Thirsty Perch approved for liquor license

IOLA – The Village of Iola has approved a liquor license for The Thirsty Perch, ending a yearlong dispute between the local bar and grill and village officials.

The Thirsty Perch is co-owned by Sheri Miller and Steve Steeber. The business announced the license approval on social media last week.

“Thank you to everyone who stood by us throughout the process,” Miller wrote. “We look forward to welcoming you back to The Thirsty Perch.”

The Thirsty Perch lost its liquor license in June 2025 following a unanimous village board vote not to renew it. The board’s initial decision centered on Steeber’s misdemeanor convictions, including resisting or obstructing an officer during a 2023 traffic stop and false swearing on a 2024 license application. Over the past year, the establishment on Water Street has continued operating solely as a restaurant.

The village had offered a temporary license approval if Miller removed Steeber from the limited liability company (LLC), a compromise she repeatedly refused. Last month, the village board again denied The Thirsty Perch’s liquor license application.

Miller said that following last month’s denial she made the “difficult decision” to temporarily remove Steeber from the LLC in an effort to move the licensing process forward. She noted that Steeber remains the owner of the property.

The final approval follows a provisional retail license that required state guidance. According to Miller, after she reapplied for the license on June 19 without Steeber, her attorney requested a provisional license so the business could operate. Miller alleged the village ignored her requests and only took action after she contacted the Wisconsin Department of Revenue (DOR) to intervene.

Village Clerk Laura Krogwold; however, provided a conflicting account, stating the village received Miller’s request on June 30 but lacked a local ordinance outlining how to issue a provisional license.

Because state statute provided no procedural guidance for municipalities without an ordinance, Krogwold said the village had to assemble a special legal team and reach out to the DOR themselves to establish a lawful process. The village ultimately determined that only the full Board of Trustees could issue the license, she said.

At a special meeting on July 8, the board approved a waiver allowing The Thirsty Perch to operate within 300 feet of a church, school, or hospital, and subsequently granted the provisional license.

Krogwold also confirmed that the regular license was granted July 14 after the business complied with the board’s 2025 directive to remove Steeber as an owner, successfully passed a background check, and completed the required statutory waiting period.

In a statement, Village President Jennifer Schustek said she supported approval of the license.

“It has taken over a year to reach this point, and I appreciate that the Thirsty Perch made the required changes to both its liquor license application and its business structure, bringing them into compliance with Wisconsin law.” Schustek stated. “Those were the issues identified by the village last year and I believe they have now been addressed. I am pleased to see another business in our community move forward after taking the necessary steps to satisfy those legal requirements.”

While the license has been reinstated, an active legal case remains pending. The Thirsty Perch is currently appealing an August 2025 Waupaca County Circuit Court decision that upheld the village’s initial refusal to renew their license.