— concept & name —

"VIG" is short for the English slang word vigorish. It represents the bookie's or house's cut on a bet.

The Vig Milwaukee is a 1950s-themed sports parlor with a refined kitchen and classic cocktails designed for the contemporary drinker. The concept centers on a playful storyline: it's good to be bad. Inspiration comes from movies, sports, and historical moments where we reluctantly connect with the bad guy. You'll find that concept in our architecture and design, as well as our food and drink menus. Every aspect of The VIG is designed to inspire the lost art of conversation. Now open, we're serving great food and drinks that entice the palate in an atmosphere that feels like a true refined sports parlor.