When Karen Hertz launched Holidaily Brewing in 2016, she wasn’t just starting a brewery — she was launching a movement. 

As a two-time cancer survivor with a gluten intolerance and a deep love for craft beer, Karen saw an unserved community and decided to brew the beer she wanted to see in the world. 

Today, Holidaily is the largest 100% gluten-free brewery in the U.S., distributing to 11 states and continuing to expand its presence in national chains like Trader Joe’s, Sprouts, and HEB.

But this isn’t just a story about growth. It's about how Holidaily raised nearly $1 million to make that expansion possible, with the help of StartEngine and hundreds of everyday investors.

Why Holidaily Chose Equity Crowdfunding

Hertz was no stranger to raising capital. She’d completed traditional angel rounds before, with high minimum investments that limited participation to a select few. 

But in Holidaily’s taproom and across its customer base, she kept hearing the same thing: “I love your beer. I wish I could invest, even just a few hundred dollars.”
“With my other raises, the minimum might be anywhere from $25,000 to $100,000,” explained Hertz. “I met a lot of people in our tap rooms that told me, ‘I love what you're doing. I don't have $100,000, but I have $5,000, or $1,000, or $500, and I want to be a part of it.’”

That sentiment sparked a shift in strategy.

With the help of StartEngine, a leading equity crowdfunding platform, Hertz opened up Holidaily’s investment opportunity to everyday people, not just accredited investors. 

Equity crowdfunding, made possible through Regulation Crowdfunding (Reg CF), allows anyone to invest in early-stage private companies. For Hertz, that meant her fans could now become shareholders, not just consumers.

Investments through equity crowdfunding are subject to eligibility requirements, offering limits, and carry risk of loss.

Nearly $1 Million Raised Through StartEngine

Over 300 people took her up on the offer, and invested $916,251.89 into Holidaily’s growth. 

“People were so excited, especially the people who were already tied to us,” said Hertz. “Our regulars in the taproom, the gluten free community, the craft beer community, people that want to support women-owned businesses — people from each of those segments and beyond were excited to participate.” 

That capital helped fuel Holidaily’s continued growth:

• New tanks, unlocking brewing capacity
• Upgraded canning and packaging line
• Purchase bulk inventory to save on cost of goods
• Staffing and expanded marketing campaigns

“Fundraising helped us continue on our growth plans, and the ‘marketing army’ that I have out there now is pretty powerful,” said Hertz. Specific to equipment upgrades, she added that Holidaily was able to jump canning speed from 30 to 100 cans a minute with the help of this capital.

Individual results will vary and are subject to many factors, including market demand, marketing effectiveness, and investor interest

What Made the Campaign So Successful

From day one, Holidaily’s campaign made waves. It reached #1 in momentum on StartEngine during its first week and saw consistent momentum throughout the campaign. Here’s why:

• Extensive networking: Hertz attended industry conferences, spoke at events, and built a strong presence on social media to grow a base of potential investors.

“I did a ton of networking, speaking at events and conferences, and if I'm up speaking, my social media handles are visible, too,” added Hertz. “I want them following Holidaily and following me.”

• Marketing prep: Holidaily crafted compelling messaging, collaborated with StartEngine’s marketing team, and produced a campaign video guided by StartEngine’s compliance and creative support.

“You could almost justify spending all of your money on marketing,” added Hertz. “We focus on doing unique marketing and keeping people as informed as possible about our brand.”

• Data readiness: The StartEngine team helped Holidaily track the performance of the company’s campaign every step of the way to ensure Hertz and her team could double down or pivot as needed. 

“What works for one brand is not going to be the same for everybody,” said Hertz. “We looked at the data and threw in a couple of perks in the middle of the campaign, which led to some spikes with investments.”

• Consistent and Personalized Updates: Hertz posted three updates per week on the StartEngine campaign page and matched that communication across social media. She also incorporated PR wins and milestones into updates to maintain momentum.

“Consistent messaging on our campaign page was key,” said Hertz. “It was valuable to have a platform besides social media where people could look us up and find the most detailed information about our raise.”

Individual results will vary and are subject to many factors, including market demand, marketing effectiveness, and investor interest

Beyond the Money: The Broader Impact

Just as important as the capital was the community built along the way.

Hertz now hosts quarterly investor update calls, monthly communications, and in-person taproom events. Investors became Holidaily’s most vocal supporters, actively promoting the brand in their home markets and beyond. One even asked for a box of ambassador cards to distribute.

And the impact didn’t stop at Holidaily. Hertz now regularly fields inquiries from other founders asking how they can follow her playbook.

Hertz’s biggest piece of advice? Don’t underestimate the work. 

“You're not going to just put a couple pictures on a website and be able to raise $1 million,” said Hertz. “It was a huge focus for me, and I had my team prepared, trained, and ready to help me.”

Interested in Following Holidaily’s Footsteps?

Whether you’re an up-and-coming distillery, an established brewery, or another community based business looking to scale, equity crowdfunding lets you tap into your most loyal fans — and turn them into stakeholders.

Success in equity crowdfunding varies and depends on multiple factors, including audience engagement, marketing, and campaign strategy. Not all companies will experience similar results.

If you’re looking to explore raising capital and building a community around your brand, StartEngine may be the platform for you.
 

Join the movement. Launch your campaign with StartEngine today.

DISCLAIMER: This case study describes Holidaily Brewing’s Reg CF offering, which closed on January 30, 2025. It is for educational purposes only, does not constitute an offer to purchase any security, and is not tailored to any individual investor. Past results do not guarantee future performance; investments are speculative and involve risk.DISCLAIMER: This case study describes Holidaily Brewing’s Reg CF offering, which closed on January 30, 2025. It is for educational purposes only, does not constitute an offer to purchase any security, and is not tailored to any individual investor. Past results do not guarantee future performance; investments are speculative and involve risk.