Gary Fish on the Pressure to Change as you Grow

Dear Client: Bend, Oregon-based Deschutes finished 2011 at 220,000 barrels, with shipments up 32% YTD, and a bit under half of their business in their mature home market. Asked the imperative for top-10 craft brewers in an age where smaller guys are sourcing share, founder Gary Fish stressed the importance of looking inward. "We're looking to make beers that we like to drink still. And that's a very challenging thing for companies of our size. The tendency is to try