Devil’s Foot Founder Ben Colvin’s Mission of Fruitfulness
Though business is booming for Devil’s Foot Beverage, Founder and President Ben Colvin is taking great care not to lose sight of the business’s original goals and professional ethics. “Similar brands get too big, too fast, and lose sight of community,” Colvin states. “We’re trying to get this right.”
Born in Birmingham, Alabama, Colvin holds a Master’s degree in Environmental Studies and spent the first half of his career working in Conservation nonprofits and in Wilderness Therapy. While working in Wyoming, he met his wife Vashti, and returned with her to Asheville. Years later, the couple met some friends at a local brewery to celebrate Vashti’s pregnancy and were disappointed to find that they had no healthy, non-alcoholic options.
So, Colvin began making his own ginger beer with some friends in his backyard. Over time, they got really good at it and thought, “There’s a niche and a demand for this celebratory, bubbly beverage that could compliment the craft beer industry.” While test brewing, they had mounds of ginger root all over the kitchen. Vashti came through and, thinking the roots looked like some gnarled, subterranean demon appendage, blurted out, “Hey, can ya’ll get all this devil’s foot out of here?” Thus, Devil’s Foot Beverage was born.
The friends created a partnership, and decided to take a leap into entrepreneurship. “The scariest part is that, at some point, you’re working your way out of a consistent job,” he sighs. “You’re taking a lot of risk and putting a lot of faith in yourself and your partners.” Colvin says his trust in and friendships with his collaborators made all the difference, especially with his partner and friend, Jacob Baumann. “It was just us for the longest time,” he acknowledges. The two of them handled all the brewing, canning, production line work, distribution, marketing and paperwork. Thankfully, the company now boasts five employees that make it possible for Colvin and Baumann to focus on the business side of things. Colvin does admit that, working with bankers and lawyers sometimes makes him wish he was canning, “It’s a huge team effort,” Colvin says. “It’s only because we can bring in great people we trust that we can do this kind of work.” Devil’s Foot is currently producing about 6,000 cans a day, and distributed half a million cans last year to North Carolina, South Carolina, and Alabama.
Colvin attributes much of the company’s success to their mantra, “Keep it Simple, Keep it Fresh.” That drives them to make approachable, premium products, using only organic roots and fruits. All of their products are naturally gluten-free and contain less than 50% of the sugar usually found in traditional sodas. “Everything we use is fresh and clean, and brewed in the craft beer style,” Colvin says. “This allows us to build flavor without excessive sugars.” He says that his background in Conservationism drove him to build the company up in a way that focused on sustainability and doing good for the community and the environment. “We’ve pushed it this far,” he says, “and we just have to not lose sight of who we are and who our fans are.”
Cheap ingredients just never felt or tasted right to Colvin and Baumann. So, they only use organic ginger and cane sugar, fresh juices and local honey. They refer to it as, “Farm to Can.” Devil’s Foot is a proponent of the “Full Fruit Life,” which aims to use every aspect of the fruit to its full potential and eliminate waste. Before the citrus fruit is squeezed to get the juice for their sodas, it is zested and used by businesses like Asheville Tea Company and Well-Seasoned Table. The remaining fruit skins and pulps are shared with local breweries to brew their collaboration beers.
This March, Devil’s Foot is scheduled to open their new expansion facility in East Asheville. Colvin expects that their “New Big Brewhouse” space and new canning line will allow them to triple, and eventually quadruple their production. “Now that we’ll have some breathing room to spread our elbows out,” he grins, “we are taking off the leash and will go full Willy Wonka, and make whatever wild small batch concoctions we want.” This year, Devil’s Foot will be launching a few new, diverse products, including root beer and Ghost Ginger Beer (with organic Scotch Bonnett chili). They will also be expanding their distribution to include Georgia.
“It’s a really great feeling,” Colvin says, looking back at the thriving business he has built. “These are exciting times.” As far as success goes, Colvin is staying grounded. “It doesn’t change our bottom-line mission of doing good through business,” he says. “The more successful we are, the more we can give back.”
To learn more about Devil’s Foot Beverage, visit their website: www.devilsfootbrew.com
By Meg Hale Brunton