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The Decision to Switch from a Consolidated Career in Healthcare to a Craft Brewery Came After a Trip to Europe Revealing a Universe of Flavors, Styles, and Brewing Traditions. Years Later, the Project Became a Reality in the Far West of Santa Catarina with the Creation of the Big John Brewery.
The decision to create a craft brewery completely changed the professional trajectory of entrepreneur Diovana Strieder Schacker from Santa Catarina, who spent over a decade working in the healthcare field before deciding to invest in an old dream: to build her own industry and produce something that carried identity and meaning.
The idea began to take shape after a trip to Europe, where exposure to new styles and brewing traditions revealed a universe very different from the beverages consumed in Brazil. What started as curiosity eventually turned into a business project that years later resulted in the creation of the Big John Brewery in Santa Catarina.
The Dream of Having an Industry Began Long Before the Beer
Before thinking about producing beer, entrepreneur Diovana Strieder Schacker already had an old goal: to build an industry. During her university years, while studying Administration, she reflected on the possible paths for entrepreneurship and saw three main areas: commerce, service provision, or industrial production.
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According to information from the portal NDMAIS, her experience in commerce began early when she worked at her mother’s small store. In this environment, she had direct contact with the routine of the business, from operational tasks to customer service and basic management of the venture. This hands-on learning helped build the entrepreneurial foundation that would later be essential for new projects.
Even with interest in the industry, her professional path initially took another direction. She decided to invest in a more established business, opening a pharmacy in a strategic location in the city.
The venture had good results and opened up opportunities for expansion in the healthcare sector. Over time, the business also entered the vaccine market, at a time when many immunizations were still not available through the public system.
For over a decade, entrepreneur Diovana Strieder Schacker balanced managing the pharmacy, a vaccine clinic, and her husband’s medical clinic. Still, the desire to produce something of her own never faded.
A Trip to Europe Revealed the World of Craft Beer
The decisive moment happened during a trip to Europe. Driven by the desire to know Germany, the country of her ancestors, she encountered a universe she had previously not known: that of special beers.
In European bars, the experience was very different from the common beer consumption in Brazil. Each drink displayed its own aromas, flavors, and characteristics. Beer was no longer just a refreshing drink and began to be appreciated as a complete sensory experience.
Another detail that caught her attention during the trip was that even small towns had several local breweries. Each establishment had its own identity, specific recipes, and a connection to the region’s culture.
It was at this moment that the idea to transform the old dream of an industry into a craft brewery emerged. From then on, the project began to be outlined.
Specialized Training Opened the Way for the New Business
Even motivated by the idea, turning the project into reality required technical knowledge. At the time, in addition to managing the family business, the entrepreneur was also a mother of two young daughters, making it difficult to study abroad.
The opportunity arose in Santa Catarina with the creation of the Higher School of Beer and Malt in Blumenau, considered the first institution in Latin America dedicated exclusively to brewing education.
She enrolled in a graduate program in the field and spent about three years traveling regularly to study. The training period allowed her to deeply understand production processes, beer styles, and the necessary structure to set up a craft brewery.
During the course, she also participated in programs focused on structuring breweries and expanded her network of contacts in the sector, meeting professionals and partners who would later contribute to bringing the project to life.
The Creation of the Big John Brewery in Santa Catarina
After drafting the business plan and defining the venture’s details, it was time to choose the location for the future brewery. The space was designed to accommodate both the logistics and the tourist potential of the region.
The structure was installed on elevated land near the highway, allowing easy access and also the possibility of receiving visitors interested in learning about the production process.
In 2017, after about nine months of construction, the craft brewery Big John was inaugurated in the municipality of Descanso, in the far West of Santa Catarina.
The opening featured five beer styles available on tap and attracted thousands of curious people to see the new venture. The event officially marked the transition from a professional trajectory connected to healthcare to the world of beer production.
The Character That Represents the Brand’s Identity
The choice of the brewery’s name also underwent a long and creative process. Throughout the discussions about the brand’s identity, more than 200 different suggestions were evaluated.
Two options made it to the final phase: Pato Preto and Big John. The final decision favored the latter name, primarily due to the possibility of creating a symbolic character to represent the brewery.
Thus, Mr. Big John was born, a figure that embodies the spirit of the brand. The character is described as a traveler who has journeyed the world learning about cultures and beer styles, inspiring new recipes from those experiences.
According to the narrative created by the brand, Mr. Big John chooses a different hat each morning. Each hat symbolizes a distinct inspiration that could lead to a new beer.
The proposal is to convey creativity, freedom, and cultural connection within the universe of craft brewing.
The Challenge of Showing the Value of Craft Beer
With the brewery up and running, one of the main challenges became explaining to consumers the difference between artisanal production and mass-produced beverages.
According to the entrepreneur, the brand’s goal is not to compete with the lower prices in the market. The focus is on offering quality, identity, and experience to the consumer.
In this context, craft beer is presented as a beverage that involves choice, appreciation, and social interaction. Unlike fast consumption, it is usually savored more slowly and associated with moments of gathering with friends and family.
The central idea of the brand is that the best moments of life happen around the table, sharing stories, flavors, and experiences.
A Career Change That Turned an Old Dream Into Reality
The journey that began in the healthcare sector has transformed into an industrial and creative project linked to the world of craft brewing. The path required years of preparation, study, and planning, but resulted in a venture that combines identity, experience, and cultural inspiration.
More than just producing beverages, the brewery’s proposal is to create experiences that connect people and stories around new flavors.
Now we want to know your opinion: would you have the courage to abandon a consolidated career to pursue a completely different dream? Share in the comments what you would do in such a situation.
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