Holly Lyman | Wild Tonic

Company Name || Wild Tonic

Job Title || Founder

Social Handles || @drinkwildtonic

Company Website || Wild Tonic

What did you want to be while growing up?

I grew up in a log cabin in rural Alaska so I was always a bit of a wild child and would go out and collect berries, flowers, and mushrooms and preserve them and make things with them. It was always my desire to do something that connected nature with creativity. Wild Tonic is a reflection of these things because we now grow a lot of fresh herbs, fruits, and botanicals on our 40-acre organic farm in Sedona. The brewery is also a place where creativity thrives because we make everything in small batches and constantly experiment and push the boundaries.

What’s the best piece of advice you were given when you were starting Wild Tonic?

The best piece of advice came from Sandor Katz, a celebrated author on the subject of fermenting, who said, “Holly, there are no rules in Fermentation.” This gave me the permission that I needed to keep pushing the boundaries of this exotic ferment called “Jun,” which is a honey-based kombucha that was little known before we started making and selling it from our brewery in Arizona.

How do you define success?

I observe how I feel when I wake up each day and if I am inspired and filled with optimism about what I am doing then I feel successful. I also feel that way when I surround myself with those who I love and who love me in return.

What is the most important thing you’ve learned since starting your business?

The most important thing I’ve learned is that work/life balance is critical to maintaining happiness and health. For the first five years of the business, I only worked and that took a toll on my personal life. Now, I am trying to make certain to make time for those friends and family who are near and dear to me.

What is your go-to motivational quote?

“Don’t worry about what the world wants from you, worry about what makes you come more alive. Because what the world really needs are people who are more ALIVE.”

What made you interested in starting Wild Tonic?

I started working with ferments and noticing how much better I felt when drinking them. It seemed like the missing link in my own health, and I wanted to share it with others to improve their health, well-being, and energy.

Do you have a personal motto?

Be kind! Life is precious in all of its forms, so find ways to celebrate it every day whether you nurture your family, a pet, or a ferment full of microbes!

Which women inspire you?

My grandmother who was always making art and fermenting things in the backwoods of North Pole Alaska and finding ways to make fantastical things, like blueberry and dandelion wine out of the most simple things that she foraged on her homestead. She was a true pioneer and I wanted to follow in her footsteps.

How do you overcome moments of self-doubt?

I realize that everyone has insecurities in life and try to find my center by going outside and being in nature where I never feel judged. Sitting by a creek or under a tree is very grounding and always gets me back to center.

How do you balance your schedule?

I didn’t have balance and it was in the extreme approach to working all of the time that I found success. I now balance my schedule by being ruthless with my time and learning to say “no” to obligations that don’t feed my soul on some level.

How do you handle situations where you feel overwhelmed?

I look for someone that I love to give me a big hug. That always makes me feel better and more able to deal with the challenges at hand. The support of those who I hold dear means everything to me.

What has been the most rewarding thing since starting out?

Traveling to Anchorage, Alaska where I was born about a year ago in the middle of winter when it was dark and cold and going to a local grocery store and seeing Wild Tonic stocked on the shelves when I had no idea it would be there. At that moment, I realized Wild Tonic had a life of its own and had become a national brand.

What advice would you give to other women trying to create their own business or brand?

Never give up and know that ultimately our failures pave the path to success. The best things in life are those that we put our heart, soul, and tears into.

What is your creative process like?

I work alone and tap into my intuition to guide my process and I learn everything I can about any given subject from the masters and then intentionally “forget” it so that my own voice and creativity can shine through.

What are some of your goals moving forward for Wild Tonic?

To increase our presence at the conventional stores and into mainstream America so that we can bring this wonderful and esoteric ferment to more people!

This interview has been edited and condensed for clarity.