Earlier this month we shared Sonia Motisca’s blog post on Celebrating International Women’s Day with Women Who Brew. Many women work in other roles in the BC craft beer industry, too: Marketing Managers, Festival Directors, Territory Sales Managers, Brewery Office Managers, GMs and owners, each contributing to building a vibrant industry where women can feel welcome and their achievements are recognized. While there isn’t a set career path for any of these positions, there are certainly steps one can take to get there and guidance available.
Back in January, I was invited to present and share my own experiences at Trading Post Brewing’s Training Post event. After participating in that event, I was inspired to interview seven women from around BC to hear their stories and ask specific questions that might help other women wanting to get more involved in the craft beer industry, as well as employers looking to attract more women for employment.
Hannah Brown
Trading Post Brewing Marketing Coordinator and Festival Director for the Fort Langley Beer & Food Festival, 2 years in the craft beer industry
What advice would you give to women looking for employment in the craft beer industry?
What advice would you give to women looking for employment in the craft beer industry?Don’t be afraid to apply! There’s a stereotype that the craft beer industry is male dominated, but there are so many amazing, intelligent women in this industry, from Tasting Room servers to Head Brewers to Sales Reps. When we’re hiring, we look for like-minded people who are passionate about craft beer and align with our core values. Gender has no role in our decision making. And apply in person! If you see a job posting online, send in your resume, but also make a point to go into the Brewery or Tasting Room and introduce yourself to the team. It’s going to put you on the top of our list and helps us get to know who you really are more than a piece of paper ever will.
Did you experience any challenges when you first decided to get involved in craft beer? If so, please explain.
I love craft beer so when the posting for my job opened up, I was super excited about the possibility of working in this industry. The only challenge I had was doubting my abilities. I’m pretty young and didn’t have any experience in the industry (and only a small amount of experience in Marketing), but I met with Lance, the owner of Trading Post, and we connected right away and talked beer for 2 hours and the rest is history. If you’re passionate about beer and this industry, have confidence and go for the job you want!
What advice would you give to employers looking to attract more women for employment?
Showcase your female team members and customers on your social media and website! Seeing that you already support and have them on your team gives women more confidence to apply.
Marissa Mills
Parallel 49 Brewing Marketing Director, 9 years in the craft beer industry
Please list any other jobs you’ve had in the craft beer industry. (volunteer and paid)
Please list any other jobs you’ve had in the craft beer industry. (volunteer and paid)I am on the board and act as a founding member of the Yeast Van Brewery District Cooperative, made up of over 15 craft alcohol producers in the East Van area, east of Main Street. I grew up on Commercial Drive and worked at Havana Restaurant for 5 years, which was a restaurant that offered the majority of Parallel 49’s portfolio right as they were starting out. I worked at Vice Media in Stockholm where we worked with craft beer, cider and spirits brands to produce launch events and marketing campaigns for the craft alcohol companies.
What advice would you give to women looking for employment in the craft beer industry?
I would tell them not to be discouraged by the fact that this is still a male-dominated industry. The only way more women will enter into this industry is by carving out a space for themselves and making their voices heard. The beer industry is so interesting because of the way that competing companies collaborate so frequently and support one another. Forging partnerships with other women at competing breweries is a great way to feel supported and connected and to work together to make women feel welcomed into the beer world.
What advice would you give to employers looking to attract more women for employment?
To make their brewery or workspaces places where staff can get involved in fun social events with each other so that different people get a chance to mingle outside of work. It sounds so easy but many companies overlook the value in having staff socialize and get to know each other outside of work, where people often stick to chatting with like-minded people who like the same things as them. Having events outside of work and in new settings allows our staff to get to know other team members who they might not normally be friends with and to break down barriers so that communication is easier once we’re back in the workplace. Showing women in an empowering light on their social media outlets, on their labels, and in their ad campaigns is where it can start. And focusing on hiring women for roles that are generally considered “labourer roles,” like the production line, brewing, or driving a forklift are excellent ways to break down perceptions of people who are “normally” in those positions. Lastly, giving women decision-making power and deeply listening to female staff in important meetings will show other staff the value in inviting diverse perspectives into your brewery. It will also show other women that they are welcome in this industry and that they can and will be taken seriously in a role in the brewing industry.
Amanda Barry-Butchart
Central City Brewers & Distillers Territory Manager, BC Beer Awards Owner/Director, 10 years in the craft beer industry
What advice would you give to women looking for employment in the craft beer industry?
What advice would you give to women looking for employment in the craft beer industry?Do not give up and be strong. It will earn you respect and the role you want. Be who you are and absorb all the info you can. Get yourself involved with organizations, visit different liquor stores, breweries, and become part of the community. It’s full of great, wonderful, strong and empowering women who are just like you!
Did you experience any challenges when you first decided to get involved in craft beer? If so, please explain.
Yes, I applied for multiple rep jobs and was told: come back, get more experience, reach out in a few years. At the time, rep jobs were few and far between, so getting the experience was a tad difficult. I didn’t give up – I worked for friends who were reps doing store tastings, helped at events, and volunteered.
What advice would you give to employers looking to attract more women for employment?
Listen to the ideas the women have. They are thoughtful and unique. Also, pay them the same as the men. They work their butts off too!
Aly Tomlin
Riot Brewing Co. Co-Founder and Mama Bear, 17 years in the craft beer industry
What advice would you give to women looking for employment in the craft beer industry?
What advice would you give to women looking for employment in the craft beer industry?Knowledge is power! My best advice is to educate oneself – not only in knowledge about beer, but about the beer industry as a whole. Read books, study online, take sensory – anything and everything you can to learn. Never stop learning. Keep in touch with what is happening in the industry, stay up to date. Get involved, network, volunteer, join beer-related groups/clubs such as CAMRA, and attend beer events and social cask/beer nights.
