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When Vacation Fun Turns into Business Opportunities with Voodoo Brewing Co.

After Umapathy tasted the beer and met the team at Voodoo Brewing Co., she knew she had found what she was always meant to do.

By Erica InmanStaff Writer
4:16PM 12/29/23

In franchising, having a love and passion for the industry is always important. For Aarthi Umapathy and her new Voodoo Brewing Co. franchise, that isn’t a problem. Umapathy has always had an underlying entrepreneurial desire to open her own business, but more recently has developed a passion for trying new, flavorful beers. After being introduced to the emerging brewpub franchise and trying their beer, she knew their unique, artistic atmosphere was the perfect combination to spur her into business ownership.

In fact, Umapathy was so certain this brand was the right choice that she only took two days to make her decision. Now, she looks forward to opening her own Voodoo Brewing Co. franchise location in Boston and building a rapport with her customers. 

1851 recently spoke with Umapathy about her journey into franchising and her plans for the future.


1851 Franchise: Frame your personal story for us. What did you do before franchising, and how did you decide franchising made sense for you?

UmapathyI've been working in the IT field for nearly 15 years and most recently was in the software industry. It was after I moved to the U.S. with my husband that I started loving beer. My husband and I just love to taste everything. We started going to brew pubs and exploring different types of beer. 

Starting a business has always appealed to me. I wanted to be an entrepreneur with my own restaurant, but I didn’t think we could start our own brew pub. That said, we visited loads of them, and I would always get the samples and try different beers when we went traveling because I prefer beer to cocktails. 

How I heard about Voodoo is actually pretty funny. We went to a winery on a trip to New York, and I wondered if they had multiple branches. It was through googling the area for wineries and breweries that I came across Voodoo. At first, I thought, I won’t do anything right now; I’ll wait until we get home and educate myself on the brand first. But then I just decided to apply and got the call the next day to start the next steps.  

1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?

Umapathy At first, I was unsure of whether there would be franchises for breweries or beer. I only really thought of restaurants. That was why we were initially looking for restaurant options for franchising.

When I applied to open a franchise with Voodoo, I didn't know what to expect. The more research we did, the more we found that it would be really stable for us. We found out that people like to go to Voodoo to hang out with their friends, but I still hadn’t tasted the beer. When I got the chance to meet the corporate team in person, I tried the beer and it was so good. It was completely different from other beers I’ve tried, which gave me hope for what we were doing. 

1851: What made you pick this brand? What excites you most about this company?

UmapathyI love the beer, but I also really like the skull designs and artwork. I like that a lot because it feels so unique. The name Voodoo is nice, too! All of the people who I’ve met at Voodoo are so friendly, and they are all ready to work together to help us grow our business. They're not going let us down, starting with helping us find a good location. 

They have been so thorough in helping us find a location and have put so much effort into it. They're also very straightforward and honest, and I really appreciate that.

1851: What do you hope to achieve with your business? What are your plans for growth? 

UmapathyWe will be the first Voodoo location in the Boston area. We want to become one of the better thought of beers in Boston and give our customers tasty beers and a friendly atmosphere where anyone can come with their dogs or kids.

A brew pub should be a fun place, not so formal like a restaurant. It should be a casual environment where people can meet new friends and get to know each other. I would like to have a bond between myself and the customers so they are comfortable in giving me feedback. The customer always comes first. 

If our first location is doing really well, then we hope to start more franchises within the next six months after opening.

1851: What is the one thing about your story you want us to know?

UmapathyWe're just very excited. I know it was the right decision for us to start a brew pub rather than a restaurant, and I look forward to bonding with our customers. 

1851: What advice do you have for other people thinking about becoming a franchise owner?

UmapathyPut in the effort and hard work; don’t give up. Take your time to find the best business, don’t rush and make sure it is the right fit for you.


More than just a brewery, Voodoo Brewing Co. is a community of passionate beer lovers dedicated to pushing the boundaries of craft beer. Alongside world-renowned “liquid gold,” provided directly from the brewery, local owners offer killer food, craft cocktails and hard seltzer in their community-focused brewpubs. Each location has a customized logo, locally inspired menu and consistent local events, allowing Voodoo Brewing Co. franchise partners to become truly immersed in their communities. With 18 locations across multiple states, Voodoo Brewing Co. has already captured the hearts of beer enthusiasts nationwide and has proven itself as the fastest-growing brewpub franchise in the world. Now, it is on track to quickly grow roots across the nation. For more information, visit