When Kym and Joe Toner launched GiveThemBeer back in 2014, they didn’t exactly have a road map or a big investment backing them. They kicked things off with $10,000 earned from selling their boat, a rented warehouse, and a rather simple idea: to turn great craft beer into gifts people would remember.
Kym had experience in the gift industry, and both Kym and Joe had come to appreciate the rising popularity of craft beer. Joe, in a moment of inspiration, named the business GiveThemBeer, and they set to work. Their first product was a collection of six craft beers bundled in metal buckets, which Joe shrink-wrapped by hand before shipping. The very first order landed on February 23, 2014.
Building a business after bedtime
In those early days, GiveThemBeer was more a family affair, squeezed into their busy lives. While Kym took care of their young kids during the day, she would work on the business once they were asleep. She managed customer emails, printed orders, and handled whatever was on her to-do list for the next day. Meanwhile, Joe kept his job in corporate insurance, lending a hand with the company whenever he could.
It wasn’t until well after a few years that GiveThemBeer turned a profit. “We didn’t have investors or anyone guiding us,” Kym remarked. “It was all about trial and error — figuring out what worked and really listening to our customers.”
Initially, they thought consumers would be drawn in by quirky beer names or flashy packaging. However, they soon realized that quality took precedence over gimmicky designs. This revelation led them to focus on carefully curated assortments of top-rated craft beers sourced from various breweries nationwide, aiming to make gifting more personal.
When family priorities changed overnight
In late 2015, their Beer Briefcase garnered national TV attention, marking one of the company’s first significant media moments. But just five weeks later, their world flipped upside down when Joe’s daughter Hannah, who was 15 at the time, was diagnosed with leukemia. Family priorities shifted dramatically in an instant.
For around two years, Joe would spend weekdays at the hospital with Hannah, while Kym juggled caring for their infant and toddler, who were just 6 months and 18 months old. Kym kept the business running during nap times, after the kids went to bed, and during those brief moments she could steal away from parenting.
“It never occurred to me that the business could fail or that Hannah might not recover,” Kym shared. “Each day was just about pushing through to the next.” Thanks to their determination, both GiveThemBeer and Hannah persevered. Today, Hannah is healthy and plays an important role in the family business.
The Advent calendar that changed the business
By 2017, Kym and Joe observed a rising trend: adult Advent calendars were becoming popular in the U.S. This sparked an idea for them—creating a daily holiday experience around their curated gift notion. Thus, the first GiveThemBeer Beer Advent Calendar was created, featuring a selection of American craft beers.
People weren’t just buying a case of beer; they were experiencing the thrill of unwrapping something exciting each day of December. As demand surged, they diversified into hard seltzers, cocktails, and spirits. When their Hard Seltzer Advent Calendar went viral in 2019, it reinforced their strategy of paying close attention to consumer interest and acting swiftly.
Today, GiveThemBeer boasts 21 different Advent calendar offerings, including items like pickles, bacon, hot sauces—basically, something for everyone. They’ve sold tens of thousands of calendars since launching that collection. These calendars have evolved into more than mere products. Customers often return year after year, some choosing the same types for their holiday gifts while others await new releases. “What’s truly special is watching people make these calendars part of their Christmas traditions,” Kym noted. “We might create the calendars, but they help create cherished memories.”
Rebuilding after Hurricane Milton
In October 2024, GiveThemBeer faced a significant challenge when Hurricane Milton inflicted severe damage on their warehouse, just as the vital holiday season began. The hurricane wrecked much of their inventory and left the facility without power for days; not the ideal timing for a company that relies heavily on this season.
Yet the orders kept pouring in.
Employees, along with family and friends, rallied together. They removed soaked carpeting, cleared debris, salvaged what they could, and kept up with order fulfillment despite the damage. Hannah, even from her apartment—where she still had electricity—printed orders and shuttled them back to the warehouse.
Eventually, the damage was significant enough that they had to vacate the premises. In just two weeks, they relocated to a larger warehouse and resumed operations at full throttle, fulfilling holiday orders without skipping a beat. Most customers had no idea of the chaos behind the scenes. For the Toner family, it became just another test of their resolve. Kym summed it up: “The idea of failing never made it into my mind.”
A business built one day at a time
There wasn’t a grand scheme underlying GiveThemBeer’s evolution. Instead, it grew through experiments and keen observation of customer wants, adjusting course when things didn’t pan out, and rapidly seizing fresh opportunities. They kept going, even when life threw them curveballs.
What started with a $10,000 boat sale and a modest warehouse has blossomed into a family-run venture with 21 Advent calendars, shipping gifts nationwide. But the company’s expansion is just one piece of the broader narrative.
For Kym, Joe, and their family, the calendars represent much more than products. They’re a testament to how traditions can arise from the unexpected and show that sometimes, the businesses people create are what help sustain their families through tough times.
Advent calendars for every kind of gift-giver
GiveThemBeer’s product range has extended well beyond just beer calendars.
A delightful countdown for pickle enthusiasts featuring a variety of flavors and styles.
An exciting collection of jerky flavors for those who enjoy a savory snack.
A unique Advent calendar dedicated to bacon lovers, celebrating one of the most beloved breakfast staples.
What about hot sauce, you may ask? Yes, there’s an option to explore various flavors and spice levels.
And, introducing their original Advent Calendar, showcasing a curated selection of craft beers.
Finally, a calendar filled with mini whiskey samples for the enthusiasts out there.
Product availability, selection, and shipping timelines may differ. Alcohol products are exclusively for customers meeting legal age standards.
