The pursuit of ‘hoppiness’: Couple drafts a plan for success, opens Twisted Ales Craft Brewing

By Anthony Langley (B.S.’16/MC)

A need for adventure brought Debbi (B.A.’12/H&S; B.A.’12/H&S; Cert.’15/B; M.B.A.’17/B) and Jason (B.S.’17/B) Price to Richmond, Virginia. The couple had lived in California for more than 20 years, but when life started to feel the same, they pulled out a map of the East Coast and threw caution to the wind.

“We put our hands together and made a pointer, closed our eyes and said wherever our fingers landed was where we were going to move,” Debbi says. “When we opened our eyes, we had landed on Richmond. Everything else is history.”

In four months’ time, the Prices sold their home, picked up their two children and moved across the country, sight unseen, arriving in Virginia in 2004, just before Hurricane Gaston hit Shockoe Bottom.

“We turned on the news and saw cars floating down the streets,” Debbi says. “It was quite the first day, but we couldn’t turn back.”

Several years later, Jason started working at Virginia Commonwealth University’s Survey and Evaluation Research Laboratory as a Web developer, and he fell in love with the university and the diversity it offered. Having completed a two-year degree program at Riverside City College before leaving California, he wanted to obtain his bachelor’s in business. VCU was the perfect fit.
“I started in 2006 and had to learn to balance a full-time job, being a parent and going to school one class a semester,” Jason says. “I had more than 20 years of development experience behind me, but it was great to see the educational side of things, and I’m grateful I was able to impart some of my knowledge to my fellow students as well.”

Debbi, who had been studying at the University of Virginia, transferred to VCU where she took classes full time and immersed herself in the college experience. As an undergraduate, she double majored in history and international studies, founded the student organization History Now and served as a senator in the Monroe Park Campus Student Government Association.

She has worked as an academic adviser and administrative specialist in the VCU Department of History since 2013 and has earned both a Certificate in Business Administration and a Master of Business Administration from the VCU School of Business.

“VCU is a microcosm of the world,” Debbi says. “I love the fact that at every turn you can experience something new and culturally diverse. We’re very lucky to have that [on campus].”

Nearly a decade had passed since the family had arrived in Richmond, and the couple had developed a love for craft beer. After some convincing from his wife, Jason eventually decided he should learn to make his own.

“The closest thing we had to [craft beer] growing up in California was Corona and lime, so this was an incredibly new experience for me,” Jason says. “We entered some of our first batch into a competition and got second place. I just couldn’t stop after that.”

The Prices developed more recipes and entered more competitions, and as their success grew so did their ambition. Thinking it would be great if they could run a family business, they drafted a plan and set out to open their own brewery.

“Our oldest son has autism and suffers from a seizure disorder,” Debbi says. “Being able to provide him stable and safe employment was a huge factor in deciding to open a business on our own.”

This past June, nearly two years after that initial conversation about starting a business, their dream became reality when Twisted Ales Craft Brewing opened to the public in the trendy Manchester area of South Richmond. Named for Jason’s want to push the creative limits that craft beers are judged by in competitions, the community has welcomed them with open arms.

The couple is planning an autism awareness fundraiser and is working with a group of VCU School of Pharmacy students who approached them to raise money for The Daily Planet,. The Prices are also partnering with Richmond’s Pink Ink Fund, which provides aid to those needing assistance with post-mastectomy tattoos.

“[Opening a business] hasn’t been easy, and we’ve had our ups and downs,” Jason says. “Regardless of what people tell you, you’re never really ready until it happens.”

With a successful business launch under their belts, the Prices are considering bottling and canning their brews and distributing them within the state, but they remain focused on doing what they can in Manchester.

“You know, there’s no grocery store in Manchester, so we’ve been talking about bringing in a farmer’s market,” Debbi says. “For us it’s more than beer, it’s a place where community can come together.”