Usually, consumers have two options when they buy beer at the grocery store: cans or bottles.

But that could be changing in Wisconsin. The brewpub staple known as the growler is gaining in popularity, and some Wisconsin grocers want in on it.

“A growler is basically a glass jug or a jar,” said beer writer Robin Shepard. “It’s a way to bring fresh, draft beer home.”

Growlers can come in many shapes and sizes, but Shepard said the 64-ounce jug tends to be the standard in Wisconsin.

The idea is that the customer brings in or purchases a growler and chooses a beer to fill it with. Once filled, the growler is sealed and taken off-site for later consumption.

Shepard said growlers have taken off at brewpubs around the nation as the craft beer movement continues to pick up speed.

“If you want to take something home after you’ve had a nice meal, you can get your favorite from the taps right there, fresh that night,” said Shepard.

Craft beer drinkers have been drawn to growlers because they offer a freshness canned or bottled beer can’t match, but that freshness can also be a bit of a drawback, as growlers don’t age beer very well.

“Once you open a growler, you need to finish that growler,” Shepard said, noting that it’s nearly impossible to recap the growler to maintain the proper carbonation level.

Those drawbacks, however, haven't stemmed growlers' rising popularity, leaving grocery stores looking for a way to get in on the action. Most grocery stores that sell alcohol in Wisconsin have a Class A liquor license, which allows them to sell pre-packaged beer, wine and spirits. That means growler fills are off the table, unless a grocery store wants to apply for a Class B liquor license, which is what bars and taverns must have to serve draft beer.

That’s where a change could be coming.

“The Wisconsin Grocers Association is promoting a revisiting of what the Class A license is about, to allow that fresh fill, seal, and package right there on site,” Shepard said.

There’s no legislation currently on the table, but as the popularity of craft beer continues to grow, it’s possible the state Legislature could take a look at crafting a bill. However, many expect the state’s Tavern League to oppose any legislation that would allow grocery stores to offer growler pours, which could mean the state’s most powerful food and beverage associations would be pitted against each other in a lobbying battle.