Karen Hertz aims to take DTC by storm
By Olivia Venuta
Holidaily Brewing Co., the first dedicated gluten-free brewery in Colorado, is about to open a new taproom in the Denver Tech Center.
The new site will feature 2,350 square feet, a maximum capacity of 80 persons and a dog-friendly patio. Owner Karen Hertz is excited for customers to enjoy the setting, with its fun, bright colors and Colorado outdoorsy feel.
Photo by Kimberly Swanson Photography
Hertz says the Golden location will always be home, but she is looking forward to introducing her brews to the larger population in the DTC, as well as having neighbors who will double as partners, such as restaurants, movie theaters and comedy clubs.
“I want people to have the same positive experience regardless of which facility they’re at,” Hertz explains. She has been working hard to make gluten-free beer options available to all and will continue to expand her business to meet high demands.
In 2008, Hertz was diagnosed with melanoma and thyroid cancer. Her treatment regimen included a gluten-free diet, resulting in a struggle to find tasty, 100-percent gluten-free beer. Instead of giving up on beer altogether, Hertz took matters into her own hands. She tested, researched, and learned more about the industry.
Although not enthusiastic about every part of the brewing process, the former Coors employee was committed to learning. Her advice for young entrepreneurs is to be passionate and interested in the business they’re entering.
“You don’t technically have to be the expert on every single thing, but you do need to be able to speak to it, to speak the language,” Hertz says. After immersing herself in the art of brewing, in 2016 she felt ready to open her own company, thus the birth of Holidaily.
Being one of two dedicated gluten-free breweries in Colorado (Dos Luces being the other), Holidaily is paving the way for more accessible and great-tasting gluten-free options. Hertz is confident that Holidaily will continue to be successful and she thrives on the competition. In fact, she seems eager for it.
“The more safe, quality gluten-free beer that is made, the better we all do,” Hertz says. She hopes that having more gluten-free options in the market, whether it’s her own brand or not, will change the perception that you can’t make gluten-free beer delicious.
Not only is Hertz confident in Holidaily, but she is confident in her leadership. We asked Hertz what it’s like being a woman in the male-dominated beer industry and her response might surprise some. As an optimist, she views being outnumbered as an advantage.
“I am probably the one they are going to remember,” she says. “If I’m the only one in the room without a beard, I am going to stand out.”According to the Brewers Association, about 7.5 percent of reporting breweries have a female brewer. These statistics motivate Hertz to continue to expand Holidaily and show people that women belong in the beer industry. Hertz cannot wait to share the Holidaily philosophy with the Denver Tech Center crowd.
After surviving cancer, she made it her mission to celebrate and appreciate each day. Her mission is to spread positivity by telling her story and to remind people that every day can be a holiday.
Holidaily’s DTC location will have its grand opening at 3 p.m. Friday, Aug. 27. They are prepared to share a lineup of all their flagships, along with a few other surprises. You can pre-order to-go beer and gift packages, and pick up some Holidaily merchandise during the opening. Neighboring restaurants will be available for food delivery services.
Olivia Venuta, originally from Minnesota, recently graduated from the University of Denver with a bachelor’s degree in communications. She enjoys reading, skiing, golfing and a good glass of wine.