— 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 1950's themed sports parlor with a refined kitchen and classic cocktails designed for the contemporary drinker. The concept centers around the playful story line that it’s good to be bad.  Inspiration is found in movies, sports and historical scenarios where we reluctantly connect with the bad guy. This concept is found in our architectural and design work as well as our food and drink menus. Every aspect of The VIG is designed around inspiring the lost art of conversation. Opening in the Summer of 2026, we will be serving great food and beverages that entice the palate and our space provides an atmosphere of a refined sports parlor.