Copious samples garnish the aisles. Local flavor is found at every turn. Then, there's the annual selection of selection of World Championship cheeses. Brennan's is the single most place that I recommend all who visit Madison to visit. Plenty of people drive along the many cheese barns of the interstate, only to find a selection of novelty items and subpar cheeses.
So, if you're not from the area and you find yourself in town, this is your chance to learn what cheese in Wisconsin is all about. The smoked mozzarella sticks find me every time.