Sierra Nevada is committed to craft brewing.
Not that there was any doubt that the family-owned, Chico, California-headquartered brewery is all in on craft beer, despite a downturn in the segment’s trends. But Sierra Nevada leaders quashed any concerns during last week’s distributor meeting, affirming their commitment to craft beer, bringing consumers back to the segment and reversing negative market trends.
Chief commercial officer Ellie Preslar acknowledged tough times in the market, but reiterated confidence with the help of its wholesalers, the company can “come through this challenging time together and stronger than before.”
VP of sales Jon Wilks added: “The Sierra Nevada story is one of being resilient, not just working harder but working smarter and being able to deliver when it’s really tough to.”
Sierra Nevada has thus far bucked craft’s negative trends. Wilks pointed to the brewery’s growth trends over the last 52 weeks ending August 2 (+2.7%) and year-to-date [YTD] (+0.4%). Those trends are outpacing overall craft (-3.7% L52W, -4.9% YTD) and total beer (-1.7% L52W and -2.8% YTD). Sierra Nevada has also gained 0.38% dollar share this year, the second largest in craft, trailing NA beer maker Athletic (+0.46%).
“That puts us in a very strong position for when the market and the category does turn around,” Wilks said.
Wilks offered a more granular look at Sierra Nevada’s YTD business through August 2, posting growth in four major classes of trade and declining in two:
- Total U.S. +0.4%;
- Total U.S. food +0.6%;
- Total U.S. convenience +2.5%;
- Club/mass +4.9%;
- Total U.S. liquor -2.8%;
- Total U.S. drug Census -17.8%.
Craft’s long tail has dragged the segment’s trends, Wilks added. Craft brand families outside of the top 20 have collectively recorded declines across the board:
- Total U.S. -6.5%;
- Total U.S. food -5.4%;
- Total U.S. convenience -3.8%;
- Total U.S. liquor -10.4%;
- Club/mass -5.2%;
- Total U.S. drug -20.9%.
Through the end of July, Sierra Nevada is growing volume in 20 states, which amounts to 43% of its wholesalers increasing volume so far this year, Wilks reported. He added that half of Sierra Nevada’s wholesalers are growing the total brand’s distribution, with 70% increasing Hazy Little Thing IPA distribution.
VP of brand Lesley Albright pointed to Sierra Nevada’s core priorities – Hazy, Pale Ale, its NA portfolio and Pils – as providing the solution to the challenges facing the craft brewing industry.
- Hazy offers an entry point for new, adventurous drinkers to craft;
- Pale Ale brings relevance to consumers with connective programming such as the National Parks packaging;
- NA brands Trail Pass and Hop Splash create new occasions and offer a bridge between the company’s bev-alc portfolio;
- And Pils offers a premium experience, especially in bars and restaurants, including fine dining.
Sierra Nevada president and CEO Pryce Greenow closed the meeting saying the company is winning amid a challenging environment. The brewery is doing so by offering brands that meet consumers’ needs. He added that he takes the responsibility to grow craft “incredibly seriously” and promised the company will do justice to the past while building for the future.
Hazy Little Thing Remains Top Priority, Chasing 8th Consecutive Year of Growth
For 2026, Sierra Nevada’s top-seller, Hazy Little Thing, will remain the company’s top priority. The goal for Hazy is an eighth consecutive year of growth, Wilks said, calling the brand “a unicorn.”
“You just don’t see these brands years in getting to this scale and continuing to grow,” he said.
Hazy Little thing is the No. 4 overall craft brand, holding a 2.4 share of craft (+0.1%), increasing dollar sales +0.8% and is No. 1 in dollars per point of distribution through the end of July, Wilks said.
Hazy Little Thing is the No. 1 velocity offering among the top five craft brands, Albright added. She pointed to wins this year for Hazy, including growing on-premise draft distribution 18% and on-premise volume 4%. In the convenience channel, Hazy Little Thing distribution has grown 28%, while volume is up 18%.
Sierra Nevada director of integrated marketing Will Mestayer added that in c-store chains, Hazy’s distribution is up 13%, while volume grew +19% in volume.
Sierra Nevada leaders view Hazy Little Thing as their vehicle for engaging new drinkers. They’ll do so by bringing their Hazy Little Hideaway – a dedicated area with various sensory experiences – to concerts and music festivals, and engaging consumers at block parties, bars and stadiums, Albright said.
Beyond the original Hazy Little Thing, Big Little Thing’s packaging and liquid revamp has worked, Albright shared. The brand has regained momentum, reversing its volume trend by 16%.
“Big is having a moment,” she said, adding that Big is the No. 4 imperial IPA in scans.
Pale Ale ‘Vitaly Important’ to Craft
Sierra Nevada remains committed to returning Pale Ale to growth, Albright said. The company will do so by driving relevance with consumers via its National Parks collaboration, while also attempting to engage drinkers for at-home occasions with the recently launched “Perfect Pint” Pale Ale 16 oz. can 8-packs in California and Upstate New York.
The 45-year-old flagship remains a top craft brand. Pale Ale is the No. 6 craft brand, holds a 1.8% share of total craft, ranks 11th in dollars per point of distribution and has grown total points of distribution +0.3%, Wilks shared.
The brand has also grown its draft distribution (+11%) and volume (+6%) in bars and restaurants this year, Mestayer added.
Pale Ale has also grown share in 25 states, Wilks said, citing NIQ xAOC data.
“It’s not only vitally important for our business but craft as a whole,” he added.
Insiders can read more about Sierra Nevada’s 2026 plans and new beers: Sierra Nevada Unveils West Ghost IPA, New Spring Seasonal, Hazy Rotator, Juicy Non-Alc & More