In the latest installment of Brewbound’s A Round With – a weekly Insider-exclusive Q&A series with industry leaders – Karen Hertz dishes on running a brewery that’s defying the trends.
Hertz is the founder and chief brewista of Golden, Colorado-based Holidaily Brewing, the country’s only certified gluten-free, woman-owned craft brewery. Holidaily produced about 4,500 barrels of beer in 2022, the most recent year for which data is available from the Brewers Association. The brewery distributes in Colorado, Wyoming, California, Arizona, Texas, Kansas, and Kansas City, Missouri – with more markets to come soon, Hertz teased in her written interview.
Hear more from Hertz in this Brew Talks conversation about the state of Colorado craft beer in 2023 and this Brewbound Rising Star interview from 2021.
What is the biggest challenge your business is facing right now?
Karen: Holidaily Brewing is in the unique position of GROWING. While that sounds amazing and is certainly the goal, it can provide specific challenges. Brewers know that growing means further capital investment. One of our biggest challenges between the economy and interest rates is finding the most efficient way to fund our growth.
Have you had any recent wins that have surprised you?
Karen: YES! In the next few weeks, we have a large announcement coming about added territories for Holidaily! I know distributors have slowed their addition of brands, but with the gluten-free craft niche growing at 32% and Holidaily’s quality beer and track record, we continue to expand. We are very excited to have partnered with some amazing distributors over the past few months. I have to leave it at that…more info to come soon!
You’re the only woman-owned, gluten-free certified brewery in the U.S. and you buy grain from woman-owned, gluten-free, Grouse Malthouse. Why is it important to support fellow female entrepreneurs? And how else can women in beer support each other?
Karen: Holidaily is the one of only two certified gluten-free breweries in the country. And we are the ONLY certified woman-owned brewery in the country (of the almost 10,000). We are so proud of that differentiation and of the progress women are making in the industry. It’s important to support ALL entrepreneurs, because this is not easy. Women and diverse entrepreneurs get to face some added headwinds.
Women in beer and any industry can continue supporting each other in any number of ways, promoting each other on social media, networking and introducing each other, hiring and promoting other women and nominating women for awards. Women bring diverse ideas, innovation and creativity to the brewing industry. Supporting other females is so important because I truly believe that the more we see women leading and succeeding, the more we believe we can do it too.
If you were a life coach and craft beer was your client, what advice would you give?
Karen: If I was a life coach for a craft beer entrepreneur, I would highly advise that your brewery have a defined and relevant identity. This is a competitive market, identify and embrace your uniqueness and use it to your advantage. Once your identity or brand is established, stay focused. There are a number of “sparkly objects” out there, focus on beer and making GOOD beer. Consistency and quality of your liquid is key. If you aren’t making world-class beer, the brewery down the street is.
If you weren’t doing this, what would you be doing?
Karen: If I hadn’t started Holidaily Brewing Company, I would likely be a part-time employee at a corporate job somewhere. We have twin teenage girls at home and that would buy me more days off and fewer working hours. However, I feel like I’m doing more of a service to them as a leader and entrepreneur. The lessons they’ve learned watching me startup and grow Holidaily are far more impressionable. I like them watching a strong woman lead.
Holidaily beers can be enjoyed by people with gluten-free lifestyles and people without — how does your marketing vary when targeting the general beer drinking public?
Karen: There is a misconception that the only target for Holidaily or other gluten-free beer is celiac diagnosed patients. This is not the case. 30% of the U.S. population is eliminating gluten from their diet!
Yes, we want to be sure the celiac audience understands that we are creating a product safe for them. However, we want that additional 30%, as well as anyone curious if they might feel a little better avoiding gluten, to understand that we are making world-class beers that happen to be gluten-free. Gluten-free beer is a growing category that doesn’t need to limit style options or require any sort of a sacrifice for the consumer.
Can you give us any feel-good stories about Holidaily drinkers who would otherwise not be able to enjoy craft beer? (We need some good news these days!)
Karen: Oh yes! This is my absolute favorite part of starting Holidaily! We get CRIERS! Full blown tears and big bear hugs in the taproom because a customer, their spouse, their adult child, or their friend can come into our establishments or purchase our beer at retail and not have to worry about getting sick. They can go to taprooms, tailgates, sporting events, apres-ski or any other beer related social activity and feel normal. At the end of the day, beer is about community and we are focused on safely and deliciously (is that a word?) including everyone.