For Charles “Chuck” Aaron, president and founder of Jersey Girl Brewing Co., the path from corporate executive to craft brewer wasn’t impulsive—it was intentional.
After earning his undergraduate degree from Seton Hall University and a master’s degree from New Jersey Institute of Technology, Aaron spent years climbing the corporate ladder, working in emerging and growth-stage companies both domestically and internationally. But while the career path looked successful on paper, it never fully fit. “I’m not a desk-jockey kind of person,” he says. “I wanted to be part of something that was building, evolving and doing something unique.”
That mindset would eventually lead him away from the corporate world and toward entrepreneurship—without leaving New Jersey behind. When a career move required relocation to Michigan, Aaron made a decision rooted in family. His wife, “the Jersey girl behind Jersey Girl,” was raised locally, and together they wanted to give their children the stability of growing up in one place. “I always knew I wasn’t leaving New Jersey,” he says.
At the same time, New Jersey’s craft beer scene was beginning to change. In 2012, new legislation allowed breweries to open tasting rooms—making small, independent brewing operations financially viable for the first time. For Aaron and a longtime friend and business partner, it was the opening they’d been waiting for.
“We had talked about opening a brewery for years, but the numbers just didn’t work,” he says. “Once the law changed, suddenly they did.”
Aaron left his corporate role in 2014 and spent the next year and a half immersed in the demanding startup process—ordering and building equipment, securing a location, navigating regulations and preparing for launch. In April 2016, Jersey Girl Brewing officially opened its doors. This spring marks the brewery’s 10-year anniversary.
The early days were lean. When the brewery opened, just four beers were on tap. “Cash flow is critical when you’re starting a business,” Aaron says. “You have to stretch every dollar, get open and start driving revenue as quickly as possible.”
Today, the operation looks very different. Jersey Girl Brewing typically offers about 20 beers at a time, along with hard seltzers and nonalcoholic options. Over the past decade, the team has brewed an estimated 250 to 300 different beers, experimenting constantly to refine the brand’s identity.
“That first year alone, we brewed about 60 beers,” Aaron says. “The fun part is the testing and tasting. The hard part is deciding what becomes core—what people will recognize as a Jersey Girl beer.”
That effort paid off. Several of the brewery’s beers have earned regional and national recognition, including multiple award wins for its Belgian-style offerings. “It’s really a compliment to the team,” Aaron says. “They’re the ones doing the work behind the scenes, and it’s nice to see that recognized.”
As the brewery grew, so did the complexity of running it. Jersey Girl Brewing now distributes throughout New Jersey, Pennsylvania and the Philadelphia market, with plans to expand further into New York and additional neighboring regions. “Even within New Jersey, there’s still a lot of opportunity for us,” Aaron says.
But growth hasn’t been without challenges. Consumer behavior has shifted dramatically over the past decade, particularly since the pandemic. Ready-to-drink beverages, hard seltzers and changing consumer preferences have reshaped the market. “It’s not just a COVID effect—it’s a change in taste, culture and expectations,” Aaron says.
For small brewers, chasing every trend isn’t realistic. “The big players have deep pockets and nationwide distribution,” he says. “We have to be strategic about where we fit and what makes sense for our brand.”
Rather than reinventing itself at every turn, Jersey Girl Brewing has leaned into experience. Aaron describes the brewery as “experience-driven”—a place where customers can learn about the product, connect with the brand and take that knowledge with them into the marketplace. “When someone sees our beer elsewhere, we want them to recognize it and remember the experience they had here,” he says.
That philosophy reflects Aaron’s broader view of leadership and business ownership. Unlike his corporate roles, the brewery carries personal responsibility—to his family, his employees and his partners. “It’s different when it’s your name and your livelihood on the line,” he says. “You feel that responsibility every day.”
Despite the volatility of the industry, Aaron remains grounded in why he started. “I love what I do,” he says. “We’ve built something people recognize. I can’t tell you how many times someone says, ‘Oh, I’ve had your beer.’ That never gets old.”
As Jersey Girl Brewing enters its second decade, the focus is less on rapid change and more on thoughtful evolution—expanding distribution, strengthening the brand and continuing to create a place where people can gather, relax and enjoy a responsibly crafted beer.
“Beer should be fun,” Aaron says. “It’s always been part of life’s moments—family, friends, celebrations. In moderation, it can still be part of a great experience.”
For him, that balance—between growth and authenticity, tradition and innovation—is what will carry Jersey Girl Brewing into its next chapter.
Learn more at jerseygirlbrewing.com.
“Beer should be fun, It’s always been part of life’s moments—family, friends, celebrations. In moderation, it can still be part of a great experience.” -Charles Aaron
“The fun part is the testing and tasting. The hard part is deciding what becomes core—what people will recognize as a Jersey Girl beer.” -Charles Aaron
Jersey Girl Brewing Co.
426 Sand Shore Rd, Hackettstown, NJ 07840
jerseygirlbrewing.com
Founded by Chuck Aaron, this experience-driven brewery offers 20+ craft beers and seltzers. Known for award-winning Belgian-style ales and a commitment to NJ roots, they provide high-quality, local brews across New Jersey, Pennsylvania, and Philadelphia markets.