Merrill uncorks its first Sip & Stroll wine walk

As the leaves across northcentral Wisconsin turn shades of red, orange, yellow, gold, rust, and umber, the city of Merrill is preparing for its first Sip & Stroll wine walk, a full afternoon of sipping, shopping, and strolling through its historic downtown areas.
The Merrill Area Chamber of Commerce will host the event Saturday, Oct. 17, 2026, from 1 to 7 p.m., leading visitors through the city’s historic business districts to sample wines, browse local shops, and take in the season along the way.
Tickets are limited to 300, and organizers expect them to sell quickly given the event’s appeal. Presale tickets are $40 and are on sale now. Day-of tickets, if any remain, will cost $50. Tickets can be purchased online at merrillchamber.org or in person at the Chamber office, 705 N. Center Ave. in Merrill.
Sarah Brooks, Executive Director of the Merrill Area Chamber of Commerce, said the event’s six-hour window was designed to encourage visitors to take their time rather than rush from stop to stop.
“Originally, the event was going to be from 3 to 7 p.m.,” Brooks said. “But I really don’t want to rush people. Because we are covering such a long span of area, I really want to give people a chance to get into the businesses.” The six-hour event time frame will give visitors the chance to enjoy their wine, the city’s rich history, opportunities to shop, and the autumn atmosphere to the fullest.

The tasting lineup will lean heavily on wines made right here in Wisconsin, giving visitors a chance to discover regional favorites they might not find anywhere else.
“I’m trying to stick with Wisconsin wines,” Brooks said. Some of the wines are made in Merrill or the surrounding area.
Each participant will receive a passport listing the wines available along the route, along with a stamping system to track and remember favorites. Organizers said up to 30 businesses in Merrill, in a variety of historic districts, will take part, turning most of the city into one long tasting trail.
Licensed stops planned for the route include Sunset Hollow Wine Bistro & Gifts, Salvos Pizzeria & Pub, All Aboard, Bubba’s Pub, Social & Sick Bar, Ballyhoo’s, Trophy Bar, Route 64, Gesundheit, and Night Owl. Sunset Hollow Wine Bistro & Gifts plans to pour two to three of its own signature wines.
Nonlicensed retailers hosting pourers include Courtside Furniture, Johnson’s of Merrill, Edward Jones — Katie Helmstadter, Victoria’s Floral, Rivers Bend Realty, Emerald Boba Café, The Muse Tattoo Shop, Design Studio Plus, Shady Acres Market LLC, Waves Salon & Spa, Natural Healing Massage, St. Vincent de Paul Thrift Store, Merrill Historical Society, Auntie Ray’s Coffee House, Kindhearted Floral & Custom Creations, Klug’s Country Gold, Emerald Studio Hair & Beauty, The Pizza Shop, and Hugo’s Pizza. Light food will accompany the tastings at stops along the way. The full list of participating businesses is still being finalized and is subject to change.
“We don’t want to encourage drinking and driving,” Brooks said.
Rather than have guests walk the full span of the route on foot, or drive between districts, the Chamber will run shuttle buses connecting the districts. Local historians will narrate the rides, sharing stories about Merrill’s history along the way — a chance to learn a little something between wine tastings.
For visitors traveling from Wausau, Rhinelander, Antigo, or farther, the Chamber is partnering with the local AmericInn on lodging packages, giving people a reason to turn the afternoon into a full weekend in Merrill.
Whether it’s for the wine, the walk, or the excuse to explore some new businesses in the city, Merrill’s first Sip & Stroll is shaping up to be a fall outing worth putting on the calendar.