Every great business starts with an idea, but turning that idea into something lasting takes trust, creativity, and a willingness to take a leap. In the latest episode of Making New Possible, hosted by Angela Damiani, CEO of NEWaukee, we sit down with Evan Hughes, CEO and co-founder of Central Standard Craft Distilling, to explore how a side project became a growing Milwaukee-based brand with a vision rooted in local ingredients, community, and hospitality.
From Side Hustle to Milwaukee Staple
Central Standard Craft Distilling began in 2012 as a fun side project between Evan Hughes and his business partner, Pat. Both were working traditional jobs when they started exploring the idea of building a craft distillery.
They officially opened their doors in July 2014 in Milwaukee's Walker's Point neighborhood, starting with a small tasting room and production space. As the business gained momentum, the founders faced a decision: keep growing on the side or take the leap and commit fully.
By late 2017, they chose to go all in. After outgrowing their original location, they purchased a 14,000-square-foot production facility in Milwaukee's Near West Side, setting the stage for the next chapter of Central Standard's growth.
Expanding the Central Standard Experience
Growth has continued to shape Central Standard's story. The company has acquired property on Milwaukee's historic Harley-Davidson campus, creating new opportunities to expand production while welcoming more people into the brand.
The vision includes a speakeasy, tasting room, event space, and distillery tours inspired by Kentucky's famous Bourbon Trail. The expansion will give visitors an opportunity to experience the craft behind the products while connecting with Milwaukee's history and culture.
Central Standard has also expanded its presence through its bar at Davidson Park and a recently opened location inside Milwaukee's airport. Each space offers another opportunity to introduce the brand to new audiences and showcase what Milwaukee has to offer.
Rooted in Wisconsin, Made for Discovery
Central Standard's approach to product development starts close to home. With regional distribution across Wisconsin, Minnesota, Iowa, Illinois, and Michigan, the company focuses on creating products that reflect the flavors and character of the Midwest.
Local ingredients play an important role, from Door County cherries to honey sourced from Indian Summer Farms. These ingredients help tell a distinctly Wisconsin story through every product.
Creativity is also part of the company's weekly routine. Every Friday, the team gathers for what they call "Friday Tryday," dedicated research and development sessions where they experiment with new flavors, ready-to-drink beverages, and potential collaborations.
For Hughes, these sessions create room to explore new ideas, take creative risks, and keep the brand evolving.
Hospitality That Changes Perceptions
For Hughes, building a successful craft distillery goes beyond producing quality spirits. It also means creating memorable experiences for the people who interact with the brand.
Whether someone visits the tasting room, attends an event, stops by Davidson Park, or discovers Central Standard at the airport, the goal is to deliver an experience that leaves a lasting impression.
Hughes sees hospitality as an opportunity to change how people view Milwaukee, particularly visitors experiencing the city for the first time. By showcasing local craftsmanship, welcoming spaces, and thoughtful experiences, Central Standard helps tell a bigger story about Milwaukee's creativity and potential.
The Power of a Strong Business Partnership
Behind Central Standard's growth is the partnership between Hughes and co-founder Pat. Hughes credits much of their success to three things: overcommunication, complete mutual trust, and complementary skill sets.
Rather than trying to approach every part of the business the same way, the two founders have learned to lean into their individual strengths. Pat focuses on paperwork and finance, while Hughes takes the lead on other operational responsibilities.
Their relationship demonstrates how important it is to build a business with someone who shares your vision while bringing different strengths to the table.
Making New Possible in Milwaukee
Central Standard Craft Distilling's journey reflects what can happen when a good idea meets the willingness to take a risk, adapt, and grow. What started as a side hustle between two friends has developed into a regional brand with deep Milwaukee roots and an expanding presence throughout the community.
Through local ingredients, creative experimentation, and a commitment to hospitality, Evan Hughes and his team continue to find new ways to connect people with Central Standard and the city it calls home.
Their story is a reminder that building something meaningful takes more than a great product. It takes strong partnerships, a clear sense of purpose, and a willingness to keep imagining what's possible.