Episode 016: Flight School

We are trying something different in this episode! Our conversation will be between 3 of us. Today we have with us Mike Malone and Alan Dritenbas the founders of Walking Tree Brewery in Vero Beach, Florida.

Their Florida roots are important to them, which is one of the reasons for the name “Walking Tree Brewery”. Mangrove trees live with one foot on land and one in the sea, constantly expanding their boundaries.

I have spent significant time at the Walking Tree tasting room the past 2 months. They combine creativity with science to produce unique and delicious beers. In addition, they continually strive to develop a culture that is uniting their community.

Marketing Strategy

Radio Advertising to reach seniors:

Vero Beach has a large percentage of residents (as in most of Florida) that are retirees and senior citizens. It has been ineffective to try to reach and communicate with this segment with social media. Radio has found this audience, “We hear it quite often ‘we didn’t know you guys were here and we live right around the corner and we heard your ad on the radio.’” ~Alan

Notable Quote from the Interview

“I would say the earlier in the day we have from the 60’s to 80’s age range. And then the after work crowd which would be 30’s, 40’s, 50’s. And then you hit about 8 – 9 o’clock at night and that average age goes to the 20’s and 30’s. It’s pretty interesting to see the demographic change throughout the day.”

~Mike

“And there aren’t many bars in town that offer such an experience really where you could sit next to somebody that’s twice your age and have a conversation about craft beer. It’s pretty cool”

~Alan

Marketing The Brew Case History

Flight School

A tour from Mike Malone, co-founder and head brewer, of the brewery including an overview of the brewing process. Followed by a flight of 5 beers and Mike’s sharing of the backstory and information about the style on each beer.