Sierra Nevada’s strategy to continue 2026’s growth into 2027 involves a portfolio-wide packaging overhaul, the return of major brand campaigns and a meaningful dive into the beyond beer category.
As Sierra Nevada plans to tackle what it calls craft beer’s No. 1 enemy, “The Vortex” – the self-perpetuating cycle of distribution losses that drive volume declines that beget more distribution losses – the brewery has built a multi-faceted innovation slate.
After Sierra Nevada’s brands delivered growth in a challenged craft beer market, the country’s No. 2 craft brewery by volume plans to keep its foot on the gas. Part of stemming volume declines requires recruiting new drinkers into craft.
Sierra Nevada has identified craft beer’s biggest villain and thinks it has a plan to defeat it. In a James Bond-themed presentation during its wholesaler conference at its campus in Mills River, North Carolina, the country’s No. 2 craft brewer by volume armed its wholesalers with a “license to sell” and a specific mission to tackle what it’s calling the Vortex – the self-perpetuating cycle of beer volume declines at retail that lead to distribution declines, which create more volume losses.
Sierra Nevada is taking a cautious approach to the rollout of its next new product launch. Shred Beer Soda will debut in early June at the brewery’s gift shops in Chico, California, and Mills River, North Carolina.
Pike Brewing (Seattle, Washington) will close Pike Pub and Pike Fish Bar, both located at the city’s iconic Pike Place Market, it announced this week. Details of Molson Coors chief commercial officer Michelle St. Jacques’ separation from the company were laid out in a Form 8-K filing Thursday with the U.S. Securities and Exchange Commission.
Sierra Nevada’s willingness to enter new segments and styles hinges on a pair of key factors, CEO Pryce Greenow told Brewbound.
In the wake of Hurricane Helene, Sierra Nevada Brewing Company company is focused on ensuring its employees in Mills River, North Carolina, “are safe and accounted for,” while “still assessing” the damage sustained at the brewery, president and CEO Pryce Greenow told the company’s distributor partners on Tuesday.
A former spirits executive will be the next president and CEO of Sierra Nevada Brewing Company.
Sierra Nevada Brewing Company chief commercial officer Joe Whitney will retire, effective January 5, 2024, according to a message shared by Ken Grossman late Friday.
Sierra Nevada leadership shared highlights of its year so far, revealed its sales and marketing strategy for 2024 and provided an update on its Can Do Innovation Center during last week’s meeting with wholesalers.
Sierra Nevada shared its 2024 brand plans today with wholesalers. The slate of new products will include new hazy and imperial IPAs, non-alcoholic beers and hop waters, and offerings for day drinking occasions.
Sierra Nevada Brewing Co. has made a minority investment in Riot Energy, a Venice, California-based energy drink company. The California brewery will “initially serve as an investor,” but will “eventually produce and package Riot Energy products” once its CanDo Innovation Center is up and running.
Even with up to 500,000 barrels of beyond beer capacity coming online next year, Sierra Nevada’s priorities heading into 2023 are continuing to fuel the growth of Hazy Little Thing and strengthening the iconic Pale Ale brand, company leaders recently shared with Brewbound.
