GiveThemBeer now makes multiple advent calendar options. (GiveThemBeer)
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When Kym and Joe Toner started GiveThemBeer in 2014, they didn’t have investors, a large team or a detailed business plan.
They had $10,000 from selling their boat, a 1,000-square-foot warehouse and an idea: Turn great craft beer into a memorable gift.
Kym had experience in the gift industry, and she and Joe had developed an appreciation for craft beer as the category grew across the country. Joe came up with the name GiveThemBeer, and the couple got to work.
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Their first gifts featured six craft beers arranged in metal buckets, and Joe shrink-wrapped orders himself before shipping them.
The company received its first order on Feb. 23, 2014.
Building a business after bedtime
Kym and Joe Toner wanted to make it easy to give someone a gift filled with products they really want. (GiveThemBeer.com)
In its early years, GiveThemBeer was a family project built around busy schedules. Kym stayed home with the couple’s young children and worked on the business after they went to bed.
She answered customer emails, printed orders and handled whatever needed attention the following day. Joe continued working in corporate insurance while helping build the company.
For several years, GiveThemBeer was not profitable.
“We didn’t have investors or a mentor telling us what to do,” Kym said. “We just kept trying things, figuring out what worked and paying attention to what people actually wanted.”
The goal was simple: Make it easy to give someone a gift filled with products they would genuinely enjoy.
That process became the company’s foundation. At first, Kym and Joe assumed customers would gravitate toward clever beer names, colorful labels and themed gifts. But they quickly learned that customers cared less about novel packaging and more about the quality of the beer inside.
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GiveThemBeer shifted its focus to curated assortments of highly rated craft beers from breweries across the country. The goal was simple: Make it easy to give someone a gift filled with products they would genuinely enjoy.
When family priorities changed overnight
The company’s Beer Briefcase appeared on national television in late 2015, giving the young company some of its first major exposure. But five weeks later, when their 15-year-old daughter, Hannah, was diagnosed with leukemia, the family’s priorities changed overnight.
For the next two years, Joe spent his days at the hospital with Hannah while Kym cared for the couple’s 6-month-old and 18-month-old children.
Kym kept GiveThemBeer going during naps, after bedtime and in the small windows between caring for her family.
“The thought of the business not working or Hannah not making it didn’t even cross my mind,” Kym said. “We just took it one day at a time, getting across the finish line to remission.”
GiveThemBeer kept going. More importantly, so did Hannah. Today, Hannah is healthy and an integral part of the family business.
The advent calendar that changed the business
The first advent calendar featured a lineup of American craft beers. (GiveThemBeer.com)
In 2017, Kym and Joe noticed that adult advent calendars were beginning to gain popularity in the United States. They saw an opportunity to take the idea they understood — curated gift-giving — and turn it into a daily holiday experience. The first GiveThemBeer Beer Advent Calendar featured a hand-selected lineup of American craft beers.
Customers weren’t just buying a box of beer; they were buying the experience of opening something new every day throughout December. As interest grew, GiveThemBeer expanded into hard seltzer, cocktails and spirits.
In 2019, GiveThemBeer’s Hard Seltzer Advent Calendar went viral, reinforcing the company’s approach: Pay attention to what consumers are excited about and move quickly.
Becoming part of holiday traditions
Over the next five years, GiveThemBeer became part of holiday traditions across the country. The business began making calendars for a range of interests, including pickles, bacon, hot sauce and other foodie treats.
“What makes it really special is seeing people come back year after year,” Kym said. “These calendars have become part of their Christmas traditions. We might be creating the calendar, but they are creating the memories.”
Rebuilding after Hurricane Milton
A look at the inside of the damaged warehouse. (GiveThemBeer.com)
In October 2024, as GiveThemBeer was preparing for the next holiday season, it was hit with another setback. Hurricane Milton destroyed the company’s warehouse just as the holiday season kicked off. The inventory was ruined, the building was badly damaged and the warehouse was left without power for several days.
For a company that depends on sales from the holiday season, the blow was devastating. But the orders continued coming in.
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Employees, family members and friends worked together to remove soaked carpet and clear debris and salvage what they could to continue filling orders around the damage. Hannah played an integral role, printing orders from her apartment with electricity and making trips back and forth to the warehouse, so shipping wouldn’t miss a beat.
Eventually, the damage became too extensive for the company to remain in the building, and GiveThemBeer had to move. Within two weeks, the Toner family had relocated the business to a larger warehouse and was back to fulfilling holiday orders at full speed.
Kym and Joe offer 21 advent calendar varieties and ship gifts across the country.
Most customers never knew what was happening behind the scenes. They were simply waiting for their gifts to arrive. But for the Toner family, keeping the orders moving became another test of their determination.
When asked about overcoming the hurdle, Kym’s answer was simple: “Not pulling it off was never even a thought.”
A business built one day at a time
There was never a master plan for GiveThemBeer. The company grew through trial and error.
Kym and Joe paid attention to their customers, adjusted when things didn’t work and moved quickly when they saw a new opportunity. They also kept going when life demanded more of them than the business ever could.
Today, Kym and Joe offer 21 advent calendar varieties and ship gifts across the country. And their family’s hard work now shapes other families’ holiday traditions.
Shop Joe and Kym’s advent calendars
Shop GiveThemBeer’s advent calendar collection to bring a new tradition to your family.
The company’s original advent offering, featuring a curated selection of craft beers. (GiveThemBeer.com)
Each day, open one of 12 whiskey shots inside this real, reusable ammo can. (GiveThemBeer)
A daily countdown for pickle lovers featuring a variety of flavors and styles. (GiveThemBeer.com)
A savory assortment of jerky flavors and varieties for snackers and meat lovers. (GiveThemBeer.com)
A giftable countdown built around one of the most popular breakfast and comfort-food staples. (GiveThemBeer.com)
A flavorful option for anyone who enjoys bold flavors and a little heat during the holiday season. (GiveThemBeer.com)
An advent calendar designed for men, the ManVent includes craft drinks, snacks, practical finds and more. (GiveThemBeer)
Product availability, selection and shipping deadlines may vary. Alcohol products are available only to customers who meet applicable age requirements.
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