Alisa Bowens-Mercado is a prominent entrepreneur and the visionary founder of Rhythm Brewing Co., based in New Haven, Connecticut. She holds the distinction of establishing the first Black woman-owned brewery in Connecticut and one of the first few in the United States. Her journey into the craft beer industry is marked by a deep personal connection to her heritage, a passion for dance, and a commitment to fostering diversity and inclusion in a historically underrepresented sector.
Early Life and Inspirations
Before embarking on her brewing career, Bowens-Mercado was a celebrated professional salsa dancer and the owner of Alisa’s House of Salsa, a successful dance studio she operated for over two decades in Westville, Connecticut. Dance, music, and a love for lagers were interwoven throughout her life, greatly influenced by her grandmothers, who instilled in her the philosophy of “finding your rhythm in life.” Her grandmothers, both beer drinkers in the 1970s, particularly favored lagers, a memory that would later inspire Bowens-Mercado’s brewing philosophy.
Bowens-Mercado spent 12 years working in her family’s construction business, an experience that provided her with valuable entrepreneurial skills in a male-dominated industry, unknowingly preparing her for the challenges of the brewing world. It was during a beer festival on Cape Cod that she recognized a significant gap in the market: a scarcity of quality, easy-drinking lagers, and a striking lack of representation for women and people of color within the craft beer scene. This realization, coupled with her desire to honor her grandmothers and create economic opportunities for the Black community, spurred her to action.
Founding Rhythm Brewing Co.
In 2017, Alisa Bowens-Mercado founded Rhythm Brewing Co. in New Haven, Connecticut, officially launching its products in March 2018. She became the first Black woman to own a beer company in the state and the fourth in the nation, making a significant mark in the industry. Her motivation was clear: to address the lack of Black representation and economic participation in the multi-billion-dollar beer industry and to carve out a space for diverse voices.
The company’s flagship beer is Rhythm Unfiltered Lager, a modern American-style lager with an alcohol by volume (ABV) of 5.5%. Bowens-Mercado intentionally chose an unfiltered lager to “keep the goodness in,” offering a smooth, crisp, and flavorful experience that stands out from traditionally filtered lagers. A distinctive element of her recipe is the inclusion of South African hops, a symbolic nod to her African heritage and the resilience of her ancestors. Rhythm Brewing Co. also produces other signature brews, including Rhythm Red, Rhythm Blue Unfiltered Light Lager, and Alisa’s Birthday Girl Magic Vanilla Porter. The brand's motto, “Find your Rhythm in Life,” echoes her grandmother’s advice and permeates the company’s ethos.
Impact, Advocacy, and Collaborations
Alisa Bowens-Mercado, often affectionately known as “Lady Lager,” has become a prominent advocate for diversity and inclusion in the craft beer industry. She views her brewery as more than just a business; it is a platform to create opportunities and open doors for women and Black, Indigenous, and people of color (BIPOC) within the industry.
Her efforts have led to several significant collaborations and recognitions. In February 2021, she partnered with Boston Beer Company’s Samuel Adams Taproom to create “Up Tempo,” a sparkling lager, and later collaborated again with proceeds benefiting The Michael James Jackson Foundation for Brewing & Distilling, which provides scholarships to Black, Indigenous, and people of color in brewing and distilling. In March 2022, Bowens-Mercado also teamed up with Joy Braddock of Hog River Brewing Co. and Heather Wilson of Hop Culture Farms & Brew Co. to brew “Bombshell IPA,” with proceeds supporting the CT Pink Boots Society Scholarship for Women in Brewing at Sacred Heart University. She was featured in the 2021 documentary film “One Pint at a Time,” which highlights Black brewers and their contributions to the craft beer movement.
Bowens-Mercado is a founding board member of the National Black Brewers Association (NB2A), an organization dedicated to promoting the Black brewing community and increasing representation at all levels of the industry. She received an Equity Match Grant from the Women’s Business Development Council in April 2021, which helped fund marketing campaigns and product line expansion. Her contributions have also been recognized by institutions like The New Haven Museum, which honored her in July 2021 by displaying a collection of her dancing and brewing memorabilia. Alisa Bowens-Mercado’s work with Rhythm Brewing Co. continues to challenge industry norms, inspiring a new generation of diverse entrepreneurs and beer enthusiasts.