Owner of Arizona’s first meadery loves the small-town charm of Prescott

Prescott Woman Magazine sat down with Jen Herbert, owner of Superstition Meadery and a Prescott Downtown Partnership (PDP) member, to find out what she enjoys most about living and working in Prescott.

PWM: How long have you been a member of the Prescott Downtown Partnership?

Jen: For six years.

PWM: Tell me a little about what brought you and your business to Prescott and the role you’re in regarding employment.

Jen: When my husband Jeff and I moved to Arizona in 1994, our first road trip out of the valley was to Prescott. We immediately fell in love with the small-town charm and made it our mission to move here as soon as possible. Seventeen years later, we finally made the move with two kids in tow.

We quickly met outstanding entrepreneurs who inspired us to open our own business. As homebrewers and apprentice winemakers, we decided to do something different and, in 2012, established Arizona’s first meadery, where we hand-craft mead and hard cider. Mead, or wine made from honey, is intertwined with superstition and mythology, so we named our company Superstition Meadery.

PWM: What makes the PDP different from other organizations in the area, and what do you personally enjoy most about being part of the PDP group?

Jen: For me, PDP is an organization that works towards enhancing the downtown experience. Most of the members have businesses downtown, and we are constantly working on ways to entice locals and tourists to visit, spend time, and stay in the downtown area. However, my favorite part of PDP is interacting with the board members.

PWM: Are you on one of PDP’s committees or the board?

Jen: I have been on the Board of Directors for six years. I’m also the Chair of the Nominating Committee and the public relations point of contact for PDP. I also established a sister organization called the PDP Foundation that will allow for tax-deductible donations and grant awards to further our vision.

PWM: Do you have family here? What other activities do you participate in?

Jen: Jeff and I celebrated our 25th wedding anniversary in December 2023. We have two boys, Logan and Luke. Logan is a junior at ASU, and Luke is a senior at PHS. We also have three family dogs that keep us entertained.

Besides work, family, friends, and pups, I spend most of my time riding and training Arabians for endurance horse racing. Endurance is the sport of long-distance riding through challenging terrain for a minimum of 50 miles and up to 100 miles in a single day.

PWM: How are you involved in the community?

Jen: Currently, PDP is my main contribution to the community. However, Superstition Meadery will contribute to and host local charity events and occasionally sponsor animals at the Yavapai Humane Society.

PWM: Do you work downtown, and what do you like best about that?

Jen: Our tasting room is at 120 W. Gurley St., directly across from the Courthouse Plaza. I love working downtown. What’s most fun is walking from my car to the tasting room and seeing what’s happening downtown. I love bumping into people I know and even people I don’t.

PWM: What else do you want to add that people might need to learn about you or what you do/offer?

Jen: In 2019, Jeff and I expanded our operations to include a full restaurant and tasting room in Phoenix. We opened our doors at 1110 E. Washington St. just before the COVID-19 crisis and somehow pulled through. The building received the Governor’s Award for Historic Preservation, and Phoenix Magazine even named it one of the best new restaurants of 2020.

Additionally, we recently opened up our production facility at 6678 Inter Cal Way in the Prescott Air Park to the public for tours and tastings. We call it The Barrel Terrace, and it is a fantastic place to enjoy our meads and ciders. It has extraordinary views of Granite Mountain and even the airport’s runway.

Superstition Meadery’s tasting room is at 120 W. Gurley St. in Prescott. Learn more at https://superstitionmeadery.com.