Milwaukee’s premier lakefront luxury apartment tower The Couture, 909 E. Michigan St., has been open for nearly two years. Sadly, it still has yet to open a publicly accessible 1950s-themed sports bar and restaurant on its second floor. That’s set to change this summer, however, when a publicly accessible 1950s-themed sports bar and restaurant named The Vig Milwaukee opens on The Couture’s second floor.
The Couture first announced plans for The Vig in June 2025. License applications were filed with the city this week. They note that construction has been ongoing, and list a proposed opening date of June 1, 2026.
The Vig Milwaukee will cover approximately 10,800 square feet of The Couture’s second floor. A lakefront-view balcony will occupy 2,000 square feet.
The Vig is a Chicago-based business, with locations in the city’s Old Town and West Loop neighborhoods. “The Vig Chicago is a 1950’s themed sports parlor in the heart of Old Town with a refined kitchen and classic cocktails designed for the contemporary drinker,” The Vig’s website explains. “The concept centers around the playful story line that it’s good to be bad. Inspiration is found in movies, sports and historical scenarios where we reluctantly connect with the bad guy. This concept is found in our architectural and design work as well as our food and drink menus. Every aspect of The Vig is designed around inspiring the lost art of conversation.”
The word “vig,” the website goes on to explain, “is short for the English slang word vigorish. It represents the bookie’s or house’s cut on a bet.”
As for the menu, expect The Vig’s standard dishes—burgers, steak, chicken, fish, etc.—mixed with more Wisconsin-y items like cheese curds.
“When I think of The Vig, I think casual,” said Rick Barrett, CEO of Barrett Lo Visionary Development, in a press release last year. “It’s got bubbles and burgers. It’s the best burger I’ve ever eaten. It’s comfortable, but it’s really vibrant and vital. It feels like the place to be. They really take great pride and passion in the food they make. Sometimes the ingredients seem simple, but the way they put them together and the way the food comes out is pretty stunning.”
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