After four intense, unforgettable years, the Board and I have made the tough call to close the doors at Beneficial Beer Co.
This was a startup I poured my heart, health, and resources into, personally investing more than anyone, even beyond the generous seven-figure support of our investors. But as every founder knows, this game comes with no guarantees. Everyone involved understood the risks.
The financial loss is real. But what hurts more is everything behind the scenes: the emotional toll, the time away from family, the friendships strained, and the other businesses I could not give my full energy to while trying to make this one work.
This chapter has also come alongside a personal one: the end of a 15-year relationship with my former partner, the mother of my dearly loved son. It has been deeply painful, but we are working through this with care, and our shared focus is making sure our boy knows he is supported, secure, and loved unconditionally.
And still, I own it. Every choice was mine. I went into it "stone cold sober" with belief and purpose, even when others (especially my mum) advised caution. She made me go to TAFE to study brewing before raising capital, a smart move. She also told me not to involve family and friends financially. I wish I had listened to that part, too.
Here is what I am holding onto:
- My health is strong again. I feel like myself. Tick!
- My business partners in other ventures are phenomenal, and together we are rebuilding. Tick!
- I have gained a lifetime’s worth of lessons in leadership, timing, resilience, and humility. Tick!
The loss that cuts deepest? Feeling disconnected from people I value. If you are one of them, I want you to know I see it and I care. Business can test even the strongest bonds.
To our staff, our advisors, our customers, our investors, and our believers, thank you. I remain incredibly proud of what we attempted, and of the conversations we sparked about alcohol alternatives and better health.
I leave this chapter not broken but clearer, stronger, and with a more profound sense of who I am, what I value, and how I want to lead from here.
If you are building something, I am still in your corner. If you have failed before, you are not alone.
The next chapter starts now with my son as my most significant reason to keep showing up better.
Cheers,
DJ
