Today we’d like to introduce you to Emiley Hayhurst
Hi Emiley , it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
Born and raised in West Virginia, I’m a simple southern girl. We’re known for being down-to-earth, have a strong work-ethic, and hospitality. We saying hello to our neighbors (and everyone), “Yes ma’am, and No, sir.,” and we take care of each other. Whether that’s offering a plate of dad’s cast iron biscuits and gravy, helping the neighbor cut down that big pine tree in their yard, or just simply lending an ear, West Virginians embody the true spirit of southern kindness and resilience. I grew up with these ethics and values, and traveled to Florida after college, where I swore I’d never lose those parts of me.
I traveled to Florida after college and with no idea what I wanted to do, I just knew I loved the beach and would figure it out. Moving to Florida was a culture shock, to say the least, and still is.
To be honest, I have never known what I wanted to be when I “grew up.” I remember my senior year of highschool titling an essay asking that question, “If I could be anything, I would be everything.” And that still somewhat sums me up to this day.
I began working management at an organic cosmetic company, I felt that aligned with my major, Horticulture (even though I wanted to own a flower shop, and maybe, still do.) In the mix of immersing myself in this new climate (both weather and people), I found myself feeling lost. And in that lost space, I decided to go to the gym one day. I began learning bodybuilding, I loved the challenge, I loved seeing how fit everyone in the gym was and it inspired to be do more.
I jumped into a NPC bikini competition. With little-to-no research, I hired a coach. The prep for this competition and the entire experience truly warped my mindset. I struggled with serious health issues and developed eating disorders that I still struggle with to this day. It took a long time to reverse the damage, both mentally and physically. Determined to overcome and still take care of my health, I left my retail management job and became a certified personal trainer and nutritionist. I was absolutely committed to learning how to take of myself and help other women struggling with the same things I was. Somehow, I still felt “it wasn’t enough,” and I felt every time I stepped into a bodybuilding gym, I was reminded of that prep. Honestly, it wasn’t the experience that was challenging any longer, it was realizing I was disconnected from that side of the fitness community. I needed something else.
I found strength in the American Ninja Warrior community. Filled with strong, unique, empowered individuals, we lifted each other higher, every day. The goal was not aesthetics, it was about strength in your mind, body, and soul. Nobody cared what you looked like. You weren’t judged on a stage how aesthetically appealing you looked in a tiny, bejeweled bikini. You were judged on your capabilities, as a ninja warrior. I applied to American Ninja Warrior in 2017, but ended up only testing the course in Daytona before the show was filmed, as I didn’t get selected to compete that year. This community holds a special place in my heart.
I am always seeking more, and I find myself seeking new passions often. I was ready for change and to be out of the fitness industry. I remember asking myself, “Well, Emiley, what do you like?” Working out and beer. Ironic, isn’t it? Here’s where my story begins.
I sought out my local favorite brewery and applied to work in their cellar. I didn’t want to beertend, I wanted to keep being strong and I wanted to be a part of the beer process. It seemed to also align with my major, to a degree. I became the first woman to work in that brewery in their cellar, slinging, filling, and washing kegs. I loved it so much, I would tell everyone about this brewery and the process of beer. I was asked to be a brand ambassador, and quickly excelled in that role, attaining new distribution in local restaurants and bar. This elevated me to the brewery’s sales rep. And this is the role I have thrived in for the past 6 or so years.
Of course, wanting more, I transitioned to working as a sales rep for a rum distillery a couple years later.. Learning and selling spirits is a night-and-day difference. It was challenging, just the way I liked it. In 2020, Covid changed all of our worlds. I was laid off, but was quickly picked up by an emerging craft beverage wholesaler. We were a small, tight-knit group and we did our best to dominate in a cut-throat industry selling everything from craft beer, spirits, boutique wines, and more. Unfortunately, we couldn’t compete with the times and this wholesaler went bankrupt. Finding myself yet again out of a job, I was approached by Southern Eagle Distributing, an Anheusur Busch wholesaler, to assist in running their spirits department. Southern Eagle is a family, with many employees being there 30 years or more and being voted for several years to this day as one of the best places to work. It truly was one of the best places I worked, but of course, I needed more, but for myself this time. With my experience, I went out on a ledge and decided it was time to work for myself.
In 2022, I started my company, “BevCon,” short for beverage consulting. Being a brand builder and having seen all sides of the industry, I knew I wanted to work with specific suppliers who were motivated like me to thrive in an ever-evolving industry.
I began working with two companies that are the epitome of grit-and-grind and are truly filled with “movers and shakers”: Sailfish Brewing Company and Dano’s Dangerous Tequila.
I had always followed Sailfish – Their culture and of course, beer are truly impeccable. They are constantly pushing the status-quo and embodying what it means to be Floridian. Founded by a hardworking innovator, this company started in a tiny little house in Fort Pierce and became the first brewery in the Treasure Coast. Sailfish has become a flagship in Fort Pierce and expanded distribution throughout the state of Florida, as well as opened a second taproom in Vero Beach. As their brand development manager and a creative marketing whiz, I decided we needed a tagline. “Florida’s Beer” can be seen everywhere – from our taproom, to wholesaler trucks, and beyond, we embody the lifestyle of the Floridian. Additionally, last year in a brainstorming session and wanting to be more involved in our state, I decided we needed to adopt a turtle from Loggerhead Marine Life Center in Juno Beach. With many connections coming together, naturally, we partnered with Loggerhead MarineLife Center. In this partnership, we not only work together to save sea turtles, protect our oceans, and educate, but we rolled out with our Hazy IPA, which directly supports LMC. This partnership is what the industry is all about. Just good people coming together. Recently, we launched our podcast, a podcast not always about beer. We interview people who are also movers and shakers – From the Manager of Outreach and Engagement of Captains for Clean Water, Mr. Busch himself, the owner of Lost Boy Creations in Key West, to the founders, we’re constantly seeking to educate and talk about good people, doing good things.
