The Wisconsin Milk Marketing Board has set up a 70-foot long cheese board in Austin for this year’s South by Southwest festival and non-Wisconsinites are freaking out about it. (Wisconsinites, I imagine, are probably smugly exclaiming, “pshaw, that looks like the cheese aisle at Woodman’s” to their awestruck colleagues upon seeing the buffet.)
The board, housed in a temporary barn-like structure, has over 2,000 pounds of cheese spread over 100 different varieties, all from Wisconsin cheese producers. “We wanted to let SXSW attendees embark on the ultimate cheese journey of flavor, texture, style and variety while recharging, relaxing and connecting,” according to Suzanne Fanning of the Wisconsin Milk Marketing Board.
The genius publicity stunt is definitely working, because people are tweeting their butts off about it, and lines are forming just to get a taste.
We decided to hit the “World’s Longest Cheese Board” today. There is a legit 60-person-deep line to taste these variety of cheeses. CHEESE has a bigger line than many of the other panels.
— Janelle (@janellec) March 14, 2018
TIRED: Staying out all night for an 8-hour concert.
— Eric Webb (@webbeditor) March 13, 2018
— Julia Brown (@juliacbrown) March 13, 2018
There’s some first-rate cheese puns happening too, if you’re into that rind of thing.
— Leslie (@WorkForMandroid) March 14, 2018
There are also bloody marys and a full garnish bar available, because of course there is.
You guys are some committed cheese lovers, we curdnt have asked for a better response to #SXSWisconsin. Thanks to everyone still waiting in line-you cheddar brielive it’s worth the wait. 🧀 pic.twitter.com/7rgf5f82Ga
— Wisconsin Cheese (@WisconsinCheese) March 13, 2018
If you’re lucky enough to be in Austin for the festival, the #SXSWisconsin cheese board is set up in the JW Marriott. Go forth and experience your ultimate cheese journey.
— Andrew Osborne (@NewBaitShop) March 13, 2018