Seeking innovative ways to engage your community and drive revenue, setting up a beer garden pop-up location offers a compelling opportunity. Tim Floros, founder of Levante Brewing, said the brewery’s successful summer partnership with Highland Orchards is an initiative that combines beer, family-friendly fun, and local charm.
Levante, located in West Chester, Pennsylvania, got into the pop-up concept beginning in 2019. Initially, the brewery tested the waters with various locations, including a marketing-focused venture at the King of Prussia Mall. However, their most impactful initiative has been a collaboration with Highland Orchards, where they’ve created a beer garden that benefits both the brewery and the orchard.
By fostering strong partnerships and prioritizing the customer experience, Floros told Brewer during his interview for the November/December cover story that they can leverage the beer garden pop-up as a dynamic tool for revenue, marketing, and community engagement.
The summer beer garden provides Levante with a flexible, low-risk method to expand its reach. For Levante, the partnership with Highland Orchards was symbiotic, Floros said.
The orchard offered a bustling location with built-in foot traffic, especially during peak fruit-picking seasons from June to October. For Levante, this meant instant access to a loyal, family-oriented audience without requiring patrons to travel to the brewery’s main location.
“We’re kind of their local craft brewery, but it’s closer to them,” Floros said. “Symbiotically, we’re helping as an anchor attraction to the orchard.
“They already have guaranteed traffic, and we’re combining forces to convert each other’s customers into loyal supporters.”
Key to the pop-up’s success has been adapting and scaling operations. Levante initially began with jockey boxes and canned beer but quickly upgraded to a beer trailer for a more professional setup. Over time, they invested in renting a shed from the orchard, transforming it into a small retail hub for the beer garden. This evolution allowed the brewery to focus on the beer experience while Highland Orchards managed food trucks, live music, and seasonal activities.
The collaboration has provided Levante with more than just a financial boost. The pop-up serves as a feedback hub for new releases and orchard-inspired co-branded beers.
“We’ll send our new releases there, do one-offs with the orchard, and it’s generally just a good marketing venture,” Floros said.
The partnership also reinforces community ties, creating an experience that appeals to families. Guests can enjoy the brewery’s products while participating in orchard activities like fruit picking and festivals. The beer garden operates from Memorial Day weekend through October, offering ample opportunities for seasonal events.
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Floros said the importance of selecting a location with built-in traffic and complementary business goals was key.
“We have a great business relationship with the orchard’s owner, and that’s been crucial,” he said.
In setting things up to succeed, he notes that a clear division of responsibilities, like letting the orchard handle food vendors and entertainment while Levante focuses on beer, ensures operational efficiency.
Additionally, have a plan in place and be prepared to grow and adapt a pop-up setup over time. Starting small with mobile equipment allows for testing the concept while investing in upgrades as demand increases and helps maintain quality and professionalism while staying on brand.
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