Episode at a glance: Peter Gillitzer, one-third of the ownership team behind Milk & Honey Ciders, joins Behind the Brand to share how a small cider operation became one of Central Minnesota’s most beloved destinations. The conversation covers the founders’ backgrounds, the 2017 move to St. Joseph, the Summer Music Series, and community events. The most useful takeaway: stay true to what you do best while still listening to your customers.
Listen to Episode 047 of Behind the Brand
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Episode chapters
- 00:00 Introduction to Behind the Brand
- 00:44 Meet the Hosts and Guest
- 01:05 Peter Gillitzer’s Journey with Milk and Honey
- 01:47 The Origins of Milk and Honey Cider
- 02:59 The Cidery and Its Community Impact
- 04:10 The Inspiration Behind Cider
- 06:59 The Founders’ Backgrounds and Early Days
- 10:46 The Summer Music Series
- 14:06 Music and Venue Setup
- 14:27 Booking Artists and Riders
- 15:31 Challenges and Successes
- 16:38 Family-Friendly Events
- 17:31 Expanding the Orchard Experience
- 17:52 Trivia and Community Events
- 18:44 Comedy and Other Shows
- 19:29 Supporting Local Businesses
- 20:12 Weddings at the Orchard
- 21:36 Craft Beverage Industry Trends
- 25:03 Lessons and Advice
- 27:23 Conclusion and Thanks
Some brands are built in boardrooms. Others are built in orchards, shaped by friendships, long days of experimentation, and a deep respect for place. Milk & Honey Ciders falls firmly into the second category.
In this episode of Behind the Brand, we sat down with Peter Gillitzer, one-third of the ownership team behind Milk & Honey, to explore how a shared vision turned a small cider operation into one of Central Minnesota’s most beloved destinations. From grafting rare apple varieties to hosting sold-out summer concerts, Milk & Honey’s story is proof that when you stay rooted in your purpose, growth follows naturally.
A Different Kind of Craft Beverage Story
Milk & Honey didn’t begin as a taproom or an event destination. When the business started in 2011, the work was far less glamorous. The team was producing cider, kegging it, and selling it to bars and restaurants across the region. There were no crowds wandering orchards, no live music echoing through the trees, and no amphitheater in sight.
But even then, the foundation was different.
Cider appealed to the founders because of its deep connection to land and history. Unlike beer or wine, cider carries an unmistakable sense of place. Apples reflect the soil, climate, and care behind them. That agricultural storytelling, combined with a love for food and fermentation, made cider the perfect medium.
At the time, cider was still under the radar in Minnesota. Today, there are only about a dozen cideries statewide, making Milk & Honey part of a small but passionate community committed to elevating the craft.
Who are the founders behind Milk & Honey Ciders?
One of Milk & Honey’s greatest strengths is the balance within its founding team. Each owner brings a distinct skill set to the table.
Peter’s background is rooted in agriculture and research, with experience working in the industry and alongside the University of Minnesota. Another partner brings professional brewing expertise, having trained internationally and worked in respected brewing environments. The third adds sales acumen and people-focused energy, effortlessly connecting with customers and partners.
Individually, these paths are impressive. Together, they form a business that blends science, creativity, and hospitality with intention.
Their shared history also matters. These weren’t strangers chasing a trend. They were longtime friends with deep roots in the region, connected by family farms, shared values, and a mutual appreciation for the land that surrounds them.
How did Milk & Honey go from production facility to destination?
The turning point for Milk & Honey came in 2017 with the move to St. Joseph, Minnesota. Opening a public-facing taproom changed everything.
For the first time, guests could walk through the orchards, see where apples were grown, and experience cider in the environment that inspired it. The story was no longer something explained during sales calls. It was something people could feel.
That shift transformed Milk & Honey from a product into an experience. Visitors weren’t just drinking cider. They were stepping into a space shaped by landscape, history, and creativity.
How did the Summer Music Series change the game for Milk & Honey?
If the taproom gave Milk & Honey a stage, the Summer Music Series gave it a spotlight.
