“Core Four” and One “Ghost”: Sierra’s ’26 Playbook

Dear Client:  There were several working themes to Sierra Nevada’s virtual wholesaler meeting today, some details of which we’ll publish here, and others in BBD. But here are the main ideas: -They’re not giving up on beer. As second-generation owner Brian Grossman said at the outset, they’ve been here for 45 years and “we’ll be here for 45 more.” Indeed, Sierra continues to outperform the beer category by roughly 3 points, per VP sales Jon Wilks, with robust gains from