Four questions with Julia Herz, 'The face of craft beer'

Julia Herz has been called “The face of craft beer,” and it’s a well-justified description.

Herz served from 2007 to 2020 as the craft beer program director for the Boulder, Colorado-based Brewers Association, a nonprofit trade association that promotes and supports small and independent breweries. She served as brand ambassador at myriad craft beer conferences and trade shows — making presentations, giving speeches, heading workshops and more — including at the Great American Beer Festival held annually in Denver.

I’ve been in the audience at some of these. Her enthusiasm is contagious, her energy is boundless, and her knowledge is wide-spanning and plentiful. Herz has been interviewed on national news shows and featured in craft beer documentaries, and she is an authoritative source for many brewery-related publications.

Her widespread experience before the gig at the Brewers Association includes stints at CNN in Washington, D.C.; management positions at various marketing agencies and beverage companies; and co-author of “Beer Pairing: The Essential Guide From the Pairing Pros” (Voyageur Press, 2016).

Unfortunately, in June 2020, her position at the BA was eliminated, along with several others, as a result of the COVID-19 pandemic.

But that didn’t stop her. Herz is now CEO of her own professional speaking and consulting company, HerzMuses Enterprises LLC, based in Lyons, Colorado.

She took some time out of her incredibly busy schedule to answer some questions in late January for Gator Growlers.

Q: It’s been roughly a year since COVID-19 began disrupting the world. What do you think about how the craft beer industry/community has dealt with it? Good things/bad things.

A: Great question because there’s not one answer. The craft brewing community, which pre-COVID was 8,000-plus U.S. small and independent breweries, has had to adjust in ways that many other industries have not. One way craft brewers adjusted is modifying their sales model — options to purchase beer through their websites, curbside and to-go. And that is common for other industries, but not necessarily for beer, pre-COVID.

Sales in the entire craft brewing segment did end up being down 7 to 8 percent in the U.S. Initial estimates in early phases of COVID, obviously in the spring and early summer, were potentially looking at a 25 percent drop. So craft brewers showed they know how to be scrappy. That is encouraging. The more breweries that stay in business, the better it is for the communities that are around those breweries.

There were layoffs, it’s still winter, and it might just get worse before it gets better. That’s why small brewery businesses merit and need your support now more than ever.

Q: You have a Florida connection as a University of South Florida alumnus. From your vantage point, how do you think the craft beer scene in Florida has developed in the past couple of decades?

A: I have enjoyed watching Florida’s craft beer scene come of age. One thing that greatly helped was advancing the ability of different package sizes for beer, the crowler and the growler, and alternative sizes beyond your standard 12-ounce beer bottle. They are in demand and obviously very much valued by beer lovers and brewers.

Also, Florida has an incredible food scene and a food culture. I use Ulele as an example of a brewery in the U.S. that taps into the heritage food flavors and dishes from a region, and brews beer to perfectly pair with that regional food. (Note: Ulele is a restaurant and brewery at The Riverwalk on the banks of the Hillsborough River in downtown Tampa).

Q: Could you tell us a little about HerzMuses Enterprises and your goals with it?

A: My sweet spot and happy place is finding and creating cultural moments and tapping into those to advance awareness and support for a cause or a company that matters and has meaning. With that, I’m taking my learning from helping grow the entire craft beer community and sales for craft beer and applying those principles and practices to those I’m fortunate to work with. I’m working with clients including an incredible company called Ester. Ester is bringing to the world the most comprehensive analysis of over 250 flavor compounds — plus sensory panel testing for beer and wine — and then they are going to expand it to everything from cheeses and chocolates to coffee and tea. They are going to use the data that they garner … as a force for good to help connect us as appreciators of flavors and certain gastronomic offerings that we are personally predisposed to like, based on our individual flavor preference. So they’re a “flavor intelligence company.” I’m super excited to be working with them.

Another is that I’m running the global digital campaign for the movie called “BEER! A Love Story” (beermovie.org).

This is one of the most beautiful films; it’s a documentary 4K film about beer, and I’m one of the cast. It’s shot in multiple countries with multiple breweries. It really showcases the beauty behind the beverage, the passion behind the beverage, and the challenge … from the small-brewery perspective.

Q: What are the best ways to contact you if anyone is interested in learning more about you?

A: HerzMuses.com and/or follow me on Twitter @HerzMuses.

Thanks again to Julia Herz. I join her in encouraging you to frequent local breweries to help get them through these times.

And please drink responsibly. Take advantage of public transportation and ride-sharing services, or find a designated driver.

Gerard Walen has covered the craft beer community in Florida and elsewhere in some fashion since 2009. He wrote the 2014 guidebook “Florida Breweries” (Stackpole Books) and is founder and editor of the beerinflorida.com website. Also, he guides brewery tours on most Sundays (or he will when he can again do so safely) at Marker 48 Brewing in Weeki Wachee. You can reach him at gatorgrowlers@gmail.com.