About Us

The Beverage People
1845 Piner Rd. #D Santa Rosa, CA 95403, USA


Our PRE-ORDER CURBSIDE PICKUP Hours: Tuesday - Saturday, 10:30 AM - 6:00 PM (CLOSED SUNDAY & MONDAY)

Email Us at: info@thebeveragepeople.com

Schedule a Phone Order: Click to schedule.

Schedule an In-Store Appointment: Click to schedule.


Closed for certain Holidays including:

  • July 4th
  • Thanksgiving Day
  • Friday after Thanksgiving
  • Christmas Eve
  • Christmas Day
  • Day after Christmas
  • New Year's Eve
  • New Year's Day



Map to our Physical Location across the street from Epicenter Entertainment Complex at 1845 Piner Road in Santa Rosa, CA

View Larger Map




The Beverage People is a family owned and operated retail and mailorder store. We have been in business since 1980 right here in beautiful Sonoma County. We are experienced, knowledgeable, and enthusiastic about all your fermentation hobbies. Teaching and sharing information with our customers is what we do best.

We strive to give you convenient and safe access to our store where we bring together quality supplies and best-practices instructional content. Our knowledgeable staff works hard to channel an international supply chain and multi-industry knowledge base to make sure your hobby is both successful and cost-effective.  We bring you both products and informational materials, at prices that compete with any nationwide online retail firm. Our brick and mortar retail store is a mecca for enthusiasts like yourself, stocked with all the great products you need for your next fermentation.

President and CFO

Gabe Jackson

Vice-President and Secretary

Jane Jackson

Merchandising/Manufacturing Manager

Joe Hanson-Hirt

Cheesemaking Teacher and Contributor

Kathy Laurie



Co-Founder, Previous Owner 1980 - 2010

Byron Burch

Previous Owner 1980 - 2016, Retired

Nancy Vineyard

Previous Owner 2003 - 2016, Retired

Bob Peak

National Champion Club 1986 - 1995

Sonoma Beerocrats Homebrewing Club