When funding for AmeriCorps was slashed recently by the Trump administration, many of us who have worked with or benefited from national service programs felt the blow deeply. But the ripple effects go far beyond program cuts—they affect real people, real communities, and in some cases, real businesses.

Take Lady Justice Brewing, for example. This award-winning Denver-based brewery wasn’t born from venture capital or an MBA growth strategy. It was born from late-night beer-fueled conversations among three AmeriCorps VISTA alumni trying to make sense of the uphill battle of nonprofit fundraising during a recession. And it’s one of the most powerful success stories in purpose-driven business I’ve seen.

Back in 2009, Betsy Lay, Jen Cuesta, and Kate Power were AmeriCorps members living at the poverty line while doing capacity-building work for nonprofits. They saw firsthand how the recession dried up grants and made fundraising feel like shouting into the void.

But then came a lightbulb moment over beers. If people were still finding a way to spend money at breweries—even during tough times—why not create a brewery where every dollar spent also supported a nonprofit cause?

That spark of an idea became Lady Justice Brewing: a mission-driven brewery that donates profits to nonprofits serving women and girls in Colorado. It’s now a respected brand known not just for great beer, but for giving back. In fact, when they first opened, Lady J donated 100% of profits over cost. You read that right. Not 5%. Not “a portion.” One hundred percent.

Let’s not miss the bigger point here. This innovative, community-focused, woman-owned business wouldn’t exist without AmeriCorps. Betsy, Jen, and Kate met while serving. Their shared experience of living lean, working hard, and trying to do good in the world laid the foundation for a business model that is as much about social equity as it is about stouts and IPAs.

In a time when AmeriCorps is under threat, we need to highlight stories like this one. AmeriCorps doesn’t just build stronger communities during service years—it builds leaders, visionaries, and changemakers who continue to serve in new and creative ways long after their term ends.

Lady Justice started small: a tiny 300-square-foot garage, a 1.5-barrel brew system, and a radical business idea. They launched using a community-supported brewery (CSB) model, a twist on the community-supported agriculture (CSA) concept, where members pre-pay for beer releases. This not only helped with startup costs but let them funnel resources directly into the causes they care about.

Their customers didn’t just get beer—they got a front-row seat to the nonprofit work their dollars supported. Through events, collaborations, and good old-fashioned community-building, Lady J’s customers became advocates, volunteers, and amplifiers for the causes funded through their pint purchases.

There were doubters, of course. Advisors told them to start big. Buy the 7-barrel system. Scale fast. Go all in. But the Lady J team trusted their instincts—and their mission. They grew in intentional steps, never compromising on their values. That choice made it possible to weather COVID shutdowns, open a taproom (finally!), and keep giving back in meaningful ways.

They’ve collaborated with artists and musicians. They’ve launched beer labels featuring Denver creatives. They’ve funded civics textbooks and girls’ basketball shoes. They’ve paid their staff fairly and hired a female brewer in an industry where women make up less than 2% of brewers.

In short: They walk their talk.

As more small businesses look for ways to integrate purpose into their brand DNA, Lady Justice Brewing stands as a shining example of what’s possible. You don’t have to be huge. You don’t need millions in venture capital. You just need a mission worth believing in, a community that sees the value, and the guts to stick with it—even when the world tells you it won’t work.

And yes, we owe AmeriCorps a thank you for helping incubate this kind of entrepreneurial spirit.

So next time you raise a glass, consider what that beer could do if it were part of something bigger.

Here’s to brewing justice. 🍻

Email me if you are an AmeriCorps alum that has founded a purpose-powered company. I’d love to interview you for a new book I am writing!