Posted By: Stevie Caldarola
As the president of Ladies of Craft Beer, I get the pleasure of meeting many amazing women who are a part of the craft beer industry. Each woman has great stories and amazing insight into the world of craft beer. This has inspired me to start a “Women in Beer” interview series. Whether brewing, blogging, selling, marketing, or advocating craft beer, women from all over the industry will answer the following ten questions to share with your their thoughts and experiences with craft beer. I hope that these little glimpses into the minds of these great women will inspire you.
Cheers!
Audra Marotta is the Financial Advisor at the North Carolina Brewers Guild and managing partner at Violent Orchid, LLC, among her many other hats.

1. What was your first beer experience?
Having emigrated from Eastern Europe to the United States, my parents have always been huge European lager fans. As I was growing up in the 80s, I remember our refrigerator being regularly stocked with Beck’s (and occasionally Heineken). We had a tradition that when my mother made homemade pizza, my parents would have several beers, and we kids would be allowed soda. This was a treat, as we were rarely allowed to consume anything with artificial colors/flavors. One pizza night I asked my dad for a sip of his beer. Surely, since my parents were enjoying it, it had to be great, right? I believe my face gave away what I thought of the shock of bitter hops. This was NOT what I had expected! Those pesky hops kept me away from beer for most of the rest of my adolescence. Who knew I’d grow up to become a hophead?
2. If you brew/homebrew, what or who inspired you to start brewing? What do you do in the industry and what or who inspired you to get into it?
My husband and I homebrew together – he is the brewmaster in charge of the mechanics, and I offer my input on hop profiles and ingredients. My mother inspired me to brew, since she makes her own mead and krupnikas, a Lithuanian spiced clover honey liqueur that my younger brother says tastes like a Christmas tree. My father has made his own wine, and my brother makes his own cider. I guess we are a family meant to brew as hobbyists!
I provide accounting, financial information systems, operational reporting, and marketing management guidance to the craft brewing community. I serve as a fractional CFO, an accounting specialist, focused on helping craft brewers grow their top line while optimizing their triple bottom line. Understanding a craft brewer’s limited resources, my business is focused on providing C-level direction without the financial burden of C-level salary. One day I’ll be working on compensation planning for one brewer, then the next I’ll be building a costing template for another. My work serving as Controller at Dogfish Head inspired me to kick off this venture. I learned an immense amount about the industry and met many, many industry folks while working at Dogfish. For this I am grateful; I want to continue ensuring craft brewers have an accounting/information systems infrastructure in place that will pave the way for expected exponential growth.
3. What is your favorite beer to brew and why? What is your favorite beer to drink and why?
We love brewing double IPAs, as perfecting a mix of bittering, flavoring and aroma hops is a challenge in both the arts and sciences. As the boil pot cools in 40 lbs. of ice on a bamboo cutting board in our master bath garden tub, it makes our bedroom and bathroom smell like heaven for at least 12 hours.
We love drinking DIPAs, which is why we homebrew them! To this day, Dark Horse Brewing’s Double Crooked Tree is my favorite craft-brewed DIPA. It has such an orgasmic floral, citrus aroma, and the hops linger on my tongue without being bitterly overpowering. It sets the DIPA bar for me.

