After outgrowing the previous building within a few years, new construction on a 90,000-square-foot factory addition began in the spring of 1912. All of the concrete work (with the exception of a small part of the basement floor, which could not be laid until all the plumbing work had been installed) was completed by 9:45 on August 1, a mere 15 minutes before the contractual deadline. “During the 1913 season,” one employee said, “We expect to have room enough in the factory to turn around in without going outside to do it.” Upon the completion of the reinforced concrete work, a Christmas tree was placed atop the elevator used to hoist concrete to the various floors. In Milwaukee, that meant that the workmen had completed their task successfully and were therefore entitled to free beer. Walter Davidson promptly complied with the old custom.