and financial projections tested against SBA SOP 50 10 8 standards. Our SBA feasibility study consultants guide explains scope, timing, deliverables, and what lenders and CDCs expect in the report.
Wisconsin projects often pencil under SBA 504 because the 50/40/10 structure delivers up to 90 percent financing on owner-occupied real estate at a fixed debenture rate, and SBA 7(a) covers acquisitions, working capital, and equipment. From July 4, 2026 eligible borrowers can combine 7(a) and 504 for up to $10 million in total program credit.
Wisconsin's municipal quota licensing system makes license availability a structural part of any site analysis.
For a national view of this asset class, see our liquor store SBA feasibility overview, and read our related analysis in the liquor store lending research on our blog.
Compare neighboring markets: West Virginia, Wyoming, Texas.
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