Sierra Nevada Brewing Company has hired Pryce Greenow as the company’s new CEO and president. Greenow comes from the spirits industry where he most recently served as president of international and global sales officer at Beam Suntory from 2017 to February 2023.
Sierra Nevada founder Ken Grossman will step down as interim CEO where he has served since previous CEO Jeff White retired in June. Ken will remain chairman of the board and will almost certainly remain active in the company, particularly in production and innovation.
The leadership change offers Sierra Nevada an exciting future. The brewery is well poised to evolve with the changing dynamics of consumer preferences. With two highly efficient breweries, one on each coast, and a new innovative expansion project soon to open at the Chico brewery, the company will be positioned to develop new products and potentially new brands at ease. The company is expected to open its Can Do Innovation Center in Chico soon. The expansion is designed to package innovative new products and could act as a co-packing facility for other brands.
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