Rhonda Kallman New Century Brewing

for seizing opportunity-- again and again

What's the best lesson other entrepreneurs can learn from Rhonda Kallman and her career? "Talent comes in all kinds of packages," says James Koch, her co-founding partner at the Boston Beer Co., maker of Sam Adams. Kallman started at age 19 as Koch's secretary at a management consulting firm, a company that had nothing to do with beer. She had an associate's degree and mostly bar and restaurant jobs on her resume. That would include the bartending job she went to when she left Koch's office in the evenings.

Perfect. "Jim knew about brewing and wanted to start a company," Kallman says. "I knew about bars and just kept doing my homework." Kallman started as account manager in 1985 and a year later was named founding partner and VP of sales. Sales increased by 30% to 60% each year in the company's first decade. They slowed down, and not by too much, only after Boston Beer went public in 1995. Kallman's title changed to executive vice president at that point, but her role remained the same: building Boston Beer's sales force and brand-marketing efforts. Sam Adams was the first national microbrewery to find a place in coolers and ballparks across America.

By 1999 Kallman felt Boston Beer had fully matured, and she stepped away to spend time with her family and consider her options. She wasn't sure what her next business move would be, or if there would be one. But, just as she was settling into a Caribbean vacation with her family, Joseph Owades, the inventor of America's first low-calorie beer, Miller Lite, reached her. He wanted the Pioneering Woman in the Beer Business--that's what it said on the award given to Kallman by the Association of Brewers--to build a new brand with him. One day later, she said that if he could reinvent light beer, she would consider getting back in the game.

During the next 18 months, Owades developed a new formula, and by April 2001, he and Kallman incorporated the New Century Brewing Co. They rolled out their first brand, Edison Light (named after Thomas), on September 10, 2001. Despite the timing, the beer has succeeded so far in the only markets where it is currently sold: Boston and Atlanta. Kallman is back at the beginning (the company comprises just four people, a close-knit group of women), and she's happy. "How does a company carve out an independent position that the big guys can't do?" she asks rhetorically. "That's really my challenge. That's what keeps me motivated."--Lora Kolodny

Lora Kolodny is a staff reporter.

1. Jeff Bezos, Amazon.com
   because "optimism is essential"
2. Betsey Johnson, Betsey Johnson
   for her stylish life
3. Russell Simmons, Rush Communications
   for his powerful example
4. Scott Cook, Intuit
   because he learns, and teaches
5. Sergey Brin & Larry Page, Google
   for their integrity. And, well, for Google
6. David Neeleman, JetBlue
   for creating an airline fit for humans
7. Tom Stemberg, Staples
   for doing it exactly right
8. Jack Stack, SRC Holdings
   for going naked
9. Judy Wicks, White Dog Enterprises
   because she's put in place more progressive business practices per square foot than any other entrepreneur
10. Davin Wedel, Global Protection
    because he's a lifesaver
11. Pat McGovern, International Data Group
    for knowing the power of respect
12. Steve Jobs, Apple Computer, Pixar
    because we like to be seduced
13. Lance Morgan, Ho-Chunk
    because a man must make his own arrows--Winnebago proverb
14. James Goodnight, SAS
    for saying no to Wall Street (repeatedly) and yes to the people who really matter
15. Stella Ogiale, Chesterfield Health Services
    for doing good while doing well
16. Rhonda Kallman, New Century Brewing
    for seizing opportunity-- again and again
17. Laima Tazmin, LAVT
    because she's a lot like other kids--and then again...
18. Laura & Pete Wakeman, Great Harvest Bread
    for living a little --no, a lot
19. Andra Rush, Rush Trucking
    for rolling up her sleeves
20. Kathleen Wehner, Cirrus Aviation
    for refusing to quit
21. Frank Venegas, Ideal Group
    because he parlayed a little bit of luck into a lot of good fortune for others
22. Dan Wieden, Wieden + Kennedy
    because he's a true independent
23. John Sperling, Apollo Group
    because he stirs the pot, and apparently always will
24. John Stollenwerk, Allen-Edmonds
    for his commitment to U.S. workers. We also love the shoes
25. Mel Zuckerman, Canyon Ranch
    for showing the way

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