Sierra’s Joe Whitney on What’s Next

Dear Client: In the second half of our chat with Joe Whitney, the always-candid CCO of Sierra Nevada Brewing Co., we cover a host of next-level topics, from next-level seltzer (which could be kombucha), to next-level marketing (digital, duh), to next-level on-premise (open, and packed). ON KOMBUCHA. Recall that Sierra launched its new hard kombucha brand, Strainge Beast, early last year. The original plan had been to start with draft, then seed package offerings. Then COVID hit and upended all