Today we’d like to introduce you to Liz Edwards.
liz, we appreciate you taking the time to share your story with us today. Where does your story begin?
I was born and raised in Australia to Greek parents, so food, drink, and hospitality were always a big part of my life. Growing up, I was surrounded by a culture where the table was the heart of every gathering — where flavors, stories, and people all came together. That early influence shaped my appreciation for community and celebration.
When I moved to the U.S., I saw an opportunity to create something that blended those values with my love of spirits, culture, and lifestyle. That’s how the San Diego Spirits Festival was born. In the early days, it was a small passion project — but my vision was always to build an event that not only showcased incredible spirits, but also created an atmosphere where people felt welcomed, inspired, and connected. From the very beginning, I knew it had to be more than just tasting; it had to be an experience. That’s why I wove in entertainment — live music, and performances — to give the festival energy and create those unforgettable moments.
Over the years, it’s grown beyond what I imagined — now taking place at the beautiful Museum of Contemporary Art in La Jolla, with world-class brands, chefs, and mixologists from around the globe. Looking back, I think my heritage and upbringing instilled in me the love of bringing people together — and the festival is really an extension of that.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a smooth road. When I started the San Diego Spirits Festival, It was just me, building this from the ground up. As a woman-owned business in a traditionally male-dominated industry, I often had to work twice as hard to be taken seriously.
I’m especially proud that this is a woman-owned business — something I built on my own through determination and love for bringing people together, passion and persistence carried me through. I’m proud that today the festival stands as not only one of San Diego’s signature events, but also as a woman-owned business that proves what’s possible when you stay resilient and don’t give up on your vision.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
The San Diego Spirits Festival is more than just a tasting event — it’s a full celebration of craft, culture, and community. We showcase premium and emerging spirits,, bringing together brands, mixologists, chefs, and entertainers to create a one-of-a-kind experience. What sets us apart is that we don’t just pour drinks; we create an atmosphere — with live entertainment, culinary pairings, and an incredible setting at the Museum of Contemporary Art in La Jolla, overlooking the Pacific.
We’ve built a reputation for curating an event that feels both elevated and welcoming. Guests not only discover new brands, but they also get to experience them in a way that’s memorable — whether it’s enjoying live entertainment while exploring the festival, or talking directly with a master distiller.
Brand-wise, I’m most proud that the San Diego Spirits Festival has become recognized nationally as a signature lifestyle event — and that it’s a woman-owned business I built from the ground up. I want readers to know that our festival is about more than spirits: it’s about connection, creativity, and celebrating the people and stories behind every bottle.
Before we let you go, we’ve got to ask if you have any advice for those who are just starting out?
My advice for anyone just starting out is to embrace persistence and trust your vision, even when it feels like the odds are against you. Building something from scratch is never easy — there will be challenges with finances, logistics, and finding the right people to support you. One thing I wish I knew when I started is just how much resilience matters; there will be setbacks, but each one is an opportunity to learn and grow.
I’d also say don’t be afraid to bring your personality and values into your work. For me, my Australian-Greek heritage taught me the importance of hospitality, celebration, and community — and infusing those values into the San Diego Spirits Festival is what has made it unique. Finally, if you’re passionate about what you’re building, be prepared to work hard, be creative, and trust that your dedication will pay off.
Pricing:
- Saturday Sept 27 – tickets $85
- Sunday Sept 28 – tickets $75
Contact Info:
- Website: https://www.sandiegospiritsfestival.com/
- Instagram: https://www.instagram.com/sdspiritsfestival/
- Facebook: https://www.facebook.com/SanDiegoSpiritsFestival
- LinkedIn: https://www.linkedin.com/in/sandiegospiritsfestival/
- Other: https://events.com/r/en_US/registration/16th-annual-san-diego-spirits-festival-san-diego-september-995637
Image Credits
Chris Brake Photography
