My work
AMPLIFY ENERGIZE MOTIVATE INSPIRE CAPTIVATE ADVOCATE EVOLVE GROW
strategic solutions
member management
15+ years of experience in the world of non-profit associations has taught me how to find compelling ways to advocate on behalf of a cause and brands while exponentially expanding TOMA (top of mind awareness) and sales.
executive leadership
I’ve managed people, programs, teams and campaigns and bring this experience to every project and job. I also have proven success identifying and securing top notch talent for board and committee seats as well as staff and agencies.
food and beverage
As a woman leader in the beverage of beer, my work has reached millions of appreciators and beverage industry professionals.
Current Work
Global Cause Campaign
Creator of Gray For Good – For All Womanhood.
Launched on February 22, this is a 2021 global grassroots campaign devoted to collectively celebrating all women-identified individuals who go gray and to eternalizing gender equity. The campaign has a starting goal of $1M in donations from 50,000 people at $20 each. Success will be tracked via #GrayForGood.
cURRENT INcludes
Ongoing
American Homebrewers Association Executive Director
Co-host Sense of Beer Style show
Professional speaking
Co-Author: Beer Pairing
Julia Herz is an Advanced Cicerone(R)
Certified Beer Judge
Advisory Board or Board of Director
Giving
Parks & Rec Commissioner, Lyons, Colorado, Lyons Booster Club
Past Work
Craft beer program
From 2007 to 2020, I led the craft beer programming for the Brewers Association (BA), the Boulder-based not-for-profit trade group representing small and independent U.S. craft breweries. I was a lead spokesperson and voice for craft brewers, a strategic architect of advancing beer via programs including National Beer Holidays, the Independent Craft Brewer Seal, CraftBeer.com, beer and food pairing, beer appreciation education, BA media relations, and diversity and inclusion initiatives.
My work directly contributed to increased beer sales from U.S. craft breweries and elevated the perception of beer as we now know it today.
Additionally, in 2019 U.S. craft breweries collectively donated more than $82 million to local charities.
Creator and publisher of CraftBeer.com
The website elevated craft beer awareness, appreciation, and demand with 10M+ collective visitors from 2009 to 2020.
Independent Craft Brewer Seal
Secured 5K breweries to sign up for the Independent Craft Brewer Seal, representing 85% of craft beer volume and creator of the Independent Craft Brewer Supporter Seal.
National Media
I have been a spokesperson to thousands of media outlets. Through my day in and day out work from 2007 - 2020, I helped establish today’s lexicon on craft beer. This, along with the collective work of many, grew craft beer into a bright spot in the beverage world and to 160K+ direct full and part-time U.S. jobs.
Equity and inclusion
In 2017, I was the lead author of the initiative to update the BA Marketing & Advertising Code, inspiring a cultural shift in beer art labeling, and embrace opportunities to lead and no longer follow when it comes to recognizing unconscious bias. With that, I should and need to do more. See ‘Equity & Inclusion.’
Smithsonian Beer History Program
As the lead staffer behind the Smithsonian’s National Museum of American History American Brewing History Initiative this program secured craft beer and homebrewing’s rightful place in the world's most visited history museum.
CO-Author “Beer Pairing”
Even though we were having success elevating the image of beer, it was not viewed as a pairing beverage. Thus, I co-authored Beer Pairing: The Essential Guide For the Pairing Pros. Today, craft beer has helped beer reclaim its place at the dinner table.
Available at most major bookstores.
Mothers Against Burning Tires
In 2006, I helped create Mothers Against Burning Tires. We organized a rally and a successful letter-writing campaign to stop CEMEX cement factory, the world's second-largest building material company, from burning tires for fuel. Along with 100 moms and children, we marched against this. Media filmed and covered our two mile march from downtown Lyons, CO, to the factory, pushing our kids in strollers while we chanted with megaphones. End result: we won.
Colorado State Ballot Initiative
I was a media coordinator for an amendment on the Colorado state ballot created by Colorado Common Cause and the League of Women Voters that set out to take big money out of politics.
Shellenberg for U.S. President
Way back in the ’90s, I ran a presidential campaign for Boulder, Colorado, based accountant Tom Shellenberg, who sold his house, closed down his accounting practice, and wrote a book on how to balance the U.S. budget. Talk about being inspired.
“In a nutshell, the Internet is a medium where a lesser-known candidate and the most popular candidate are perceived as equals,” says Julia Herz, Shellenberg's campaign manager”
– Arizona Daily Star, 1995