Jered Kenna, the co-founder of Tradehill—one of the earliest Bitcoin exchanges that launched in 2011 and once rivaled the now-defunct Mt. Gox—has embarked on a surprising new venture in Colombia: a craft brewery called 20Mission Brewing. The move marks another pivot for the Bitcoin veteran, who previously navigated the chaotic early days of cryptocurrency exchanges, launched Bitcoin's first dark pool (Trade Zero), and opened an art-and-tech co-working space in San Francisco.
From Tradehill to Colombia: A Bitcoin Pioneer's Journey
Kenna's Bitcoin rollercoaster began with Tradehill, which shut down in February 2012 after its bank accounts were closed due to Bitcoin involvement. The exchange briefly operated under the Bitcoin.com domain. Undeterred, Kenna launched Trade Zero, the first Bitcoin dark pool, and later opened Mission20, a co-working space in San Francisco's Mission District featuring a large electric sign reading 'Bitcoin-Accepted Here' visible from the sidewalk. Now, he has relocated to Colombia—a country known for magical realism and the legacy of Pablo Escobar—to explore an entirely different industry.
20Mission Brewing: Reducing Water Footprint by Two-Thirds
“We are taking a more innovative approach,” Kenna told Bitcoin.com about his brewery's environmental focus. “Breweries use a lot of water. Something like eight gallons of water to make a gallon of beer. We need to reduce that.” To achieve this, 20Mission Brewing partnered with the Ecology Department of Tecnológico de Antioquia, a local technical university, to implement rainwater catchment systems and reuse cooling water. The goal is to consume only one-third of the groundwater that a typical brewery uses. The team also built its own prototype electronic control system (TME) using a Chinese PID controller and temperature sensors to regulate heating elements, though a separate state-of-the-art system is also in place.
Local Flavors: Colombian Fruits Meet European Brewing Styles
“Right now, as crazy as we’ve gotten, is mixing European and American styles with fruits that I’d never heard of back home, such as Maracuya and Lulo,” Kenna explained. Along with two Bay Area entrepreneurs—Todd Morrill and Jeff Guerra—and a local brewer formerly with Rogue Brewery in Newport, Oregon, Kenna founded 20Mission Brewing. Their initial lineup includes a Belgian Wheat Ale infused with passion fruit, blending Colombian ingredients with traditional craft techniques. The brewery also plans to incorporate flavors from local cuisines as it expands in 2017.
Taking on the Corporate Giants: Aiming to Be Colombia's Largest Independent Brewery
Colombia's beer market is dominated by Miller-owned brand Bavaria, considered a premium product found on top shelves. Regional craft breweries like Bogota Beer Company (BBC) and 3 Cordilleras have seen success but are often acquired by large corporations. Kenna sees an opportunity: “It’s going to become a lot more interesting of a market as it’s changing. If renovation stays on track, we will be the largest independently owned brewery in Colombia this June.” According to Kenna, 20Mission Brewing will accept Bitcoin until the Colombian government says otherwise—a nod to his crypto roots. The brewery is located in Medellín, a city known for its innovation and transformation.