If you ever find yourself thirsty and in the beautiful city of Cincinnati, OH, you will surely find yourself also drinking a Madtree Brewing Company beer.
Madtree is one of the biggest and most successful breweries in the area. It is loved by all craft beer drinkers in the region and they are known for making amazing beer. It was founded in early 2013 by Kenny McNutt, Jeff Hunt and Brady Duncan – three friends who’d been homebrewing together for a few years.
Their success has now led them to the construction of an 18M production brewery, taproom, and event center in the former RockTenn building, an obsolete brownfield manufacturing facility.
Some of their well known beers include Psychopathy IPA, Cirta High and Galaxy High.
Having great success has also forced the brewery to start thinking not just about brewing
beer but also about bringing in true professionals to help them market their beer and have a voice in their community.
I sat with Michael Stuart (pictured below) who is also known as the “Brew Professor” around the craft beer community in Cincinnati and talked about Madtree’s social media strategy and online presence. Prior to being recruited by Madtree to lead their online marketing team, he ran his own blog, the brewprof.com and established himself as an influencer in the community. With his expertise and beer knowledge he has helped Madtree unify their online presence and keep a consistent voice.
I asked Mike a few questions about the importance of a microbrewery to invest money, time and effort into social media and digital marketing.
What is the most valuable aspect of having a social media presence for Madtree Brewery?
Michael Stuart: It has been one of our primary channels for marketing/advertising. More than that, it allows us to remain intimately connected to the fans. We are able to listen to what they are saying about MadTree beers and the brand as a whole.
How does Madtree handle all the new changes that consistently happen in the social media world?
Michael Stuart: We try to stay up on all the changes with the most popular social media channels as well abreast of emerging technologies.
How many hours do you actually spend on social media?
Michael Stuart: I’m not sure that I have a specific amount of time but it is likely 15-20 hours per week when totaled up.
Would you say social media for a brewery is a necessity or a luxury in today’s digital age?
Michael Stuart: I would imagine it is a necessity for most breweries, especially those with limited or no marketing budget. It is a very cost effective way to market your beers.
If you could only pick one social media platform which one would it be and why?
Michael Stuart: This is a tough call as there are aspects I appreciate from all of them. But if we are talking Sophie’s Choice, I’d probably land on Twitter (with Instagram a very close second).
What is the biggest challenge when it comes to managing every social media channel?
Michael Stuart: Trying to balance work and a personal life with being responsive to fans/followers. It’s time consuming (and sometimes not even possible) to be “always on” to listen and respond to people. Sometimes things slip through the cracks and you aren’t able to respond as quickly or completely as you would like.
Define success on social media?
Michael Stuart: Being perceived as an authentic and engaged brand that truly cares about the consumer and their experience with MadTree. We strive to be honest, transparent, and connected to fans in order to fulfill our mission of being one of the most respected breweries in the region.
About Mike Stuart – Head of Madtree Brewing Company in Cincinnati, OH.
Hobbies?
Spending time with my wife and kids, drinking craft beer and talking all things craft beer
Favorite beer style?
This varies day by day but like many, I probably can have enough late hop additions and I love sipping on a fine bourbon barrel aged stout or barleywine.
Favorite Madtree beer?
Tie: Watch This, Hold My Beer and Citra High
Favorite beer of all-time besides any of Madtree beer?
Because I’m fickle, this changes but for now I will say Brew Kettle White Rajah
Favorite brewery other than Madtree?
Tie between Bell’s Brewing and Founders Brewing Co. for the variety across their portfolio.
