If you're coming to SXSW this year and "don't really eat cheese," you'd better bring the Lactaid.
Thanks to the popularity of last year's cheese event during South by Southwest, the Dairy Farmers of Wisconsin, an industry group promoting Wisconsin cheese, is bringing back its "Cheeselandia" event to the third floor of the JW Marriott, 110 E. Second St., for two days during the festival next month.
Last year, the milk board put together a 70-foot-long cheese board inside a 3D, digitally fabricated wooden barn, and this year, from 9:30 a.m. to 6 p.m. March 12 and 11 a.m. to 6 p.m. March 13, badgeholders can check out another world-within-a-world celebrating cheese.
"Mingle with mongers amidst wedges, wheels, curds, crumbles and thousands of pounds of (literally) the best cheese in the world," organizers have said of the event on the official SXSW program. "Imagine a dress made of champagne and a Ferris Wheel of cheese. Anything is possible. Prepare for your cheese dreams to become your cheese reality."
It looks like this activation is open only to badgeholders of any kind, and if you want to live vicariously through those tweeting and Instagramming from the event, check out the hashtag: #SXSWisconsin.