Old Boy James Hay has brewed up a winning recipe at Business Banter at Christ’s College, sharing his journey to creating a community-focused craft beer brewery.

Dedicated to bringing people together and helping to build better communities, his Wānaka-based brewery, b.effect, delivers a range of craft beers, as well ginger beer, cider, b.alive kombucha, and non-alcoholic beverages. The brewery name references the ‘butterfly effect’ in which small changes can result in big differences.

Speaking to a large audience, the Jacobs House Old Boy (1999–2003) has detailed his life from College to successful brewer, highlighting the importance of building your own community and establishing strong connections right from your school days.

“My friends from school are all members of a strong and supportive group today,” James, 39, says. “That was the best part of my time at Christ’s College as a boarder from Banks Peninsula.”

Post-College, James graduated with a Bachelor of Management and Psychology from the University of Canterbury, and also “learnt a bit about beer” during his studies before heading overseas for four years to work on superyachts.

“I wasn’t sure of my pathway, but eventually returned to New Zealand via Australia and wondered about doing a building apprenticeship so that I could live somewhere great like Wānaka. However, in 2012, I decided to focus on my hobby, brewing craft beer.”

By 2014, James was living in Wānaka, having “saved, begged, and borrowed” to start his craft brewery, b.effect. By April 2015, sales were under way.

A self-taught brewer, James read heaps of books and “talked to people” as he gradually developed his craft. Today, head brewer Andrew Duke brings his vast experience to the role as James focuses on “continuously creating even better beer rather than growing a big business and ensuring that community remains at the heart of b.effect”.

“Supported by 14 staff – and my ‘secret weapon’ parents – our purpose is to bring people together and help build better communities while our vision is to be the best regional beverage manufacturer in the South Island,” he says.

“It’s about embracing change, showing integrity, taking responsibility, and remaining humble. We always strive to do more with less – our planet will love us for that.

“We support the local community through jobs, events, and helping with charity fundraising, alongside our popular b.social restaurant and bar. It never feels like work to me. It is all about community.”

Today, b.effect beverages are available in a range of bars and New World supermarkets, or – for the full experience – visit the onsite taproom and eatery, b.social, in Wānaka.