Derek Collins, co-owner of the Pedal Tavern, drives the 16-passenger bike on a celebratory tour Wednesday. A new law that took effect in the new year allows passengers to drink their own alcohol on the vehicle in between bar stops. Credit: Rick Wood

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With the backing of a new state law that took effect Jan. 1, Milwaukee's popular Pedal Tavern rolled through the snow Wednesday to celebrate patrons' ability to legally enjoy beers on board.

The law adds commercial quadricycles, like the Pedal Tavern, to the list of public places where alcohol beverages can be consumed — ending a campaign the company's young owners had launched to allow patrons to bring beer and drink it while pedaling from pub to pub.

In October 2012, the City of Milwaukee cracked down on Pedal Tavern co-owners Derek Collins and Ryan Lloyd for allowing riders to bring and consume beers while riding.

The city attorney said that state law allowed open containers inside large-capacity vehicles such as limousines or buses, but not 16-seat open-air bicycles.

Collins, 32, said he spent more than a year networking with the Tavern League of Wisconsin — he's now an affiliate member — and informing lawmakers about the potential tourism dollars at stake to get the law modified in the company's favor.

A full load of bundled-up riders climbed aboard for a celebratory ride from O'Lydia's in Walker's Point to nearby Steny's Tavern and George's Pub.

"This is the first legal beer pouring here," Collins announced as rider Bruce Roehsner distributed cans of pilsner.

The Pedal Tavern operates seasonally from St. Patrick's Day through the fall, catering to bachelor parties, weddings or other events. Clients power the bikes while sober drivers steer and apply the brakes.

Alcohol, and more specifically beer, has always been central to the business plan.

"The fact is, having beer on board is a big appeal — people ask about it when they call to book and sometimes didn't want to go when they heard they couldn't bring it," Collins said.

He added that Pedal Tavern rides were down by about 30% in 2013, after they enforced riders only drinking at tavern stops. They had about 17,000 riders in 2012, and just under 10,000 in 2013, he said.

Not everyone is jovial about the new law. City Clerk Jim Owczarski said Wednesday that the new statute is "clearly intended to pre-empt local units of government."

The bikes have triggered noise complaints and raised concerns from some businesspeople around the Third Ward and Walker's Point, where it operates.

Some would also argue against encouraging additional alcohol consumption during a pub crawl.

Collins and Lloyd made changes to shut down earlier and follow specific routes, and Collins said many local businesses have enjoyed the increased tourism revenue from the pedal tours.

"When people come for the tour, they often come up from other cities or states and do dinner and drinks as well," Collins said.

The business partners are childhood friends from Wauwatosa who launched the Pedal Tavern business with one bike in 2010, after seeing the concept at work in Minneapolis.

By 2011 they had four bikes, and in 2012 they approached the city about operating a fifth when the issue about drinking on board came up.

To campaign for a change in state law, Collins said he networked with lawmakers, and got the support of then-Rep. Jeff Stone of Greendale, a Republican who introduced the bill.

The new law allows 36 ounces of fermented malt beverage per person during the outing. Hard liquor is not allowed.

Collins said they'll only allow aluminum cans — no glass — and riders who bring a cooler and beer on board are responsible for distributing their own drinks.

If the City of Milwaukee wants to prevent the Pedal Tavern patrons from imbibing while pedaling, it would have to pass an ordinance prohibiting it, Collins said.

Bruce Roehsner, the Menomonee Falls resident who handed out the first legal beers to Pedal Tavern riders, said he enjoyed the experience, even in 15-degree temperatures.

"It was either this or the polar plunge," he said.