From Craft Beer to Pickles: How One Family Built a Holiday Tradition
GiveThemBeer founders Kym and Joe Toner transformed a $10,000 investment into a thriving business, overcoming personal tragedy and natural disaster to create unique Advent calendars.
Kym and Joe Toner launched GiveThemBeer in 2014 with $10,000, a small warehouse, and a vision to turn craft beer into memorable gifts. Kym, who had experience in the gift industry, and Joe, a craft beer enthusiast, began by packaging six craft beers in metal buckets, with Joe personally shrink-wrapping each order. The company secured its first order on February 23, 2014.
Building a Business Around Family Life
In the early years, GiveThemBeer operated as a passion project around the Toners' demanding schedules. Kym managed the business after their young children were asleep, handling customer service and order processing, while Joe maintained his corporate insurance job. The company did not turn a profit for several years. Kym attributed their early growth to a willingness to experiment and a focus on customer preferences, eventually realizing that the quality of the beer itself was more important than novelty packaging. This led GiveThemBeer to shift its focus to curating highly-rated craft beers from breweries nationwide, aiming to simplify the process of giving appreciated gifts.
Navigating Personal Adversity
In late 2015, GiveThemBeer gained national exposure through television features. Shortly after, Joe's 15-year-old daughter, Hannah, was diagnosed with leukemia. The family's priorities shifted dramatically. For approximately two years, Joe was primarily at the hospital with Hannah, while Kym managed their two young children, aged six months and eighteen months. Kym continued to operate GiveThemBeer during brief windows of time, powered by nap times and evenings. Hannah has since recovered and is now an active participant in the family business.
The Advent Calendar Innovation
The company's trajectory changed significantly in 2017 when Kym and Joe noticed the growing trend of adult Advent calendars. They introduced the GiveThemBeer Beer Advent Calendar, featuring a selection of American craft beers. This product resonated with customers seeking a daily holiday experience. Building on this success, GiveThemBeer expanded its offerings to include hard seltzer, cocktail, and spirits Advent calendars. Their Hard Seltzer Advent Calendar went viral in 2019, solidifying the company's strategy of quickly adapting to consumer interests.
Today, GiveThemBeer offers 21 different Advent calendars, including popular options like pickle, jerky, bacon, and hot sauce, alongside traditional beer and spirits. These calendars have become a cornerstone of many customers' holiday traditions, with many returning annually for their favorites or to explore new offerings.
Resilience in the Face of Disaster
In October 2024, GiveThemBeer faced a significant challenge when Hurricane Milton caused extensive damage to their warehouse just as the peak holiday season was beginning. The storm destroyed inventory and left the facility inoperable. Despite the devastation, orders continued to arrive. Employees, family, and friends rallied to salvage what they could, clear debris, and continue fulfilling orders. Hannah played a crucial role, printing orders from her apartment and coordinating with the team at the damaged warehouse. Within two weeks, the company relocated to a larger facility and resumed operations at full capacity, with most customers unaware of the behind-the-scenes efforts.
A Business Rooted in Adaptability
GiveThemBeer's success is a testament to its iterative approach, customer focus, and resilience. What began as a small venture has grown into a significant family business. The Advent calendars, initially a response to a market trend, have evolved into cherished holiday traditions for customers, symbolizing the unexpected ways families can build lasting legacies. The company's diverse range of calendars now caters to a wide array of tastes, from the adventurous hot sauce enthusiast to the dedicated pickle lover.
GiveThemBeer's current Advent calendar offerings include:
- Pickle Advent Calendar: $89
- Jerky Advent Calendar: $99
- Bacon Advent Calendar: $99
- Hot Sauce Advent Calendar: $149
- Beer Advent Calendar: $89
- Whiskey Advent Calendar: $159
Product availability and prices are subject to change. Alcohol products are intended for individuals of legal drinking age.