In male-dominated field, Ashley Graham is making her mark and history with Downriver Beverage Co.
The Downriver Beverage Co. has acquired the well-known western New Brunswick distillery, Moonshine Creek, which closed in January after the company filed for receivership.
Woodstock entrepreneurs Ashley and Matt Graham, owners of Homestead Orchards, have purchased the Waterville-based company and relaunched it as Downriver Beverage Co., with Ashley serving as company president. Ashley begins her new position, making history as the first woman in New Brunswick to head a distilling company.
Ashley and Matt’s beverage journey began with the purchase of a family farm in 2017. Ashley said they added 200 apple trees, initially using the farm as a side hustle.
In 2020, during the chaos of the COVID-19 pandemic, they planted 2,800 apple trees and launched their u-pick apple operation.
The enterprise would later inspire them to venture into the beverage business. In 2024, their cider journey began with the goal of securing crop insurance, as apple oversupply in New Brunswick was a concern, and distributors were in short supply.
“We started side racks to try and ensure that there’s shelf stability of our fruit that we couldn’t tell, or that was lower quality in the first place,” said Graham.
The Grahams initially repurposed their garage into a cider room, but saw it as a temporary setup. The cider was so well-received by the community that expansion became a natural next step. The question was where.
“We had a good response from the community with our cider. We actually had been planning on putting up a new cider facility because we had gotten our garage done over to make it into our cider room, but really, that was a very temporary space. And so, this winter, what are we going to do? Where are we going to build this cidery that we want to expand to?” Ashley said.
Then the phone rang with an offer she couldn’t refuse; the Moonshine Creek Distillery was available for purchase, and Ashley said she couldn’t let this strategic opportunity pass.
“We had worked with them a little bit in the past. We knew them a bit. And we’re like, this is just a great opportunity. We can expand our cider line. They already have a facility. They already have brand recognition that we don’t have. They’re good people. They put a good product. Let’s do this,” said Ashley.
Ashley is blazing a trail for women in the beverage industry, but this isn’t her first time entering a male-dominated industry. Ashley and Matt used to own and operate Davesports, where Graham handled administration and payroll, and most of the staff and clients were male. She transitioned to the farming industry, another heavily male-dominated field.
“It is a little harder to get taken seriously. It is helpful that my husband works alongside me, for sure. Unfortunately, that’s the reality of male (dominated) industries. Sometimes you say something, and a man says no to you, and you’re like,’ Okay, Matt, say what I just said,'” said Ashley.
Despite the challenges, she has become comfortable and confident in these environments. Ashley says her constant testosterone-packed work life has prepared her for competing in the distillery business.
The Grahams’ vision for Downriver Beverage Co. is to create a family-friendly space that offers both alcoholic and non-alcoholic options. With a well-established sparkling cider already on the market, it was only natural for her to add it to the menu.
“That’s been really well received by families that have come in off the road. We’re like, ‘Here, there’s some sparkling cider for your kids to taste while they’re tasting alcohol.’ And it’s just made it a happier experience for tourists,” said Ashley.
In terms of the name, Downriver Beverage Co., Graham says, it better reflects their broader beverage ambitions. Moonshine Creek is no longer accurate, as they moved into barrel-aged whiskey. Downriver allows branding flexibility across cider, whiskey, and sparkling beverages.
Ashley says she and her husband are excited for this new chapter and are thankful to those from Moonshine Creek who have transitioned to Downriver Beverages. Former Moonshine Creek co-owner and head distiller, Jeremiah Clark, is staying on as lead distiller at Downriver Beverage Co., a decision Ashley said will ensure the continuity of quality and creativity. Moonshine Creek’s famous offerings, such as Chicken Bones Liqueur (TM) and their Downriver Whisky, will remain available.
Ashley is overjoyed to have passionate and talented people working on her team, creating a family-like environment, which she says is what Downriver Beverage Co. is all about.
