James arrived in Sheboygan after growing up in the suburbs of New York and living in Chicago for 10 years, including his time at Northwestern where he met Grant. After working in finance for 5 years, he felt it was time to take the leap into the life of an entrepreneur. He caught wind of the brewery via Facebook and soon began making frequent trips to Sheboygan as the business was taking form. After a stint in the Pauly household, he and Grant agreed to partner up and he made the move up north official in May of 2012. His primary roles, outside of working in the brewery with the rest of the team, are managing sales, events, social media.