Praising the Bar: The Roadies Brewing

Despite being open for just over a year, The Roadies Brewing has made a name for itself among contemporaries in brewery-rich Vista. Their beer has a lot to do with that, as does a jam-packed calendar of live-music and entertainment programming, but much of the credit also goes to the beertenders keeping everyone hydrated during those shows. As part of our Praising the Bar series, we are happy to put two of The Roadies’ front-liners center stage. Get to know them here, then venture forth and meet them in-person on their home turf.

Romina Rossel
Beertender

Where did you grow up and what brought you to San Diego?
I was born and raised in Lima, Peru. I’ve lived in San Diego for 20 years since moving to the U.S. 24 years ago. California always felt like a place where I could thrive. I love the progressive, creative culture and have always felt at home here. It was a happy coincidence that some of my family ended up here, and when my parents decided to move, I was absolutely stoked!

When and how did you get into craft beer – was there an a-ha moment – and did it happen before or after you started working in the industry?
Beer has been my drink of choice since I was first introduced to alcoholic beverages. (In Latin America, it happens earlier than in the U.S.) Growing up in Peru, I drank mainstream lagers as that was all that was available. When I moved to the U.S. and tried brands like Coors and Bud Light, I found them lacking in flavor and refused to drink them. I started exploring other options at the supermarket, and once I discovered craft beer and learned about different styles, I became an avid craft drinker. My gateway beers were Allagash White and Sierra Nevada Pale Ale. In 2014, after living in Ohio and Los Angeles for a few years, I returned to San Diego and discovered a booming craft-beer scene. I began exploring breweries and instantly fell in love with the people and culture surrounding the industry. I knew I wanted to get more involved. At the time, I imagined it would be through photography and marketing, since that’s what I studied. Although I had never bartended before, I saw serving beer as the perfect way to start: meet new people, try different beers and, most importantly, deepen my knowledge of brewing and beer-tasting.

Have you worked for other breweries, and if so, which ones and in what capacity?
I worked as a beertender at Wild Barrel Brewing from 2018 to 2019, then moved into the distilling and craft cocktail world as Marketing Manager at Misadventure & Co., a role I held for three years. In 2023, I served as Social Media Manager at Kilowatt Brewing, and have been taking on freelance photography and videography projects for a few years, occasionally working with Mission Brewing and Pure Project Brewing. I also work events at Fox Point Farms when my availability allows. Even during the periods when I wasn’t directly employed by a brewery, I stayed deeply connected to the beer industry, especially in the areas of sustainability and nonprofit work. I’ve been volunteering with the Pink Boots Society since 2019 and have served as one of the San Diego Chapter co-leads since 2024. Most importantly, I’ve been driving change in sustainability through my company, The Bountiful Bag, and the nonprofit I helped found and currently run: San Diego Brewcycling Collaborative. Promoting sustainability and diversity in beer is truly where my heart lies.

What do you love most about your job?
Building rapport with customers and guiding new visitors through our menu. I love helping people figure out what they enjoy because everyone’s palate is different.

Truth time, what is the part of your job that you like the least?
Cleaning the bathrooms and getting home late to my dog when I have to close.

What accomplishments are you most proud of from your time in the craft-beer industry?
I’m incredibly proud of my work in sustainability. It is an often overlooked but critical part of our industry. Beer is an agricultural product, and ingredients like malt, hops and water depend on a clean environment. Healthy soil grows better crops and less pollution makes for cleaner water. Tackling microplastic pollution in our local beer scene and raising awareness about how breweries can reduce waste has been very challenging but deeply rewarding. Seeing the moment when it “clicks” for someone – that microplastics affect our crops, soil and water – is priceless. Inspiring others to join our mission to be part of the solution feels amazing!

What do you love most about the company you work for?
I love the atmosphere and the people. Being in a music-themed brewery ties into another passion of mine. I used to work in the music industry as a live music photographer and still occasionally work in band hospitality at The Sound and Belly Up Tavern. Combining my love for music and craft beer just makes sense.

What is your favorite beer that your brewery produces?
I’m a lager girl at heart, so Czech 1, Czech 2 Pilsner is my go-to. Crisp and refreshing!

What are some of your favorite San Diego craft beers, in general?
Some of my go-tos that quickly come to mind are Agua Baja Mexican lager from Craft Coast Beer & Tacos, Rain Pilsner from Pure Project and Negra Dark Mexican lager from Puesto. I also recently tried a delicious Pilsner at Docent Brewing. For classics, I love The Pupil IPA from Societe Brewing and Chronic amber ale from Pizza Port.

What are some local brewery venues other than your own that you like to refer customers to or patronize when you’re off the clock?
I live in Carlsbad Village and am lucky to have Pizza Port, Pure Project, and Docent within walking distance. I also frequent Craft Coast, Weir Beer, Culver Beer Co., Fox Point Brewing and Booze Brothers Brewing. When I’m down south, I often visit Barley & Sword Brewing, Seek Beer Co., AleSmith Brewing, Societe and Fall Brewing.

