While many breweries may tighten their belts to weather a shifting market, Cincinnati’s MadTree Brewing is taking a more deliberate approach. It one that combines flexibility in customer experience along with a disciplined focus on operational efficiency.
Co-founder Brady Duncan said during an interview for the September/October cover story in Brewer Mag that the brewery has learned that sustainable growth isn’t just about cutting costs, but about smarter scaling.
“We’re getting a lot leaner. Not in the sense of slashing, but as we’ve continued to grow revenue, we’re not necessarily adding a shit ton of cost to it,” he said. “We ballooned up too large a few years ago, and now we’re focused on staying tight, efficient, and intentional.”
That recalibration extends beyond staffing and operations into how MadTree approaches its taproom strategy. The brewery has leaned into broader consumer lifestyles by diversifying its food program, expanding from its pizza-centric roots to appeal to new dining habits and dietary preferences.
“We’re catering much more to a lunch crowd,” Duncan said. “We used to just do pizzas. Now we do sandwiches, salads, healthier options, allergy options, lifestyle options, vegan-friendly stuff.
“It certainly adds some complexity, but it’s bringing in a different type of customer.”
Co-founder Kenny McNutt added to it, saying this evolution reflects a broader principle: adapting quickly to meet changing demand without overextending resources.
“We’ve learned that it’s not about how big your operation is,” McNutt said. “It’s about how well you can move when things shift.”
WATCH: Brewer Mag Podcast with MadTree
By decoupling revenue growth from cost growth, MadTree is positioning itself to stay nimble in a volatile market where consumer habits and margins can shift rapidly. The brewery’s willingness to rethink its offerings — both in what it serves as beverage options and how it operates as a hospitality venue — underscores a vital truth for the industry going forward: breweries that adapt intentionally, rather than react impulsively, are the ones most likely to endure.
Flexibility isn’t the opposite of discipline. When guided by focus and efficiency, it’s the key to surviving instability without sacrificing identity.
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