Fitz’s Founder Michael Alter on Building a St. Louis Icon One Root Beer at a Time

On this episode of the STL Bucket List Show, we sit down with Michael Alter, owner and founder of Fitz’s, to discuss the story behind one of St. Louis’ most iconic brands and how a small soda startup grew into a regional institution recognized across generations. Michael shares the history of Fitz’s, from its roots as a legendary St. Louis drive-in restaurant to relaunching the brand in 1992 with a vision of creating a craft soda microbrewery long before the craft beverage movement became mainstream. The conversation explores the evolution of the Delmar Loop, the importance of building a strong company culture, and how Fitz’s has remained relevant for more than three decades while staying true to its identity. Michael also discusses the company’s commitment to real cane sugar, product innovation, and the launch of Fitz’s newest mixer line featuring club soda, tonic water, and zero-calorie tonic water. They also dive into entrepreneurship, leadership, collaboration, and the challenges of navigating changing consumer trends while preserving the nostalgic experience that has made Fitz’s a St. Louis favorite. From family businesses and community impact to product development and local partnerships, this episode highlights what it takes to build a lasting brand and why Fitz’s continues to be woven into the fabric of St. Louis. They discuss: • The history and relaunch of Fitz’s in 1992 • Building a craft soda company before craft beverages were mainstream • The story behind the iconic Fitz’s Root Beer brand • The growth and evolution of the Delmar Loop • Leadership lessons from 33 years of entrepreneurship • Building company culture and retaining great employees • Why Fitz’s remains committed to real cane sugar • Product innovation and launching the new mixer line • Collaborations with local brands and organizations • Working with 4 Hands Brewing Co. and the Gateway Arch • Creating memorable family experiences through the restaurant • The future of Fitz’s and evolving consumer trends • Favorite St. Louis restaurants, parks, and local businesses • Supporting local entrepreneurship and community growth 🎙 New episodes drop every Wednesday. 🔔 SUBSCRIBE FOR NEW EPISODES EVERY WEEK 🔔 🎧 LISTEN ON: Apple Podcasts ▶ https://apple.co/36ycuuO Spotify ▶ https://spoti.fi/3svGoqS 🔗 CONNECT WITH STL BUCKET LIST: Instagram ▶   / stlbucketlist   Website ▶ stlbucketlist.com 🤝 WORK WITH STL BUCKET LIST Interested in partnering or sponsoring an episode? Email ▶ [email protected] Website ▶ https://www.bucketlistcreative.com/about