Who are some of your favorite regulars and why?
I love the folks who work nearby and use our brewery as their little break spot or after-work hangout. Anais is one of them. She’s super sweet and we’ve become friends. Brandon was also a regular of mine back when I worked at Wild Barrel, so it’s been fun to serve him again. Dawn, Corina and Cameron visit a few times a week and are always involved in activities. They make the time at work go by fast!

Everybody has funny work stories. Would you mind sharing one with us?
One time at Wild Barrel, it was our manager Patrick’s birthday, so we decided to surprise him with custom t-shirts featuring his face and hashtags of the funny things he always said to us. When he arrived at the party, the co-workers and regulars were all wearing jackets, playing it cool. At just the right moment, he turned around, and we all whipped off our jackets. When he turned back, he was staring at a sea of his own face. His expression was a mix of shock, confusion and amusement. Patrick always said it was impossible to surprise him, but we pulled it off, and his reaction was priceless. We laughed so hard!

What music genre and artists are playing in the tasting room when you’re in control?
Usually Classic Rock Radio, or something chill like Dr. Dog or The Flaming Lips Radio.

What are your career aspirations either in or beyond the craft-beer industry?
I want to continue leading the sustainability movement in craft beer, positioning San Diego as the first city to run a recycling service for hard-to-recycle plastics used in beer production. I also want to continue my beer education and would love to become a certified beer judge someday.

What are some of your favorite beer events, whether at your brewery or elsewhere?
The Pink Boots Society Arm Wrestling Competition is one of the most fun events I’ve ever attended; hilarious, entertaining and for a great cause. I also love the San Diego Brewers Guild festivals, whether it’s Capital of Craft Fest or Rhythm and Brews. I wish Collabapalooza would make a comeback! Outside San Diego, the Craft Brewers Conference and Great American Beer Festival (GABF) are musts for me. They’re incredible opportunities to learn, connect with friends from all over the world and strengthen my San Diego friendships by sharing beer adventures in different cities.

What do you enjoy doing when you’re not at work?
Beach days and dates with my boyfriend, relaxing at home with my dog, visiting breweries, going to live music shows, photography and traveling whenever I can.

Who do you think you are (a purposely broad question requiring a succinct 10-words-or-less answer)?
A passionate, beer-loving changemaker driven by community and sustainability.

Ashley Jacobson
Beertender

Where did you grow up?
I grew up in Carlsbad and now reside in Oceanside.

When and how did you get into craft beer – was there an a-ha moment – and did it happen before or after you started working in the industry?
I’m brand new to the industry. I work full time – mostly from home – and was looking for something fun to do outside my normal job. I love live music, so when a mutual friend introduced me to Sean and Diane and they told me about their vision for The Roadies, I knew I had to be a part of it. I am so glad I applied!

What do you love most about your job?
The people, both the customers and my Roadies family. I also love the live music!

Truth time, what is the part of your job that you like the least?
This sounds so cliché, but nothing. Coming into The Roadies is my outlet and something new for me. I get to learn about craft beer, hang with my friends and listen to good music. No amount of broken glasses, cleaning or troublesome customers (which are rare) can make me dislike anything about that.

What accomplishments are you most proud of from your time in the craft-beer industry?
Learning something new about the craft-beer industry on an everyday basis has been an accomplishment since it’s all new to me, but I am going to also say the relationships I’ve made. You can have the best beer in town, but without building relationships you have nothing.

What do you love most about the company you work for?
We are a family. We work hard but have a ton of fun doing it!

What is your favorite beer that your brewery produces?
I really love our Rapture blonde ale.

What are some local brewery venues other than your own that you like to refer customers to or patronize when you’re off the clock?
The Roadies, The Roadies, and The Roadies…just kidding! Culver, Weir, Docent, South O Brewing and Craft Coast, to name a few.

Everybody has funny work stories. Would you mind sharing one with us?
The team is going to be so upset if I don’t use the Uber Eats incident. All I am going to say is, if you really want to know the story, come in when I am working and I will gladly humiliate myself and tell you what happened. Plus, I’m sure Sean will gladly show you the security footage.

What music genre and artists are playing in the tasting room when you’re in control?
Country music! No one I work with cares for country, so I take advantage when it’s just me working. But for the record, I do love pretty much all types of music.

What advice would you give to customers looking to have the best possible experience when visiting a brewery taproom?
Don’t be scared to try something out of your comfort zone or what you normally go for. On that note, order beer flights. That way you can try a few.

What are your career aspirations either in or beyond the craft-beer industry?
For now, I am content and still learning a ton. I am a big fan of ‘never say never’, so we will see that the future brings.

What are some of your favorite beer events, whether at your brewery or elsewhere?
There are so many outside beer events I can’t even keep track, but I have to mention our Wednesday Night Bingo. That’s when our manager, Aaron, lets his alter ego take control. It’s hilarious!

What do you enjoy doing when you’re not at work?
Anything to do with the beach or outdoors. I have a 17-year-old daughter, so she keeps me very busy. I spend a lot of time with my family and friends doing just about anything and everything.

Who do you think you are (a purposely broad question requiring a succinct 10-words-or-less answer)?
I am a friend to all.

The Roadies Brewing is located at 1495 Poinsettia Avenue, #148 in Vista