Sierra Nevada (Chico, CA) has hired Angela Bloomer as its new VP of national accounts. Bloomer will be tasked with working closely with the craft brewery’s wholesaler partners and national retail customers. Her start date was July 29.
Bloomer joins Sierra Nevada from Procter & Gamble (also the former employer of CCO Ellie Preslar), where she held leadership posts in sales, brand management and analytics, including working on Olay, Charmin, Bounty, Pampers and Luvs. Her roles included working with top retailers in the grocery, mass, club, drug and dollar store channels.
Garage Beer has promoted long-time VP of marketing Corey Smale to chief creative officer. Smale joined the company in October 2022.
Smale has been the creative force behind the Kelce brothers-backed company’s campaigns, including Brewmite II, a 1980s-style karate parody directed by Jordan Phoenix, starring Jason Kelce with a cameo from retired UFC fighter Chuck Liddell.
In addition to Smale’s promotion, Garage Beer has hired former NFL defensive lineman Beau Allen as a creative director.
In a statement to Brewbound, Smale said: “I got promoted to CCO of Garage Beer, which is either a huge mistake or the smartest thing this brand’s ever done. I immediately made Beau Allen our creative director because we don’t want the ideas to get less dumb. Brewmite was just the warmup. What’s coming next will make that look like a public service announcement.”
Allen added: “I can’t wait to take the skills I learned while playing football – taking on double teams, penetrating gaps and being a great locker room guy – and infusing them into the pristine culture here at Garage Beer. I’m excited to share my creative genius with the world, stay tuned.”
Allen spent 6 years in the NFL, including stints with the Eagles, Buccaneers and Patriots.
The lager brand is now on pace to sell more than 4 million cases in 2025.
Adam Powers, who has spent more than a decade with Pabst, is exiting the company on August 15.
Powers last worked as a senior brand manager for Old Style, Stag and Stroh’s. He’s leaving the company to open The Argo, a 750-person music venue, bar and kitchen in the Village of Whitefish Bay in Wisconsin.
Pabst recently overhauled its c-suite, appointing Greig DeBow as CEO and Michael Levitt as interim CFO.
Sapporo-Stone recently assigned members of its marketing and sales teams to focus on the individual brands to ensure “each brand receives dedicated attention and strategic support,” the company shared.
Lizzie Younkin is now dedicated to leading Stone’s brand marketing, while Kaitlin Juarez will lead Sapporo’s. Meanwhile, Erin Smith, senior VP of marketing, is continuing to oversee both brands.
The company also has a “task force” that is helping guide Stone’s Southern California business in the wake of Stone Distribution’s sale to Hand Family Companies’ Sunset Distributing subsidiary.
“As the market adjusts, so do we,” the company said. “We’re feeling very confident in how this allows our team to operate with individualized focus on each brand and with clear priorities for growth.”
3 Tier Beverages has announced a handful of new hires. The Chicago-based consulting firm has added:
- Garrett Sandberg, as a consultant for the wine industry;
- Caroline Reeb, as marketing and business coordinator;
- Scott Schulte, as a consultant for the spirits industry;
- And Jacqueline Bichsel, as a social media and executive support specialist.
3 Tier was founded in 2019 by beer industry veteran Donn Bichsel. The company boasts 101 beer clients, 62 wine clients and 64 spirit clients, per its website.