I believe it is also important for women to realize that a career in the craft beer industry no longer means “working for a brewery.” Women today can be (and are) very involved, even considered leaders in the industry without ever working a day for a brewery.
Did you experience any challenges when you first decided to get involved in craft beer? If so, please explain.
When I was first hired as an assistant brewer, it was on the basis that I could only have the position if I could physically manage to do the job. It was an extremely physically challenging job and no help was ever offered. I was exhausted daily but could never show signs of struggle as my job was at stake if I did. I managed, and I found my own way of doing things, I might not have done things the same way the “guys” did but I still got the job done.
At least for me, back in the early days of my career you had to have thick skin. All the male brewers at the time were absolutely amazing to me and welcomed me with open arms but it was most definitely a boys club. You had to be able to hold your own at all times and learn to adapt, much like brewing. After all, there is a reason Riot Brewing Co’s IPA is called Junk Punch.
What advice would you give to employers looking to attract more women for employment?
Most importantly – please, please offer competitive wages. The fact that this is still an issue is ridiculous. As well, offer room for advancement and continued education. Hire women for bigger, more important roles within the company. Listen to your female employees – do not underestimate their importance or what they can offer. Stop believing that beer-making is only a “boys club.” Refrain from releasing beers with sexist labels or names. Strive to be a company that women are proud to work for, and do this by standing up for women, promoting gender equality and keeping sexism out of the workplace.
Lundy Dale
R & B Brewing Office Manager and Social Media Assistant, Cicerone®, 18 years in the craft beer industry
Please list any other jobs you’ve had in the craft beer industry. (volunteer and paid)
Please list any other jobs you’ve had in the craft beer industry. (volunteer and paid)CAMRA BC and Vancouver – President, Vice President, Events
Firefly LRS – Beer Adviser
TAPS Magazine – beer writer & beer reviewer
Pink Boots Society – BC Chapter Leader
Did you experience any challenges when you first decided to get involved in craft beer? If so, please explain.
Not at the very beginning as I was starting a new chapter of CAMRA and had lots of support. My challenges came when I started working retail, and as a woman was not expected to know anything about beer, and yet I ordered the beer and taught beer courses!
What advice would you give to employers looking to attract more women for employment?
As the saying goes ” Don’t judge a book by it’s cover” – Women can do the job, they just ned the opportunity
Justine Pelletier
Barkerville Brewing Co General Manager, 4 years in the craft beer industry
What advice would you give to women looking for employment in the craft beer industry?
What advice would you give to women looking for employment in the craft beer industry?Don’t hesitate. We need more women in the brewing industry. I would also direct them to the Pink Boots Society to show that we have support and our own society that helps with schooling and training.
Did you experience any challenges when you first decided to get involved in craft beer? If so, please explain.
People’s assumptions were a challenge, assuming I was either the brewer’s wife or owner’s wife in order to be the GM. My head brewer is also a women and I have to correct 90% of people I talk to who refer to a brewer as “He”. There is still work to be done in this industry to change people’s perception. There are just as many women interested in craft beer as men, so why aren’t there as many working in the industry?
What advice would you give to employers looking to attract more women for employment?
Become a Pink Boots member. Women are just as strong as men so don’t limit them to just storefront and office positions.
Diana McKenzie
Callister Brewing Co-Owner, 5 years in the craft beer industry
Please list any other jobs you’ve had in the craft beer industry. (volunteer and paid)
Please list any other jobs you’ve had in the craft beer industry. (volunteer and paid)Guest speaker for Craft Beer Business Fundamentals at SFU. Volunteer for CAMRA, VCBW, other events, as well as sorting and judging for BC Beer Awards.
What advice would you give to women looking for employment in the craft beer industry?
Learn everything you can about brewing, production, and business operations but you have to take initiative. I get so many applications expressing an interest in beer but they haven’t done any homework. I am much less likely to hire someone who expects me to teach them. Volunteer and don’t be afraid to talk to people or to start at the bottom – it’s a very social/network focused industry. There are also some good programs at KPU and SFU now that didn’t exist when I started. A BJCP or Cicerone certification definitely helps too – I’m working on mine.
What advice would you give to employers looking to attract more women for employment?
Develop a culture and hiring practice of fairness and transparency with a healthy approach to consumption. Sponsor, post jobs, or otherwise just get involved in Pink Boots or other local initiatives/events that focus on women in the industry to show it’s a priority for your organization to support women.
Monica Frost
BC Craft Brewers Guild Communications Coordinator, BC Ale Trail Social Media and Community Manager, BC Beer Awards Director, 14 years in the craft beer industry
Please list any other jobs you’ve had in the craft beer industry. (volunteer and paid)
Please list any other jobs you’ve had in the craft beer industry. (volunteer and paid)CAMRA BC and Vancouver Executive, Social Media Consultant working for breweries, liquor stores, events such as Vancouver Craft Beer Week, Great Canadian Beer Festival, BC Beer Wars.
What advice would you give to women looking for employment in the craft beer industry, but aren’t sure where to start?
Volunteer! It’s an opportunity to have a “free look” into the craft beer industry in a variety of settings. Events are always looking for volunteers. Get involved with your local CAMRA branch.
Network! Instagram is a great way to meet people in the craft beer community. Go to small local beer events such as tap takeovers.
Get educated – CAMRA runs classes and also look into the Cicerone programs which range from moderately technical to very specialized.
Thank you so much to all of the women interviewed today for sharing their experiences and words of wisdom. You’re an inspiration to us all and cheers to equal opportunities for women in beer and the workplace in general!
