Rachel Kiley was the first-ever employee at Atlanta-based Monday Night Brewing when it opened in 2012, joining as sales director and working her way up to chief operating officer.
After helping lead the brewery’s expansion to six locations across four states and 21,000 barrels of beer produced in 2023, Kiley has stepped down to become CEO of Sneaky Spirits, the brand she founded with her husband, Peter, who is Monday Night’s brewmaster.
In the latest edition of A Round With – a Q&A with industry leaders just for Brewbound Insiders – Kiley discusses the nuances between craft beer and craft spirits, the relationship between Monday Night and Sneaky Spirits and how entrepreneurs can shrug off the doubters.
You helped grow Sneaky Spirits from its infancy while at Monday Night and are now taking the reins as CEO. What has this journey been like for you?
Rachel: Sneaky Pete Spirits has been in the works for a few years now, but the Yacht Water & Pedro Furtivo products have been in earnest development for about two years. During that time, I was opening two out-of-state taprooms with Monday Night Brewing (Garden Co. in Charlotte, North Carolina, and Proofing Co. in Knoxville, Tennessee), and also trying to work on Sneaky Pete products, design, distribution and go-to-market strategy.
I am so proud of the taprooms I opened with my team in that time period, and I think they are really special and beautiful places of community in their city. They are also in great hands with the other hospitality leadership at Monday Night, and I realized I was ready for a change.
I am excited to now have one job instead of two, and to focus my full effort on building and growing Sneaky Pete Spirits.
Similarly, you were the first employee at Monday Night, which has now grown into a regional powerhouse. How does it feel to be stepping away?
Rachel: It’s definitely a big change! Monday Night Brewing had its 13th anniversary party recently, and it was my first time attending as a guest. It’s an even more fun party when you’re not working, for sure.
Sneaky Spirits and Monday Night will maintain a relationship. What can you tell us about it?
Rachel: Monday Night will be the co-packer for our Yacht Water line and, as someone who used to manage our production and operation team years ago, I know that our production and packaging team will ensure a consistent, shelf-stable, high-quality product for us.
Monday Night will also feature Sneaky Pete offerings at all taprooms, and I will continue to liaise with Monday Night in an advisory capacity on new projects and initiatives.
How will your craft beer career help you in the craft spirits world?
Rachel: I’ve learned what it looks like to craft and sell a product in a very crowded market, and how to stand out amongst the noise. In my time in craft beer, I have also learned that marketing campaigns and account relationships are important and necessary, but will ultimately never be enough if you do not have a high-quality product.
I would never have left Monday Night Brewing if I wasn’t personally excited about the liquid we are making with Yacht Water and Pedro Furtivo.
What are the most important things on your to-do list for your first year as CEO?
Rachel: The most important thing on the top of my to-do list has already been accomplished, which is developing our recipes and securing our sustainable supply of additive free tequila.
With this goal completed, my next focus will be growing Yacht Water distribution along the entire eastern coast.
What is your favorite cocktail involving the Sneaky Spirits family?
Rachel: My drink of the summer has been the Pedro Paloma.
- 1.5 oz. Pedro Furtivo Reposado
- 1 oz. fresh grapefruit juice
- ½ oz. agave syrup
- ½ oz. fresh lime juice
- Topped with Yacht Water Jalapeno in a large rocks glass
What’s the biggest challenge you’ll face in starting up?
Rachel: Distribution and navigating alcoholic beverage control states. Regulations and taxes around selling liquor are so different than beer regulations, and there’s a steep learning curve as we attempt to expand distribution of our products throughout the Southeast and beyond.
How will you define success in Year One?
Rachel: We have some exciting partners we are working with on a couple of projects, and I hope to learn as much as possible from them about marketing and consumer engagement in the upcoming year.
Every day that someone new gets to try Yacht Water or Pedro Furtivo and loves it, is a successful day.
What’s one piece of advice you’d give someone branching out on their own?
Rachel: There’s a baseline level of competence and energy required to start a new business, which many folks have, and after that it’s really just about staying positive and taking the next step every day.
It is cliché, but staying positive and protecting your dream from folks who want to ‘“yuck your yum” is the best advice I can offer.