We are located in the community of Elmira, Ontario just 15 km north of Waterloo. Elmira is known for its Maple Syrup Festival (since 1965) and having the largest population of Old Order Mennonites in Canada.

It’s no mistake that we went with Rural Roots. Roger is from a rural community, just like Elmira – a historical hub. He grew up on a farm and wanted to honour those roots. The people of Elmira and the surrounding area can appreciate the respect we have for the source of our quality ingredients.

Photo: Post card of Elmira from 1906 showing multiple panoramic views from the Region of Waterloo Archives.

Post card of Elmira from 1906 showing multiple panoramic views from the Region of Waterloo Archives.


At Rural Roots, our Passion is not beer! There, we said it. We are about family, community, roots, and creating an inviting and comfortable space for everyone. Our passion (small “p”), however, is beer!

We appreciate quality because if something is worth doing, it is worth doing well. We are interested in crafting beer that encourages people to slow down and savour the nuances of something special. We sincerely hope you enjoy our beer.



Roger has been brewing beer in his garage for many years. He finds great joy in working with a recipe and tweaking it until it is just right. Friends, family and even some strangers invited in for tasting notes have all loved his beer and encouraged him to sell it.

“We started researching what needed to be done to share this craft with more people. One thing has led to another – and here we are! It hasn’t been an easy process, but it’s an enriching one that we are so excited to share with you. ”




Together with her husbad, Roger Lichti, Sue is a founding business partner for the Rural Roots Brewing Company.

Sue is also a successful Sales Representative for RE/MAX Solid Gold Realty (II) Ltd Brokerage in the Waterloo Region. Sue is homegrown to the Woolwich area. She is looking forward to continuing in real estate and seeing this new venture touch the community of Elmira and those who visit.

“I love my real estate career so much. My clients can still expect the same level of dedication they’ve always had. I’m excited about applying my skills to this new adventure as well.”



Krysta is Sue’s sister. She had joined our team in a supporting roll and quickly became the asset we needed. Now as manager, she organizes much of our day to day here at Rural Roots.




My name is Tanja and I am social service graduate turned business owner. I enjoy spending time with my beautiful American bully named Binsen, cooking and creating plant based healing products. I am very excited to be a part of the Rural Roots team.



My grade 1 students call me Miss. B but my friends and family call me Halle! In my spare time from teaching and working part time at Rural Roots, you can find me enjoying a cold one with friends. I’m happiest up north on the lake, fishing, swimming, boating and chilling! Dog mom of Hank the Tank! I’m so happy to be apart of such an incredible group of kind humans here at Rural Roots!

P.S Honey Cream Ale is my favourite drink to have on the lake.




I’m Cassidy, an electrical apprentice during the day and a rural roots server at night! When I’m not at work I enjoy going on adventures with my Bernese mountain dog Molly or cuddling up at home with my kitten Loui and molly of course! I love sports especially hockey. I’m so excited to be a part of the rural roots team and meet all the wonderful people who come in!



‘Kyle’ is studying psychology in her first year at Wilfred Laurier University. Although she is the youngest on the team, she is by far the tallest and smartest. When she is not at school or serving up pints with a smile, she can be found at home spending quality time with her family. Kyle is the gentle (with a touch of mischievous) part of the team we didn’t know we needed. We look forward to free psycho-therapy sessions in the future.




I’m Sarah. I’ve worked at PIB for 20 years and recently joined Rural Roots part time. When I’m not working, I’m spending time with my husband and 2 boys. I enjoy being anywhere outside with my boys- camping, cottages, parks and relaxing at home. I also enjoy time with friends and nice cold beers 🙂 .

Happy to be a part of such a great group at Rural Roots.



When she is not a super mom homeschooling her kids she’s running them around to all sorts of activities. We don’t know how we got so lucky to get her on the weekends. Her bubbly and friendly personality makes everyone feel at home. She’s an asset to our team. Thank you Jess!