Caitlin Landesberg: Founder & CEO, Sufferfest

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My Native Admission Statement: I live to be with my family. My Sunday morning walk to the farmers market with my husband, two small children, and dog are the most gratifying hours of my week. I drink tea in the morning, beer cocktails at night, and do my best as a pescatarian. I find release through sweating and moving my body in new ways. I love learning a new skill, getting stronger and surprising myself. I’d love to start learning how to brew kombucha and I secretly wish I was a professional singer competing on The Voice. I’m competitive and hardest on myself. When I put my mind to something, I am tormented until it’s done.

How did you get into the industry?

A selfish need drove me to define and develop the beer I wanted to see in the world. After years of tasting beers that didn’t make the mark or understand me as a healthy & active consumer, I started brewing at home and enrolling in courses at UC Davis School of Brewing and Food Science. I became engrossed in all that beer could offer. My new found knowledge ignited my ideas and passion to change hearts and minds around the role beer can play in a fit consumer’s lifestyle. As my recipes evolves and my beer more palatable, it wasn’t long when I saw that I wasn’t alone in my need...far from it!

Any emerging industry trends?

Better for you in food drove better for you beverage and alcohol beverage has followed in suit to answer the demand’s of Today’s Consumer. Functional beverage is the fastest growing category in alcohol beverage.

What’s next for the Business in the near future?

We are launching nationally so we can reach deserving, sweaty consumers everywhere! We believe the beer industry is ripe for disruption and we hope to make our mark and reimagine the role beer plays in the hearts and minds of healthy and active people. Beer can taste awesome and still hit nutritional thresholds you’re looking for!

Career advice to those in your industry?

Know your consumer and serve them well. Having a point of view is worth more than please everyone this day in age.

What do I do best?

I love working with people. I hire enthusiasm and passion over experience. I believe in authentic connections with people and fostering strong relationships with buyers, wholesalers, partners, and most importantly, our drinkers.

What makes me the best version of myself?

I believe I am honest and allow myself to be vulnerable in front of my teammates. The combination of honesty and respect when working with others and managing others, in particular, has always steered me in the right direction.

What are my aspirations?

I am always working on being a more direct and inspirational people leader. I aspire to build a household brand that disrupts an industry for the good and positively impacts the communities where in which we operate.

My Biggest Success?

Parenting my 7 month old son and 2.5 year old daughter. Seeing my daughter as a happy, healthy and kind individual is the most gratifying feeling.

My Motto?

Give ‘em hell. (As told to me by my dad for the majority of my life.)

My Favorite Places/Destinations?

Our annual pilgrimage to the lakes region in Maine. It’s going off the grid and traveling back in time all in one place!

My Favorite Products/Objects?

Thule jogging stroller.

Apple iPhone earbuds.

My Current Passions?

Burro racing.


My Daily Thoughts:

Goal of the Day: Sweat for at least 20 minutes.

Action of the Day: Visit a retailer and say hello to the buyer.

Deed of the Day: No plastic bottles!

Tip of the Day: One thing at a time. Carve out “Caitlin” time in the calendar. Otherwise, it won’t happen.

What do you love most about Your City?

The view of the Golden Gate Bridge never gets old. Literally - every day I see it I am awe-inspired.

What are you doing at:

6:00 AM – Morning routine and bottles with the little ones!

10:00 AM - In the office meeting with my teammates.

12:00 PM - Favorite Lunch spot/meal?

Blue Barn for big salads and draft Sufferfest Beer.

7:00 PM - Bedtime routine with my husband and kids. Groundhog day.

11:00 PM - With any luck, I am fast asleep!

What drink do you need to get through the day and at the end (and how many)?

I love mixing drinks, exploring new brands and beverages. It’s less about the alcohol (I’m even dabbling in non-alcoholic spirits) and more about a fun, creative routine after a long day.

What should everyone try at least once?

My mom’s gluten-free carrot cake.

Where do you enjoy getting lost?

The Farmer’s Market.

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