Meet Bevolution Creator in Bev Grantee Vivian Ward

Vivian Ward's journey into craft beer advocacy began with a simple search that revealed a glaring gap in representation. While planning her annual Good Vibes Party in 2020, she discovered the near-absence of Black-owned beer options in local stores and distributors across St. Louis and Southern Illinois, Metro-East Region. This moment of realization sparked what would become The ExBeerience, a mission-driven initiative focused on diversifying craft beer spaces and creating inclusive community experiences.

From hosting intimate garage gatherings to organizing collaborative brewery events and launching the annual Juneteenth Beer Collaboration, Ward is on a mission to dismantle barriers that have excluded Black communities from craft beer culture, working to ensure representation, ownership, and authentic storytelling within the industry. Despite facing industry gatekeepers and resource challenges, she continues to champion inclusivity through virtual and in-person events, working toward her long-term vision of opening a diverse craft beer space that reflects the community she's been building one connection at a time.

Don't miss Ward's upcoming ExBeerience Juneteenth events on June 21st at Blue Jay Brewing in St. Louis, MO, and June 22nd at Shoehorn Brewing in Belleville, IL, featuring tribute beers honoring 90s Hip Hop icons with proceeds supporting local nonprofits. 

In our interview below, learn more about Ward's ExBeerience and how you can get involved.

Your craft beer journey started with a charitable beer tasting at your annual party. What was the moment that transformed this from a one-time event into a mission to diversify the craft beer space?

I was planning my annual Good Vibes Party in 2020 when I began looking for Black-owned beer for the bottle share. I could not find anything in my local craft beer stores, grocery stores, and other liquor distributors. That moment sent me into a spiral trying to find all of the Black-owned breweries in the country and to begin sharing that knowledge with others. The lack of beer representation only reiterated the lack of inclusion I already felt when visiting local craft breweries.

You mentioned transitioning from hosting events in your garage to collaborating with breweries. What challenges did you face in making that leap?

The biggest challenge with being a new entrant to an already established beer scene is the lack of recognition. I was fortunate to begin building organic relationships with some breweries. Visiting Chicago to attend Black and Brew Chicago's anniversary where they featured all the Black-owned breweries was my first time being able to meet and chat with Black-owned breweries. That relationship led to my first Zoom beer tasting with Funkytown and Moor's.

I then reached out to Kelvin at Beale Street to host a Zoom beer tasting. From that relationship, I was able to connect with a local brewer in St. Louis, who was collaborating on a beer with Beale St. That brewer agreed to collaborate with me to host my first taproom event. However, the work to host other taproom events was just beginning.

Tell us about how the first Juneteenth Beer Collaboration kicked off and plans for its second year.

I initially wanted to host a beer festival featuring Black-owned brewers. That proved to be more work than my team of 1 and my pockets could handle. I then thought that it would be cool to host a celebration that involved beer and Juneteenth. I had already established some relationships with breweries who hosted ExBeerience The Tap events, who replied back almost immediately. I invited 10 breweries, and 4 signed on.

The second year has proven more difficult for participation, which I expect is due to the political climate and the federal changes to DEI. However, two of the breweries signed back on and I am super grateful for them! We just celebrated our 2nd year at our opening bottle share last night.

How can breweries, bars, and beer-related businesses get involved?

Host an ExBeerience The Tap event in-person or virtually; donate prizes for giveaways during events; support some Juneteenth costs such as DJs, can art competition, face painter, marketing and prints.

Looking ahead, what is your vision for The ExBeerience over the next few years? Are there specific milestones or expansions you're working toward?

Long term: I would really love to open my own space to create the type of diverse culture I've been wanting to see in the craft beer scene. Shorter term: I would want the ExBeerience Juneteenth Beer Collab to take place over the entire month of June with a couple of breweries launching a beer every week.

As someone working to diversify craft beer spaces in St. Louis, what specific barriers have you observed that prevent greater inclusivity in the craft beer community?

Gatekeepers are a real thing. Some folks just don't want to give me access to an industry that they don't believe I belong in. Some folks don't think there is an issue with diversity in taprooms and don't see the relevance. Some folks don't want to be labeled as anything that could upset their customer base. Funds and resources are also difficult to access when you don't have the network needed.

From your perspective, why are grant opportunities like this important for underrepresented beer/bev industry professionals, specifically for women, nonbinary individuals, and LGBTQ+?

It gives folks who aren't super accomplished and connected a chance for much needed support.

Any favorite brews, wine, and other beverages you are enjoying right now? Would you like to share any of your favorite breweries, wineries, or bars?

The brewery I work at has a great brewer/owner! I am currently drinking the Time Wizard which is a Helles lager. Some of my favorite breweries are: Funkytown Brewing in Chicago, Oak Park Brew Co. in Sacramento, Lady Justice in Denver (only visited once but I love how they show up), Blue Jay (St. Louis) and Shoehorn (Belleville, IL) are my biggest supporters, City Barrel and BKS Artisan Ales in Kansas City, MO, Cajun Fire in New Orleans (a friend brought me 3 beers and each were more delicious than the next), No Name Brewing in Ellisville, MO (known as having the smallest brewing facility in the company) everything I have tried so far has been very good.

What would you like to see more of in the beverage industry? From your perspective, how can industry professionals and customers do their part?

More community efforts and involvement. Everyone should have a goal of building community and not just the community that looks like them or that they are comfortable with. Be intentional with everyone. This is for breweries and consumers. We all should support each other. Small businesses should support other small businesses more. A small/local bar only selling big name generic beer should consider selling local beer. We have to find a way to help each other more.

If you'd like, feel free to shout out another woman-owned business you support or feel deserves a spotlight:

I have to shout out Mickey with Black and Brew Chicago. She has built a network of nonprofits over 4 states and has been a great supporter and friend. Ashlie Randolph has been a great supporter, always giving me knowledge, info, and helping to guide me when needed. Her organization, Lifting Lucy, sponsored my membership to Pink Boots and NB2A and has donated prizes for some ExBeerience The Tap events.

Anything else you'd like to share?

Thank you for creating this space and opportunity.

Connect with Vivian and The ExBeerience: 

Facebook: The ExBeerience
Instagram: @LoveTheExBeerience
Website: LoveTheExBeerience.com
TikTok: The ExBeerience
Threads: Love The ExBeerience

Join the ExBeerience Juneteenth events! 

Date: Saturday, June 21, 2025, from 3-5pm

Location: Blue Jay Brewing in St. Louis, MO

Details: A tribute to the ladies of 90s Hip Hop honoring Queen Latifah. Featuring Juneteenth beer Queen’s Gold, a golden cold IPA with Citra, Mosaic and Southern Passion hops. Proceeds benefiting the nonprofit organization 100 Black Men of Metropolitan St. Louis.

Date: Sunday, June 22, 2025, from 3-5pm 

Location: Shoehorn Brewing in Belleville, IL

Details: A tribute to the ladies of 90s Hip Hop honoring Salt-N-Pepa. Featuring Juneteen beer Salt-N-Lime, a fruited blonde with salt including Magnum and Hallertau Mittlefruh hops. Proceeds benefit the nonprofit organization It’s Your Birthday, Inc., which supports children in homeless and domestic violence shelters throughout MO, IL, IN, and PA.