Scott Zepp, co-founder and director, World of Beer, listens to Celeste Beatty, the Founder of the Harlem Brewing Company, about her experiences getting started in the craft beer industry. Photo credit: Bruce Graner/Studer Community Institute

Giving back is ingrained in Celeste Beatty.

And that’s why the founder of the Harlem Brewing Co. ingrained that same spirit into her business.

My mother and stepfather were always saving something in North Carolina,” Beatty told the crowd at the historic Rex Theatre for the second day of EntreCon. “A library, a program, something. (Giving back) is ingrained in who I am. I believe it should be part of what we do. It’s part of what we call brewing it forward.”

It’s why she believes in supporting nonprofit venues such as the Apollo Theatre and Jazz at Lincoln Center with her business. Music is another critical element to Beatty’s business model.

“Music gives a lot to me in terms of my inspiration,” she says. “I just think we’re given so much, we have to give back.”

Scott Zepp, co-founder and director, World of Beer, talks with Celeste Beatty, the Founder of the Harlem Brewing Company, about his experiences getting started in the beer industry. Photo credit: Bruce Graner/Studer Community Institute

When she introduces Sugar Hill Golden Ale or other specialties of her craft brewery to markets, she tries to link it to a place that supports and live music. It is a philosophy that is tied to the sense of community that the craft brewing world cultivates.

The craft brewing industry is riding a peak in its journey, linked beneficially to the embrace of a grow-it-local world that includes farmers markets, shopping local and a renewed interest in the spirit of small business ownership and entrepreneurism.

Beatty’s co-presenter was Scott Zepp, the co-founder and director of World of Beer. He, too, noted the importance of investing in placing your product or business at an event, even if sometimes, the return on that investment isn’t full.

“We don’t do much marketing,” Zepp said. “But to me, if we do those events, I’m OK with losing money if people had a good time and they’re talking about us. As long as we don’t lose too much money, I’m able to live with it.”

Bringing people into a business that began as a passion project is always challenging. Zepp said he wants people on his team who are humble, honest and happy.

“Happy people are contagious,” Zepp said.

Beatty noted hiring challenges as well.

“You have to like craft beer,” Beatty said. “You have to have dedication and passion and not take no for an answer. I have to see they’re willing to go the distance. Can you get a no to yes that going to help us.”

For example, she noted, it took her four years to get Whole Foods to carry her beer.

“We could have said ‘forget it.’”

But they didn’t and are now tied into an outlet that matches Beatty’s business mission.

For Beatty, brewing is obviously a passion, one she wants to see reflected in her employees and partners. So, too, is the tie to history and culture that the name of her company evokes.

“I hope the brand and what we brew lives up to the name,” she says.