In a year marked by internal upheaval and financial challenges, Harley-Davidson has announced the sale of a large portion of its iconic headquarters in Milwaukee to Central Standard Craft Distillery. The move comes as the motorcycle giant continues efforts to revitalize its image and operations.
The deal involves a 73,000-square-foot section of Harley’s main campus, with construction on the new distillery hub expected to begin later in 2025. Central Standard plans to relocate its entire operation to the site, targeting a public opening by next summer.
“We started Central Standard Craft Distillery to be a part of Milwaukee and grow with it. This partnership and expansion continue to affirm that mission,” said co-founder and president Pat McQuillan. “With this purchase, we’re excited to deepen our roots in the city we love, and to show our commitment and investment in the Milwaukee community.”
The move will expand Central Standard’s footprint twentyfold, reflecting growing demand and long-term ambitions.
Harley-Davidson Eyes Long-Term Revitalization
On Harley’s side, the brand emphasizes its continued investment in the Juneau Avenue facility. Recent upgrades aim to transform the campus into a destination for both loyal riders and new fans.
“There is no brand more synonymous with Milwaukee than Harley-Davidson… we could not be more proud to be investing in Juneau Avenue,” said Tori Termaat, Chief Human Resources Officer and President of the Harley-Davidson Foundation. “We’re excited to be welcoming Central Standard to the campus.”
This announcement follows several major developments in 2025, including declining revenues, CEO Jochen Zeitz’s planned departure, and tariff-related uncertainties affecting operations and supply chains. Though the sale is framed as a strategic expansion and community partnership, it may also reflect underlying financial pressures.
Regardless, Harley-Davidson appears committed to evolving. With a new CEO search underway and revitalization projects in motion, the company is navigating a pivotal chapter in its 120-year legacy.
