For Charles “Chuck” Aaron, president and founder of Jersey Girl Brewing Co., the shift from corporate executive to craft brewer wasn’t impulsive—it was deliberate.
After earning degrees from Seton Hall University and the New Jersey Institute of Technology, Aaron built a career working with emerging companies in the U.S. and abroad. But despite the success, the work didn’t suit him. “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 led him toward entrepreneurship—while keeping his roots in New Jersey. When a job required relocating to Michigan, Aaron chose his family. His wife, “the Jersey girl behind Jersey Girl,” had ties to the area, and they wanted to raise their children here. “I always knew I wasn’t leaving New Jersey,” he says.
Around that time, a 2012 law allowing tasting rooms made small-scale brewing financially viable. For Aaron and his longtime friend and business partner, it was the opportunity they had 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 corporate life in 2014 and spent the next 18 months building the business from the ground up—assembling equipment, securing a location, navigating regulations and preparing for launch. Jersey Girl Brewing officially opened in April 2016 and recently celebrated its 10-year anniversary.
The early days required financial discipline. The brewery launched with four beers on tap, focusing on generating revenue quickly. “Cash flow is critical when you’re starting a business,” Aaron says.
What began as an idea quickly became a reality: a business, team, and brand built from scratch. Today, Jersey Girl Brewing offers around 20 beers at a time, along with hard seltzers and nonalcoholic options. Over the past decade, the team has brewed about 250 to 300 varieties, constantly experimenting to define its identity.
“That first year alone, we brewed about 60 beers,” Aaron says. “The fun part is experimenting and tasting. The hard part is deciding what becomes core—what people will recognize as a Jersey Girl beer.”
That process worked. Several beers have earned regional and national recognition, particularly Belgian-style offerings. For Aaron, the accolades reflect the team’s work more than individual achievement. “It’s really a compliment to the team,” he says. “They’re the ones doing the work behind the scenes.”
As the brewery expanded, so did its reach. Jersey Girl Brewing distributes across New Jersey and Philadelphia, with plans to expand into New York and beyond. Aaron still sees more opportunity within the state. “Even within New Jersey, there’s still a lot of opportunity for us,” he says.
Growth has come with challenges as consumer preferences have shifted. Cocktails, hard seltzers, and shifting attitudes have reshaped the market. “it’s a change in taste, culture and expectations,” Aaron explains.
For smaller breweries, keeping up with trends isn’t realistic. “The big players have deep pockets and nationwide distribution,” he says. “We have to be strategic about where we fit.”
Instead of constantly pivoting, Jersey Girl Brewing has focused on experience. Customers learn the product and brand, then carry it 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 ties into Aaron’s approach to leadership. The brewery carries responsibility to his family, employees and partners. “It’s different when it’s your name and your livelihood on the line,” he says.
Despite industry uncertainty, Aaron remains grounded in his original motivation. “I love what I do,” he says. “We’ve built something people recognize. When someone says, ‘Oh, I’ve had your beer,’ that never gets old.”
As Jersey Girl Brewing enters its second decade, the focus is on growth—expanding distribution, strengthening the brand, and offering a space to gather over craft 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 Aaron, that balance is what will carry Jersey Girl Brewing forever. With Father’s Day coming up, Jersey Girl Brewing is the place to go.
Jersey Girl Brewing
Address: 426 Sand Shore Rd #1, Hackettstown, NJ
Phone: (908) 591-4186
Menu: jerseygirlbrewing.com