4. What is/was your favorite beer event to attend, and why?
I love World Beer Fest Durham, as North Carolina brewers bring their A-game to this event and offer rare, one-off beers that oftentimes earn top honors at the World Beer Cup, Great American Beer Fest and the Carolina Championship of Beer. It also serves as a fabulous opportunity to connect and engage with the brewers who create these beers.
5. Have you taken any tasting and/or brewing courses? What are your thoughts on such courses?
I’ve taken the Cicerone Off-Flavors course taught by Ray Daniels and believe such educational classes are beneficial and essential for catapulting the craft beer movement forward. I am also helping the North Carolina Brewers Guild by spearheading educational programming initiatives for our craft beer community. Our first event saw six of our most highly-rated brewers come together on a panel to discuss recipe development.
6. What advice do you have for anyone interested in getting into your aspect of the beer industry?
If you’re a college student majoring in accounting or finance, propose a summer internship at a brewery in exchange for beer. If there is a brewers’ guild in your state, volunteer to help with their financials. Since craft brewing is a specialized, unique niche within the food/beverages industry, expect to spend a significant amount of time studying the beer landscape, the players, the brewing process, pricing, TTB reporting, and distribution channels, as well as building relationships, on your own and often outside of normal work hours. Most brewers don’t have training programs that cover these aspects; thus, to add value, the fire and initiative to learn has to come from within your own heart.
7. What beer would you want to brew/ want to see brewed?
I would love to homebrew a black cherry chocolate stout or a black cherry lambic. As far as others brewing, Carlyle Brewing in Rockford, IL makes a fantastic black walnut sweet stout. I have yet to find one anywhere near /available in North Carolina. I’m convinced the world would be a better place with a greater number of black walnut stouts, though I’d probably gain a few pounds. Okay, probably more than a few.

8. What has been your hardest challenge in the industry? What has been your greatest success?
Each state has its own set of distinct rules and reporting requirements. It takes a lot of time to learn these in order to provide appropriate guidance. The compliance aspects of this industry are rife with complexity and oftentimes inefficiency, not unlike working within the rulebooks of any governmental agency.
Being able to work with so many people collaboratively, cultivating and strengthening relationships, the knowledge exchange resulting from those who have served in the craft beer industry for decades, and providing information to tee craft brewers up for future growth has been so rewarding. I consider myself successful only when others succeed. There is no better feeling than a brewer approaching me months later at a beer festival just to say ‘thank you’.
9. Tell us your most fun beer story.
In 2009 my husband and I flew to Seattle for a week’s vacation. We had booked a rental car for the week, as well as our first night’s stay at the airport, since we got into Sea-Tac somewhere around 3am Eastern. We had no other planned itinerary. We spent the week driving in a large counter-clockwise circle through the northern part of Washington and the Cascades and southern part of British Columbia, including Vancouver. If there was a brewery or brewpub along the way, we’d stop for a flight and conversation. I have no idea how many stops we made in total, but we wouldn’t have had the opportunity to sample beers from Black Raven, SteamWorks, Anacortes, nor Chuckanut any other way. It was a week of exploring scenic beauty and craft beer in a part of the country neither of us had previously been. We were following Mark Twain’s advice: “Twenty years from now you will be more disappointed by the things you didn’t do than by the ones you did do. So throw off the bowlines. Sail away from the safe harbor. Catch the trade winds in your sails. Explore. Dream. Discover.â€
10. What is your take on the craft beer industry? What is your favorite thing about it? What could stand improvement?
This is such an exciting time for the craft beer industry, as it’s full of promise, possibility, and opportunity for those dedicated to pursuing their passion. My favorite thing about it is sharing conversation over a pint and learning the stories behind the beer from those who brewed it. Eyes seem to always light up when one recalls the first time he/she brewed a smoked porter or how a mistake in a recipe took the beer for an unexpected turn. This isn’t some nameless, faceless liquid in that tulip glass in front of you….it’s a brewer’s expression of creativity and craft. It’s art.
I wish a greater number of brewers would pay closer attention to their administrative functions to ensure they grow sustainably. Too often they allow sales and production to control every aspect of their business, when information systems, financial reporting, and cash flow management should share the stage. I cringe mentally when I hear a brewer is growing his/her operations 50-80% year-over-year but has no idea what a brand of beer costs to produce, nor if documented records of quality checks exist. I’m hoping to propel this shift of focus when I present at the Craft Brewers Conference in San Francisco in March 2011. Be the change you want to see, right?
Have a question? Email me here:[contact-form 6 "Untitled"]
Originally posted 2010-11-29 09:05:15.
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