'STEEPED IN NORDIC TRADITIONS.' Augusta welcomed a brand-new small business at the beginning of July thanks to the Onstad family: Nordic Brüe (1025 W. Lincoln St., Augusta).

For Augusta locals, the weekend of July 4 isn’t just marked by Independence Day celebrations – it’s also the annual return of Bean & Bacon Days. While the longtime multi-day event pays homage to small-town pride (and Bush’s Baked Beans, which has operated in Augusta since the 1960s), this year’s event also celebrated another small-town win: the opening of a brand-new business.

Located just off of Highway 12 and Augusta’s Main Street, Nordic Brüe officially opened its doors on Tuesday, July 1. The building – most recently occupied by eatery Burrito Blvd – is now adorned with hand-painted rosemaling atop a fresh, textured exterior, with large signage out front to flag down passersby.

I grew up around traditional Norwegian culture and learned rosemaling, the decorative folk painting that's been passed down for generations. 'Nordic' (being part of the business's name) felt like a natural fit. It's who we are. –Nick Onstad

Owners Beth and Nick Onstad, Eleva-Strum and Osseo natives, recently returned to the area after living in California for years — each working demanding jobs – and all the while, had chatted about their shared vision to open up their own coffee shop or cart.

“Nick happened to see the old cheese shop listed in Augusta six years ago and it was a great time to invest in something we could eventually turn into something of our own,” Beth said. After moving back to western Wisconsin last summer, “it was finally the right time to make a serious go at our dream of owning our own place and sharing our love of coffee,” she said.

The Onstad family pictured at Nordic Brüe. The kids – Annabel and Alvin – have been key to discovering new combinations of drinks. “We truly wanted the whole family involved and make sure they knew their opinion mattered in our decisions at the shop," Beth said.

With rich Norwegian roots in both of their families, Beth and Nick each recalled memories of childhood and family time steeped in Nordic traditions and culture. For Beth, her love of coffee is intertwined with her heritage: “My father in particular has shaped my love of coffee as a social gathering and time to be with family,” she said. “If it’s 3pm, it’s coffee time – all work stops.”

“I grew up around traditional Norwegian culture and learned rosemaling, the decorative folk painting that’s been passed down for generations,” Nick added. “ ‘Nordic’ (being part of the business’s name) felt like a natural fit. It’s who we are.”

If you look at the 'ü,' it kind of looks like a smiling face, which is exactly what we hope to give people when they visit. –Nick Onstad

Artists by trade (and passion), the owners approached everything from the building’s remodel to the business logo, to the menu ideation, with visuals in mind: Beth created the rosemaling design on the storefront; the duo’s appreciation of and interest in typography led to their dual ideation of Nordic Brüe’s overall theme; even the logo’s two-dotted ‘ü’ – an umlaut – is a purposeful visual.

“Kind of like how Nike has the swoosh, we liked the idea of having a little visual hook,” Nick explained. “And if you look at the ‘ü,’ it kind of looks like a smiling face, which is exactly what we hope to give people when they visit.”

Augusta’s Bean & Bacon Days ran from July 1-6 this year, and before the end of the holiday weekend, Nordic Brüe had nearly ran through their coffee and flavoring stock. “A good problem to have,” I overheard Nick say, while I waited in line for my own taste of Nordic Brüe.

The coffee shop also carries baked goods from Creative Touch, another small business in Augusta.

While I had chatted with Beth online, I had to experience it myself – the family-owned coffee shop 10 years-plus in the making. I was not disappointed. Upon entering the small building, I was greeted by the Alvin, the Onstads' youngest, who also took my order. He may have been tripped up by the spelling of “oat milk” in my order (“is there a ‘u’ in ‘oat?’ ” he politely asked), but the owners absolutely know their way around a great cup of coffee.

While the Onstads noted caramel-flavored drinks were the most popular among customers so far, the menu spans several staple – and specialty – drink options: drip coffee costs just one dollar; cinnamon lovers can enjoy a Miel or chai; plus cortado, breve, Americano, and other classics, with most offered in both iced or hot forms.

One specialty option at Nordic Brüe is the Glacier Brüe – Lotus energy drinks – which comes in a bunch of flavors including lemonade, raspberry rush, elderberry mist, peach pulse, green apple, and more.

Nordic Brüe offers pour over coffee, a manual brewing method: pouring hot water directly over coffee grounds. This, typically, makes for a more flavorful cup of coffee.

I ordered a pour over – underrated around here, I think; Beth and Nick later told me about five or six locals had tried their pour over since opening – and was pleasantly surprised when Beth gave me a few grounds to pick from: blends from Ruby Coffee Roasters, Wonderstate Coffee, and one bag she had picked up on a recent work trip back to California, called Colombia Peñas Blancas. I went with the latter, served in a compostable to-go cup.

Nordic Brüe offers 12 oz., 16 oz., and 20 oz. options for most of its drinks, as well as a variety of dairy options or alternatives. With a flavor option list 20 choices deep, there is something for just about any palate.

As the new java joint settles in, its hours may fluctuate a bit, so keep up with Nordic Brüe on Facebook and Instagram. The menu is also available online, but I'd recommend swinging by to check out the coffee shop in person – as the owners told me, "it takes time to Brüe," so take the opportunity to slow down and sip for awhile. 

Nordic Brüe is located at 1025 W. Lincoln St., Augusta. Keep up with the new coffee shop online (www.nordicbrue.com) to check its hours and menu. The shop's drive-thru window will be installed in the near future.