A holiday-time popup location for Kansas City’s first Hispanic brewing company offers a taste of what’s to come if Rizoma Liquid Creations gains the support it needs for a brick-and-mortar space of its own, said Damon Arredondo.
“We can’t get the capital at this moment, so doing these events allows us to bring in potential customers and potential investors,” said Arredondo, owner and founder of Rizoma Liquid Creations. “You get to really experience us and understand the vibe of what we’re trying to do.”
The brand’s limited run inside PH Coffee at 2200 Lexington Ave. — 4 p.m. to 9 p.m. Friday, Dec. 8, Saturday, Dec. 9, Friday, Dec. 15 and Saturday Dec. 16 — offers people a new opportunity to get to know Rizoma and have meaningful conversations over sips inside the coffee shop.
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Because Rizoma is currently undergoing a transition with its beer production, the popup is offering Rizoma’s specialty seltzers and collaborative beers with local breweries, as well as selling a variety of branded merch.
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With the popup events, Arredondo — who’s been brewing plans for his own Latinx-owned beer company for more than seven years — is holding firm to his vision of creating an inclusive, safe space where all aspects of a person’s identity are valued and accepted.
“I am passionate, it’s not just about the alcohol. It’s about the community and the space that you can create for people,” he said. “I believe there’s a responsibility in that too.”
Enhancing the Rizoma experience with a physical space — either a taproom or a small brewing operation — is a make-or-break need for the brand, Arredondo emphasized, noting he expects the milestone for his business by the end of 2024.
“When you don’t have a physical location, you’re at the mercy of everyone else’s schedule,” he said. “We really haven’t been in charge of our destiny, and it’s because we don’t have the capital to do it. So we have to create our win-wins.”
Experience versus doubt
As a single parent managing 90 percent of Rizoma’s operations, Arredondo is on the hunt for investors, he said. The challenge is amplified by the expectation that a founder already have some stable income — in contrast to the reality of unpredictable earnings in the beer industry, Arredondo said.
Damon Arredondo and his partner at Rizoma Liquid Creations, Edwing Mendez; photo by Channa Steinmetz, Startland News
Despite skepticism — particularly from tech investors unfamiliar with his plans or how to run a brewing company — Arredondo hopes his expertise in the brewing space can help fill the gap, he said.
“The industry isn’t established enough to really value my experience, because it’s still growing,” said Arredondo. “People are still willing to pay next to nothing for important positions (like head brewer), because beer is still selling regardless of quality.”
“I think my experience is valuable,” he continued. “The fact that I consult in (the beer industry) too, and have been very fortunate to have the education and experiences that I have has been great.”
Getting out there to sell himself and his company has been taxing, Arredondo acknowledged, noting he still believes in setting aside space in his life for his daughter and other relationships by setting boundaries.
“A lot of gas is spent traveling around the city for these meetings,” said Arredondo with a laugh. “One of the hardest things too is not to overextend myself, and not to over promise on things too.”
Storytelling on every can
Arredondo envisions using unique QR codes on individual Rizoma cans, each with a personal story. Scanning these codes will reveal experiences of people with diverse identities like Mexican American, Panamanian American, Latina, Afro Latino, and more.
The goal is to expand the understanding of Latin identity, he said, challenging stereotypes and showcasing the diversity and nuance within Spanish-speaking communities.
“I’m not trying to represent the community; I’m not trying to speak on behalf of people,” Arredondo said. “I’m just trying to create a platform where people can speak for themselves,”
“People can connect, maybe not with their experiences, but anybody can have empathy for the emotions,” he continued.
Damon Arredondo, Rizoma Liquid Creations; photo by Taylor Wilmore, Startland News
A space for belonging and connection
Arredondo became a more vocal advocate for diversity after getting involved with brewers associations, the Master Brewers Association, and diversity committees — frequently noticing he was the only Hispanic person in those spaces.
“I’m like, ‘Where’s everybody else?’ Also, just from a business aspect there’s opportunity, so why are we not more diverse? Why are we not appealing to more diverse people?” he questioned.
Also an advocate for mental health because of his own personal journey with accepting himself as Latinx man, Arredondo knows the importance of creating a place where you feel valued, he said.
“We have to create a space where people can feel comfortable and be themselves and not feel the need to code switch, they can just show up as themselves,” said Arredondo.
He reflects on his journey navigating between Mexican and German heritage. As the “browner kid,” he felt a disconnect in his community, struggling to fit in. Now, pursuing his beer company, he seeks to be the place where others can feel belonging.
“Unless your belief system is about the exclusion of other people, then I’m OK,” Arredondo said. “I just want to create a safe, vulnerable, real space for people and a sense of community.”
A Kickstarter to fund such a location is on hold until a space is found, he said. In the meantime, Arredondo hopes customers, investors and fans of the brand will follow Rizoma on social media or sign up for the email newsletter for updates, surveys, and feedback opportunities.
“I’m excited. I just know there’s an opportunity in it. I know the city will support it, and the region will support it,” Arredondo said. “It’s just trying to find the right partners.”
