Some interesting tidbits in an Inc. interview with Sierra Nevada’s Ken Grossman:
I spend more time now thinking about our brand than I did in the early days. When I started, 10,000 barrels a year was my dream. Then, I wanted to get to 60,000 barrels. Now, we're up to a million barrels. I had my head down for years and years, just focused on how to grow the company and make more beer. I didn't have to think about the market. Back then, there were only 35 brewers. Now, there are more than 2,000. So I think a lot more about how to connect with our customers. We do more tours of the brewery, and we go to lots of festivals and events. We also have a much larger sales force. We used to have one salesperson for every 10 states; now we have an army of 100 people out there telling the Sierra Nevada story
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I also spend a lot of time thinking about ways we could be more energy efficient. We use a lot of resources, so to feel relatively good about what we do, I think it's important to use those resources as wisely and efficiently as we can. We have more than 10,000 solar panels on-site. It's one of the largest privately owned solar installations in the country. That allows us to generate up to 80 percent of our own electricity.
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