As for Dano’s, that emerging wholesaler I had worked for?.. Well, I was one of the first reps to ever sell their tequila when they launched with that wholesaler. In that time, I got to the know the owner and simply put, I believed in everything that man was doing. From his own history from going to Wall Street and saying, “This isn’t me,” to investing in a woman who he assisted in creating the world’s first baby food (which sold to Gerber), to launching his tequila, which hails from Tequila, Jalisco, MX, out of the 2nd oldest hacienda in the world and is distilled in the oldest hornos in the world. The owner became family with this hacienda and became the first “Gringo” to hold a key to the city. I knew I was aligning with someone who was passionate and cared about not only people, but the product he was putting out there. Alongside our team, we are pushing the envelope by being the world’s first additive-free, fresh-fruit infusion tequila. Something many consumers don’t know, many major tequila brands contain several additives. At Dano’s, the only additives you’ll find are the fresh local ingredients being used in the distilling process. Many tequilas we see on shelves simply cannot compare to what true, authentic tequila tastes like. My mission is educate the consumer and show the award-winning difference.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Absolutely not, but nothing good comes easy, as they say. From culture shock, to eating disorders, to working in an ever-evolving industry, the challenges never cease. But the passion I have for the beverage industry keeps me not only always on my toes, but excited to educate, change minds, and go beyond just being the beverage you choose at your local watering hole. I want people to seek out, be excited, and CHOOSE the brands I work with, not only for their taste, but for their origin and story.
The challenges everyone working in the industry faces isn’t simply making or selling a good product. Many people think all we do is drink for our jobs. While we love our product, it goes deeper.
You thrive on the relationships you build. In a cut-throat industry, relationships can be hard to build. Or, even if you have them, you’re still faced with not only competition (with deep pockets), but awareness as being a craft brand. Selling name brands is easy, everyone knows Titos, Casamigos, Lagunitas, Miller Lite, and beyond… but the biggest challenge is truly selling a craft, local product against the noise. You fight for shelf space that’s been.. for a lack of better terms.. paid for, you fight the consumer who is loyal to these major brands as it’s all they’ve ever known (The craft beer wave for example, really didn’t take storm til about 10 or so years ago and people are very new to authentic tequila), to fighting whatever the current trend is (Hello, White Claw). Covid changed everything. We are constantly trying to find out what the consumer is drinking, especially the Lower Drinking Age consumer (Gen Z!) and spreading awareness about local, craft product.
It’s challenging, but rewarding. There is nothing like turning a consumer onto your brand.
We’ve been impressed with BevCon , but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
I believe I touched on the majority of this part in the first two questions, but to add a bit more.. I would say what sets me a part is simply working for myself. Consulting really isn’t a thing in our industry, a sales rep is typically aligned with one brand and are the face of that brand.
Honestly, I’m known for my reputation. I’m a brand-builder and I immensely care about my relationships (from company, to beverage director, to the consumer) and I show up for them.
I’m most proud of relationships and friends that I have built in this industry, as without them, I wouldn’t have been able to go out on my own. This trust I have built, allows me to sell products that I believe in. When I come into a bar, restaurant, hotel, golf course, etc., people know I’m coming with something that is quality and superior.
I believe instead of readers knowing about “my brand,” I more so want readers to know about the brands that my company represents. The service I offer could be more simply put as “Brand Development,” but it goes deep into spreading awareness and education.
What were you like growing up?
Oh gosh, this is a funny question for me to answer. My personality as a kid is much like who I am today. Again, being Southern, there’s definitely a different personality that I bring to the Florida forefront.
I’m sassy, creative, bubbly, fierce, loyal, and quite strong-willed. Thank you, Mom and Dad.
Growing up, of course like many kids, I definitely struggled to fit in. I had my hard-headed share of challenges and finding my place in this world. I’ve always been a creative – there truly isn’t a hobby I haven’t tried. I’ve always had a hard sitting still and am quite a “yapper” with many of my report cards getting added “Talks too much.” But, I never changed any of that.
My dad taught me to always stand up for myself and fight for what you believe in, while my mom’s strong, fierce personality truly taught me how to overcome… everything. Oh, and of course, to always wear moisturizer and sunscreen!
My dad runs sales for a leading wholesaler of John Deere equipment, so I grew up in a sales household. I think I always knew I wanted to be in sales, for myself, I just always wanted to be like my dad. He was (and is) just so cool and I always wanted to make him proud (and of course, my mom too!). Ever since I was little, there has been a picture frame hanging in my dad’s office, with a quote from Christopher McDougall stating “…..it doesn’t matter if you’re a lion or a gazelle, when the sun comes up, you better be running.” This quote is engrained in my head. It’s how I operate. And funny enough, my dad’s famous line to me growing up was “Ain’t no grass grows around them feet.” I’m always going, I’m always searching and seeking.
Pricing:
- It varies upon the brand’s need, as every brand has different market strategies and needs.
Contact Info:
- Instagram: https://www.instagram.com/emileyhayhurst?igsh=am1vOWlwNnpmN21r&utm_source=qr
- Facebook: https://www.facebook.com/share/9hKobZwPgMTvgpAM/?mibextid=LQQJ4d
- Other: https://www.tiktok.com/@emileyhayhurst?_t=8q6hn8PlWSA&_r=1
