Richard Ryman

USA TODAY NETWORK-Wisconsin

GREEN BAY - Brandy old-fashioneds will be served this year at Lambeau Field in the only setting proper for such a drink, a supper club.

The Travel Wisconsin Supper Club concession stand, unveiled Friday on the ground-level concourse, is modeled after one opened in the Kohl Center in Madison. That stand was a resounding hit, increasing sales at its site by 50 percent. The Lambeau stand near Section 128, between the Mills Fleet Farm and Shopko gates behind the south end zone, already was the top-selling location in the stadium.

"All our fans in Wisconsin will love it," said Mark Murphy, Packers president and CEO. "For all the fans outside Wisconsin, this will give them great flavor."

The stand, which opened in time for Packers Family Night on Sunday and the University of Wisconsin-LSU football game on Labor Day weekend, will offer pot roast sandwiches, booyah, traditional pasties, cheese curds and Friday fish fry. And beer and brandy old-fashioneds sweet, which the Kohl Center stand does not offer.

Sadly, though, no relish tray.

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The stand includes brick from Lambeau Field's original facade, a weathered cedar shake shingle roof, Packers photos and memorabilia, mounted fish, a mounted deer head, neon supper club signs and that supper club glow.

"We wanted to bring together three iconic brands — the Packers, Travel Wisconsin and supper clubs," said Tourism Secretary Stephanie Klett. "We'll be serving a lot of pot roast and booyah."

Klett said her department launched its first-ever supper club advertisement earlier this year and it is the most-watched ad in department history.

Delaware North, the Packers' concessionaire, will manage the stand, to be staffed by volunteers from a nonprofit organization and Delaware North employees.

"This is about as Wisconsin as you can get," said Gov. Scott Walker, who tapped the first keg and served pot roast sandwiches. "It looks like a supper club. It feels like a supper club."

Walker said 190,000 people have tourism jobs in Wisconsin, a 30 percent increase over five years.

The Packers have an ongoing partnership with the tourism department, including social media collaboration and autographed merchandise to be used in Travel Wisconsin giveaways.

In 2013, the department's fall TV advertisement featured Packers receiver Jordy Nelson.

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