In the Spotlight While lying on the beach, many of us have thought about drinking a nice, cold beer, but most haven't gone as far as starting a beer company. That's where Rhonda Kallman is different.

The 46-year-old former senior executive with the Boston Beer Company developed the concept for New Century Brewing Co. while vacationing in the Caribbean. Now, the company makes and markets two innovative American beers: Moonshot, a premium caffeinated beer, and Edison, a specially brewed light beer.

Limited resources have put the company's online marketing on the back burner, so when Kallman learned of the Entrepreneur and Caffeine Marketing Jolt contest, she decided to enter. "The word caffeine caught my eye, because we have the original premium beer with caffeine," she says. "And I knew I could use a marketing makeover."