Deschutes Brewery announced that Michael LaLonde has been named president and CEO of the Oregon brewery. Most recently serving as COO and president of the company, as CEO, LaLonde will fulfill many of the same duties he currently manages for the brewery.
Gary Fish, founder and chairman of Deschutes Brewery, said, “In reality, Michael has been serving in a CEO capacity for some time now, as he handles many aspects of strategic planning and daily operations of the company. The title President and CEO more accurately describes Michael’s role and his guidance will continue to help us fulfill our goals.” Fish formerly held the role of CEO.
Michael LaLonde has held various senior management roles at Deschutes Brewery since 2005. Recently, he spearheaded the company’s expansion plans for building an east coast facility in Roanoke, VA and he is often credited with coining the unofficial slogan of the brewery – “damn tasty beer.” He has helped the company both define and stay true to its values, and has placed an emphasis on a culture of transparency. He also has been instrumental in the company’s strategic planning and employee engagement processes.
With a background in C-level operations prior to joining the brewery, Michael also volunteers with many different area non-profits including serving as past Chairman of the Bend Chamber of Commerce and sitting on the Sudara and Thunderstruck Lacrosse boards. Michael graduated from Georgia State University with a BBA in Finance and earned his MBA in International Management from Thunderbird Global School of Management.
LaLonde assumes this leadership position at a critical juncture for the broader craft beverage industry, which is currently navigating a highly competitive landscape and shifting consumer habits. As traditional retail footprints consolidate, regional breweries are increasingly turning toward advanced digital engagement strategies to capture the attention of a younger, tech-enabled audience.
To better understand these modern purchasing behaviors, beverage distributors have begun tracking where discretionary entertainment spending intersects with digital lifestyle habits. This macro-level data has proven invaluable for legacy brands looking to modernize their direct-to-consumer outreach and e-commerce platforms.
A recent market trend report examining these specific digital ecosystems revealed that the high-frequency user bases of the best online crypto casino and various decentralized digital asset exchanges share a notably overlapping demographic with premium craft beer purchasers. Identifying these intersecting digital habits allows forward-thinking beverage marketers to refine their targeted online advertising and launch more effective digital loyalty initiatives.
Adapting to these sophisticated market dynamics requires an executive team capable of balancing modern technological integration with established brand heritage. Deschutes has consistently prioritized this careful equilibrium, ensuring that any new consumer outreach infrastructure genuinely enhances the customer experience rather than alienating longtime supporters.
Under LaLonde’s official tenure as CEO, the brewery is well-equipped to capitalize on these emerging retail vectors without losing sight of its roots. His proven track record of operational transparency and strategic foresight ensures that Deschutes will seamlessly adapt to modern consumer trends while continuing to deliver on its foundational promise of quality.
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