Atlanta Beer Boutique: How a Childhood Ritual With Her Father Evolved Into Her Career Passion

For Jen Price, it all started at the young age of five when she anxiously awaited her father’s arrival home from a long day of work. As the afternoon sun began to fade and the front door cracked open with her father’s footsteps, Jen excitedly ran to the fridge and retrieved an ice cold Miller High Life. She popped off the cap as she did every day and poured the Champagne of Beers into a tall chilled glass ready to present to her father. She would meticulously savor the foam off the top of the glass prior to handing the High Life to him.
atlanta beer boutique

At age 43, Jen is nostalgic over these fond memories which in turn has driven her curiosity and appreciation for beer as she dreams of turning it into her professional calling.

“Beer has a nostalgic place because of the memories with my father. I later grew an appreciation for the flavors, the culture and the craft during my college years in Boulder, Colorado while interning during the summer months.”

As Jen continued her formal career based on her studies in transportation planning, she focused her free time on her love and fascination of beer. First she created a beer blog with topics such as “30 beers in 30 days” to further educate herself on the world of craft beer. As her passion evolved, Jen created beer events and classes which to her surprise attracted a minority demographic that LOVED beer. “When I first started, I really thought my events would attract regular old beer folks which would mostly consist of white men. Through the evolution of my events, I realized how many women, especially of color, were excited to learn about craft beer and that it was an untapped market place”.

As a result of her classes, blog posts and events, Jen created her first book, “Chick’s Guide to Beer” in 2017 and was driven to create as many resources for enthusiasts to enjoy the world of craft beer. With momentum building, Jen is now biting the bullet and raising money to create her ultimate dream, the Atlanta Beer Boutique. As thirsty patrons arrive, they will have a beer lover’s choice of unique and tasty beverages in the retail section as a well-appointed tasting room to relax, learn and share craft beverages with friends. “My ideal customer will be someone slightly intimidated by the beer experience but knowing that they came to the right place to build their knowledge and a specific tasting profile just for them”, states Jen.

While the vision and infrastructure is in place, Jen is raising capital to execute and build the Atlanta Beer Boutique and looking for funders equally as passionate for what this destination can bring to the community.

As part of the first EnrichHER pitch competition, Jen described the experience as a complete step outside of her comfort zone. Surrounded by other women founders, she realized that she was one of many in the room feeling the “imposter syndrome” while creating a new business. “Seeing other women pitch and tell their stories validated my own feelings but gave me the empowerment to push myself out of my fear based mindset”.

We at EnrichHER continue to thrive on stories like Jen’s so that we can continue to create an empowered community of fascinating women who continue to strive past their comfort zone. We look forward to our first tasting experience at the Atlanta Beer Boutique!

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EnrichHER is a financial technology platform that matches revenue-generating companies led by women and founders of color to individual and institutional sources of funding. A Certified B Corporation™ and portfolio company of Techstars, Fearless Fund, and Georgia Tech’s ATDC Accelerate program, EnrichHER has been in-market since 2019, deploying $14M in capital to traditional businesses from 47 states. Our network has engaged with over 98,000 companies through our digital community and in-person activations. Named one of Atlanta Business Chronicle’s 2021 “Atlanta Startups to Watch” and winner of the FinTech South Challenge, EnrichHER is proud to fuel the fastest-growing demographics of business owners — Black women and diverse-led companies — by providing capital, coaching, and connections.

Because EnrichHER offers a turn-key Fintech platform with access to over 98,000 New Majority business owners, we partner with foundations, corporate giving departments, and impact investment groups to deploy $10 Million impact funds to our ecosystem.


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