What started as a single show with a local band quickly revealed the power of bringing people together in one place. Hundreds showed up. Cars lined neighboring fields. The team realized they had stumbled onto something special.
Since then, the Summer Music Series has grown into one of the region’s most anticipated seasonal events. The lineup blends local favorites with nationally recognized acts, often artists with Midwest roots that resonate with the crowd. Each show turns the orchard into a shared experience where music, cider, food trucks, families, and friends all coexist.
The series isn’t just about entertainment. It’s a strategic extension of the brand. Live music draws new visitors, deepens loyalty, and reinforces Milk & Honey as a cultural hub, not just a cidery.
Building Community Beyond the Glass
Music is only one piece of the experience. Milk & Honey has intentionally expanded its offerings to welcome diverse audiences and partners.
Weekly outdoor trivia nights bring hundreds of people together. Comedy shows introduce regional talent and create intimate, laughter-filled evenings. Yoga sessions, hosted in partnership with local studios, merge wellness with nature. Weddings and private events invite entirely new audiences into the orchard.
Each event serves a dual purpose. It creates meaningful experiences for guests while introducing more people to cider in an authentic, approachable way.
Rather than isolating their brand, Milk & Honey opens it up, allowing other businesses, creatives, and communities to grow alongside them.
How does Milk & Honey stay grounded in a changing industry?
The craft beverage industry is evolving rapidly. Consumer preferences shift. Trends come and go. Many brands feel pressure to chase whatever is next.
Milk & Honey has taken a more measured approach.
Instead of abandoning cider to follow every trend, the team remains committed to their core mission while listening carefully to their audience. That balance allows them to adapt without losing identity.
Cider, at its heart, is about culture, agriculture, and storytelling. Those elements don’t disappear when trends change. They become anchors. By leaning into education, heritage, and experience, Milk & Honey continues to stay relevant without overextending.
What lessons about growth does Peter Gillitzer share?
When asked about lessons learned, Peter summed it up simply: stay true to what you do best.
Growth doesn’t always mean doing more. Sometimes it means doing one thing exceptionally well and letting people find their way to it. At the same time, listening to customers matters. The key is balance, holding your vision steady while remaining open to opportunity.
That mindset has guided Milk & Honey from its earliest days to its current role as a regional icon.
A Brand Rooted in Place
Milk & Honey Ciders is more than a beverage company. It’s a reflection of what can happen when passion, patience, and place come together.
From grafted apple trees to sold-out concerts, every part of the brand traces back to intention. The orchard isn’t just scenery. It’s the soul of the business.
As Milk & Honey looks ahead, one thing is clear: their success isn’t about chasing trends. It’s about staying rooted, telling meaningful stories, and inviting the community to be part of something bigger—one glass at a time.
Tune In and Get Inspired
Milk & Honey Ciders is proof that the best brands are built with intention, community, and a whole lot of heart, and we loved getting to share Peter’s story with the Moxieverse. If you’re dreaming up your next big idea (or just need a spark to keep going), tune in to the full episode of Behind the Brand to hear how this orchard-to-icon journey came to life, plus the mindset shifts that helped Milk & Honey grow without losing what makes it special.
Frequently Asked Questions
When did Milk & Honey Ciders start?
Milk & Honey Ciders started in 2011, producing cider, kegging it, and selling it to bars and restaurants across the region. In 2017, the business moved to St. Joseph, Minnesota, and opened a public-facing taproom.
Why did the Milk & Honey founders choose cider?
Peter Gillitzer explains that cider appealed to the founders because of its deep connection to land and history. Apples reflect the soil, climate, and care behind them, and that agricultural storytelling paired well with their love for food and fermentation.
What events does Milk & Honey Ciders host?
Beyond the Summer Music Series, Milk & Honey Ciders hosts weekly outdoor trivia nights, comedy shows, yoga sessions with local studios, and weddings and private events. Each event creates experiences for guests while introducing more people to cider.
How many cideries are in Minnesota?
According to Peter Gillitzer’s episode, there are only about a dozen cideries in Minnesota today. That makes Milk & Honey Ciders part of a small but passionate community committed to elevating the craft.
