For most of the past 25 years, Julia Herz has been an unmistakable, unmissable “face of craft beer” as part of the Brewers Association (BA). First she was the sales manager for publications and events from 1998 to 2001, then returned to serve as lead spokesperson from 2007 to 2020. Professionals across the industry became accustomed to Herz’s presence and seemingly indefatigable energy at events. Beer enthusiasts saw, heard, and read her thoughts all over the media, including in an award-winning book on beer and food.
So, after Herz was part of pandemic-era layoffs at the BA in 2020, it felt like kismet when she returned for 2022 (her first official day was Dec. 1, 2021), this time as executive director of the BA’s sister organization, the American Homebrewers Association (AHA). Like the piney bite of a West Coast IPA, there’s just something integral about Herz’s presence in contemporary U.S. beer.
As the first woman to lead the hobbyist organization in more than 20 years (Karen Barela prevoiusly served as president in the 1990s), there’s also a worthy feeling of arrival to Herz’s appointment. The BA has worked on improving diversity, equity, and inclusion efforts for professionals, and with Herz on board, has started a similar process for the AHA. A self-described “cause marketer,” Herz brings a necessary energy and enthusiasm to a segment of beer lovers who supply their own vitality and experimentation to brewing (especially given that many graduate into owning their own beer businesses). Homebrewers are better off for having Herz in their corner.
Herz’s return in 2022 to a prominent role with the BA/AHA means the industry is better served. Just as her enthusiasm and drive helped make craft beer special in the 2010s, her new job ensures it will continue to be so moving forward.
Words,Bryan Roth